Terminal value
Words by Mohamed Hisham
Airports are reimagining the role of retail within their terminals.
Rather than simply offering goods for convenience, some airports are focusing on creating unique and compelling retail environments. From sustainability to experiential and local authenticity, these terminals are leading the way in transforming the passenger experience.
Sustainability and regional influence
Bangalore’s Kempegowda International Airport, known for its green initiatives, has taken sustainability to the next level with its new Terminal 2 (seen above), often referred to as the "Terminal in a Garden". This terminal blends eco-friendly architecture with a retail strategy that promotes sustainability and local culture. The design itself incorporates rainwater harvesting, energy-efficient lighting, and an extensive use of greenery, with over 10,000m² of indoor gardens.
The retail offerings reflect this commitment to sustainability. Shops focus on eco-friendly and locally sourced products, with several stores showcasing artisanal crafts from the Karnataka region, including sustainable textiles and organic goods. For example, Fabindia, a popular Indian retail chain, offers eco-conscious fashion, home décor, and wellness products made from natural fibres. This blend of sustainability and regional influence allows passengers to engage with local culture in an environmentally responsible way, catering to the growing demand for eco-friendly products in travel retail.
Pop-ups and experiential retail
Zayed International Airport in in Abu Dhabi has embraced the future of travel retail through its focus on pop-up stores and experiential shopping. This approach allows the airport to provide passengers with a constantly evolving retail experience, featuring short-term, exclusive brands and engaging, immersive environments.
In Terminal A passengers can explore pop-up stores that change seasonally, offering limited-time collections and exclusive products. These pop-up spaces create excitement and offer passengers the opportunity to experience brands they might not find elsewhere. For example, pop-up events such as the Food Fest, partnering with their concession partners bringing in experiences like live cooking demonstrations with chefs preparing signature dishes, while also providing 20% discount on participating outlets during the festival. This was followed by having a more retail focused event called Style Fest where passengers could enjoy 10% off on participating retailers focused on fashion.
Local authenticity
Newark Liberty International Airport is a prime example of how local authenticity is celebrated. With its recent upgrade, Terminal A has focused heavily on showcasing local businesses that reflect New Jersey’s rich culture by creating a campaign of “Shop Jersey, Shop Local”, marketed through their social media channels and their website.
Highlights include Jersey City’s Bang Cookies, famous for their all-natural cookies made with organic ingredients; art and culture through the Artist PopShop, which features custom apparel, artwork, and novelties by local creators. Additionally, Bold Newark promotes unique products crafted by black and minority-owned micro businesses, allowing passengers to take home distinct souvenirs. The Black Home showcases luxury home décor that celebrates black culture.
By integrating local flavour and creativity, it not only enhances the travel experience but also fosters community support and pride in New Jersey’s diverse offerings.
A new era of travel retail
The latest airport terminals in Bangalore, Zayed and Newark Liberty showcase how travel retail is becoming more dynamic and tailored to the needs of evolving passenger behaviours and attitudes. Whether it’s sustainability in Bangalore, the pop-up and experiential retail in Zayed Airport, or the local authenticity in Newark, these airports are elevating the travel shopping experience.
As more airports follow suit, the future of travel retail will likely be shaped by sustainability, technology, and the demand for immersive, personalised experiences. These changes are not only improving passenger satisfaction but are also transforming airports into retail destinations, offering passengers unique opportunities to shop, engage, and explore.
Mohamed Hisham
