Innovative services consist the main point of interest so for academics as for the business world. The basic objective of this paper is to demonstrate the way that innovative services may change the “consumer experience” in the airport environment. In the following lines we describe the procedure of designing innovative services, so for consumers’ and visitors’ needs as for the needs of the firms which are operated in the airport environment. In order to achieve this goal, we used so the qualitative approach (such as focus groups), as the quantitative approach (collection of 1106 questionnaires).