Elevating the Passenger Experience
The Challenge
Delivering consistency across two major airports while managing high passenger volumes and maintaining global standards was a constant challenge.
To create a smoother, more inclusive airport experience, Dubai Airports partnered with our +impact Experience Design team to reimagine the end-to-end journey, designing solutions that integrate technology, training, intelligent rostering and behavioural insights.
Today, those advisory solutions are being brought to life by Serco’s on-the-ground operational teams, who manage journeys and deliver people-first service across both DXB and DWC.
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We deliver a fully integrated guest experience and airport operations solution
By combining smart technology, tailored training, and people - first service, we keep every journey effortless and enjoyable.
Key services include:
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Guest experience management and journey mapping | Image
Electrical buggy operations and VVIP lounge services | Image
Traffic flow management and rostering optimisation |
We continuously invest in our people to create a culture where service excellence thrives. Our programmes include guest experience and leadership development, awareness and service training for passengers of determination, conflict management workshops, and regular townhalls with recognition initiatives that celebrate great performance.
Impact
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| Consistent KPI performance above 98% across operational and service metrics | Noticeable reductions in time spent at key passenger checkpoints | Improved satisfaction and Net Promoter Scores with fewer complaints |
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| Enhanced inclusion through dedicated support for passengers of determination | A strong and capable workforce of more than 1,500 trained Guest Experience Ambassadors |
Our joint commitment to service excellence continues to be recognised around the world, with several awards celebrating Dubai Airports’ focus on passenger experience and operational excellence, including:
World’s Leading Airport – World Travel Awards
Airport of the Year – Aviation Business Awards
Best Airport in the Middle East – Business Traveller Middle East Awards
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Innovation
Together with Dubai Airports, we introduced digital solutions that drive transparency, efficiency, and smarter decision-making.
These include the DAGX Reporting App for live performance dashboards, paperless kiosks for accommodation and uniform requests, and automated reporting tools developed through PowerApps and Connecteam. Each innovation simplifies operations and strengthens collaboration across the contract.
Looking Ahead
With our partnership now extended to 2030, Serco and Dubai Airports continue to make a real difference in how millions of people experience travel by shaping smoother journeys and setting new standards for airport operations.
At DXB and DWC, we see every interaction as an opportunity to create a positive and lasting impression. Serco’s dedicated teams are an extension of that vision, bringing professionalism, empathy, and consistency to some of the most crucial touchpoints along the journey.
Majed Al Joker, Chief Operating Officer, Dubai Airports