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Balancing commercial return with passenger experience
Journal of Airport Management,
18
(2),
134-141
(2024)
Abstract
As the aviation industry recovers from the COVID-19 pandemic, airports need to diversify income streams to generate commercial return, with on-site retail, leisure, food and beverage (F&B) and other non-aeronautical activities becoming vital to the operator’s bottom line. This paper argues that in an age of virtual transaction, operators need to provide an immersive commercial experience within terminals to drive up footfall, dwell time and spend. It also discusses how airports first need to engage their target audience virtually, making the initial connection via online platforms, then deliver on that promise in the physical world to strengthen and deepen the passenger relationship.
Keywords: airport terminals; experiential retail; commercial return; customer experience; virtual and physical
The full article is available to subscribers to the journal.
Author's Biography
Peter Farmer is a Design Director at Benoy, an international architecture, masterplanning, interior and graphic design studio. Peter leads Benoy’s Aviation Team, with a global remit to lead and support projects throughout the company. His experience has covered almost every aspect of airfield and terminal operations, focusing more recently on the complete passenger experience and commercial masterplanning. Peter’s 30 years of experience extends to over 20 UK airports and to Central and Eastern Europe, the Middle East, South America, Asia, Australia and the Caribbean, from large hubs to small regional airports. Having been involved with almost every aspect of an airfield’s operation, he has a keen understanding of major political, business and stakeholder drivers. This understanding has been key in developing the research base and skills to support strategic masterplanning, due diligence and development programmes, as well as individual projects including terminals, ATC towers, hangars and cargo facilities.
