A study conducted by Airport Dimensions, in partnership with market research agency Dynata, underlines how airports must adapt their retail offering and the associated passenger experience to appeal to today’s traveller. Overall, classic walk-through remains a popular retail option with 60% of those surveyed saying they wanted to see more of it. However, 54% were keen to see new retail options, citing more showrooms to test products as an example of something they would like to see more of, as well as more automated retail and  vending machines.

According to the research, practical factors make a significant difference when it comes to improving the passenger experience with 80% of the 8,500 air travellers surveyed citing comfortable seating as a top priority, with 78% listing a queue-free journey and 73% wanting better public transport to the airport. Delving deeper, the research also revealed digital amenities are key, with a significant 71% saying a single-app-enabled journey would improve their experience, and 66% saying they would like to be able to order food and beverages via an app. In addition, 62% wanted to be able to shop online with options to have their goods delivered to their home, destination or their flight.

More than half of travellers (59%) also said they would prefer to see retail space freed up to offer more space to other facilities with 64% saying health and wellness facilities appealed, while 61% would like to see more grooming and showering facilities and 56% would like the option of paid-for exclusive zones during their journey. Meanwhile 21% of travellers are looking to commit spending on new experiences, such as sleep pods and gaming, while 55% of travellers want to see more retail opportunities in the lounge.

While the research also detailed that premium shopping and dining options accounted for 20% and 16% of discretionary spend respectively, much spending at the airport remains impulsive. Gaming facilities are pre-booked by 26% and booked on the day by 35%, while wellness facilities similarly see pre-booking from 32% and on teh day bookings by 41% of travellers. Even services such as airport parking (pre-booked by 43% and booked on the day by 42%) and airport transfers (pre-booked by 44% and booked on the day by 41%) saw similar last-minute bookings despite being necessary and expected points of expenditure.

Mignon Buckingham, CEO of Airport Dimensions said: “Our research underscores the importance of getting foundational elements of the airport experience right. But beyond this, travellers are open to new offers and services and want to spend in new ways. Providing seamless, end-t0-end digital journeys are a solution to dramatically improve the airport experience and better appeal to today’s traveller. Too much spending is motivated by impulse and to maximise revenue airports must do more to promote pre-b0oking of services.”

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