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Balancing commercial return with passenger experience

Author

Listed:
  • Farmer, Peter

    (Benoy, UK)

Abstract

As the aviation industry recovers from the COVID-19 pandemic, airports need to diversify income streams to generate commercial return, with on-site retail, leisure, food and beverage (F&B) and other non-aeronautical activities becoming vital to the operator’s bottom line. This paper argues that in an age of virtual transaction, operators need to provide an immersive commercial experience within terminals to drive up footfall, dwell time and spend. It also discusses how airports first need to engage their target audience virtually, making the initial connection via online platforms, then deliver on that promise in the physical world to strengthen and deepen the passenger relationship.

Suggested Citation

  • Farmer, Peter, 2024. "Balancing commercial return with passenger experience," Journal of Airport Management, Henry Stewart Publications, vol. 18(2), pages 134-141, March.
    • Handle: RePEc:aza:jam000:y:2024:v:18:i:2:p:134-141
    as

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    More about this item

    Keywords

    airport terminals; experiential retail; commercial return; customer experience; virtual and physical;
    All these keywords.

    JEL classification:

    • R4 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics
    • R40 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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