As the current debate about the future of Heathrow Airport in London highlights, the airport industry is an increasingly competitive environment where transport hubs need to be distinct and innovative to attract global travellers.
Schiphol Airport in Amsterdam has left many of its regional competitors trailing by providing an environment in which passengers will want to linger. This maximises the sales opportunity presented in that rare moment of downtime while fliers wait for take off. As well as eye-catching restaurants and engaging shops, small details like stationary bicycles to recharge mobile phones provide moments of distraction. For those wanting seamless convenience, the Albert Heijn chain has opened a Pick Up Point for travellers to pre-order groceries online to collect on their return trip.
Schiphol’s ‘Indoor Park’ complete with birdsong soundtrack is a surprise to passengers used to terminals that just aim to efficiently load people onto aircraft. A Kids’ Forest play area has treehouses to explore, while an Airport Library provides a quiet workspace. The area is an initiative by Dutch public libraries and offers music, photography and 1,200 books.
Airports are also innovating new ways to reflect and promote their home country more effectively. As well as using many national design cues, such as blue and white Delft pottery, Schiphol has interactive displays highlighting the best of Amsterdam and the Netherlands.
Customer Insight: Passengers expect ever greater levels of entertainment and engagement while they wait to fly but airports are ideal settings for exploring retail experiences.
Brand takeaway: Airports don’t just compete with runways and flights. If airports like Heathrow are to stay competitive the whole passenger experience needs to be the focus.
Brought to you by Fitch. FITCH is a global brand and retail design consultancy Bold Thinking, Seamless Experiences
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