Airport Experience® News - Customer Service Issue 2025

OCTOBER/NOVEMBER 2025 / V23 N266

BESPOKE AMENITIES EASE TRAVELER JOURNEYS

AIRPORTS CREATE OUTDOOR OASES

CONCESSIONAIRES, SERVICE PROVIDERS ANSWER “EXPERIENTIAL” DEMANDS

High Tech, High Touch.

Today’s travelers expect convenience, and we deliver with mobile ordering, 24/7 vending, and self-checkout that keep guests moving. But it’s our people who provide the award-winning service that creates the perfect balance of high tech and high touch to every experience.

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14 Experiences At The Fore “Experiential” has been a buzzword for half a decade or more, meaning consumers are increasingly seeking experiences rather than just transactional purchases. Airport concessionaires and service providers are answering the demand. 20 The VIP Treatment A little extra assistance – or a bit more luxury – can go a long way during stressful travel times. Airports and service providers are ramping up efforts for travelers who need a bit more attention – and are willing to pay for it. 28 Breathing Easy There’s nothing quite like fresh air to refresh the body and mind. Recognizing this, more airports are adding outdoor spaces beyond security, offering travelers a chance to relax while enhancing the airport’s unique sense of place. 34 Enhancing Accessibility Technology is rapidly advancing to ease the paths for those who are differently abled and may need assistance in navigating through unfamiliar spaces. Many airports, keen to make their facilities as user-friendly as possible, are embracing the new offerings.

4 Letter From The Editor 6 Data Check

39 Industry Insights Avolta is leaning in to digital engagement in its airport retail and F&B operations. The company says it helps drive loyalty, engagement and revenue.

J.D. Power has once again ranked airports based on customer satisfaction. Find out which airports landed at the top. 8 Latest Buzz San Antonio International Airport is in the midst of a $2 billion Elevate SAT capital program that include a new terminal, a terminal expansion, new concessions and other improvements. 10 Director’s Chair

43 Advertising Index 44 Before You Take Off

Flipping the switch from an old airport terminal to a new facility can be fraught with challenges. Pittsburgh International recently held a “dress rehearsal” involving 2,500 volunteers from the surrounding community.

Ghizlane Badawi took on the role of CEO of Austin Bergstrom International Airport in April of 2024 but has

spent 17 years working at the airport. With terminal expansion sorely needed, Badawi is taking on the challenge of building an AUS for future generations.

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AX NEWS OCTOBER/NOVEMBER 2025

Andrew Tellijohn Senior Reporter Sally Kral Contributing Writer Sarah Beling Contributing Writer

TEAM

Barbara McCarter Portfolio Manager Chad Wimmer Senior Editorial Art Director Rae Lynn Cooper Production Manager Amanda Gochee Vice President, Marketing Strategy Katy Welch Senior Marketing Manager Tristan Lueck Marketing Coordinator Emma Vail Marketing Coordinator AXN ADVISORY GROUP Kim Becker, San Diego International Airport Derryl Benton, Avolta Zenola Campbell, Dallas/Fort Worth International Airport Bryant Francis, Cleveland Hopkins International Airport Mark Gale, Fort Lauderdale-Hollywood International Airport Eric Johnson, Nashville International Airport Roddy McOwan, WH Smith North America Gregg Paradies, Paradies Lagardère Kevin Westlye, High Flying Foods

Jeff Davis Executive Vice President, Retail and Specialty Melissa Montes Vice President/Publisher Carol Ward

Editor-in-Chief Nicole Watson Business Development Manager Sally Kral Contributing Writer Sarah Beling Contributing Writer John Quinnies Contributing Writer Barbara McCarter Senior Portfolio Manager Chad Wimmer Senior Editorial Art Director Rae Lynn Cooper Production Manager Amanda Gochee Vice President, Marketing Strategy Katy Welch Senior Marketing Manager Amanda Litwack Senior Digital Marketing Coordinator Samantha Tamberino Marketing Coordinator

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AX NEWS MARCH 2024

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FAMILIA Mi The Family Behind SSP America’s Success at TPA While serving the 23 million passengers who travel through Tampa International Airport each year, the SSP America team lives by the code of ‘Mi Familia.’ They are more than a team, they’re a family, and they treat patrons like they’re part of the family too. Mi Familia is about coming together and overcoming obstacles, helping, not judging, having each other’s backs, and simply caring about one another.

When people feel valued, they can reach their full potential. There’s a reason one-third of TPA’s SSP America employees are referrals— fulfilled staff want to encourage their friends and family to join the familia!

