ADDED VALUE: WHAT IS THE MOST EFFECTIVE WAY FOR AN AIRPORT TO INCORPORATE RETAIL INTO A TERMINAL?

摘要

Airports worldwide are becoming increasingly aware of the impact and value of retail as a source of revenue, as a way of reinforcing brand identity and of course as a means of further meeting passenger needs. So how do airport operators best incorporate retail into their terminals, what design principles should be applied to add value and how can these principles be applied to airports of all different shapes, sizes, locations, cultures and passenger types? Airports were originally designed for the sole purpose of facilitating incoming and outgoing passengers, and terminals were rated according to their processing efficiency, through-put and capacity. With the huge increase in the amount of air travel globally over the past decade in particular, passenger needs are more varied and passengers themselves are much more discerning. As a result, airport operators must seek new ways to optimize income production and service in order to meet passenger expectations and remain competitive in the airport marketplace.