AviationUnexpected pleasures: a new airport security-check experience
If airport security checks cannot be made to move at a quicker pace, how about making them more comfortable, even pleasant? This is what a pilot project at the Dallas/Fort Worth (DFW) International Airport’s Terminal E is trying to do. SpringHill Suites by Marriott has brought its hotel experience to E18 security check point, where passengers will now be welcomed by a stylish decor, soothing wall art, vibrant lighting, and relaxing ambient music in a setting that spans the entire checkpoint area. Lounge seating at the entrance and a furnished area for customers to gather their belongings after the screening process.
For passengers traveling through Dallas/Fort Worth (DFW) International Airport’s Terminal E, the E18 security checkpoint will be an introduction to a new level of style and comfort, compliments of SpringHill Suites by Marriott.
The three-month pilot program, called “The Next Level Experience,” is a partnership between the hotel brand, SecurityPoint Media, DFW, and the Transportation Security Administration (TSA) to transform airport checkpoints into welcoming and comfortable experiences. “Airports want to deliver a positive experience for passengers from the moment they step out of their car all the way to the boarding door, and screening checkpoints are a major part of that passenger experience,” said Ken Buchanan, executive vice president of revenue management at DFW Airport. “We want to lead the way in making passenger screening a positive encounter, while maintaining the highest levels of security,” he added.
The Financial reports that the checkpoint is part of DWF’s Terminal Renewal and Improvement Program to renovate and redefine the Airport experience in its four original terminals.
The program aims to enhance the security checkpoint experience with stylish decor, soothing wall art, vibrant lighting, and relaxing ambient music in a setting that spans the entire checkpoint area. Lounge seating at the entrance and a furnished area for customers to gather their belongings after the screening process represent a comprehensive approach to comfort enhancement during the checkpoint process.
“SpringHill Suites delivers stylish spaces that allow guests to relax and refresh, and the idea was to extend that same hospitality to the Airport security area, where so many travelers’ journeys begin,” said Craig Fowler, Marriott International’s Senior Director of Brand Marketing, Select Service Brands. “We hope travelers will enjoy the unexpected and pleasant surprises they’ll experience in what can often be a stressful environment,” he added.
Travelers often experience long waiting and processing times at security checkpoints. The upgrade to a more comfortable atmosphere is expected to make the process more enjoyable, not necessarily quicker. “This enhanced checkpoint gives our passengers a next level experience when it comes to security screening,” said James Crites, executive vice president of operations at DFW. “Wait times are automatically calculated and displayed on monitors and audio messages replace the need for TSA officers to shout instructions and security messages are available to guide travelers throughout the screening process,” he added.
The Financial notes that DFW will review passenger interaction with the new program and decide on whether to expand the concept to other terminals. Plans to introduce the concept to other airports have yet to be announced by Marriott International, INC.
