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Jeddah Airports Company (Jedco), managing one of Saudi Arabia’s most strategically important airports, partnered with daa International to elevate passenger experience amidst poor global rankings. The airport faced low ASQ and Skytrax scores and lacked a coordinated strategy to improve customer satisfaction.
daa International led a research-driven, airport-wide Customer Experience (CX) programme, executing 15+ major initiatives across operations, maintenance, and commercial functions. The results include:
ACI Level 3 Customer Experience Accreditation
Skytrax Level 4 Certification
Improved ASQ scores and global rankings
A blueprint for long-term, passenger-centric strategy
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Client Background Jeddah Airport serves millions of domestic, international, and pilgrimage passengers annually, with Terminal 1 and the North Terminal forming key infrastructure. daa International provided operational support in operations, maintenance, and commercial functions, embedding a full-time Passenger Experience Director to champion insights-driven transformation.
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The Challenge: Raising Passenger Experience Standards
Prior to transformation, Jeddah Airport faced:
Low ASQ (around 4.4) and Skytrax Level 3 status
Fragmented CX efforts based on assumptions rather than data
Inconsistent service quality and limited passenger insight
The goal: implement a structured, evidence-based strategy to elevate service quality, improve facilities, and boost global benchmarks.
Our Approach
Diagnose with Evidence
Captured feedback from 2,000 passengers monthly across 120 touchpoints
Segmented insights by airline, destination, and time of travel
Benchmarked against global leaders (Changi, Dubai, Hong Kong) to identify pain points and set priorities
Highlight: Research-led insights informed all strategy and investment decisions
Defining the Vision and Strategy
Developed Jedco’s first formal CX strategy with senior leadership
Initiatives grouped under:
Brilliant at the Basics – signage, cleanliness, queuing, Wi-Fi
Show We Care – staff engagement, inclusivity
Surprise & Delight – immersive, culturally relevant airport experiences
Delivering Airport-Wide Enhancements Implemented 15+ core initiatives, including:
1,200+ directional signs with culturally relevant icons
Free, high-speed Wi-Fi and 30 new charging stations
Enhanced pilgrim-focused ambiance and thematic décor
Improved queuing processes across check-in, immigration, and security
The Transformation Delivered
Key Results
Achieved ACI Level 3 Accreditation and advanced from Skytrax Level 3 to 4
ASQ scores improved to 4.57 in 2024, closing gaps with regional peers
Global Skytrax ranking climbed to 44 from 56
Cultural shift across Jedco, embedding shared ownership of passenger experience
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Blueprint for Success
Key Lessons
Small, cross-functional teams aligned to a clear CX strategy can deliver large impact
Decisions grounded in passenger data, not assumptions, ensure investment prioritization
Leadership and staff training reinforce a culture of accountability
Categorizing improvements (Basics, Care, Delight) balances infrastructure upgrades with service enhancements
The Road Ahead
Recommendations / Future Focus
Maintain a data-driven CX strategy with actionable improvement plans
Embed passenger insights and KPIs into operational and capital planning
Deliver comprehensive CX training programmes across all staff levels
Establish a cross-functional Passenger Experience Steering Committee to guide long-term investments and sustain a passenger-centric focus
