The initiative supports JFKIAT’s T4 North Star programme, the strategic framework guiding the terminal’s $1.5 billion transformation. The programme is designed to elevate every aspect of T4’s operations, aligning with the broader vision of the Port Authority for JFK Airport and reinforcing a hospitality-led culture across the terminal.
The partnership will focus on refining and activating the T4 State of Mind, JFKIAT’s hospitality-centred training and engagement platform for terminal employees. The programme emphasises the principle that every interaction contributes to shaping the passenger experience.
The training is structured to equip staff with key hospitality traits and behaviours aimed at enhancing daily operations. It seeks to strengthen service standards, develop emotional intelligence skills to foster authentic and personable interactions, and leverage the T4 community to deliver a seamless and welcoming experience for the nearly 80,000 passengers who travel through Terminal 4 each day.
JFKIAT and Hospitality Quotient will also collaborate on the development of a future recruitment model for T4. The framework will be informed by the T4 State of Mind philosophy and the skill sets required to meet the terminal’s updated customer service standards.
“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. “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.”
The partnership extends a long-standing collaboration between JFKIAT and Union Square Hospitality Group. More than 15 years ago, the group worked with JFKIAT to open an outpost of Blue Smoke and the first of two Shake Shack locations at T4. The company also contributed to the development and culinary programming of the Delta One Lounge experience.
“Through our work with JFKIAT, we’ve put the Hospitality Quotient playbook into action,” said Patti Simpson, Managing Director of Hospitality Quotient. “So much more than just a training program, this partnership proves that – at one of the world’s busiest transit hubs – exceptional hospitality is possible. Together, we’re not just elevating the passenger experience, we’re helping JFKIAT’s teams connect, grow, and thrive every day.”
“We’ve long known that the power of hospitality extends far beyond the restaurant industry,” added Danny Meyer, Founder and Executive Chairman of Union Square Hospitality Group. “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.”
