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Dallas-Fort Worth International Airport (DFW) last week announced a partnership with the American Association of Airport Executives (AAAE) and consulting firm the Convergence Collective on a new national initiative to rebuild trust in air travel.

The goal of the project is the creation of a customer data-driven model that can help benchmark, test and develop strategies to help commercial aviation rebound from the impact of COVID-19. Those customer insights can then be used to enhance operational decisions to continue maintaining safety and create an enjoyable travel experience in airport terminals.

“At a critical time for aviation, this ground-breaking research initiative will accelerate our ability to restore confidence in air travel,” said Sean Donohue, DFW Airport CEO. “We are proud to join forces with the AAAE and The Convergence Collective to validate customer preferences that could help our industry advance the customer experience.”

The initiative utilizes a proprietary platform, developed by The Convergence Collective and app-based platform Quartr to evaluate trust and incorporate those finding in making real-time operational and communications decisions.

“We applaud DFW Airport’s leadership on this initiative,” said Todd Hauptli, AAAE president and CEO. “We look forward to expanding the success of this program at other airports across the country, which will further the benefits of customer data insights and improve the consistency and cost effectiveness of approaches that instill confidence in the air travel experience.”