• Baggage handling continues to present a bottleneck for passengers and airlines due to inconsistent choices, limited infrastructure, and low rates of self-service kiosk adoption. 
• Streamlining pre-arrival processes reduces choice overload through guided decision nudges that help passengers navigate baggage handling, while establishing common-use bag drops saves time and resources.
• Expanding off-site baggage drop eases congestion inside terminals, shifting the bottleneck away from airport infrastructure and directly addressing capacity challenges that slow passenger flow and strain resources.
• Designing intuitive self-service and nudging adoption makes kiosks the default, overcoming resistance to change. This counters status quo bias and confusion that undermine self-service efficiency.

Commercial air travel has evolved dramatically since its debut in the 1920s, with ever-changing procedures for booking flights, checking in, and baggage systems. Airports have tried to keep up with the changing trends in passenger travel, and in recent years, technology has allowed for much of the pre-flight process to move off-airport, which reduces airport congestion. However, baggage drop-off remains a largely on-site activity. 

About two-thirds of airlines currently offer or are in the process of implementing unassisted bag drop-off options, with another 16% expected to follow by 2027. While many of these systems leverage advancements in technology, offering biometric bag drops that provide passengers with a faster and touchless process, smart tech alone won’t solve the issue.¹ Although self-service kiosks have been introduced, passengers still need to figure out the process themselves, print bag tags, and drop their luggage—if they even choose to go this route and skip the assisted option.

An estimated 5.3 billion passengers traveled commercially in 2024, and this number is set to double by 2040, intensifying pressure on airport infrastructure and processes.¹ According to SITA, a leading IT provider for the air transport industry, baggage systems and teams handle more than 4.5 billion bags every year, which will only increase in the coming years.²

In anticipation of this trend, the focus must shift towards human-centered solutions. Clear instructions, user-friendly designs, and innovative baggage drop options are required to enhance the traveling experience. Approaches such as standardizing self-service systems, using clear wayfinding and visual cues, presenting default options, providing pre-arrival guidance, and offering off-site baggage drop options are all strategies that can improve efficiency, reduce stress, and enhance the overall travel experience for both passengers and staff. 

While in recent years, many airports and airlines have invested in digital, self-service baggage drop-off kiosks in order to reduce queue times and make the check-in process more seamless, there remains a variety of options for how to drop off your checked luggage. Airports often have a mixture of staffed counters and self-service kiosks, with some airports relying on airline-specific drop-offs and others leveraging “common-use” self-service bag drop systems. 

While diverse options can allow passengers with different needs to pick the right solution for them, it can also be very confusing. Already, traveling is a stressful experience for passengers. There are many steps they have to take, from booking their flight, checking in, dropping off their luggage, going through security, finding their gate, and boarding the plane before finally taking off. Just take a look at this 14-step travel journey that captures the path that passengers follow from pre-travel to going through customs on arrival:³

To make the journey more difficult, many travelers are operating on a limited amount of sleep or battling jet lag, making them less cognitively sharp. When passengers arrive at the airport, it is often unclear what form of baggage drop-off they should use. Choice overload describes our tendency to feel overwhelmed when we are presented with too many options, making it difficult to decide which path to take. This is especially true if we perceive each of the options as having equal value. 

Even after a choice is made, there’s the risk that it’s the wrong one. Passengers may try to use a self-serve kiosk, only to have their baggage rejected and be asked to go see an agent. Or, they may waste both their time and an agent’s time queuing up for assisted baggage drop-off, only to find out they could have used the digital bag drop. Or worse yet, to be told there’s somewhere else they need to drop off their bag because it is oversized. 

The myriad of options also presents challenges for the airport. The flow of the passenger experience is slowed down, creating queues that can spill into other parts of the terminal and result in delayed flights or needing to rebook passengers. Moreover, since the airport has limited knowledge of which system passengers will use, management can’t predict where to allocate resources. They may schedule too many agents for the staff counter, only to find most passengers are using the self-service drop, or vice-versa. Having too many options also increases the chances of passengers making a mistake, like attaching a bag tag incorrectly or dropping their bag at the wrong place. Each mistake requires manual intervention by staff, which can create delays for other passengers and also increases the risk that bags may be left behind or misrouted.

However, a one-size-fits-all solution doesn’t work for passengers or airports, which must consider the volume of travelers that pass through their airport, the number of flights taking off each day, and the different security measures for international versus domestic travel. This means that having a consistent drop-off experience no matter where in the world you are traveling is nearly impossible. Instead, the process must be made more efficient by designing a choice architecture that makes it easy for passengers to identify which baggage drop system is right for them. 

