ABM Experience Solutions survey reveals the power of human connection

From airport check-ins to duty-free checkouts, artificial intelligence is everywhere. But as automation accelerates, new research from ABM Experience Solutions (AX) reveals that travellers still want something no algorithm can deliver: a genuine human connection.

The consumer study of 1,067 travellers explored how people perceive the role of AI and human service in travel retail. The findings show that while travellers welcome technology for convenience, they still crave empathy, authenticity, and genuine connection. And that despite an increasingly technologically driven world, consumers value the human touch.

Nearly seven in ten travellers (69%) said they would feel disappointed if airports and duty-free stores relied mainly on AI for customer service, valuing the reassurance and authenticity that people provide. Only 1% said they would prefer a more automated experience.

When asked what made their most memorable airport experience stand out, travellers most often cited;

• fast, seamless service (43%) – particularly among women (46%) versus men (38%)
• friendly, approachable staff (35%) – rising to 40% among those aged 55–64
• clear guidance and navigation (27%)
• proactive, helpful teams (23%).

While AI is seen as useful for improving wayfinding (42%) and checkout speed (34%), nearly half of respondents (47%) believe automation could diminish rather than enhance customer service. The findings underpin that technology can support, but not substitute, the human touch.

The research, which included both traveller insights and team members’ perspectives reaffirms AX’s long-held belief that the human touch is the heart of travel retail.

“Technology gives travellers confidence. It makes journeys smoother, faster and more accessible,” said Leanne Nutter, Retail & Brand Director at ABM Experience Solutions. “But meaning still comes from people. A smile, a shared story, a small gesture of care. Human experience turns a good journey into a memorable one.”

AX team members who speak with passengers agree. Every respondent described human connection as essential to a positive traveller experience. One recalled helping a confused shopper at Gatwick understand duty-free allowances and carrying their purchases, noting that “luxury purchases rely on human interaction.” Another highlighted recognising travellers’ needs through cues like “eye contact, tone and body language.” A third remembered “offering a gin to a customer who had the same taste 15 years back”—a reminder that memory and personal connection matter. As one respondent put it: “People might forget the price, but they’ll never forget the story.”

Across the board, experience, empathy and intuition define great service in travel retail, and technology can only enhance—never replace—the human touch. “As we enter this next chapter as ABM Experience Solutions, we remain focused on what we do best – designing experiences that connect people and places,” added Nutter. “AI will continue to evolve, but people will always be at the heart of travel retail.”

The release of the findings coincides with AX’s rebrand under the ABM banner, combining 30 years of creative, human-centred experience with the scale and stability of a global facilities leader. AX’s workplace and travel retail experience solutions bring together the creativity and consultancy spirit of a boutique agency with ABM’s operational excellence and sustainability credentials.

As ABM Experience Solutions (formerly Blackjack Promotions) marks its 30th anniversary and new chapter under the ABM banner, this data demonstrates that the human connection remains essential.