From the President’s Desk: When everyone’s priority, no one boards first

At the end of 2024, the Transportation Security Administration (TSA) announced that its PreCheck program reached a record 20 million members. They announced the milestone with pride and touted its incredible growth since inception in 2013. But for those who have flown recently, you may have noticed those PreCheck lines are starting to feel a lot like regular ones.

The TSA might measure success by enrollment numbers, but for those in the program, we measure it by how long it takes to reach the gate. The problem? Exclusivity is diluted when everyone has it.

Delta Airlines recently ran into this same issue. One perk they offer is their “Sky Club” airport travel lounges. At more than 50 locations across the globe, travelers flying Delta can access these private facilities that include better seats, free food and Wi-Fi, and other amenities that bring peace to the perpetually rushed.

Access to these lounges has historically been complimentary for those in qualifying loyalty tiers, but with a surge in the number of people hitting those thresholds, the lounges became crowded. So in 2024, Delta significantly tightened lounge access. The backlash was loud enough that they actually caved on some of the restrictions.

This is what happens when benefits scale without boundaries. The world’s population is growing, and with that comes more people in airports, more people in security lines, and more people vying for the same perks. It’s just math.

As I watch these developments from within the industry, I have to wonder: how many programs, statuses, and tiers does it take before a program is effective? And as users, how many points or badges do we need to collect before we feel special?

Now, imagine what it would be like if program resources were dedicated to making the travel experience better for ALL passengers. What if, say, everyone could have access to a few jetlag snacks and more comfortable seating? Instead of the hurried and harried travel experience many of us have at the airport, what if going the extra mile (literally) for work or family could come with an elevated peace of mind?

Our team at Connico – and our peer group in aviation – advises airports across the country and other facilities that serve countless people from all walks of life. It’s true these loyalty programs are designed to deliver a certain experience – and I’ll acknowledge one that comes at a cost to the provider, and is then charged to enrollees. But maybe there’s a smarter way forward.

What if we used infrastructure dollars to boost throughput, reduce friction, and travel more enjoyable for all? For example: if all the seats in the airport were a little more comfortable, would there be such a long line for the lounges? If traffic signals were timed better on back roads, would the highway feel so clogged?

These are the questions worth asking.

Back at the security screening checkpoint, dilution of exclusivity is in full swing. Information moves faster, and innovation is following suit. Programs that used to change once a decade now reinvent themselves every year. Case in point: in April 2024, CLEAR became an official expedited-program provider for TSA. So far in 2025, TSA has partnered with Delta and American Airlines to launch “TSA PreCheck: Touchless Identity Solution” – a new system that doesn’t require passengers to show ID at all. CLEAR (who just this year rebranded their product to “CLEAR+” – no joke) is testing its own touchless upgrade, claiming it’s five times faster than what they offer today.

So, get out your wallets for the next innovation! I predict it’ll be a shiny new program with premium features and a fancy name: “PreCheck Platinum Plus Elite,” where the privilege is getting in line the moment you step out of your Uber. You’ll feel special – as one of 20 million enrollees.

And perhaps, while in line, you’ll reflect on ways we might bring that feeling of “special” to more people by simply elevating the standard of what it means to travel.