London Gatwick airport is conducting a trial to find the most efficient sequence to seat passengers, in a bid to reduce boarding times by 10%.
Modelling indicates that boarding passengers by methods such as back row to front and window seats first could result in significant time savings, says the airport.
The two-month trial is taking place at Gatwick's Gate 101, where large digital screens and staff will show passengers the new processes. Several different seating combinations will be tested.
Passengers who have booked priority boarding, require special assistance or are travelling with young families will still board first, the airport stresses.
Abhi Chacko, head of enabling technologies at Gatwick, says early indications are that the new technique has the potential to reduce overall boarding time.
"By communicating to passengers better and boarding passengers by seat number, we also expect to make the whole boarding experience more relaxing and, potentially, prevent large numbers of passenger rushing forward at any stage," he states.