During JFK Terminal 4's transformation, JFKIAT has launched the T4 North Star, a strategic vision designed to elevate the passenger experience and position T4 as a world-class air terminal. The initiative is reimagining the terminal’s entire commercial program to strengthen its New York-centric identity, expanding premium lounge offerings, aligning hospitality culture across all employees and enhancing the terminal’s overall ambiance. Together, these efforts are reinvigorating the soul of T4 and activating the power of its community. This session will explore the creation of the T4 North Star, stakeholder engagement and how the company is putting the plan into action.

• Developing a comprehensive vision that aligns terminal experience and commercial objectives
• Gaining buy-in from a wide network of stakeholders to engage in creating a comprehensive strategy
• Redeveloping a commercial program to provide diversity in retail offerings, dietary options and experiences to cater to passenger personas
• Launching an ongoing training and education program to enable a hospitality-first culture
• Partnering with local businesses to provide mentoring in the airport concession space and support a New York City-centric commercial program