Brussels Airport, Belgium
Creating quick wins and longer term strategic advice
Impact
Our work has enabled Brussels Airport to have a clear, workable strategy across key business lines, with focused priorities for the next five years. The strategy includes a mix of ‘quick wins’ for implementation in the near-term, as well as medium- and long-term recommendations covering operating models, product mix and range allocation.
Pragma worked collaboratively with the BAC team to help set out an implementation plan to put the commercial strategy into effect.
About the Brand
Located in the ‘heart of Europe’, Brussels Airport handles approximately 70,000 passengers every day.
With passenger volumes forecast to grow, the Passenger Experience Team is key in ensuring that growth can be accommodated in a pleasant and profitable way.
Pragma has an established relationship with the team at Brussels Airport Company, having worked collaboratively on previous projects since 2018.
The Task
Pragma was commissioned by BAC (Brussels Airport Company) to assist with the development of a commercial strategy for the next five years, up to 2025 covering duty free, F&B, retail and services, with the aim to help the airport improve passenger satisfaction and improve its commercial performance.
What we did
- Evaluated the current airport proposition (including performance metrics compared to other global airports and trading performance at unit level) and identified gaps in the commercial offer and areas of the current terminal where space could be better utilised
- Explored Brussels Airport’s passenger profile, to understand passengers’ commercial needs and requirements across all touchpoints in the passenger journey
- Reviewed global market trends (including emerging retail and F&B concepts and global themes) and analysed the implications and opportunities for Brussels Airport
- Worked alongside the appointed design team to develop planning options for each zone of the terminal based on the outputs of the space supportable model, taking into consideration future planning beyond the 2025 time horizon
- Created a forecasting tool for the BAC team to utilise for future planning and sales forecasting
- Ran collaborative workshops with the management team and key internal and external stakeholders to help form the commercial vision and positioning, including targets and KPI’s to ensure the strategy is aligned across key business lines and across the airport
