Lynden Pindling International Airport, Nassau - Commercial planning study

 

About the brand

Lynden Pindling International Airport in Nassau, Bahamas, serves predominantly domestic passengers from the nearby islands and American holidaymakers, as well as some European and Canadian visitors.

In 2017, the airport served a total of 3.3 million passengers, across two departing terminals with this number forecast to grow over the coming years.

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The Challenge/Task

Pragma was commissioned by Nassau Airport Development Company (NAD) to undertake a commercial space planning study for Lynden Pindling Airport to best understand how space could be configured to optimise commercial revenue and income in the future.

WHAT WE DID

As part of the evaluation and planning process, Pragma:

  • Assessed historical and forecast passenger data, as well as developing a bespoke passenger insight study in order to identify the key passenger segments and their needs and requirements at the airport, and how these align with the current commercial offer

  • Conducted a detailed retail audit of the current airport proposition at a unit level to better understand store layouts, merchandising and promotional activity. In addition to this, the same exercise was carried out downtown and at the major resorts to better understand the local retail landscape

  • Reviewed the trading performance of the existing commercial offer, with particular emphasis on the layouts of units and their position in the airport based on passengers flows. We benchmarked unit performance at a category level against other similar airports to determine potential shortfalls and areas for improvement

  • Constructed a bespoke space supportable model to determine the optimal amount of commercial space that should be provided within the airside central area and pier for each terminal, split by duty free, speciality retail sub-categories and F&B sub-categories

The Result

Pragma’s review and recommendations helped shape NAD’s commercial strategy going forward. In particular helping determine which concessions should be implemented in the medium term and how to improve current concessions in the short term.

“Pragma were very responsive, very professional, and always willing to help. They really care about the quality of their work. We now have a plan to optimise commercial revenue and develop and select our concessions for the next 5-8 years.”
Jan Knowles, Vice President, Marketing & Communications, Nassau Airport