Airport Experience® News - Retail & Services Issue 2025

DATA CHECK

infrastructure in airports. Mobile wallets and self-service kiosks are also used by a sizeable portion of the respondents. The survey also revealed spending trends within airport terminals, with more than a third of the respondents (36%) spending between $20 and $50. Younger travelers, particularly those ages 23 to 38, showed a higher propensity to spend, with 41% typically spending more than $50. Conversely, older travelers, specifically those age 65 and above, were more conservative in their spending habits, with 18% typically spending $10 or less in an airport terminal. Information Sharing The ACRP document also surveyed travelers on how – and to what extent – they want to receive information from airports and concessionaires. When questioned on the type of information travelers would like the airport to share, three items topped the list at more than 50% sharing approval: wait times at security checkpoints, F&B offers and parking availability. Notably, retail shops and service offers had a lower expectation rate, with just 31% of respondents seeking that information. Regarding features that passengers would appreciate in airport concessions, the survey responses didn’t show a huge demand for a single category. Self-service options, interactive maps for navigation and real-time updates or order status scored highest in demand, at 39%, 37% and 37%, respectively. Personalized recommendations and robotic delivery showed lower demand, at 15% and 13% respectively. Travelers value the ability to book travel digitally and pass seamlessly through the security checkpoint. They want text and email updates but also value flight information display boards and other real-time information within the airport. Technology plays a significant role in enhancing the travel experience, the study noted, although reliance on technology is juxtaposed with some concern about data security and privacy. The study suggests action is necessary to keep up with changing traveler demands. “Changes in consumer buying habits are having a significant effect on airport settings, necessitating that airports and retailers adapt to meet evolving traveler expectations,” the document said. “By embracing technological advancements and catering to the preferences of different traveler demographics, airport retail can continue to thrive and enhance the overall travel experience, as well as non-aeronautical revenue.”

PASSENGER SPENDING AT AIRPORTS

36% $20 less than $50 $50 less than $75 $75 less than $100 $100 less than $150 $150 or more I don't spend any money at airport… How much do you typically spend in an airport terminal, excluding costs of getting to the airport (parking, taxi, etc.)? 14% 5% 4% 2% 4%

Under $5 $5 to less than $10 $10 to less than $20

23%

10%

3%

Source: National Academies of Sciences, Engineering, and Medicine. 2025. Incorporating Technologies into Airport In-Terminal Concessions Programs: A Primer.

FEATURES PASSENGERS WOULD APPRECIATE IN AIRPORT RESTAURANTS AND SHOPS

“Omnichannel shopping is revolutionizing retail with integrated social and mobile commerce for seamless customer experiences,” the document noted. “An omnichannel platform connects the online and physical worlds. Omnichannel retail, or e-commerce omnichannel, refers to the sales approach of using multiple channels that focus on delivering a unified purchasing experience to customers regardless of whether the shopping occurs across all channels or whether it is from in-store kiosks or other digital channels. Omnichannel e-commerce may include online storefronts, brick-and-mortar stores, e-commerce marketplaces, and social media supported stores. Passengers can browse online, reserve items, and pick them up at the store or have them delivered to their gate. “Omnichannel platforms can gather data and offer targeted promotions or recommendations based on travel details and past purchases and distribute that information to passengers through a variety of communication channels,” the document continued. “Data from the e-commerce platform (e.g., past purchases, Self-service Interactive maps for navigation within the airport Real-time updates on order status Contactless payment options Digital menus and product catalogues At-table ordering using a tablet or an app Pre-ordering capabilities for food and merchandise Integration with airline/airport apps for seamless service Personalized recommendations based on past purchases Robotic delivery to you Other None of the above

39%

37%

37%

34%

28%

28%

27%

21%

15%

13%

1%

15%

Source: National Academies of Sciences, Engineering, and Medicine. 2025. Incorporating Technologies into Airport In-Terminal Concessions Programs: A Primer.

travel information) could be used to suggest relevant products or promotions across other channels, such as airport kiosks or loyalty program emails. Additionally, the omnichannel platform reduces congestion at physical stores and optimizes inventory management for concessionaires.” Visualizing the Passenger Journey To assess the characteristics of travelers using airports, the team at consulting firm ICF conducted an Airport Passenger Survey, which offers key insights into air travel experiences, drawing from a representative sample of 1,200 individuals who had flown at least twice during the past year. The survey’s findings encompass various aspects of travel habits, preferences, technology use, and spending behaviors. The data from the survey showed that travelers are highly reliant on technology, with 88% of the respondents carrying smartphones during their travels. Airport wi-fi usage was high, with 70% of the participants using this service, thus emphasizing the need for strong digital

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AX NEWS SEPTEMBER 2025