How airport display systems can make the most of travel surge

Record passenger volumes have become a defining challenge for airports. With travel demand remaining elevated across leisure, business and blended “bleisure” trips, airports are operating in a near-constant state of peak traffic. A 2025 IPX1031 survey found that an estimated 92% of Americans planned to travel, with business trips accounting for 36% of that volume, while U.S. travel spending reached an estimated $1.35 trillion, according to the U.S. Travel Association.

Airports, therefore, have every reason to remember the old maxim, “It’s not the destination; it’s the journey,” and do everything they can to make these trips as easy and efficient as possible. Digital displays and other forms of innovative travel signage support that goal at every stage of the journey, particularly when passenger volumes are high, and information needs to be delivered without interruption.

At Myrtle Beach International Airport (MYR) in South Carolina, Samsung displays play a critical role in keeping travelers informed around the clock, from flight information to baggage updates. “Because uninterrupted service is vital for our passengers and visitors, we depend on these robust, reliable solutions,” said Daniel Perez, Systems Manager at MYR.

That makes it the perfect time for airports to step back and assess whether they’re making the most of digital signage for travel. With the right approach, they can not only drive more revenue but also deliver greater long-term loyalty among travelers who appreciate the experience.

Here’s just a sampling of what innovative travel signage can do:

1. Make the best brand impression

First impressions are made in the blink of an eye but carry on forever. So, it’s in the airport’s best interest to make the best brand impression at the first step through the front door — if not before. Strategically placed displays,  including the ultra-light and thin 32″ EMDX Series Color E-Paper QHD Smart Signage, can play a leading role in this, starting with a warm welcome to arriving passengers. This not only gives the impression of immediate service, but also establishes the brand image and messaging by the time they reach the first counter.

Displays can also go a long way to demonstrating organization and efficiency — two qualities often bemoaned as missing at airports. This starts with providing arriving and transiting travelers the information they need to make it from point A to B in the most efficient way possible, whether it’s to the bathroom or gate. That can also entail assuaging the anxiety many travelers arrive with soothing imagery, or updating information about their flights. In short, displays can help show the brand at its best, and the resulting satisfaction turns into repeat business.

2. Informing travelers in line

Travelers understand they need to join the line for airport security screening, but there’s no reason airports and airlines can’t use the moment as an opportunity to keep the lines of communication flowing. Indoor LED and LCD displays can create transparency by delivering key messages about protocols passengers need to follow, displaying estimated wait times and updating useful information, like the time and weather at destinations.

Samsung’s 115” Supersized Signage QH115FX 4K Commercial Display, for example, can make essential updates visible even from a distance, helping travelers stay informed while moving through crowded terminals. Its expansive screen designed with an anti-glare panel and optimized haze level ensures clarity in bright, open environments. For an even more striking presentation, The Wall (P1.2) is a Samsung LED display that delivers immersive visuals in any size up to 8K resolution — ideal for sharing real-time updates or branded content that captures travelers’ attention as they wait.

At MYR, the displays are set up to adapt dynamically as conditions change. “Our departure screens can automatically expand into adjacent displays when passenger volume surges,” explained Perez. That flexibility helps reduce congestion and confusion, freeing airport staff from answering the same questions repeatedly. For passengers, they feel better informed and more in control about what’s going on. It also likely speeds the process, as more travelers will have their travel documents and baggage ready when it’s their turn.

3. Transform time into money

Often, the size, layout and traffic of airports can create a whirlwind of stimuli that puts passengers’ heads on a swivel as they seek a clear path through the seeming chaos. When travelers take slow, tentative steps from point to point — be it to the bathroom, gate or lounge — they lose valuable time that could be spent in airport shops and restaurants. That can add up to a lot of uncaptured revenue. Furthermore, a poor experience may lose long-term profits, as unhappy travelers may route through a different airport in the future.

Perez highlights the effect at Myrtle Beach International Airport. “We use Samsung displays in certain locations to deliver concession offerings. Our vendors really like the ease in which we can put their content into an ad rotation via Samsung’s content management system.”

With wayfinding services on eye-catching LCD and LED displays, passengers can feel more confident to explore airport services, increasing sales. Airport displays can also highlight specials and promotions, not to mention destinations the airport serves — perhaps inspiring a future trip. That’s especially true when what’s on the screen comes from a content management system like Samsung VXT, which makes it easy to create, broadcast, manage and update eye-catching content.

4. Inspire a “keep calm and carry on” mindset

Even experienced travelers can feel anxiety about a trip. In fact, a 2024 report by Expedia revealed that air travel is the leading cause of stress for Americans. As a result, airports need to keep in mind that many travelers arrive on edge and actively work to reduce their anxiety. Doing so helps ensure smoother and faster operations, creating a better experience for all, including airport staff.

Digital signage offers airports and airlines a great way to alleviate this stress and keep passengers calm and carrying on. This includes providing real-time information about security issues, departure time, gate changes, carry-on allowances and more. Samsung digital displays paired with Samsung VXT can promptly answer questions and concerns leading up to boarding  — and do so in a vivid way that catches more eyes than usual, improving outcomes. 

At MYR, large-format displays support that level of oversight. “Our communications department relies heavily on a large video wall to help keep the airport secure and operating smoothly,” said Perez.

5. Make the most of the post-flight phase

As the plane touches down, the excitement among travelers builds. They’re only a few steps from enjoying their destination, but first they need to pass through a sometimes complex process of exiting the plane, finding the baggage carousels, perhaps passing through passport control and customs and reaching ground transportation on the other side.

Here, again, innovative travel signage can guide passengers to where they need to go and in the most direct way. Along the way and at waiting points, the same screens can also display compelling content, including welcome messages, history and information about sights, tours, hotels, transportation and other hospitality options.

6. Achieving a facility-wide wow factor

Airport display systems and other forms of innovative travel signage can do more than merely communicate with travelers. They can create a wow factor that can continue far beyond the doors of the airport, especially when using a “wow” display like Samsung’s The Wall All-in-One 146″, which delivers superior visuals in any size up to 4K resolution, thanks to Black Seal Technology and a Neural Quantum Processor. And that wow moment can ripple far beyond the terminal when it’s shared on social media, sparking excitement among travelers and drawing new visitors.

This is more possible with content management systems like Samsung VXT, which can create appealing content — thanks to its vast library of templates, graphics and tools — and schedule it at the most effective times. Features like Takeover Sync Play increase the flexibility, allowing easy changes when opportunities knocks. Best of all, the intuitive system is easy to learn and operate.

Making the most of the travel surge

The travel surge represents a golden opportunity for airports and airlines if they can harness the energy and ride the wave. Digital displays help make that possible by enhancing every stage of the journey from step one. Collectively, they can foster a faster and happier travel experience that will both keep existing customers coming back and win new ones.

That’s exactly what Perez has witnessed. “Myrtle Beach International has had an excellent experience using Samsung displays to deliver critical information to the traveling public.”

Discover the full range of Samsung transportation solutions and features to capture more customers and further enhance the travel experience.