Category
World
Layered Getaways
Trend cluster
Category
Airport
Activations
Experiential airport activations once again become the norm post-pandemic.
5.5
Trend score
Trend
What is the Airport Activations trend?
Airport Activations: 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
The consumer insight behind the Airport Activations trend
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.
Trend themes
Themes within the Airport Activations trend
Three behaviours holding the trend together01
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.
02
Interactive Technology
Interactive technology such as AR and hand-gesture-controlled screen installations enhance the shopping and entertainment experiences in airports for travelers.
03
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
What the Airport Activations trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
Interactive Technology
Business professionals working in the interactive technology industry can provide AR and interactive installations to enhance shopping and entertainment experiences in airports.
Workshop question
What kind of pop-up experience would be valuable for your brand's customers?
Trend signals
Trend signals for Airport Activations
Trend score 5.5 out of 10, from popularity 74%, activity 78%, freshness 12%.
Popularity74%
Activity78%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Airport Activations trend
6 featured examples from Feb 12, 2020 to Aug 23, 2022CategoryLifestyle
Airport Whiskey Pop-Ups
House of Suntory and Lotte Launch an Immersive Pop-Up at Changi Airport
The retail industry can benefit from creating immersive experiences for customers in non-traditional locations like airports.
CategoryMarketing
Educational Chocolate Campaigns
The Ritter Sport Colorful World of Chocolate is Eye-Catching
Using interactive and educational campaigns to promote sustainable practices and increase brand loyalty can be a disruptive innovation opportunity for food and beverage companies.
CategoryMarketing
AR-Enabled Airport Vodka Experiences
Grey Goose & Swipe Back Launch an AR Activation at Heathrow
The alcohol and beverage industry can leverage AR technology to create interactive and immersive experiences that boost customer engagement and further promote new products.
CategoryBusiness
Immersive Airport Shops
Hudson Set to Launch Innovative Airport Store Called 'Evolve By Hudson'
Creating innovative, immersive retail experiences aimed at convenience-seeking customers looking for brand recognition is a growth opportunity in the retail industry.
CategoryTech
Airport Terminal Gaming Lounges
The Nintendo Switch Pop-Up Lounges will be at Several US Airports
The gaming industry can benefit from creating travel-friendly game consoles and games to cater to the needs of travelers.
CategoryBusiness
Luxury Airport Pop-Ups
Chanel Opens Two Airport Pop-Up Shops to Promote Its 'Factory 5' Collection
Luxury fashion brands will continue creating immersive experiences to reach their high-end consumers and promote their products.