OCTOBER/NOVEMBER 2025

Dear Readers,

OCTOBER/NOVEMBER 2025 / V23 N266

When I ask airport leaders what the overarching goals are for their airports, the top answer inevitably involves providing a safe and secure journey for the traveler. But beyond that crucial standard, the next priorities are providing excellent customer service and a memorable airport experience. In recent issues of AXN we’ve tackled trends and developments in airport food & beverage and retail. This month we’re looking at those all-important concepts of customer service and traveler experience. There are new technologies that can aid differently-abled travelers, and new amenities and perks for those who want a bespoke experience. Airports and concessionaires are also expanding their experiential approach in efforts to engage and delight a range of travelers as they move through the terminals. While this issue was being put to bed, the AX team was also beginning to assess the first tranche of nominations for the 2026 AX Awards. We’ve received a good number of nominations that call out the best in airport property management and airport concessions, and we expect many more as the nomination period comes to a close. Then, we’ll settle on a list of finalists and turn it over to our Awards Committee members for voting. We’re also refining the 2026 AX Conference agenda, organizing and reorganizing the experience hall like a Tetris puzzle and working with our sponsors to create memorable experiences for next year’s big event. Back to AXN. Looking ahead, the December/January issue is our Leadership issue. We’ll reveal and spotlight our 2025 Directors of the Year and will also highlight leadership strides and mentorship efforts underway throughout the industry.

BESPOKE AMENITIES EASE TRAVELER JOURNEYS

AIRPORTS CREATE OUTDOOR OASES

CONCESSIONAIRES, SERVICE PROVIDERS ANSWER “EXPERIENTIAL” DEMANDS

Happy Reading,

Carol Ward Editor-in-Chief

Airport Experience News carol@airportxnews.com

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AX NEWS OCTOBER/NOVEMBER 2025

Named Best Overall Restaurateur (Large Operators)

ARRIVE EARLY. WE’RE THE REASON THEY

The journey begins with HMSHost — turning downtime into

To learn how HMSHost can help you transform the travel experience, contact Derryl Benton derryl.benton@hmshost.com.

DATA CHECK

SATISFACTION UPTICK Passengers Are Pleased With Airport Concessions Upgrades, J.D. Power Reports

BY CAROL WARD

J.D. Power Customer Satisfaction Index Rankings – Mega Airports

Minneapolis-Saint Paul International Airport Detroit Metropolitan Wayne County Airport Phoenix Sky Harbor International Airport Dallas/Fort Worth International Airport Harry Reid International Airport John F. Kennedy International Airport

660

649

634

620 619 618 618

Orlando International Airport Miami International Airport

615 613

San Francisco International Airport Boston Logan International Airport Segment Average

608

603

0

100

200

300

400

500

600

700

800

Source: J.D. Power 2025 North America Airport Satisfaction Study SM

apital improvements and efforts to localize terminal experiences are contributing to gains in

local flavor to the passenger experience has positively impacted the airport experience with these local touches having a major influence on passenger satisfaction.” The annual study also found that, despite record numbers of passengers and widespread flight cancellations and delays, overall satisfaction increased 8 points for mega airports, 15 points for large airports and 10 points for medium airports. Focus On Amenities Local flavors make a big difference in traveler satisfactory, the J.D. Power study found. One of the bigger drivers of this year’s increase in passenger satisfaction were food, beverage and retail programs, which improved 14 points year over year across all airport segments. Airport efforts to incorporate authentic local food and beverage brands into their terminal offerings have helped to fuel that increase. In fact, J.D. Power found that when airports create a genuine sense of location, overall satisfaction scores improve by an average of 190 points. 600 700 800 730 709 705 691 688 683 676 671 665 664 644

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passenger satisfaction, J.D. Power reports. According to the J.D. Power 2025 North America Airport Satisfaction Study released in September, overall passenger satisfaction scores are up 10 points (on a 1,000-point scale) this year, driven largely by improvements in food, beverage and retail and ease of travel through the airport. “While the annual growth rate in passenger volume seems to be leveling off, we’re still seeing record numbers of travelers pass through the nation’s airports, and, for the most part, they are enjoying the experience,” says Michael Taylor, managing director of travel, hospitality and retail at J.D. Power. “A big part of this recent increase in passenger satisfaction is due to recently completed improvements in many airport facilities themselves,” Taylor continues. “A few big capital improvement projects have now been completed and many more are underway or about to break ground. A decades-long trend of bringing unique, 100 200 300 400

J.D. Power Customer Satisfaction Index Rankings – Large Airports

John Wayne Airport, Orange County Tampa International Airport Dallas Love Field Kansas City International Airport Raleigh-Durham International Airport

Portland International Airport Nashville International Airport Vancouver International Airport Salt Lake City International Airport Louis Armstrong New Orleans International Airport Segment Average

0

500

Source: J.D. Power 2025 North America Airport Satisfaction Study SM

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AX NEWS OCTOBER/NOVEMBER 2025

J.D. Power Customer Satisfaction Index Rankings – Medium Airports

Source: J.D. Power 2025 North America Airport Satisfaction Study SM

J.D. Power Customer Satisfaction Index Rankings – Large Airports

DATA CHECK

John Wayne Airport, Orange County Tampa International Airport Dallas Love Field Kansas City International Airport Raleigh-Durham International Airport John Wayne Airport, Orange County Tampa International Airport Dallas Love Field Kansas City International Airport Raleigh-Durham International Airport Portland International Airport Nashville International Airport Vancouver International Airport Salt Lake City International Airport Louis Armstrong New Orleans International Airport Segment Average Portland International Airport Nashville International Airport Vancouver International Airport Salt Lake City International Airport Louis Armstrong New Orleans International Airport Segment Average Source: J.D. Power 2025 North America Airport Satisfaction Study SM

