Category
Lifestyle
Assisted Choices
Trend cluster
Category
Standardized
Hospitality
Airport services are held to mainland consumer standards.
3.7
Trend score
Trend
What is the Standardized Hospitality trend?
Standardized Hospitality: Increased access to affordable air travel has caused consumers to raise their standards when it comes to the products and services offered at airports. No longer an excuse to compromise diet or abandon preferences, airport restaurant, retail and entertainment services are now being designed to measure up to the expectation of their mainland equivalents. This shift speaks to the new accessibility of air travel and the need for contemporary terminals to offer experiences that mirror real-life, all the while making the travel process feel as natural and unobtrusive as possible.
Trend themes
Themes within the Standardized Hospitality trend
Three behaviours holding the trend together01
Airport Experience Upgrade
Increased accessibility to air travel has caused consumers to demand better products and services in airports, leading to innovations such as surf competitions, farm-to-flight markets, and market-styled airport designs.
02
Experiential Retail
Airports are turning into experiential retail spaces by offering unique and immersive displays of local and imported products to help travelers optimize their airport dwell time.
03
Airport-Induced Socialization
Airport-induced socialization is on the rise with the creation of shared buffets and pop-up ice rinks, which stimulate bonding and camaraderie among solo travelers.
Industry implications
What the Standardized Hospitality trend means for industry
Where the trend changes the playbookFor
Hospitality
The travel industry must increasingly enhance airport experiences to respond to travelers’ demand for better products and services.
For
Retail
Experiential marketing is becoming a new norm that is transforming how retail brands approach and appeal to consumers at airports.
For
Entertainment
Providing entertainment services like movie screenings and surfing competitions at airports helps consumers enjoy their airport dwell time and introduces a new marketing channel for brands.
Workshop question
How could you exceed consumers' expectations when it comes to your industry?
Trend signals
Trend signals for Standardized Hospitality
Trend score 3.7 out of 10, from popularity 52%, activity 50%, freshness 8%.
Popularity52%
Activity50%
Freshness8%
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
Evidence
Examples of the Standardized Hospitality trend
5 featured examples from Oct 21, 2015 to Jan 19, 2017CategoryWorld
Airport Shopping Markets
This Conceptual Airport Market Focuses on Experiential Dining
Implementing the airport market concept to enhance the shopping experience for travelers.
CategoryMarketing
Airport Pop-Up Ice Rinks
Denver International Airport Opened a Free Ice Rink During the Holidays
Travel and tourism companies can differentiate themselves and enhance their customers' experiences by offering unique entertainment options at their locations.
CategoryWorld
Farm-to-Flight Airport Markets
The Napa Farms Market is a Local Food Vendor at SFO
Creating farm-to-flight markets and gourmet grocery stores in airports to provide fresh, locally-sourced products to travelers.
CategoryWorld
Airport Terminal Surfing Competitions
Surf & Style is an Annual Surf Competition at Munich Airport
The success of Surf & Style at Munich Airport suggests opportunities for brands to leverage airport spaces for retail and activation events.
CategoryMarketing
Shared Airport Buffets
KLM's 'Bonding Buffet' Connects Travelers Who are Alone in the Airport
The travel and hospitality industry can leverage shared airport experiences to enhance customer satisfaction and foster a sense of community among travelers.
