The latest in our future of retail series for Retail Week.
As 2024 sets travel records, airports are busier than ever, with passengers arriving earlier and spending more time in terminals to account for queues and delays. This surge in foot traffic has put pressure on airports and travel brands to create engaging, memorable spaces where travellers want to linger. With this goal in mind, Retail Week partnered with Household to reimagine what airport retail could look like if starting from scratch. Kate Walmsley, Creative Director, shares a bold vision for departure lounges that are not just places to wait, but destinations of their own. You can read the full article here.
A fresh vision for airport retail: beyond queues and duty-free
Too often, airports feel functional and uninspired, prioritising transaction over experience. In this piece, Kate reimagines a different future—one where airports become vibrant destinations for discovery, relaxation, and indulgence. Her vision centres on transforming “dwell time” into “quality time”. With the right design, these spaces can be uplifting and energising, even if just for an hour or two before a flight. “As the world speeds up, time has become a precious commodity,” Walmsley says. “It’s all about making these transitional spaces feel worth every minute spent.”
Big ideas for the airport of the future
- Smart, AI-Driven Shopping AppsHousehold’s vision includes an AI-powered travel companion that lets passengers shop in ways that suit their personal tastes and schedules. From reserving duty-free items ahead of time to arranging in-flight deliveries, this app would allow travellers to shop on their terms, saving time and elevating convenience.
- Revamping In-Between SpacesImagine underutilised spaces like car parks and walkways transformed with brand pop-ups, digital installations, and interactive promotions. Household suggests reactivating these areas to create a festive atmosphere that enhances the thrill of travel, drawing travellers into a shopping experience from the moment they arrive.
- Nature Meets Art in the TerminalInspired by airports like Singapore’s Changi, Household envisions lush greenery and artistic installations filling terminal spaces. Walmsley suggests creating “well-being zones” with amenities like express spas and mindfulness pods, offering passengers a tranquil oasis amid the airport’s busy environment.
Pop-Up Shops and Branded LoungesHousehold also imagines pop-up shops and branded lounges operated by entertainment giants, turning airports into truly unique shopping destinations. These spaces would offer travellers exclusive, memorable experiences, building brand loyalty and making the airport visit a highlight of the journey.
New revenue streams for airports
Airports are positioned to tap into significant retail revenue, especially as passenger numbers surge and spaces expand. Household’s approach points to the potential for airports to go beyond the traditional duty-free model, creating exciting retail opportunities that attract passengers and keep them engaged. Sacha Zackariya, CEO of ChangeGroup, highlights how airports are prime locations for retail growth. Travellers, he explains, have more time to browse and are often in a mindset to spend, making airports ideal for a distinctive shopping experience that outshines the high street.
Shifts in traveller behaviour: opportunities for airports
Andrew Harrison, Managing Director at WHSmith Travel, notes that post-pandemic passengers increasingly see airports as destinations in their own right. Before COVID, travellers were cutting it close, but now they plan extra time to unwind and explore the terminal. This shift creates a unique opportunity for airports to build environments where passengers want to relax, shop, and connect.
The path forward: redefining airport retail
To bring Household’s ambitious vision to life, airports will need to invest in infrastructure and reimagine the use of retail spaces. By making passenger experience the heart of these redesigns—from architecture to service—airports could see a transformation not only in revenue but also in loyalty and customer satisfaction.
As travel trends continue to evolve, airports stand at the brink of redefining the retail experience for travellers. To delve deeper into these transformative ideas, read the full Retail Week article for a look at how airport retail can enhance the travel experience from start to finish.
Ready to reimagine your airport retail experience? We’d love to chat, email [email protected]
