The airport business operation is under influence of various factors which directly and indirectly affect revenues. As airports are limited in terms of increasing aeronautical revenues, more attention needs to be paid to revenues generated by various forms of non-aeronautical revenue streams. Passenger satisfaction, respectively a positive user experience, influences to the greatest extent as an individual factor for increasing non-aeronautical revenues. In addition to the definition of the term user experience of passengers and the general definition of satisfaction, methods of monitoring passenger satisfaction are also included in this paper, as well as measures undertaken that improve user experience and passenger satisfaction. The impact of passenger satisfaction on airport revenues and brand is presented by concrete analyses and examples of impact on airport non-aeronautical revenues. Finally, the previously analyzed findings are presented on the example of strategic branding of Singapore Changi Airport. The paper uses up-to-date knowledge and independent research results of sources known to the professional public, such as the Airports Council International (ACI), Skytrax or the consulting company DKMA.