The Illusion of Progress: Why Air Travel Feels More Broken Than Ever

The Increasing Complexity of Modern Travel: A Frequent Flyer’s Perspective

In an age when technology promises to simplify our lives, modern travel has become paradoxically more complicated than ever.  Over the past 12 months, I have taken more than 200 flights and visited over 50 countries for a combination of business and leisure.  What I’ve experienced is not a streamlined, tech-enhanced journey, but a maze of broken processes, seemingly redundant requirements, and digital overload.

The aviation industry has long spoken about optimizing travel and making it seamless.  Yet, we seem to be moving backwards.  Navigating the ever-changing requirements from governments, airports, airlines, and even hotels has become exhausting—even for someone with over 20 years in the aviation industry.  For the average traveller, who may fly once or twice a year, the experience is likely overwhelming.  We urgently need systems that are intuitive, consistent, and designed for everyone.

App Overload: A Digital Burden

One of the most glaring issues is the explosion of travel-related apps.  Every airline, airport, booking platform, and even some countries now require their own dedicated app.  From check-in to customs declarations, travellers are expected to download, register, and navigate a growing list of tricky to use platforms—often inputting the same personal data repeatedly.

While some apps serve legitimate purposes, such as electronic travel authorizations (ETAs), many overpromise and underdeliver.  They claim to “save time,” yet often shift the burden onto the traveller, demanding hours of preparation that used to take seconds at a staffed counter at the airport.  Personally, I’ve found that bypassing apps and dealing directly with airport agents often results in a faster, more pleasant experience.

Data Sharing Without Clear Benefit

Today’s traveller is expected to share more personal data than ever: passport scans, vaccination records, biometrics, travel history, and more.  These measures are often justified in the name of security, but there’s little transparency about how this data is used or protected.  Often it’s a simple case of do it or don’t travel. 

Despite this data deluge, the travel experience hasn’t improved.  Long queues, repeated identity checks, and inconsistent procedures remain the norm.  The return on this data investment is unclear and trust in the system is eroding.

Inconsistency and Broken Processes

Perhaps the most frustrating aspect of modern travel is its inconsistency.  What works at one airport or airline may be completely different elsewhere.  Some airports rely heavily on manual processes while others push automation, often without adequate support or signage.

Gone are the days of a predictable, uniform experience.  Today, every airport visit or travel journey is a surprise.  Wouldn’t it be refreshing if passengers were informed in advance about what to expect?

Outdated Traditions in a Rapidly Changing World

Despite the digital revolution transforming nearly every other industry, air travel remains tethered to outdated protocols often dictated by legacy government policies.  Instead of re-imagining the travel experience, many airlines and airports apply superficial digital fixes to deep-rooted inefficiencies.

Meanwhile, emerging technologies like eVTOL aircraft and air taxis offer the prospect of reshaping short-haul mobility.  These nimble alternatives offer on-demand, flexible services and highlight the risk of complacency in traditional aviation.  Without bold innovation, legacy carriers risk being left behind.

The Missing Human Touch

In the rush to digitise, the human element has been sidelined.  Customer service is increasingly handled by chatbots or hidden behind automated menus.  When things go wrong—and they often do—getting real help can be a Herculean task.

Post-COVID, the problem has worsened.  Many experienced staff were lost during the pandemic and the industry has struggled to replace them.  In response, companies have leaned heavily on technology; effectively asking passengers to become experts in their systems rather than investing in well-trained personnel.

A Call for Smarter, Not Just More, Technology

Technology should enhance—not complicate—the travel experience.  What’s needed is a unified, traveller-centric approach that prioritizes:

• Interoperability across systems and platforms
• Data privacy and transparency
• User experience over operational convenience

Instead of forcing travellers to adapt to a fragmented digital landscape, the industry must work toward seamless integration and smarter automation.

Until then, travel will remain a paradox: more connected than ever, yet more complex and fragmented than at any point in history.

If you’re interested in knowing more and would like a ‘digital experience check’ for your airport, or if you’re looking to optimise your airport experience, come and talk to me.  I’ve formed a team dedicated to enhancing the passenger experience through optimisation, good automation and digital solutions.