A flavour of India

Pragma's latest Pulse survey has identified several notable trends within the F&B and hospitality sectors in Indian airports. As India's aviation hubs continue to evolve, their F&B and hospitality offerings are adapting to cater to the preferences of modern travellers. Among the emerging trends highlighted by the survey are:

Engaging with digital
Indian consumers significantly over-index on willingness to use digital services within the airport experience. When asked about digital services they were most likely to use on their next airport visit, 37% of respondents said they would preorder F&B to collect from the outlet (compared to 27% of global respondents) and 36% of respondents said they would be looking to preorder delivery to departure gates (compared to a global average of 23%).

This trend presents a prime opportunity for retailers and airports to streamline passenger experiences, reduce stress, and encourage preplanning, ultimately enhancing engagement with retail offerings. Noteworthy initiatives have been undertaken by airport operators such as Delhi Airport, Bangalore Airport, and selected Adani Airports (through the Adani One service). Terminal 2 at Kempegowda International Airport, Bengaluru (seen above) was designed by Skidmore, Owings & Merrill.

A desire to "trade up"
Indians are more likely than their global counterparts to indulge in high quality dining experiences at airports with 14% of respondents (compared to a global average of 10%) generally seeking such experiences and only 12% (compared to a global average of 22%) seeking a value for money dining option when eating out at airports. This indicates an increased propensity to spend on a more aspirational offer when in an airport environment.

Therefore, airport operators must ensure a good range of offer from more aspirational premium casual to basic fast food; to encourage and allow passengers to “trade up”.

A focus on sustainability
Sustainability emerges as a significant focus for Indian consumers, with over 24% of respondents seeking out sustainable and ecofriendly retail products and 20% of respondents preferring restaurants/brands that value environmental ethics and source the food responsibly; against a global average of 13%.

Given this, F&B operators need to adopt sustainable practices, and emphasise local sourcing to ensure fresh, high-quality produce while supporting regional agriculture and reducing carbon footprints. Transparency regarding ethical sourcing and sustainability efforts will be crucial, as will effective marketing highlighting these commitments to maintain a competitive edge in the increasingly eco-conscious travel industry.

The rise of lounges
The increasing accessibility of air travel to the affluent middle class and the awareness of bank card lounge partnerships have led to a surge in demand for lounge experiences at Indian airports. It's evident that passenger preferences are shifting towards seeking enhanced comfort and amenities during their travel experience.

This trend not only underscores the importance of providing premium lounge services but also presents a unique opportunity for airport lounge operators. Given the high dwell time and relaxed nature of passengers within a lounge environment, operators can explore offering retail shopping experiences within lounges. Integrating retail options could further enhance the overall lounge experience, providing passengers with convenient access to a curated selection of products while they await their flights.

These trends show a picture of a young and growing population with an increasing willingness to spend. To facilitate this spend, airport operators must look to innovate and maximise their F&B and lounge offerings across price points and levels of service.

Soham Nayak