While eliminating multiple options is impractical given the operational differences across airlines and airports, the choice architecture of airport baggage drop-off systems must be reimagined. Simplifying the way information and options are presented and framed to passengers can reduce the risk of choice overload and frictions that slow travelers down. There are a few different ways that airports and airlines can leverage behavioral design to create clearer, more intuitive baggage drop systems.

Pre-Arrival Guided Decision Aids

Baggage drop bottlenecks exist in part because of choice overload. When a passenger gets to the airport, there are many different options available to them, including whether to approach an agent for assisted bag drop-off or use a self-service kiosk. When passengers arrive at the airport, they are likely to have increased levels of stress, making the myriad of choices a greater friction than an aid. By prompting passengers with pre-arrival instructions or short digital questionnaires to determine the best bag drop-off based on their needs, the choice can be made when the passenger is calmer and less rushed. 

For example, many passengers check in online before their flight. At the same time, they can be asked a few simple questions to determine their needs and be provided with instructions on where to go when they arrive at the airport. For example:

• “Do you require assistance with printing and securing your bag tag?” → (If yes), “Please proceed to counter X when you arrive at the airport to get support from an agent. (If no), “Please proceed to a self-service baggage drop-off when you arrive at the airport.
• “Do you have an oversized bag?” → (If yes), “Please proceed to the oversized bag drop-off, located at counter X, when you arrive at the airport.”

Not only will this make the process smoother for passengers, but it can also provide insights for airlines that can inform how they deploy staff. If many passengers have selected that they require assistance for a particular flight, airlines can ensure there are sufficient agents available to help. Alternatively, if passengers have indicated they will use the self-service systems, more staff can be made available to guide passengers through the process.

Common-Use Self-Service Bag Drops

In many airports, each airline has its own individual bag-drop system, whether self-service or agent-assisted. This requires passengers to first find the right area, then the correct kiosk to print their bag tags, and then the right bag drop. It also means that passengers have to learn new systems each time they travel with a different airline, increasing the time it takes for them to grasp unfamiliar platforms. 

Moreover, as baggage halls are fixed physical spaces, they cannot easily be expanded to accommodate fluctuating passenger demand. Airlines are competing for limited spaces to install self-service baggage drops. This creates inefficiencies: an airline’s kiosks may be overwhelmed during peak departure waves, while another airline’s kiosks sit underused nearby. By shifting to shared infrastructure, passenger flow can be better distributed and ensure that all drops are consistently being used for efficiency. 

Additionally, individual self-service baggage drop-off systems require airlines to assign agents for each system, to be able to help passengers troubleshoot if they have issues with the bag drop. Although airlines will still need to hire agents to support check-in and assisted bag drops, by shifting to shared infrastructure for self-service systems, airlines can reduce their operating costs. As Antoine Rostworoski, Director of Business Development for Aéroports de Montréal, noted after the installation of common bag drops in Montreal airports, common bag drops allow airlines to redeploy their agents in different ways to support passengers who need more dedicated help or have unique needs.⁴ 

Some airports have already implemented common bag drop-off systems and have found success. In 2009, Zurich Airport launched common bag drops, enabling passengers from any airline to process their baggage in the same queue, which led to a 50% increase in capacity for baggage throughput.⁵ Edinburgh Airport installed ten common-use self-service bag drop units in 2013, the first airport in the UK to do so, and found that it reduced passenger bag drop times from two minutes to under thirty seconds.⁶ 

Despite the success of common-use bag drop systems, some airports and airlines have been resistant to making the change. Baggage halls and conveyor systems are often decades old, and shifting to shared infrastructure represents a high upfront investment. Additionally, it can dilute the branding of an airline.⁶ However, airlines could still implement common bag drops for combined alliances or explore co-branding possibilities. There are also many other steps in the traveler journey that airlines can leverage to reinforce branding before the airport, via apps or mobile touchpoints, to reduce the importance of physical branding at the kiosk. 

Taken together, pre-arrival guided decision aids and common-use self-service bag drops highlight how small changes in choice architecture can have outsized impacts: reducing passenger stress, streamlining flows, and helping airports and airlines allocate their resources more effectively.

In the initial stages of commercial air travel in the 1920s, most of the passenger process happened in person—the only possible off-airport activity was booking a flight, which could be done by calling the airline. Since then, manufacturing and technological advancements have allowed for much more off-airport activity. It wasn’t until the late 2000s that passengers began to be able to check in online and receive digital boarding passes, which eased pre-security congestion and reduced wait times.¹ 

However, baggage drop-off largely remains an on-airport activity. While most of the pre-security steps can be taken at home prior to flight day, passengers still have to drop off their baggage at the airport, usually at least an hour before the flight takes off. This means that hundreds of passengers find themselves at the baggage drop around the same time, printing bag tags and dropping off checked luggage. This influx of passengers congests the area and puts pressure on the baggage handling system at peak hours. Baggage halls are fixed physical spaces with limited capacity, which means there’s no way to expand them to accommodate increased demand. 

