The Airport Travel Market Navigates Changing Consumer Behavior and Trends
The airport travel market has displayed remarkable resilience and attractiveness, rebounding strongly after the challenges posed by the Covid-19 pandemic. However, the industry is currently witnessing a significant transformation in consumer behavior and travel patterns, as noted by Isabel Zarza, CEO Southern Europe at Dufry.
Consumer demographics have evolved, ushering in a shift in passenger preferences. This includes a heightened demand for personalized experiences, a greater influence of social media on purchasing decisions, and increased interest in sustainable, healthy, and eco-friendly products among travelers.
In response to the evolving traveler landscape, Dufry has crafted a new strategy, "DESTINATION 2027." This strategy centers around customer-centricity and a revolutionary approach to the travel experience.
Key pillars of Dufry strategy include:
- Customized Offering: Dufry aims to provide travelers with a tailored offering that encompasses experiential elements, new product categories, and exclusive items. This customized experience will be accessible through physical "smart" stores with modular concepts that adapt offerings to diverse passengers, routes, and nationalities. Digital channels will also play a crucial role in delivering a personalized experience, with extensive digital engagement before and after travel to enhance consideration and loyalty.
Isabel Zarza elaborated on four essential best practices:
- Customer-Centric Approach: Placing the customer at the core of commercial activities and offering services that cater to the specific needs of each location and the traveler profile of the airport.
- Continuous Assessment: Regularly evaluating traveler needs and adjusting product assortments and services, both in physical commercial areas and online.
- Digital Engagement: Increasing customer engagement touchpoints through digital platforms to enhance the overall experience.
- Experiential Retail and F&B: Focusing on creating engaging and memorable shopping and dining environments for travelers.
Dufry's innovative approach aims to adapt to changing consumer behaviors and expectations, ensuring that the airport travel market remains a dynamic and attractive space for passengers worldwide.