Airport Experience® News - Customer Service Issue 2025

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

AX NEWS OCTOBER/NOVEMBER 2025 *

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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