The high pressure on baggage drop-off during peak hours means that airlines must heavily staff check-in and bag-drop areas, leading to significant labor costs. Only 66% of airlines offer unassisted self-bag drop, which means that much of the process remains manual, requiring even greater levels of staff.¹ This doesn’t just impact the check-in or baggage-drop off process. When many passengers drop bags at once, it creates spikes of volume that ripple through the entire baggage handling system. Conveyor systems and sortation areas become overburdened and struggle to keep up, increasing the risk of mishandled bags. 

This is both frustrating for passengers and costly for airports and airlines. According to the Airports Council International, capacity issues in baggage halls are the most common reason for airport bottlenecks and delays.⁷ According to the 2025 SITA Baggage IT Insights report, 33.4 million bags were mishandled in the previous year, and the industry spends around $5 billion each year dealing with mishandled baggage. Of the mishandled bags, 74% were delayed bags. While most of these mishandled bags were due to moving luggage between flights during layovers, 16% were caused by ticketing errors, bag switches, and security issues, while 10% were due to operational factors, such as airport processes.¹ 

Since airports can’t increase the capacity of their infrastructure (at least without substantial investment) or pay for a sufficient number of staff to manage baggage at peak travel hours, they need to consider other ways to ease the burden and reduce costs associated with mishandled baggage. Exploring alternative environments for baggage drop—such as decentralizing the process outside the airport—could help smooth out congestion and reduce pressure on the system.

According to the International Air Transport Association, which represents around 350 member airlines, 70% of passengers said they reached their boarding gate in 30 minutes or less when carrying only hand luggage⁸—so what if we could increase the number of passengers only carrying hand luggage at the airport?

To help make baggage drop-off more efficient, airlines can expand the process beyond the time and physical space confinements of the airport by offering passengers the option to print bag tags at home to reduce the number of steps involved in dropping baggage off at the airport, and even provide passengers with the option to have their baggage picked up from their home or hotel. This also allows baggage operations more time for handling and processing baggage, which can reduce pressures at peak times and minimize the risk of mishandling.⁹ Currently, only 18% of airlines offer passengers the option to print bag tags at home, and only 18% offer off-site self-service bag drop-off.¹ 

The Red Sea International Airport in Saudi Arabia, a luxury tourism hub, is one of the airports that offers passengers the option to check in their luggage from the comfort of their hotel and have it delivered to their final destination. They have eliminated the need for passengers to haul their bags through the terminal, wait at baggage drop-offs, and even wait at baggage carousels after arrival.¹ 

While giving passengers an off-airport baggage drop-off option can help improve the process, the industry will have to overcome some behavioral challenges. Humans are creatures of habit, and for the last century, people have been dropping off checked luggage at the airport. The status quo bias limits uptake of baggage drop-off alternatives. Passengers are also more likely to trust a familiar process instead of a newer option, even if it promises to improve their experience. As we’ve explored, millions of bags are already mishandled each year, even when they are dropped off near where the planes depart. It’s likely passengers would believe that adding another bout of travel would increase the risk of mishandling. Due to loss aversion, the tendency to avoid potential losses due to their high emotional impact, and the high stakes that come with baggage delays or losses, passengers may not want to hand over their luggage before getting to the airport.

To counter these biases, off-site baggage drop-off must provide passengers with a level of trust, convenience, and incentives to increase adoption. According to the 2025 SITA Baggage IT Insights report, 47% of passengers want to track their bags in real time.¹ Demonstrating reliability through real-time updates—such as notifications when the bag is collected, in transit, and delivered to the destination—can further reassure passengers. 

To reduce the perceived effort of using off-airport baggage drop-off, airlines can combine the service with existing hotel or airport concierge services. Many hotels already offer a shuttle service between the airport and their hotel, and this could be expanded to include checked baggage drop-off, without even introducing a new step for passengers. An airline representative could meet the shuttle driver to receive the checked luggage, which would mean the service comes at a limited extra cost for the airline, but increased convenience and ease for passengers. Finally, airlines can use incentives, such as loyalty points or priority boarding for passengers who use off-site baggage drops, to make the choice more attractive. 

