Clare Williams Fannin of travel business specialist consultancy Templemere PR explores the importance of food and retail in elevating the airport experience.
A new generation of traveller wants something very different from their journey through an airport. A different age, cultural and geographic demographic is looking beyond the functional and the transactional – they want an experience.
According to Philippe Margueritte, president of travel retail trade body Tax Free World Association, it’s a misconception that even the younger, more tech-savvy passenger doesn’t want to shop in physical stores.
“They very much do enjoy bricks and mortar retail, but as part of that they want ‘Instagrammable’ experiences that add excitement to their journey,” notes Margueritte.
Experiences that draw travellers, such as the chocolate brand Valrhona’s reconstruction of Notre Dame at Charles de Gaulle Airport to commemorate the reopening of the cathedral, have real resonance.
At the TFWA Asia Exhibition earlier this year cosmetics brand L’Oréal demonstrated concepts including destination-inspired fragrance-themed cocktails accompanied by a curated ‘silent disco’ to create an immersive brand experience that can add additional levels of engagement.
Food and drink are, of course, a big part of the airport experience, and can do a lot to turn an ordinary journey into something special.
Paul Passmore, group portfolio commercial director of food and beverage operator SSP, says: “As traditional points of connection have been eroded, consumers are looking for new ways to reconnect with the world around them and experiences that engage multiple senses.
“The food and beverage offer can go a long way to provide the memorable moments today’s traveller craves.”
SENSE OF PLACE
Creating a sense of place has long been on the agenda for international airports looking to add excitement to the experience their passengers enjoy, but the way this is being tackled is also becoming more sophisticated, in Margueritte’s view.
“While of course well recognised global brands still have a major role to play in the airport landscape, there is also demand for a local feel that gives an authentic travel experience,” he says.
“Local brands can add that colour, and there is also room for localised versions of international brands, such as specially packaged travel editions.”
Food and beverage offers that truly reflect the culture and heritage of the city or region the airport serves, and that appeal to all senses, can also allow passengers to quickly immerse themselves in the local atmosphere when they arrive, or retain the spirit of their travels on their way home.
“SSP’s Alas at Barcelona Airport created in partnership with Michelin-starred chefs the Torres brothers serves classic Catalan dishes with a contemporary twist, while the menu at Eastward Long Island Kitchen in JFK is as seafood forward as any Long Island menu should be,” says Passmore.
At the Hithes London Bar & Eatery at London City Airport, SSP has created a real sense of place rooted in the diverse food culture and vibrant culinary scene of the UK capital.
It serves food that celebrates the city as a multicultural melting pot, and menu highlights include ‘City Boys’ all-day breakfast, the ‘Best of Brick Lane’ chicken tikka masala and ‘Notting Hill’ jerk chicken.
But evoking the authentic ambience of a city involves more than offering great local produce.
“All the boxes of delivering local are ticked, but in a way that’s more interesting than just putting local ingredients on a plate,” adds Passmore.
“There are so many other customer touchpoints that contribute, and it’s as much about the look and feel and the architecture as what’s on the menu.”
THE ENTERTAINING AIRPORT
While adding ‘entertainment’ such as art displays or sports areas to the terminal can contribute to the airport experience, there has been some debate about whether it could be detrimental to revenue as it can distract from the commercial offer.
However, when it is part of the retail mix, Passmore believes it certainly can be beneficial.
“On the high street, we’re seeing more and more offers that combine dining with some sort of sporting activity or other entertainment and this trend is also playing out at the airport,” he says.
“Video gaming facilities such as those at our BrewDog outlet in London Gatwick or our Sky Gamerz restaurant in Seattle draw customers in and give them a reason to stay.”
THE ROLE OF TECHNOLOGY
Technology can also enhance the retail experience. “When it comes to providing high quality service, displays with ‘lift and learn’ functions that cue informative videos are among the technologies that can help maintain standards and even add an extra element of fun,” says Margueritte.
“These functions are particularly helpful in the 24/7 environment of an airport, where it may not be possible to have staff on duty all the time.
“AI-generated sales assistants can be used to speak with passengers in multiple languages, which would again not be possible with human sales teams.”
In F&B, service robots, order at table technology, screens that display waiting times and digital ordering kiosks can deliver better experience as well as drive sales, Passmore believes.
“Our Mezz food hall at Dublin Airport allows customers to order at one touchpoint, with one transaction and one delivery point serving a number of offers, and is the first of its kind in a travel F&B environment.
“The average time from order to delivery is under three minutes, making it ideal for the busy airport environment. Smart upsells mean 24% of transactions include a side, increasing average transaction value.”
COMMERCIAL BENEFITS
Delivering an outstanding experience isn’t just a nice to have – it has a meaningful impact on the bottom line and the perceived value of the airport offer.
“Time and price used to be the most important factors for our customers,” says Passmore. “The experience – the offer, the environment and the service – are now more important in delivering value.”
And airports should do all they can to ensure their passengers make the most of that experience, according to Margueritte.
“One of the main issues that stops airports from maximising the benefits of providing an outstanding experience is time,” he notes.
“Travellers are arriving at the airport a little later, and check-in and security procedures are still taking too long. This means passengers have less time to enjoy the retail experience and are likely to be in a less relaxed frame of mind to enjoy it.
“But today’s traveller is in a unique mindset. Whether they’re looking to treat themselves before a stressful business trip or celebrate ahead of an important holiday, they’re open to new and inspiring experiences and they are eager to spend. It’s well worth making sure that they have plenty to enjoy.”