Airport Experience® News - Food & Beverage Issue 2026

The Bar that these younger generations can differ from one another in their behaviors and expectations in meaningful ways. Opposite Page, Above: Paradies Lagardère’s airport bars are performing well because travel remains such an experience-driven

Airports can be hectic and fast-paced, but restaurants and bars give travelers a chance to relax and unwind, which can lead to short-term increases in bar traffic and beverage sales.” There will certainly always be a place for airport bars in the broader concessions landscape, but it’s clear that they need to adapt to changing demands and desires in order to succeed. “Guests aren’t walking away from bars altogether, they’re just redefining what they want from them,” Varno says. “The opportunity is to meet travelers with options that feel thoughtful, premium and approachable while still working operationally in a busy airport environment.” Evolving Expectations Both Millennial and Gen Z consumers are drinking less alcohol than older generations are, but Verrecchia points out

environment, says national beverage manager Brittany Varno (Kona’s at SFO and Mattisons at SRQ pictured).

“Gen Z consumers, in particular, tend to be more wellness-focused and intentional about what they choose to consume,” he explains. “They are highly interested in ingredient transparency, sustainability and the story behind a product such as where ingredients come from, how products are made, and what brands stand for. They are often looking for beverages that align with their lifestyle and values, whether alcoholic or non-alcoholic. Millennials share some of those same preferences, but they are generally more willing to explore premium and experience driven beverage options.” Avolta’s Pitman also notes the emphasis on wellness and moderation among younger consumers. “At the same time, they still want the social aspect and energy that bars provide — especially in an airport environment

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AX NEWS JULY/AUGUST 2026