730

709

705

J.D. Power Customer Satisfaction Index Rankings – Large Airports

691

688

730

683

709

676

705

671

691

665

688

664

683

644

676 700

671

0

100

200

300

400

500

600

800

665

664

644

0

100

200

300

400

500

600

700

800

Source: J.D. Power 2025 North America Airport Satisfaction Study SM

J.D. Power Customer Satisfaction Index Rankings – Medium Airports

Indianapolis International Airport Ontario International Airport Buffalo Niagara International Airport

713

709

698

J.D. Power Customer Satisfaction Index Rankings – Medium Airports Jacksonville International Airport Palm Beach International Airport

695

688

The study also found that airport experience wields major influence on passenger spending. For example, passengers who rate their airport experience as “perfect” spend an average of $42.39 in the terminal. That is $16.54 more than passengers who rate their airport experience as “just OK.” Perfect experiences are rare, however, occurring in just 11% of journeys through the airport. Not surprisingly, the nation’s largest airports experience longer wait times and more crowding than their smaller counterparts. On average, 56% of passengers traveling through medium airports and 50% of those traveling through large airports spent 10 minutes or less getting through security. These passengers are also more likely to characterize the airport as “mildly crowded” or “not at all crowded.” Among mega airport passengers, however, 23% spent 21 minutes or more getting through security and 57% describe the airport as “moderately crowded.” Bradley International Airport Hollywood Burbank Airport Cincinnati/Northern Kentucky International Airport Segment Average Source: J.D. Power 2025 North America Airport Satisfaction Study SM Bradley International Airport Hollywood Burbank Airport Cincinnati/Northern Kentucky International Airport Segment Average Source: J.D. Power 2025 North America Airport Satisfaction Study SM Indianapolis International Airport Ontario International Airport Buffalo Niagara International Airport Jacksonville International Airport Palm Beach International Airport Milwaukee Mitchell International Airport Southwest Florida International Airport Milwaukee Mitchell International Airport Southwest Florida International Airport

713

685

709

683

698

675

695

663

688

660

685

656

683

675 700

0

100

200

300

400

500

600

800

663

660

656

The North America Airport Satisfaction Study, now in its 20 th year, measures overall passenger satisfaction with mega, large and medium North American airports by examining their experience across seven core dimensions (in order of importance): ease of travel through airport; level of trust with airport; terminal facilities; airport staff; departure/to airport experience; food, beverage and retail; and arrival/from airport experience. Mega airports are defined as those with 33 million or more passengers per year; large airports with 10 to 32.9 million passengers per year; and medium airports with 4.5 to 9.9 million passengers per year. The 2025 study is based on 30,439 completed surveys from U.S. or Canadian residents who traveled through at least one U.S. or Canadian airport and covers both departure and arrival experiences (including connecting airports) during the previous 30 days. 600 700 800

Airport Rankings Minneapolis-Saint Paul International Airport (MSP) ranked highest in passenger satisfaction among mega airports for a second consecutive year with a score of 660. Detroit Metropolitan Wayne County Airport (DTW), at 649, ranked second and Phoenix Sky Harbor International Airport (PHX), at 634, was third. John Wayne Airport (SNA) in Orange County ranked highest among large airports for a second consecutive year, with a score of 730. Tampa International Airport (TPA) came in at 709 and Dallas Love Field (DAL) ranks third at 705. Indianapolis International Airport (IND) ranked highest among medium airports for a fourth consecutive year, with a score of 713. Ontario International Airport (ONT) came in at 709 and Buffalo Niagara International Airport (BUF) ranked third at 698. 100 200 300 400

0

500

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AX NEWS OCTOBER/NOVEMBER 2025

LATEST BUZZ

SAT’S BIG LIFT The Elevate SAT Program Adds Space, Amenities

BY SARAH BELING

ravel to San Antonio International Airport (SAT) is on the rise, and to futureproof their infrastructure,

the suitability of the site for growth and expansion in the next 50 years. The result is the airport’s current capital improvement plan, the Terminal Development Program, adds Hope. The $1.7-billion project, which broke ground in December 2024 and is scheduled to complete by mid-2028, is funded through a mix of cash; passenger facility charges; interim airport financing; general airport revenue bonds and grant targets. Improvements will include a new Terminal C with up to 18 new domestic and international gates; over 850,000 square feet of new terminal space, with 41,000 square feet of dedicated concessions space; an over 29,000 square foot club lounge space; expanded gate hold rooms; a new central passenger screening area with access to both retail and concessions concepts; a new Federal Inspection Station (FIS); roadway improvements as well as a 60-foot riparian paseo garden walkway and indoor courtyards

Above: The $2-billion-plus Elevate SAT program includes a new terminal, a Terminal A expansion and airfield improvements at San Antonio International Airport.

