Salzburg Airport Enhances Passenger Experience With Real-Time Feedback Solutions

Salzburg Airport in Austria has taken a major step forward in elevating passenger satisfaction by embracing advanced real-time feedback systems from HappyOrNot, a Finnish company specializing in customer sentiment analysis.

HappyOrNot in Action: A traveler uses the new Smiley Touch touchscreen kiosk to provide feedback on their airport experience, offering valuable insights that help shape service improvements. | Image: HappyOrNot

For over eight years, Salzburg Airport has utilized HappyOrNot’s iconic Smiley Terminals to gauge passenger satisfaction across its operations. With up to 60,000 feedback responses annually, the airport has consistently gathered valuable insights to refine its services.

This year, Salzburg Airport introduced the more advanced Smiley Touch touchscreen kiosk, allowing passengers to rate their experience and specify the reasons behind their feedback, unlocking deeper insights into the travel experience.

Prioritizing satisfaction for passengers, employees, and visitors has long been central to Salzburg Airport’s mission. Initially relying on a simple mailbox system, the airport made the strategic shift to HappyOrNot’s instant feedback solution, focusing on areas like security control performance.

The new Smiley Touch system modernizes their feedback approach with engaging, multi-tiered surveys, empowering travelers to voice their opinions and directly influence improvements.

“HappyOrNot fits our needs perfectly—it’s fast, user-friendly, and extremely efficient,” shared A. Klaus, Head of Public Relations at Salzburg Airport.

The instant feedback mechanism has proven to be a valuable tool in understanding passenger needs and preferences, especially in high-stress areas such as security checks.

Salzburg Airport isn’t just a gateway to the world; it’s also a vibrant destination for locals, offering diverse shopping and dining options. Popular features include the Relay shop, a local bakery, and a rooftop terrace that hosts exclusive events.

Conveniently located near the German border and accessible by public transport and car, the airport also offers ample parking, including electric vehicle charging stations.

With a €105 million investment in infrastructure upgrades planned through 2026, Salzburg Airport is committed to enhancing passenger comfort and integrating new systems, such as the EU's Enter-Exit (EX) system, to streamline operations.

Even during challenging times like the COVID-19 pandemic, Salzburg Airport recorded impressive satisfaction ratings, with 90% of passengers expressing positive feedback on the airport’s security control.

The introduction of detailed feedback options in mid-May has further enriched the data collected, helping the airport pinpoint areas for enhancement. By leveraging HappyOrNot’s real-time feedback, Salzburg Airport is creating a seamless, enjoyable travel experience.

Whether gathering insights from security checkpoints, restrooms, or dining areas, the data empowers the airport to make informed decisions, maintaining its status as a traveler-preferred airport.

As Klaus noted, “The Smileys communicate without words, making them universally understood, which is particularly beneficial for international transport hubs.”