Airport services are held to mainland consumer standards
Implications - 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.
Workshop Question - How could you exceed consumers' expectations when it comes to your industry?
Trend Themes
1. 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.
2. 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.
3. 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
1. Hospitality - The travel industry must increasingly enhance airport experiences to respond to travelers’ demand for better products and services.
2. Retail - Experiential marketing is becoming a new norm that is transforming how retail brands approach and appeal to consumers at airports.
3. 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.