T

the facility is embarking on a large-scale expansion and renovation initiative. The $2-billion-plus Elevate SAT program includes a new terminal with new gates and extensive terminal amenities, a Terminal A expansion and airfield improvements. “More than 11 million passengers fly in and out of the San Antonio International Airport each year – in the next 20 years, that number could double to 18 million passengers per year,” says SAT public relations manager Tonya Hope. “To accommodate this growth and continue to generate prosperity, the airport must keep up with the air travel needs of the community and region.” In 2018, the City of San Antonio Aviation Department launched a strategic development plan process to focus on the airport’s next 20 years and to examine

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AX NEWS OCTOBER/NOVEMBER 2025

LATEST BUZZ

Pizzeria from Chef Jason Dady; Freight Fried Chicken from Chef Nicola Blaque; Pharm Table by Chef Elizabeth Johnson; as well as a new location of well-known national brand Panda Express. SAT will also launch several new food concepts in Terminal B, including Chef Jeff Balfour’s Southerleigh; Chef Esaul Ramos Jr.’s 2M Smokehouse; The Tasting Room by Becker Vineyards; the award-winning Bakery Lorraine; as well as new locations of Popeye’s and Dunkin’. The new eateries will be operated by HMSHost as joint ventures with ACDBE partners Chef Johnny Hernandez; Chef Nicola Blaque; Allison Balfour, co-owner of Southerleigh Hospitality Group; and Crystal Dady, owner of Tre Pizzeria. From Paradies Lagardère , new concepts include specialty retail store Feliz Modern, Military City USA, Univision, iStore, and more. And while concessionaires for SAT’s new Terminal C will not be selected until early 2027, “as with our current terminal concessions program,” Hope says, “there will be a great emphasis on including local brands to offer the wonderful culinary specialties of San Antonio and reinforce the San Antonio sense of place within the new space.” The team at SAT predicts that its terminal work will not only have an impact on the future passenger experience, but also on the current regional economy, with an anticipated 16,000 jobs and economic output of $2.8 billion. In addition to its aesthetic improvements, the SAT team wants to build a space where all travelers feel welcome, adds Hope. Through its work with Corgan and the Accessibility Focus Group, a 30-person advisory group comprised of local experts, Hope says that SAT is “laser focused on creating an accessible, barrier-free experience for all our travelers,” with plans to upgrade Terminal C to include “a significant number of design features” suggested by the Accessibility Focus Group, including the implementation of AIRA visual interpreting technology for blind and low-vision travelers as well as the Sunflower Lanyard program, a system designed to help travelers with hidden disabilities communicate additional support needs with airport staff. “We are proud of this unique approach of inviting community leader feedback as part of the design process to create the most barrier-free space possible from the beginning,” says Hope, adding that the SAT team “can’t wait to invite everyone to feel confident and empowered” as they navigate the new terminal space.

to reference the city’s well-known River Walk architecture. SAT’s new spaces will be designed by architectural firm Corgan in partnership with Lake|Flato Architects , with hopes that the new terminal space provides “a distinctive gateway experience for all passengers traveling to and from the San Antonio region, creating a welcoming and inviting front door to the city that honors its history while expressing a bold vision for the future,” says Corgan principal John Trupiano. “Drawing inspiration from the Texas Hill Country and the exuberance of San Antonio’s River Walk, the design incorporates natural materials, warm earth tones, and elements reflective of the region’s landscape to create a distinctly San Antonio experience for passengers,” adds Turpiano, noting the airport’s plans to create a space “rooted in the vibrant culture and community of San Antonio” through its paseos and courtyards. SAT will also ramp up its sustainability measures, Hope says, with an eco-conscious design that incorporates “the latest technology, materials and building layouts leading to an energy efficient building with a minimized carbon footprint for ongoing operations.” The project also includes “locally sourced materials, including wood beams, and rainwater harvesting to support native

landscaping,” she adds, as well as a Central Utility Plant (CUP) upgrade that will result in up to 30% more efficiency in terminal cooling. In addition to the Terminal Development Program, SAT is embarking on an approximately $63-million expansion of its Terminal A, increasing the space of the ground load facility by approximately 37,000 square feet and three gates as well as creating an integrated FIS for international arrivals; new passenger seating areas; charging stations, lactation rooms and work areas; as well as new food and retail concepts. Confirmed concepts include a bevy of chef-backed eateries like Chef Johnny’s Mercado, Southtown Market, La Gloria and a new proprietary tequila bar from frequent SAT partner Chef Johnny Hernandez; Tre Top: The new Terminal C at San Antonio International Airport will have up to 18 new domestic and international gates and more than 850,000 square feet of new terminal space, with 41,000 square feet of dedicated concessions space. Above: The concession spaces for the new Terminal C have not yet been bid, but HMSHost and Paradies Lagardère are bringing new concessions into other terminals as part of an overall refresh.

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AX NEWS OCTOBER/NOVEMBER 2025

DIRECTOR’S CHAIR

CENTRAL TEXAS JUGGERNAUT Badawi Preps AUS For Long-Term Growth

BY CAROL WARD

ditor’s Note: Austin-Bergstrom International Airport (AUS) was one of the fastest growing airports in North America coming out of the pandemic. While that acceleration has tempered in subsequent years, traffic is well ahead of pre-pandemic numbers and far exceeds the capacity limits of its current terminals. The Journey With AUS expansion program, which will cost an estimated $4 billion, will prepare the airport to serve 30 million travelers annually. Ghizlane Badawi is leading AUS on this expansion and improvement journey. An airport employee since 2008, Badawi was named CEO in April 2024 after serving as interim CEO from January of the same year. AXN’s Carol Ward spoke with Badawi in early September for an update on the “once in a generation” project. E