Emirates, an airline based in the United Arab Emirates, began offering off-airport check-in services to passengers by contracting DUBZ, a delivery system that specializes in innovative baggage handling. Passengers were able to schedule the service from 48 hours to 6 hours before their flight departure, and receive notifications at key milestones, like collection and drop-off. Emirates found that this customer-centric approach to baggage drop enhanced customer satisfaction (with a Google Review rating of 4.9/5 for passengers who used the service), reduced airport congestion, and motivated passengers to use public transport to get to the airport without the burden of bags, contributing to a more sustainable travel journey.⁹ 

Early adopters like Red Sea International Airport and Emirates demonstrate that when passengers feel confident and supported, they are willing to shift long-standing habits, allowing airlines to optimize operations, reduce mishandling, and enhance overall satisfaction by shifting to off-site baggage drop options. 

Although unassisted self-service bag drops have been implemented in some airports to expedite processes and decrease the number of staff required to support baggage drop-off, not all are designed efficiently enough to actually address the problem. 

Many travelers have become accustomed to seeing a check-in agent drop off their bag, and the status quo bias makes it difficult to change this familiar behavior. People don’t like change, and passengers are already subject to frequent changes impacting commercial travel, with security or boarding procedures shifting seemingly every month. When travelers experience rapid changes in a short period, this can cause change fatigue, where passengers become exhausted and resistant to adopting new behaviors. 

Most airports have found that in the first few weeks after introducing self-service bag drops, airline agents still have to check in most passengers at traditional counters, as passengers continue their normal behavior of queuing up. Or, if they attempt to use the self-service kiosk, many passengers require assistance the first few times they use the technology. This can be difficult when the procedure is new for agents as well, who may not understand the issue if the bag is rejected.¹⁰ 

Moreover, self-service bag drops don’t work for all passengers. For passengers who are unfamiliar with or less apt at using the technology, unclear instructions make it difficult for them to use self-service kiosks. As many airlines have different kiosk designs, even a passenger who travels often or who has high digital literacy may find the process confusing due to inconsistent interfaces. The harder the technology is to use, the more mistakes will be made. Even small mistakes—like inserting a bag incorrectly—can trigger alarms or require staff intervention, slowing down the process and frustrating users. 

The chance of mistakes increases when we consider the diverse passengers expected to use them. Many passengers do not speak the local language, but many self-service bag drops only offer one or two language options. Passengers with disabilities may also encounter barriers to using these services. Most self-service kiosks have limited accessibility features, making it difficult for travelers with mobility, visual, or cognitive impairments to use the service independently. Group baggage-drop is also not possible at self-service kiosks, requiring each individual to go one by one, which can actually increase the time taken to complete the process.¹¹

Security is also a factor for self-service baggage drops. These systems give control to passengers to complete boarding procedures, which makes them a potential tool for air terrorism. Identification procedures vary by airport, and while most require boarding pass validation, gaps in standardization can pose risks. Someone could enter the self-service zone and drop a dangerous bag if they manage to swipe someone’s ID.¹¹

Taken together, these challenges highlight that self-service baggage drops, while promising in theory, often fall short in practice due to poor design, inconsistent user experiences, and gaps in accessibility and security. If airports and airlines want self-service to truly deliver on its promise, they will need to rethink not just the technology itself, but also how it is introduced, standardized, and supported across different passenger groups.

To increase the adoption of self-service baggage drop systems, airports and airlines must address the behavioral resistance of passengers by designing easy-to-use systems and nudging passengers to view it as the default option. 

Usually, passengers are confronted with multiple baggage drop options, without direction on which systems to use or how to use them. This leads to hesitation once they arrive at the airport, delaying the process. By using clear, consistent prompts to aid wayfinding, airports can reduce cognitive overload and make the process smoother. With wayfinding cues that follow universal accessibility designs, passengers can be easily directed to self-service baggage drops. Directional signs should have large fonts and include pictograms, which can make them easy to follow for people with intellectual disabilities or foreign travelers who do not speak the language.¹² 

Currently, most wayfinding signs at the airport are static, but by using dynamic visual projections, airports could direct passengers to different baggage drop-off systems depending on capacity. If the lines for assisted baggage drop-off are long, then passengers can be directed to self-service, and vice versa. In 2019, researchers Petek Tezcan and Suzanne Hiemstra-van Mastrigt conducted lab airport trials that used animated light projections to guide passenger movement, which were found to effectively capture travelers’ attention. Although the researchers tested visual projections for guiding passengers into different boarding lines, a similar approach could be applied to baggage handling.¹³ 

Similarly, airports could leverage smartphones to direct passengers through baggage drop-off using indoor positioning systems. Indoor positioning systems provide location services in indoor environments, using technology like Wi-Fi or Bluetooth to determine where an individual is located.¹⁴ This would allow airports to provide dynamic, guided instructions to passengers depending on their unique needs or the traffic flow of different baggage drop systems. As smartphones are usually programmed in the desired settings of the user (e.g., language, font size, etc), this would also reduce accessibility barriers. 

