Experiential airport activations once again become the norm post-pandemic
Trend - As travel opens up in a post-pandemic world, brands are once again curating experiential, pop-up experiences in airports for travelers to enjoy. These activations make use of travelers' waiting times in airports and prioritize experience over fast shopping.
Insight - When consumers are traveling by air, they typically spend a lot of time idle and waiting. This presents an opportunity for brands, as filling the time and preventing boredom become a priority for consumers who are waiting for their flights. Here, experience-based shopping is just as valuable as convenience-based shopping.
Insight - When consumers are traveling by air, they typically spend a lot of time idle and waiting. This presents an opportunity for brands, as filling the time and preventing boredom become a priority for consumers who are waiting for their flights. Here, experience-based shopping is just as valuable as convenience-based shopping.
Workshop Question - What kind of pop-up experience would be valuable for your brand's customers?
Trend Themes
1. Experience-based Shopping - As travel opens up in a post-pandemic world, brands prioritize experience over fast shopping, leading to experiential airport activations and immersive airport shops.
2. Interactive Technology - Interactive technology such as AR and hand-gesture-controlled screen installations enhance the shopping and entertainment experiences in airports for travelers.
3. Luxury Pop-up Shops - Luxury brands such as Chanel and Suntory are opening airport pop-up shops, creating immersive shopping experiences themed after their products and increasing global brand visibility.
Industry Implications
1. Travel Retail - Travel retail business professionals can explore creating experiential airport activations and immersive airport shops to drive revenue and meet consumer demand for experience-based shopping.
2. Luxury Retail - Luxury retail business professionals can consider opening pop-up shops in airports to showcase new products or collections and offer immersive brand experiences.
3. Interactive Technology - Business professionals working in the interactive technology industry can provide AR and interactive installations to enhance shopping and entertainment experiences in airports.