WARD: I know you have a long tenure at AUS and have been CEO for about 20 months. Can you share your vision for the airport, especially as you navigate rising traveler numbers and a massive capital project? BADAWI: My vision is to scale AUS into a world class airport that meets the needs for our growing region for years to come, and that includes delivering our bold, multi-billion-dollar expansion program, strengthening operational resilience and creating the passenger experience that reflects the unique identity and the spirit of our central Texas region. We’re making a phased and strategic infrastructure investment to stay ahead of demand. One of the challenges that we have today is our facilities are undersized, and we want to make sure that with this investment, we stay ahead of demand and ensure future readiness. This is a once-in-a-generation investment that will shape how central Texas will connect to the world.

WARD: Notwithstanding the downturn due to the pandemic, AUS has grown fairly rapidly over the past decade. Can you give an update on your recent growth and what you’re anticipating for the near-term future? BADAWI: The growth for the past decade has been steady, and the growth after the pandemic has been nothing short of extraordinary. We went from serving 17.3 million passengers in 2019 to a record breaking 22 million passengers in 2023 and 21.8 million passengers in 2024. Based on our master plan that we completed in 2019, we were not projected to serve 22 million passengers until 2027. This year we’ve seen a 4% decline in passenger activity, which is aligned with broader industry trends and some softening in consumer confidence. We’re expecting to close the year with approximately 21 million passengers, which is still above the pre-pandemic levels. Looking at 2026 we’re projecting a modest but steady growth, given our new routes and the continued airline interest in our market.

Above: Ghizlane Badawi, CEO, Austin-Bergstrom International Airport.

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AX NEWS OCTOBER/NOVEMBER 2025

DIRECTOR’S CHAIR

WARD: What sort of passenger numbers are you expecting five or 10 years down the road, and how are you preparing? BADAWI: We’re building to accommodate 30 million passengers. WARD: Are you actively seeking more flights or are you trying to accommodate what you have without pursuing more aggressive growth? BADAWI: We are absolutely pursuing more – with air service, it does not happen overnight, especially when trying to attract the international flights. Our community wants more direct connectivity to Asia, more destinations in Europe and more nonstop flights to Central and South America. It takes few years to land those routes, and we’re working with the airlines, presenting the business case and convincing them that we are the best option here in Texas. Our challenge is delivering that growth within the facilities that were designed for

15 million passengers, and we’re pushing 22 million right now. The strain affects everything from the curb to the gate. WARD: Can you share details about the Journey With AUS expansion plan? BADAWI: We have been tackling this on two fronts. First, we’ve focused on near term relief. By Q1 of 2026 we will complete a new TSA checkpoint and our modern outbound baggage handling system will be complete. Three additional gates will be added to offset the closure of gates in the future [during construction]. They will provide modern hold rooms, new concessions, new public art installation by local artists. We’re also adding amenities that we don’t have today, like play areas for kids and a sensory room. We will also add a second outdoor patio out of those gates, and an airline club. Our international arrival facility upgrade was completed this summer. These short-term improvements are going

Above: Austin-Bergstrom International Airport is operating at well-above its current capacity of 15 million, a reality that has prompted the Journey With AUS expansion program currently underway.

to enhance the current passenger experience and give us incremental capacity while we are designing and focusing on the long-term transformation. The long-term transformation involves Concourse B, a new arrival and departure hall and major updates to our utilities. Under construction now is the new midfield taxiway project. It will be complete by 2027 and that will provide the space needed for us to construct the new concourse, because the new concourse will be constructed on the top of the existing taxiways. Also, we’re

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AX NEWS OCTOBER/NOVEMBER 2025

DIRECTOR’S CHAIR

Right: The West Gate Expansion at AUS is currently underway and is projected to be completed early next year. The three new gates and related amenities are just one element of the Journey With AUS capital program that eventually will result in the addition of 20-30 new gates in a new concourse, complete with expanded concessions offerings, among other projects.

building a new seven-level parking garage, another enabling project as we have to remove and demolish the red garage. The new arrival and departure hall is under design, and that will modernize the front door of AUS, which is really the front door to Austin and Central Texas for millions of travelers every year. And this project will include new curb, new roadways, expanded ticketing, checking areas, a consolidated security checkpoint, a new baggage claim area, more concessions and public art installations. The new concourse, Concourse B, will be connected to the current Barbara Jordan terminal via an underground tunnel. We’re still finalizing the lease negotiations with the airlines, but we know that we will be building anywhere between 20 to 30 gates. This is what will unlock the capacity we need for decades to come. WARD: AUS has a smaller terminal that is operated by a private entity, correct? What’s the status of that terminal? BADAWI: That facility will be demolished next year, because to complete the midfield taxiway we have to demolish the South Terminal. At the beginning of next year, we will be moving the two airlines that operate out of the South Terminal to the Barbara Jordan terminal. WARD: None of the new facilities be privately managed, correct? BADAWI: That’s correct. We will manage them all moving forward. WARD: Moving to concessions, can you share how your in-terminal concessions are doing, and secondly, share any plans to either change or enhance the program going forward?

