Airport Experience® News - Conference 2023

Heralded as the future of spending, Gen Z and Millennial travelers are frequently the focus of airport industry initiatives — but despite their considerable consumer influence, there are two equally, if not more powerful cohorts of jet-setters ready to hit the terminal and spend accordingly. Gen X (defined as people born between 1965 and 1980) and Baby Boomers (those born between 1946 to 1964) are venturing out more than ever —with time, resources and considerations that airport professionals are incorporating into their design, retail, and technology strategies. According to a 2022 AARP survey of travelers over age 50, two out of three respondents said they planned to spend more on travel in 2022 than 2021, and 67% of respondents noted that they planned to travel in 2022. Out of older consumers, Baby Boomers have largely led the travel resurgence. The 2020 U.S. Census reported that an estimated 73 million Americans are Boomers, who, according to a recent survey from travel research firm m1nd set , prioritize convenience, gift suitability and financial value in their airport travel spending. Making purchases convenient for everyone — especially older travelers — is a key driving factor in airport design, says Tim Hudson, aviation leader and principal at global architectural firm Gensler. “We’ve done a significant amount of research on the older traveler, and when it comes to retail concessions, you have to look at it from the perspective of proximity,” he said, adding that older travelers often arrive at their gates earlier than other cohorts due to concerns over flight irregularities. “How close are the restrooms? How close are retail and concessions to seating areas? If you want to go buy a magazine, you can see that there’s a Hudson bookstore within 50 feet and you won’t miss what’s happening with boarding.”

Innovations like pop-up retail carts and specialized vending machines add even further convenience, Hudson says, noting that everything from headphone and grab-and go salad vending machines in Columbus, Ohio to Build-a-Bear stations in Houston, Texas prove that “there’s a flexibility in concessions —we don’t always have to build out big stores to be equally as effective.” Neil Thompson, vice president of digital at HMSHost , agrees that flexibility and convenience are leading priorities in the design of their purchase touchpoints. “No two travelers are alike in terms of preference, and, even then, each journey is different,” he says. “Sometimes travelers are crunched for time while other times they have a more leisurely journey. To meet each passenger’s needs and desires on a particular day, we offer a variety of technology solutions, including QR codes, kiosks, self-checkout, unattended retail, and mobile order and pay. Older travelers can choose to use what technology they are most comfortable with and what will help set the pace for their journey — or none

at all. We always have friendly associates ready to assist.” Paradies Lagardère takes a similar approach. Sarah Kirkpatrick, vice president of merchandising, says the company takes special care to train associates for the needs of every kind of traveler — including senior travelers, who historically have had fewer positive sales associate experiences and interactions in their retail journeys, the m1nd-set research show. “[We] certainly don’t misconstrue seniors’ penchant for technology, especially those who travel,” says Kirkpatrick. “If they desire not to interact as much with our staff, we have great options for a complete experience. “Our self-checkout stations, easy payment options such as Apple or Google Pay, and our successful Scan, Pay & Go program, which allows travelers to select and pay for their desired items while only using their mobile devices, each deliver a smooth and pleasing level of engagement for many seniors,” she adds. “Yet, for those seeking the assistance of our associates, we are more than ready to accommodate with our ‘high

Right: Research from m1nd-set shows that buying unique gifts is a top spending priority for Boomers and Gen X consumers. Shops like Paradies Lagardère’s Hip & Humble at Salt Lake City International can fuel that desire.

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