Airport Experience® News - Customer Service Issue 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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AX NEWS OCTOBER/NOVEMBER 2025