BADAWI: Our concession revenue for the year through June is only down by 1% compared to a 4% decrease in passenger activity. That shows that our concession program is strong and is meeting our expectations. We will have a lot of new opportunities in the near term – for example, we will issue a RFP soon for [concessions in] the three gates expansion. The new departure hall will have concessions and, of course, Concourse B, as a brand-new concourse, will have a lot of opportunities. We’re looking also into [changes in] Concourse A. We’re working with a consultant to complete the master plan for our concession program that will blend the best of Austin’s local culture and Central Texas local culture with recognized national brands. Travelers consistently tell us that they love our

local concepts so they will remain a centerpiece. Sometime next year we will be releasing the RFP for all the new concession spaces related to the Journey With AUS. We want to make sure that small and local businesses understand the opportunities available to them and how to prepare to participate in our concession program, so we’re hosting numerous educational workshops and “meet the prime” events. WARD: Will the opportunities be released in packages, or will you have a single prime or other approach? BADAWI: It will be multiple packages. We have three primes today. We’re looking forward to the partnership with prime firms, working with them in partnership to bring their concepts to life and partnering with on technology and enhancing that passenger experience.

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AX NEWS OCTOBER/NOVEMBER 2025

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AX NEWS OCTOBER/NOVEMBER 2025

The Experiential Approach To Passenger Engagement

BY SALLY KRAL

“Experiential” has been a buzzword in airport retail for years now, but what exactly does it entail? “Experiential retail provides more than a space to buy a souvenir shirt – it takes the customer out of the hustle and bustle of a busy terminal and into an energizing escape within the retail environment,” says Jan Farris, founder and CEO of Jan Farris Consulting . “This could include video displays with music videos playing, opportunities to personalize items like bags or notebooks, live meet-the-maker events or even a quick yoga session.” In airports, experiential retail varies greatly, notes Hope Remoundos, chief commercial officer of North America for Avolta . “It can be a pop-up sampling event, game or giveaway, a tech-driven shopping experience like a virtual try-on, or a concierge-style service for highly personalized purchases or gifting. There are so many ways that experiential retail can come to life in an airport, which makes it exciting.” Roderick McOwan, chief development officer for WHSmith North America , acknowledges that experiential retail is trending but he’s wary of leaning too far into it.

“Making sure that the passenger has a great experience through customer service expertise within all of our stores is really the goal rather than gimmicks that may be more associated with stores in a mall,” McOwan explains. “As we’ve seen traditional specialty retail decline in the duty paid market, we’re all looking for the ‘next thing;’ however the latest buzz words from the street don’t necessarily apply to a travel retail environment.” This is certainly true, but many industry professionals argue that the experiential approach is exactly what airport retail needs to bolster sales and improve the traveler

Left: Experiential retail activations are effective ways to engage travelers during major events taking place in an airport’s city. For example, in the days leading up to the Boston Marathon, Avolta had a pop-up at Boston Logan International Airport offering travelers the chance to test out running products. The day after, the pop-up offered celebratory samples from Boston Harbor Distillery and Harbor Sweets. Right: Jan Farris, founder and CEO of Jan Farris Consulting, believes that when executed well, experiential retail has the power to spark joy and shared memories right in the terminal.

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AX NEWS OCTOBER/NOVEMBER 2025

* experience – and as reflected in their RFPs, airports appear to agree. “We’re absolutely seeing rising demand for experiential retail. While airports may not always use those exact words in RFPs, the expectations are shifting,” Farris says. “The industry is clearly moving beyond traditional retail models; it’s no longer just about selling merchandise or curating a cute assortment. Airports want guests to seek out these spaces, try something unexpected and walk away with a memory tied to that location.” Remoundos notes an increase in RFPs that ask concessionaires “to detail their plan to engage passengers” and even request that “concessionaires incorporate permanent activation spaces into their concepts.” “Experiential retail is the future of travel,” she adds. “I believe that we’re seeing this because airports understand what it takes to engage travelers today, especially younger travelers, and they’re seeing the return on investment. Data has shown that, time and time again, travelers will spend more time and money in the terminal if they feel engaged.” Theresa Laudato, vice president of merchandising for Paradies Lagardère, also believes demand for experiences will grow, and she notes that the company’s merchandise team is always looking for ways to offer “unexpected but welcome” experiences. “When done right, these

experiences are not only memorable but also engaging, as long as we keep anticipating traveler needs, expectations, and the evolving nature of their journeys,” she says. Abundant Options Paradies Lagardère incorporates “innovative technology” as part of its efforts. “For example, some of our Fan Shop by PGA TOUR locations feature golf simulators where guests can ‘play’ top courses,” Laudato says. “Our Lift & Learn technology lets shoppers pick up a best-selling book and instantly get details about the story and author, all on a hi-res digital display. “We also host gourmet product samplings featuring local and regional small businesses, giving travelers a literal taste of the region,” she continues. “And we’ve had great success with book signings from both local and national authors, connecting travelers directly with the creators behind the work.” Sampling – whether in F&B or retail, can be highly effective, says Susan Stiene, president and CEO of Optimas Management Group . She notes the popularity of the approach especially among duty-free operators. “They offer things like alcohol tastings, perfume and cosmetic testers, and technicians that can provide customers with a new look,” she says.

