Purpose The purpose of this paper is to propose data-driven and artificial intelligence–based strategies for airlines to enhance service quality and customer experience, ultimately driving increased passenger satisfaction. Design/methodology/approach The study analyzes large data sets and draws on existing literature to identify key factors influencing passenger experience, such as in-flight service offerings, crew interactions, pre-flight communication and baggage handling efficiency. The research uses this data to propose actionable strategies for airlines. Findings The study identifies comfort, cleanliness and amenities as critical factors affecting the passenger experience. It highlights that improving these factors significantly impacts airline customer satisfaction. Based on these findings, the study recommends personalizing services, streamlining processes through technology and implementing targeted customer service interventions. Originality/value This research develops a set of data-driven strategies that provide airlines with a clear roadmap to enhance service delivery, focusing on personalization, operational efficiency and in-flight comfort and cleanliness. By doing so, it helps airlines create a more positive travel experience, leading to increased customer loyalty and profitability.