The top two improvements consumers would most like to see at airports are a faster check-in and quicker security, according to Abta research.
More than half of consumers said speeding up check-in would significantly improve their journey through the airport, while 48% said faster security would do the same.
Cutting queues is seen as more important than a range of other services such as the quality of food, retail offering or access to Wi-Fi facilities.
A third said improvements to the quality and variety of retail outlets would make no difference to their experience and four in ten passengers said the same about access to Wi-Fi facilities.
Good service, however, appears to be considered a priority for passengers, with many agreeing that communication of flight changes, comfortable lounges and the friendliness of airport staff are factors where changes could significantly improve their experience in the airport.
Mark Tanzer, chief executive of Abta, said: “This research confirms that for many passengers, the airport experience is the first part of their holiday or trip abroad and they don’t want to spend it in a queue.
“Improvements to check-in and security times would allow them to plan their journeys better, shorten door-to-door journey times and help avoid a stressful last-minute rush through the airport.
“As airports are reviewing their landing charges and fees, they must ensure that these can be justified and that they invest in areas that will deliver benefits that passengers will value. It’s clear from this research that British passengers value efficiency, convenience and good service and want to see their airports deliver this.”