Additionally, wayfinding signs can present self-service bag drop as the default, immediately guiding passengers there when they enter the terminal. Since behavior is impacted by the status quo bias, framing an option as a default makes people more likely to follow it. Beyond reducing the cognitive load for passengers when they arrive at the airport, passenger questionnaires at the moment of check-in could also be used to make self-service the default option. Passengers could be automatically assigned to a self-service kiosk, with assisted bag drop presented as an “opt-in” choice. Passengers who prefer traditional counters can still access them, but many will follow the default path because it requires less effort and decision-making.

Once passengers arrive at a self-service kiosk, the systems must be simple and easy to use. Airports can integrate on-screen, step-by-step guidance, accompanied by iconography and multiple language options, to make interactions easier. Amsterdam’s Schiphol airport has designed self-service kiosks that let passengers choose between English and Dutch and guide them through a step-by-step process using clear instructions, as well as a numbered progress bar that shows them the pending sequence of actions. 

According to one traveler who reviewed the system, the entire process took him under two minutes to complete, even though it was his first time using the system, and he was taking extra time to take pictures of each step for his review.15 The Schiphol airport has even posted instructional videos on its website to guide passengers to use the self-service baggage drop-off, so they can become familiar with the process before they arrive at the airport.

By combining clear, accessible wayfinding with default nudges and intuitive self-service interfaces, airports can reduce passenger hesitation, minimize errors, and accelerate baggage drop-off.

Many of the opportunities suggested require another change to the passenger travel experience and potentially costly upfront investments for airports and airlines. As we’ve seen with the adoption of self-service kiosks, travelers may resist yet another change, preferring to stick to options they are familiar with. Although off-site baggage drops can be efficient, their novelty makes encouraging their uptake difficult. Other barriers include liability, security, and coordination with third-party services.

Even though technological advancements can often improve efficiency—such as dynamic wayfinding methods or better-designed self-service kiosks—no technology is perfect. They can fail, misdirect passengers, or not apply to passengers with unique needs or unusual baggage types. 

Ultimately, these interventions can reduce friction and streamline processes, but they must be implemented thoughtfully, alongside robust contingency plans and ongoing monitoring. They improve efficiency, but they do not eliminate the inherent unpredictability of human behavior or airport operations.

As airports balance delivering a smooth passenger experience while managing security risks, operational costs, and variable traveler needs, there are several key opportunities to reimagine baggage drop solutions. 

In this article, we’ve explored challenges that afflict current systems, including choice overload due to many systems operating in conjunction, the reliance on the physical airport environment for bag drop, and passenger barriers to adopting self-service kiosks, which promise shorter handling times and more optimal operations. However, there are small changes airports can make, such as offering common baggage drop-off points for passengers regardless of airlines, ensuring wayfinding signs are clear, and presenting self-service kiosks as the easy, default options for passengers. There are also more innovative ways airlines can improve baggage drop, such as by leveraging technology to guide individual passengers and meet them where they’re at, or by offering passengers the option to drop off their luggage off-airport. 

These interventions can have far-reaching impacts, helping to improve the passenger experience and reducing the potential for mishandling, which ultimately saves airlines money. Air travel is only becoming more globalized, and passenger volumes are expected to rise steadily over the next decade. Unless baggage-handling systems evolve to keep pace, airports will continue to face congestion, dissatisfied passengers, and unnecessary costs.

By focusing on human-centered design to counter biases, airports can transform baggage handling from a stress point to a competitive differentiator. At The Decision Lab, we specialize in leveraging behavioral science to achieve operational excellence, focusing on delivering incredible experiences by prioritizing people. Together, we can develop practical solutions that reduce friction at typically congested pain points and set the stage for innovation. 

Going the Extra Mile

Learn more about how The Decision Lab can help airlines find the right balance between cost control and a smooth customer experience. We helped a European airline determine the most optimal cleaning schedule and method for fast flight turnarounds without adversely affecting the customer experience or burdening cabin crew.

How Behavioral Science Can Make Airports Less Miserable

You’d be hard-pressed to find someone who hasn’t had a terrible airport experience, whether it be long security lines, a delayed or canceled flight, or an awful boarding experience. In this article, Shreya Jaiswal and Graham Smith explore how agent-based modeling can help us play out the different journeys that passengers take and propose what may be the most efficient boarding process.

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