KIT: Key trends in airport retail development

Strategic tools for the practising manager

Brand Identity: In the recent past, the strongest trend observed in terms of airport development is the establishment of a brand identity for airports and the communication of the same through different means, including retail and F&B.

Commercialisation: Retail as a Revenue Earner: Airports have started to put greater emphasis on maximising non-aeronautical revenues, leading to an increase in non-aeronautical activities, the biggest and largest of them being retail.

Rising F&B Demand: Driven by the growth of low-cost carriers and increased time spent before boarding, the demand and importance of F&B categories at the airport have also increased.

Uniqueness: Uniqueness in retail offering is now being created at airports through the concept of “local specialty”, an exclusive area specialising in local offerings and giving special offers and discounts on the same.