Airport Experience® News - Conference Issue 2024

Left, Below: Marketplace and hybrid proprietary concepts are especially relevant for airport retailers who want the flexibility to offer a balanced mix of national and international products alongside local items. (The Goods @ DCA by Paradies Lagardère and Hudson Nonstop pictured.)

This is especially true of proprietary marketplace concepts, which is a format that many concessionaires have embraced. “The market concept has allowed us to become much more flexible in our overall offer, mixing national or international brands with an additional strong focus on local,” says Roderick McOwan, chief development officer for WH Smith North America . “Our buying team does a tremendous job of sourcing and maintaining a wide range of well curated localized products. If the products sell well, they can become part of the permanent merchandise list, and if not, that’s okay. We continue to source additional suppliers and products that provide for a unique gift that today’s traveler desires.” McOwan points to District Market in San Francisco International Airport (SFO) and The Bowery Bay Shops at LaGuardia Airport (LGA) as successful proprietary brands that allow the group the flexibility to highlight both local and national brands. “Gifting and souvenirs alongside locally focused travel essential stores can and do rely on the product to tell the story rather than the name above the door,” he says. Pitman notes that hybrid proprietary concepts are the latest trend taking hold in concessions, and that bringing licensed brands together—across food and beverage and retail—is a glimpse into the future of a mixed-used space. “We’re starting to see a growing number of creative combinations

between retail and food and beverage— there’s tremendous opportunity there,” he says. “But even these hybrid concepts will still require a balance between national and local offerings. It’s about having the flexibility to deliver a healthy mix of concessions options to our airport partners and travelers.” Waldron believes that proprietary concepts help keep a program interesting for travelers. “When seamlessly woven into the fabric of national and local offerings, proprietary brands contribute to creating a distinctive and memorable passenger experience,” he says. “In essence, they add a strategic layer to the airport concession landscape, enhancing both the uniqueness of the program and the fulfillment of the airport’s broader objectives.” Keeping It Fresh At the end of the day, enhancing the traveler experience will always be a top priority when it comes to determining the right concessions balance in an airport. “For Paradies Lagardère, we strive to help position our airport partners as destinations for a multitude of positive experiences; as a result, it’s not so much a swing between national and local but more the ability to keep a program fresh and bring new options for travelers,” Bisset says. “Whether the shift between local and national sways one way or another each year, that goal should remain the same.”

Areas USA’s Mendola points out that quality is the most important component. “We won’t force a circle into a square, so to speak, if a local brand’s quality isn’t something in which locals would take pride or doesn’t translate well in the unique airport environment,” he says. “With national brands, there can still be a local component. Whether it’s featuring local beers or vendors, we can always tailor our brand portfolio to feel more local with globally recognized offerings.” Waldron adds that remaining flexible and adaptable to changing preferences and trends is crucial to providing the best array of options and experiences for travelers. “Ultimately, the ‘right’ balance isn’t a fixed destination but an ever-evolving journey,” he says. “By continuously refining concession programs, airports can create experiences that are not only commercially successful but also deeply satisfying for passengers. It’s about understanding the pulse of the traveler, responding to their evolving preferences and ensuring that every cup of coffee—whether from a recognized national brand or a beloved local establishment—contributes to a memorable journey.”

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AX NEWS MARCH 2024