Airport Experience® News -Customer Service Issue 2026

During this summer’s FIFA World Cup, in airports across the country, travelers were met with nearly as much celebration in the terminal as they would experience at an actual game. “The FIFA World Cup this year represented our largest coordinated effort across our travel retail and food and beverage network in North America: We brought the fanfare of the tournament to our stores and restaurants in 19 host-city airports, creating pop-up merchandise shops, branded bars, games, and interactive fan experiences featuring tournament sponsors and supporters,” says Shayna Iglesias, North American vice president of marketing and communications for Avolta . “With operations in airports serving so many host cities, we were uniquely

positioned to reach travelers at exactly the moment when anticipation and excitement were at their peak.” For concessionaires and airports alike, hosting special events is an effective way to stand out and be remembered. “Our airport is situated in one of the most competitive airport markets in the country. We must be creative and proactive in how we market ONT and attract passengers,” says Stephanie King, director of community engagement for Ontario International Airport (ONT). “Community engagement tactics and special events allow us to interact with our community, educate them on what ONT has to offer and truly differentiate our airport from the others in the region.” Events hosted in the terminal also bring levity to the travel experience. Eric Chung, airport experience and quality assurance manager at Harry Reid International Airport (LAS), says unique events can mitigate some of the stressors of travel. “Our goal is to create moments that go beyond those necessary travel processes and bring warmth, hospitality and a sense of connection to the passenger journey,” he says. “Whether through live musical performances, family-friendly activities or special events, each activation is intentionally designed to provide a welcoming and enjoyable experience, reduce the stress of travel and create memorable moments for our passengers.” Building On Excitement Special events and activations are a core part of how Avolta brings its offerings to life for travelers and how the concessionaire aims to make the travel journey as rewarding as the destination, Iglesias says, adding that each event is customized for each airport depending on what’s relevant locally, as well as national events that have broad appeal. “We capitalize on moments when excitement is already in the air, like during major sporting events,” she says.

Left, Below: Avolta hosts events designed to surprise travelers with something unexpected, virtual reality experiences, celebrations and more. At Calgary International Airport, dancers performed to celebrate Diwali Day and, separately, a flight simulator allowed passengers a virtual reality experience.

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AX NEWS OCTOBER/NOVEMBER 2026