Balancing commercial return with passenger experience

Peter Farmer
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Peter Farmer: Benoy, UK

Journal of Airport Management, 2024, vol. 18, issue 2, 134-141

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 (search for similar items in EconPapers)
JEL-codes: M1 M10 R4 R40 (search for similar items in EconPapers)
Date: 2024
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