Space jam

Airports have enjoyed a sudden influx of high passenger numbers since the end of the pandemic. While this is great news, it has had an impact on airport operations and commercial space capacity has become a major challenge for airports, as they try to accommodate the growing demand for F&B and retailing.

Although there are longer-term infrastructure solutions that airports can undertake to address these challenges, in the shorter-term they need to find innovative approaches to optimise the commercial space.

Integrating F&B and retail
This involves creating seamless transitions between shopping and dining areas, utilising shared spaces to ease passenger flow, and integrating unique concepts that build on many commercial trends such as experiential and digital. Changi Airport, Rome Fiumicino Airport and Copenhagen Airport have revolutionised the airport experience by seamlessly integrating F&B outlets with retail spaces. This innovative approach creates a harmonious interaction between dining and shopping, ultimately enhancing the customer experience.

One of the key elements of this integration is the airport-owned F&B-friendly seating areas. These dedicated spaces provide passengers with comfortable seating options where they can relax, dine, and engage with their surroundings. By strategically placing these seating areas near F&B outlets and retail shops, these airports not only optimise their seating capacity but also encourage passengers to spend more time within the airport premises.

The Jewel Changi complex at Singapore Changi Airport showcases a best in class approach to F&B and retail integration for the passenger. The complex combines world class retail outlets and dining experiences with a variety of leisure attractions for the passenger to enjoy. By integrating F&B and retail, Jewel Changi offers passengers a comprehensive experience that maximises commercial opportunities within a limited space while supporting the passenger journey.

Similarly, Eataly at Rome Fiumicino Airport and the Food market in Copenhagen Airport have seamlessly integrated F&B and retail, offering a unique experience for travellers. Eataly's combination of gourmet restaurants, cafes, and retail shops in Fiumicino enables passengers to immerse themselves in authentic Italian food culture while exploring retail offerings. Whilst Copenhagen’s food market integrates F&B and passenger seating to enhance the passenger experience and drive revenue.

Optimising operational efficiencies
This is another crucial aspect of mitigating commercial space capacity issues in airports. Efficient processes help reduce congestion and enhance passenger flow while also reducing the stress passengers have during the airport journey. This in turn can result in an increase in passenger spend for the airport. Hong Kong Airport (HKIA) and Miami Airport are two prime examples of utilising technology to improve operational efficiency

HKIA introduced the iShop programme, enabling passengers to pre-order duty-free items online and collect them upon departure or arrival, whilst Miami have introduced their MIA2GO app enabling passengers the ability to order their F&B from any unit available for collection This innovation not only streamlines the shopping experience but also reduces the need for extensive retail spaces within the terminal. By leveraging technology to optimise operations, airports can alleviate space constraints while enhancing customer satisfaction. Mobile food ordering apps such as MIA2GO also create the opportunity to increase the quantity of F&B concepts without increasing the commercial space in premium locations, using remote kitchens.

Brand activation and pop-up concepts
These initiatives bring unique and engaging experiences to passengers, builds on the impact of commercial retail trends and attracts more passengers within a limited space. Schiphol Airport in Amsterdam exemplifies this approach through its "Holland Boulevard." This is a dedicated area that showcases the best of Dutch culture, featuring pop-up exhibitions, art installations, and interactive displays. By promoting local brands and cultural experiences, Schiphol is enhancing passenger engagement while creating additional revenue streams. Such activations enable airports to adapt their commercial offerings dynamically, leveraging temporary spaces and revitalising the passenger experience.

Commercial space capacity issues pose significant challenges for airports in meeting the growing demands of passengers and consumer trends. However, integrating F&B and retail, improving operational efficiencies, and leveraging brand activation and pop-ups offer effective solutions. Through the adoption of these approaches, airports can enhance the passenger experience while reducing passenger stress, optimise commercial spaces, and maximise revenue potential within a limited space.

Katie Hastings

Read Balancing commercial return with passenger experience - Peter Farmer of Benoy on the evolution of airports as destinations.