Stiene adds that presentations are also effective. “This can include a performance stage area for carvers, weavers and other makers showing how they create their products, local chefs doing cooking demonstrations, guest technicians introducing a technology or software, or simply showing films on how to use the product,” she says. “I was recently at an airport that provided a manmade beach sporting a volleyball event with a bar overlooking the game. I’m sure that operator made significant sales that day.” Advertising firm Clear Channel Outdoor works in airports through its Clear Channel Airports division and has collaborated with many brands on pop-up experiences in the airport. For example, the group worked with Gatorade at Chicago O’Hare International Airport (ORD) on an immersive activation that featured mocktail sampling, vending machines, digital signage and a hydration photo booth to debut its new Hydration Booster.

Left, Above: Clear Channel Airports has collaborated with many brands on pop-up experiences in the airport. For example, the group worked with Gatorade at Chicago O’Hare International Airport on an immersive activation that featured mocktail sampling, vending machines, digital signage and a hydration photo booth to debut its new Hydration Booster; and with Delta at Seattle–Tacoma International Airport on the pop-up Window Seat Shop that allowed travelers to shop in-store and online.

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Clear Channel Airports also partnered with Delta Air Lines at Seattle–Tacoma International Airport (SEA) on the pop-up Window Seat Shop that allowed travelers to shop in-store and online; with Vera Bradley at LaGuardia Airport (LGA) on digital gift guides, oversized luggage displays and a giveaway; with Marshalls at John F. Kennedy International Airport (JFK) on The Upgrade Lounge where travelers could relax, enjoy snacks and explore curated products; with Gucci Beauty at JFK on a pop-up that gave travelers early access to the new Gucci Flora Gorgeous Orchid Eau de Parfum; with Grey Goose vodka at JFK on a pop-up to engage U.S. Open tennis fans; and with Uber at ORD on the Airport Dad Lounge to promote Uber Reserve. “Importantly, experiential retail offers the opportunity for marketers to engage with travelers as they’re entertained in a temporary space while getting closer to the brand’s products and services,” notes Jon Sayer, Clear Channel’s senior vice president of sales. “Experiential activations are helping brands get noticed, cut through the noise and sameness of mobile media campaigns while providing an opportunity to interact in real life with consumers and provide added value for travelers along their journeys.” Avolta has applied experiential elements across its food and beverage, duty-paid and duty-free locations. “In travel convenience, we often tap into our vast portfolio of brand partners to offer travelers something they might need along their journey, like through recent activations we hosted with Liquid I.V. and Allegra. This year, we’ve also hosted pop-up sampling events for popular or newer snacks in our stores, like Takis, Made Good and Trubar,” Remoundos says. “In July, our duty-free store in Harry Reid International Airport (LAS) hosted a month-long pop-up tasting bar with Maker’s Mark Bourbon. And earlier in the year, our food and beverage team at Los Angeles International Airport (LAX) partnered with Browne Family Vineyards to sample its cabernet sauvignon, with each glass or bottle purchased benefiting its Browne Forest Project and One Tree Planted to support reforestation following the California wildfires.” Still to come this year, Avolta will debut a Prohibition-style speakeasy in JFK’s Terminal 6 that Remoundos says is “experiential retail in practice,” offering travelers “the chance to explore a curated selection of premium liquor in a space meant to immerse them in the experience of tasting before purchasing.”

“There’s also a wonderful opportunity for experiential retail to engage travelers during major events that attract thousands of visitors to an airport,” Remoundos adds. “In the days leading up to the Boston Marathon, for example, we offered travelers at Boston Logan International Airport (BOS) the opportunity to test run products to help them during the race, like Shokz headphones. And the day after, to celebrate their accomplishment as they prepared to return home, we offered some well-earned treats, including local craft beverages from Boston Harbor Distillery and local candy from Harbor Sweets.” For WHSmith, McOwan notes that third party supplier activations that are tied to local events have been successful for the company. “We’ve also seen success when we’ve used digital technology to add personalized ‘selfie moments’ within the space,” he notes, adding that “meet the artisan” events are also great ways to both enhance and monetize the passenger experience. Farris also notes the growing success of meet-the-artisan events. “These events bring storytelling and authenticity into the store, allowing customers to learn about the origins of the products they’re purchasing,” she says. “This type of personal interaction elevates the guest experience and deepens brand connection while supporting local makers.”

