JFK Terminal 4 training: JFKIAT has teamed up with Hospitality Quotient to roll out a hospitality-focused training programme at Terminal 4, supporting the T4 North Star $1.5 billion transformation.
Summary: JFKIAT has partnered with Hospitality Quotient to introduce a hospitality training programme at Terminal 4. The initiative supports the T4 North Star strategy and the terminal’s $1.5 billion transformation, aiming to enhance service for nearly 80,000 daily passengers.
JFK Terminal 4 training will be rolled out through a new partnership between JFKIAT, the operator of Terminal 4 at John F. Kennedy International Airport, and Hospitality Quotient, the advisory arm of Union Square Hospitality Group. The programme is part of JFKIAT’s broader T4 North Star strategy tied to a $1.5 billion terminal transformation.
Programme goals and focus
The training is intended to elevate service across T4 by embedding a hospitality-led culture in daily operations. Central to the programme is the T4 State of Mind platform, a training and engagement framework that stresses how every interaction affects the passenger experience.
The T4 State of Mind embodies the core of our identity as a terminal, blending New York City’s ambition and resilience with the T4 community’s bold spirit of ingenuity,
said Roel Huinink, Chief Executive Officer of JFKIAT. The operator adds that the training will develop service standards, emotional intelligence and other behaviours to create more authentic, personable passenger interactions.
As we continue to bring the transformation of T4 to life, our focus on exceptional service, authentic hospitality, and the strength of our T4 community will set a new standard for customer service. I’m looking forward to our partnership with Hospitality Quotient and Union Square Hospitality Group to bring this program to fruition through every interaction our community has with our passengers.
Training design and reach
The curriculum is structured to give frontline and terminal staff practical hospitality skills and to strengthen the T4 community’s ability to deliver a welcoming experience for passengers. The programme aims to affect the daily journey for the terminal’s nearly 80,000 travellers.
- Strengthening service standards through hospitality behaviours
- Developing emotional intelligence for more authentic interactions
- Leveraging the T4 community to improve passenger experience
Recruitment and long-term collaboration
JFKIAT and Hospitality Quotient will also work together to design a recruitment model rooted in the T4 State of Mind principles. That framework will help identify the skills required to meet the terminal’s updated customer service expectations.
Through our work with JFKIAT, we’ve put the Hospitality Quotient playbook into action,
said Patti Simpson, Managing Director of Hospitality Quotient. The organisation highlighted that this is more than training—it's a way to help teams connect, grow and thrive in a busy transit environment.
We’ve long known that the power of hospitality extends far beyond the restaurant industry,
Thoughtful hospitality can transform every interaction into something meaningful and memorable. At JFK’s Terminal 4, it’s helping team members create moments of connection that passengers remember long after they reach their final destination.
The partnership builds on a relationship between JFKIAT and Union Square Hospitality Group that stretches back more than 15 years. The group previously collaborated on food and beverage concepts at T4, including Blue Smoke, two Shake Shack locations and work on the Delta One Lounge culinary programming.
Why this matters for travellers and the industry
A hospitality-driven approach at a major international terminal can translate into more consistent service standards, improved passenger interactions and a smoother journey through the airport. For operators and concessions, the programme may also raise expectations for staff recruitment and training.
So what? For travellers passing through JFK Terminal 4, the initiative aims to make routine touchpoints — from check-in to concessions — feel more personal and efficient. For the aviation and hospitality sectors, it signals a continued focus on service quality as a core part of airport transformation projects.
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