Passenger Terminal Today
  • News
    • A-C
      • Accessibility
      • Baggage
      • Biometrics
      • Boarding
      • Check in
      • Construction & Architecture
      • Covid-19
      • CSR
    • D-L
      • Displays & Signage
      • Expo
      • Food & Beverage
      • Ground Support
      • IT & Software
      • Lighting
      • Lounge
    • M-R
      • Operations
      • Parking
      • Passenger Experience
      • Personnel
      • Regulation & Policy
      • Retail
    • S-Z
      • Seating
      • Security
      • Self-service
      • Sustainability
      • Technology
      • Terminal
      • Wayfinding
      • Webinars
  • Opinion
  • Features
  • Online Magazines
    • Showcase 2024
    • September 2023
    • June 2023
    • April 2023
    • January 2023
    • Archive Issues
    • Subscribe Free
  • Videos
  • Webinars
  • Supplier Spotlight
  • Events
LinkedIn Facebook Twitter
  • Sign-up for Free Weekly E-Newsletter
  • Meet the Editors
  • Contact Us
  • Media Pack
LinkedIn Facebook
Subscribe
Passenger Terminal Today
  • News
      • Accessibility
      • Baggage
      • Biometrics
      • Boarding
      • Check in
      • Construction & Architecture
      • Covid-19
      • CSR
      • Displays & Signage
      • Expo
      • Food & Beverage
      • Ground Support
      • IT & Software
      • Lighting
      • Lounge
      • Operations
      • Parking
      • Passenger Experience
      • Personnel
      • Regulation & Policy
      • Retail
      • Seating
      • Security
      • Self-service
      • Sustainability
      • Technology
      • Terminal
      • Wayfinding
      • Webinars
  • Opinion
  • Features
  • Online Magazines
    1. April 2025
    2. January 2025
    3. Showcase 2025
    4. September 2024
    5. June 2024
    6. Subscribe Free
    Featured
    April 2, 2025

    April 2025 issue is now available online!

    Online Magazines By Web Team
    Recent

    April 2025 issue is now available online!

    April 2, 2025

    January 2025 issue is now available online!

    December 11, 2024

    Passenger Terminal World Showcase 2025

    November 12, 2024
  • Videos
  • Webinars
  • Supplier Spotlight
  • Events
LinkedIn Facebook
Subscribe
Passenger Terminal Today
Opinion

Dining out on digital distraction

Olly Chubb, associate director at Portland DesignBy Olly Chubb, associate director at Portland DesignFebruary 22, 20184 Mins Read

How can airport operators improve retail revenue in the current climate? Olly Chubb, associate director at Portland Design, looks at some of the trends and habits of the modern traveler.

Airside once delivered what every retailer craved – a captive audience.

Clearing security propelled people into a parallel universe where they found themselves with plenty of time, and little to do. As people waited dutifully to board their flight, duty-free shopping was not so much an option, but a necessity – an activity that was imperative to delay the slow creep of inevitable boredom.

But things have changed. Today, 57% of travelers never even set foot in a duty-free store – a 10% increase from five years ago. Why? Put simply, they don’t have to.

The immediate gratification offered by seamless digital technology has encouraged the mainstream to adopt a diva mentality. People are no longer willing to have their way of life compromised when they are on the move and travelers expect more from the in-between travel hubs they pass through.

These demands are being realized as wi-fi evolves from an add-on to a utility – and with 98% of travelers carrying at least one device when they travel (and 70% carrying two), virtually every traveler is now able to access the same bewildering array of entertainment airside as they do in the comfort of their own home.

So, while retailers continue to chase footfall through a ‘browse-and-buy’ model, it is the food and beverage concepts who benefit, offering people the perfect wi-fi-enabled wonderland in which to ‘eat and stream’.

Wi-fi has become the most popular airside pastime and is used by 52% of passengers – compared to 46% who visit food and beverage destinations, and 44% who go shopping. And the number of people using wi-fi would be significantly higher if log-in experiences didn’t require a PhD in computer science and the patience of a saint.

Not only are duty-free retailers competing for attention against the entertainment travelers carry with them – but they are also being challenged by time and state of mind.

In 2016 the average traveler spent just 133 minutes passing through an airport, down from 150 minutes in 2013. The less time travelers spend airside, the smaller the window of opportunity is for retailers – and the less likelihood there is of unplanned, impulse purchases. Additionally, shopping is best suited to a certain emotional state, and stress – which is something nine in 10 business travelers say they suffer – is not conducive to casual browsing and buying.

The dynamic between shop and shopper has changed forever and the balance of power has shifted firmly to the shopper. Though airside is still a clearly demarcated space, from the perspective of travelers, who now exist in a blended reality where boundaries are blurred, it makes little difference and they just carry on as normal.

However, there is still a huge opportunity for airside retailers, not least because 81% of non-shoppers would consider shopping in duty free in the future and 56% of travelers say they’d be encouraged to head airside earlier if there were special discounts to take advantage of.

For airports, brands and operators to successfully engage the modern connected traveler, new digital services, hybridized concepts and smarter masterplanning solutions will need to be developed to leverage the possibilities offered by wi-fi and to create an experiential ecosystem that facilitates an ‘eat, stream, browse and buy’ journey to and through airports.

Airside retailers must view their offer through a wider lens and understand how to connect with the expectations, habits, lifestyles and mindsets of people – not just ‘travelers’.

In this wider context, how can airside secure active attention? How can it deliver unique and engaging experiences? How can it compel more people to want to shop at the airport?

There is still time to answer these questions… the next series of Game of Thrones doesn’t air until 2019.

Bio:

Olly Chubb is an associate director at Portland Design, where he oversees the strategy and insights team. With 15 years’ experience at the intersection of brand strategy, consumer behavior and trend analysis, he helps organizations understand what the latest shifts in culture mean for the future of their business.

Share. Twitter LinkedIn Facebook Email
Previous ArticleFirst newly-designed Senator Lounge opens at Vienna airport
Next Article EXPO NEWS: More new exhibitors than ever before!

Related Posts

Opinion

OPINION: Eliminating issues with visual access, identification and retrieval at baggage claim

May 13, 20255 Mins Read
Opinion

OPINION: Connecting people and places

February 24, 20254 Mins Read
Opinion

OPINION: How smarter stand and tow planning can unsnarl the apron

February 13, 20255 Mins Read
Latest News

London Gatwick launches UK’s first airport economic zone

May 21, 2025

Ontario International initiative finds use for toiletries that don’t travel

May 21, 2025

PTE WORLD: Interview with Aude Ferrand, chief commercial officer of TAV Airports

May 20, 2025

Receive breaking stories and features in your inbox each week, for free


Enter your email address:


Our Social Channels
  • Facebook
  • LinkedIn
Getting in Touch
  • Sign-up for Free Weekly E-Newsletter
  • Meet the Editors
  • Contact Us
  • Media Pack
© 2025 UKi Media & Events a division of UKIP Media & Events Ltd
  • Terms and Conditions
  • Privacy Policy
  • Cookie Policy
  • Notice & Takedown Policy

Type above and press Enter to search. Press Esc to cancel.

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
Cookie settingsACCEPT
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.

CookieDurationDescription
cookielawinfo-checbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.

Functional

Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.

Performance

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

Analytics

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.

Advertisement

Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.

Others

Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.

SAVE & ACCEPT