Retail concessions at European airports: Commercial strategies to improve non-aeronautical revenue from leisure travelers

摘要

European airports improve their competitiveness through commercial income from different traveler types. The purpose of this multiple case study was to understand the elements of successful sales strategies by concessionaires at the airports of Zurich and Basel in hopes of improving the non-aeronautical revenue from leisure travelers. Semi-structured interviews with executives and senior managers covered themes such as managing the shopping experience, as well as collaboration between stakeholders. The key findings were the identification of personalized offerings and the inclusion of individual travelers’ needs for a flexible approach by airports and shop locations regarding retail sales. The collected data contained indicators for passenger-centric concepts and the need for future research by traveler type.