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Customer Experience, CaseAENA tracks the experience of 280 million passengers with RateNow
One of the world’s largest real-time feedback projects takes off in Spanish airports.
In 2025, AENA, Spain’s leading airport operator and one of the largest in the world by passenger volume, deployed one of the most ambitious on-site feedback systems in the industry in collaboration with RateNow. With more than 1,700 active feedback points across 34 airports and over 3 million monthly responses, AENA now tracks, analyzes, and acts in real time on passenger experience at every critical stage of the journey—integrating the customer’s voice into both operational and strategic decision-making.
Diana Bardales, 2025 
7 min 
The challenge of listening to millions of passengers
With over 280 million passengers annually and 46 airports plus 2 heliports in operation, AENA is Spain’s main airport operator and one of the largest worldwide.
Its mission is clear: to ensure an excellent, efficient, and safe travel experience for every person passing through its terminals.
But how can you capture the opinions of millions of passengers, across hundreds of different touchpoints, in real time? That was the challenge that led AENA to trust RateNow to implement a nationwide passenger experience tracking system.
A nationwide challenge
The goal was ambitious: to collect and analyze passenger feedback at every critical touchpoint of the journey—from restrooms to VIP lounges—and to do so instantly and operationally.
The project’s scale makes it one of the largest on-site feedback systems in the world.
Beyond collecting opinions, AENA needed every piece of data to become actionable, through automated and configurable alerts that would allow immediate responses to any incident.
And all of this with one key requirement: full integration with AENA’s digital systems, ensuring secure and synchronized data flow.
The solution: smart feedback at a national scale
RateNow designed a comprehensive, scalable, and cross-functional solution based on a nationwide network of over 1,700 active feedback points distributed across 34 Spanish airports.
The system combines various channels tailored to each environment:
- Smiley Feedback Buttons, with up to 3 years of battery life, located in high-traffic areas such as restrooms and security checkpoints.
- Smart QR codes, enabling passengers to provide more qualitative feedback.
- Smiley Terminal Tablet, especially in VIP lounges, to capture more detailed perceptions.
- RateNow Software integrated into AENA’s own digital screens, capturing the passenger’s voice without the need for additional devices.
All data is automatically centralized in RateNow Analytics for real-time visualization and analysis and simultaneously sent to AENA’s corporate data repository via API and Webhook, ensuring seamless integration with its technology ecosystem.
Key features
The solution was designed to adapt to the complexity of the airport environment, ensuring accurate, continuous, and actionable data collection at every stage of the passenger journey.
Its main features include:
- Omnichannel data collection: integration of multiple channels — smiley feedback buttons, QR codes, tablet terminals, and AENA display screens — to track feedback in all possible contexts, from restrooms to VIP lounges.
- Real-time RateNow Analytics: dynamic and customizable dashboards that display satisfaction trends by airport, service, or journey stage, enabling data-driven decisions.
- Configurable instant alerts: automatic notifications for incidents, allowing immediate action in real time.
- API and Webhook integration: automatic synchronization of data with AENA’s corporate repository, ensuring smooth cross-platform flow and a unified view of the passenger.
- Advanced segmentation and internal benchmarking: comparative analysis between airports, areas, and services to identify patterns, trends, and continuous improvement opportunities.
- Seamless scalability: modular infrastructure allows new feedback points or measurement modules to be added without service disruption or complex technical intervention.
Together, these features have enabled AENA to implement an intelligent, flexible, and fully integrated system capable of turning passenger feedback into strategic insights and immediate operational actions.
"“This service allows us to continuously monitor customer satisfaction in order to improve the performance of our services, enabling us to: Assess the quality of the airport and commercial services offered to users, use the results to improve the performance of each service and reduce the number of complaints and claims thanks to greater oversight of the services provided. - Explains Iván Navarro García, Director of the Project. Facilitation and Passenger Experience Department of AENA.”"
Results: data that drives decisions
Since its implementation, real-time data has helped optimize processes, improve service quality, and enhance responsiveness to incidents.
The results speak for themselves:
- Over 3 million monthly responses, making it one of the largest airport feedback sources in the world.
- More than 1,700 active feedback points strategically distributed across 34 Spanish airports, ensuring nationwide coverage.
- Deployment completed in just 2 months.
- Full coverage of the passenger experience across all stages of the journey: restrooms, security checkpoints, baggage claim, parking, information points, and VIP lounges.
- Instant operational alerts enabling immediate action in case of incidents or perception drops, raising response standards.
- Full data integration within RateNow Analytics and AENA’s corporate repository, enabling cross-analysis and high-value strategic decisions.
The collaboration between AENA and RateNow has resulted in one of the most ambitious real-time feedback projects in the global airport industry.
Through a unique combination of autonomous hardware, digital channels, advanced analytics, and seamless integration, AENA now tracks the voice of millions of passengers each month—and turns it into immediate actions for continuous improvement.
At RateNow, we connect experiences, data, and action. Want to take your experience strategy to the next level? Contact us.
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