Presentation by airporttrends•com's Hildegard Assies at the 2014 Airport Trading Conference in Zurich. In order to create an unique sense of place, airports have realized they had to differentiate the passenger experience. Not only by designing seamless, efficient, processes and fancy terminals, but by creating a distinct ambiance with a unique and flexible portfolio of retail, food & beverage and service concepts. Uniqueness is achieved by developing innovative concepts, preferable with a local flavour by featuring local brands and experiences, as well as global brands that offer a selection of local products (‘glocalization’).

1. WHERE AIRPORT RETAIL
IS HEADING...
HILDEGARD ASSIES | AIRPORTTRENDS.COM
ACI EUROPE Airport Trading 2014
Zurich, 28 March

2. 01
WHERE IS
AIRPORTRETAIL
HEADING?

3. 33
54%DO NOT TRUST
BRANDS.

4. 02
HUMAN BRANDS

5. RANDOM ACT OF
KINDNESS

6. 54% do not trust brands
RANDOM ACT OF
KINDNESS

7. 77
65% SAY THEY FEEL “A SENSE OF
RESPONSIBILITY” TO PURCHASE
PRODUCTS THAT ARE GOOD FOR THE
ENVIRONMENT AND SOCIETY.

8. 07
RETHINKING
CONSUMPTION

9. TRANSPARENCY

10. RE-USE

11. 11
THERE ARE MORE DEVICES
CONNECTED TO THE INTERNET
THAN THERE ARE PEOPLE ON
EARTH.

12. 11
PERSONALISED

13. 13
TECHNOLOGY IS NOT
ABOUT TABLETS BUT
ENGAGING TO
CUSTOMERS

14. 14
FROM WAITING TIME
TO PERSONALISED
SERVICE

15. 15
ADDING VALUE ON
THE GO...

16. 03
LOCAL
MOST PEOPLE WORLDWIDE
WOULD NOT CARE IF MORE
THAN 73% OF BRANDS
DISAPPEARED TOMORROW.

17. 16
AUTHENTICITY

18. 18
LOCAL COMMUNITY

19. 19
LOCAL PRODUCE

20. 2020
LOCAL HEROES

21. 21
LOCAL HERITAGE

22. 22
LOCAL RITUALS

23. 23
LOCAL EVENTS

24. 23
THE FUTURE IS HUMAN

25. “WE HAVE TO SPEAK TO WHOLE
HUMAN BEINGS WITH MINDS,
HEARTS AND SPIRITS“
PHILIP KOTLER

26. airporttrends•com reports on the latest
commercial trends and innovations at airports
around the world, be it airport retail, F&B,
advertising or the overall airport experience.
We aim to inspire professionals in the airport
industry to connect with passengers in a
different way in creating a true sense of place
for but also with them.
TREND RESEARCH
TREND SESSIONS
airporttrends•com is an initiative by Hildegard
Assies (previously Amsterdam Schiphol
Airport) and Raymond Kollau (founder
airlinetrends.com). We aim to inspire our clients
to connect with passengers in a different way,
by sharing ideas, insights, knowledge about
today s and tomorrow s airport experience.
WHO WE ARE
WHAT WE DO
Every airport or airport-related company has a
different question. We offer you the option to
order your own customized trend report which
you can use for your own inspiration, internal
and/or client presentations.
You can also hire us for a in-house trend- and
innovation presentation or workshop.The
workshop will give you the opportunity to scan
the market for market opportunities in more
depth and brings inspiration and innovation to
management, marketing and product
development teams.
Based on your research questions, market
and target audiences, we combine our
trend insights with the latest commercial
initiatives and concepts recently launched
at airports around the world. Customized,
interactive and boutique style, just the way
we like it.
The workshops can vary from a 360 degrees
update of the major consumer and industry
trends shaping today s airport commerce
market, or can be customized for the latest
innovations on select topics.
airporttrends•com
Nieuwe Gracht 3
2011 NB Haarlem
The Netherlands
Looking for an innovative take on
airport commercial development?
hildegard@airporttrends.com
raymond@airporttrends.com
www.airporttrends.com