Designing an accessible passenger journey through collaboration and confidence.
ABOUT THE ORGANISATION
Liverpool John Lennon Airport (LJLA) is an international airport serving Liverpool City Region and beyond, connecting passengers to a wide range of European destinations. With accessibility embedded as a core operational priority, the airport supports over 100,000 assisted travel passengers each year, working to ensure that everyone can travel with confidence, dignity and independence.
THE CHALLENGE
Air travel can be complex and unfamiliar, with multiple stages, time pressures and sensory demands. For passengers with visible and non‑visible disabilities, this can create barriers that lead to anxiety and uncertainty. As the number of passengers requiring assistance has continued to grow, LJLA recognised the need to rethink how accessibility is delivered across the entire passenger journey, from arrival to boarding.
WHAT THEY DID
Accessibility improvements at LJLA have focused on clarity, consistency and sensory support, guided by direct engagement with passengers and disability groups.
Key initiatives include:
- Establishing a bi‑annual Accessibility Forum, bringing together local and national disability groups to shape improvement priorities
- Introducing a sensory room and a sensory‑friendly security search space
- Implementing consistent purple wayfinding and signage for assisted travel throughout the terminal
- Producing an Assisted Travel Guide and video to support pre‑journey planning
- Creating dedicated Assisted Travel Areas airside to reduce unnecessary movement and waiting
- Providing free sensory packs for passengers who need them
- Enhancing support for hidden disabilities through recognised lanyards used consistently across the airport
Alongside these changes, the airport has invested in a stronger passenger feedback programme, significantly increasing engagement and insight. Future projects include a pre‑security sensory pod (“Cubbie”) and a redesigned assisted travel desk, further improving the experience before passengers even reach security.
THE IMPACT
The results have been substantial. Between 2024 and 2025, assisted travel demand increased by 38%, with over 113,000 passengers supported. Passenger feedback responses rose by 192%, reflecting higher engagement and confidence in sharing experiences. More than 90% of feedback is now rated as “Excellent” or “Good”.
Passengers report reduced anxiety, particularly due to improved pre‑travel information and sensory support. Operationally, changes such as dedicated assisted travel areas have improved efficiency, reducing unnecessary movement and pressure within the terminal. Together, these improvements have strengthened both the customer experience and day‑to‑day operational delivery.
BEST‑PRACTICE HIGHLIGHTS
- Engaging disability groups through structured, ongoing forums
- Supporting passengers before, during and after their journey
- Designing environments that reduce sensory stress
- Using feedback and data to guide continuous improvement
ADVICE TO OTHERS
For Liverpool John Lennon Airport, accessibility works best when it’s shaped in partnership with the people who rely on it. With assisted travel touching every part of the airport operation, the team has learned that meaningful progress comes from listening closely, testing ideas in the real world, and being willing to adapt.
Drew Butler, Accessibility & PRM Contract Manager at LJLA, has seen how structured engagement, particularly through ongoing dialogue with disability groups, leads to improvements that are both practical for passengers and workable at scale. Feedback, he believes, isn’t just a measure of satisfaction, but a vital design tool for building confidence and independence across the passenger journey.
Reflecting on LJLA’s approach, Drew encourages organisations to move beyond assumptions and let lived experience guide decision‑making:
“Engage directly with the people who use your services. Listening to real passenger feedback and working with disability groups ensures accessibility improvements are practical, meaningful and genuinely impactful.”
For more information on Liverpool John Lennon Airport, click HERE.