Family matters

Airports are constantly looking for ways to improve their non-aeronautical revenue and an important segment to focus upon are passengers travelling with children.

Influence on retail sales

Families with children are inclined to spend more time at the airport, partly due to the need to arrive early and the unpredictable nature of travelling with young ones. This extended dwell time often translates into higher spending on retail. According to a recent study by m1nd-set, families with children spend more on retail purchases compared to solo travellers or those without children. The research shows that 45% of all passengers travelling with children visited airport stores and the average ATV was higher for passengers with children when compared to solo passengers.

Impulse purchases of toys, travel games, and even small souvenirs become more likely when travelling with children. Retailers offering toys, books, games, and family oriented products such as WHSmith, Hamleys and Lego are among those which benefit. Specialty stores like NatGeo and Discovery Channel also benefit as they offer educational toys and science kits for children, while themed stores such as Harry Potter and Disney offers specific toys for children and teenagers.

Older children tend to be more interested in electronics, health and beauty and gaming. Dallas Fort Worth and LAX have addressed this with the intorduction of dedicated gaming units called Gameway. Likewise, Manchester Airport recently opened the first UK airport gaming site in their Terminal 1 called Gaming Point.

Influence on F&B sales

The F&B sector at airports also reap considerable benefits from families with children. Families often need to cater to varying dietary preferences and needs which often leads to purchases from multiple outlets. Airports are increasingly offering more food court style quick serve brands which can provide different varieties of food in a single location.

Convenience-led offers are also likely to be in high demand for parents likely to purchase snacks and drinks for their children. This higher spend is driven by the need for frequent snacks, meals, and drinks to keep children content and hydrated.

Parents are more likely to purchase full meals in airport F&B units that offer childen-friendly menus and highchairs. Play areas and dedicated family seating areas also tend to attract more families, leading to increased sales. Heathrow Airport has a promotion during school holidays called “Kids Eat Free”, when children eat for free from a range of participating food outlets when an accompanying adult buys a meal. The Charlie Brown café at Incheon Airport attracts children with colourful designs and characters while also providing amenities such as play areas, toys and a childrens menu.

Creating a Family-Friendly Environment

Airports which invest in family-friendly environments not only enhance the travel experience for families but also drive economic benefits. Facilities such as play areas, family lounges, and nursing rooms encourage longer stays and higher spending. Adjacencies of these play areas to retail and F&B can help increase sales.

Incheon Airport (Sky Trax award from World’s Most Family Friendly Airport 2024) offers dedicated play areas, nursing rooms, family restrooms, baby stroller rentals and a mini theme park which is located next to Terminal 2 for families with longer layovers.

Additionally, airports with comprehensive wayfinding systems and services like strollers and family security lanes make travel less stressful for parents, thereby increasing their likelihood to engage in shopping and dining. In a survey conducted by the International Air Transport Association (IATA), 68% of parents stated that they are more likely to spend on retail and F&B if the airport provides adequate family facilities.

The presence of families with children at airports significantly boosts retail and F&B sectors, driven by higher spending on essentials, entertainment, and food. As airports continue to evolve into multifaceted commercial spaces, the emphasis on family-friendly services and amenities will play a crucial role in driving economic growth and enhancing the overall passenger experience.