Emotional Connection Farris adds that the most successful experiential retail should elicit an emotional response from customers. “The Prince store, operated by Airport Retail Group at Minneapolis–St. Paul International Airport (MSP), is a standout example,” she says. “From the six screens playing his live performances to display cases featuring handwritten lyrics and even one of his guitars, the store is a sensory experience that transports guests back to 1999. It’s not uncommon to see travelers dancing and singing together while shopping. This is proof that experiential retail can spark joy and shared memories right in the terminal.” As specialty retail, in particular, has been suffering in recent years, experience driven approaches that keep a brand or store concept in the front of a customer’s mind are invaluable. “Without experiential retail, the customer doesn’t depart the airport with a memorable experience and therefore an impression in the customer’s memory is not created,” Stiene says. “The result is all airport experiences become just a part of the journey instead of an unforgettable experience.” And, as Avolta’s Remoundos points out, creating these memories boosts revenue. “In experiential retail, we design spaces to create moments that encourage guests to interact with and explore the products, and we know that these experiences help travelers form a deeper connection with a brand, break down purchase barriers and drive sales,” she says. Remoundos adds that Avolta will continue investing in experiential retail because it’s traveler-centric. “We’ve received an overwhelmingly positive response from travelers, so we know we’re achieving our goal of making them happier along their journey,” she says. “Experiential retail is a driving factor in helping us deliver on our Destination 2027 strategy to create a travel experience revolution, with the traveler firmly in the center.” Way Of The Future Farris points out that as consumer expectations continue to evolve, so must travel retail. “I truly believe it would benefit operators to get comfortable challenging the status quo of what airport retail should look like,” she says. “You can no longer copy and paste the same product or concept across every location and expect it to resonate. Customers want experiences that feel fresh and unique to the airport they’re in. That

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Above: There are many ways for operators to add experiential elements to their stores. Susan Stiene, president and CEO of Optimas Management Group, notes that allowing for customers to sample a product before purchase is a popular approach especially among duty-free operators.

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Left: Going hand-in-hand with experiential retail, personalized shopping experiences are becoming more common. To meet the needs of the luxury private jet traveler with a personalized retail experience, Duty Free Holdings created the Executive Retail Shops duty-free concept.

Personalized Approach Indeed, increased personalization may just be the next thing in experiential retail. To meet the needs of the luxury private jet traveler with a personalized retail experience, Executive Retail Shops is a new duty-free concept available at Miami Opa Locka Executive Airport (OPF) and Fort Lauderdale-Hollywood International Airport (FLL). “Today’s luxury customers expect more than just access to premium products; they’re looking for unique, memorable experiences that reflect their lifestyles and values,” says James Mullaney, president of Duty Free Holdings. “Experiential retail delivers on that by creating moments of discovery, delight and personalization – qualities that resonate deeply with discerning clientele who are used to tailored, bespoke services,” “In the private aviation space, where time is precious and expectations are high, our retail concepts stand out by offering curated environments that are as sophisticated and exclusive as the journey itself,” Mullaney adds. Executive Retail Shops offer such personalization benefits as AI bottle printers so customers can personalize a bottle of Johnnie Walker; products tailored to specific locations and seasonal promotions; and mobile ordering and delivery directly to the plane. Mullaney notes that Executive Retail Shops plans to expand into high-traffic U.S. hubs like San Diego, Las Vegas, plus Orlando, Tampa, Sarasota and West Palm Beach in Florida, as well as introduce new brands and enhance personalization options. “We believe the future of airport retail lies in offering more engaging, curated and personalized experiences moving beyond simple transactions,” he adds. “As travelers, especially in the luxury and private aviation segments, place greater value on exclusivity and meaningful interactions, experiential retail will continue to emerge as a key differentiator in the airport environment.”

requires creativity and a willingness to think beyond the basics.” She adds that it’s up to the operator to take the lead on changing the airport retail landscape. “The most competitive proposals will include experiential ideas before the airport even asks for them,” Farris says. “Operators should be thinking about how to differentiate themselves, and how they bring those ideas to life every day. The future of experiential retail in airports will belong to those who follow through on their vision and help elevate the reputation of both the airport and themselves.” Farris also notes that experiential retail is a great way for smaller operators to stand out. “In larger corporate structures, experiential elements are harder to execute, as there are more hoops to jump through and response times are often delayed. Smaller, more nimble businesses can respond quickly, engage directly with customers and create authentic, memorable moments. This is where they truly shine.” Stiene notes that as more airports are reducing their retail offerings in favor of food and beverage operations, there’s opportunity to combine the two in an experiential setting. “I understand the need for food and beverage choices to increase customer satisfaction, but so many retail operators now have food and beverage concepts, so why not get creative and celebrate an experiential retail experience inside the food and beverage concept?” she proposes. “We’re also noticing that lease terms are significantly

increasing, which allows operators to make changes to their store atmosphere so that they’re continuing to keep their store changing with a new and fresh look. “My hope is that operators will work with their vendors to provide unique experiential events, leaving passengers with that last impression and experience before they depart,” Stiene adds. Clear Channel’s Sayer believes experiential activations are going to become even more modular with turnkey displays. “This will allow them to move the brand activation around to different airports and take advantage of the conferences and events happening locally around an airport,” he says. “I also think you could anticipate an increased use of technology like temporary digital screens sharing AI-informed travel tips as well as intentional programs driving travelers to post or share their experience with a brand on social media. And as more consumers transact via mobile devices you can look for more three-way partnerships between media vendor, airport concessionaire and a third-party brand – known as the ‘holy trinity’ in airport retail advertising and marketing sales vernacular.” Avolta’s Remoundos thinks that experiential retail will move beyond pop-ups to become a more permanent fixture in the airport. “Through thoughtful planning of permanent engagement zones, we can host activities based on passenger interests, trends and seasonality,” she says. “Experiential retail will be increasingly driven by data to curate hyper-personalized customer experiences.”

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