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SPECIAL ADVERTISING PROMOTION
The New TBIT Concourse, LAX
Fraser. Other concepts will include The Counter (Custom Built
Burgers), Yogurtland, Klatch Koffee and Bartels’ B Grill by
BOA Steakhouse.
Improved dining options are an important part of the new
airport offerings, Cecci confirms. “The biggest trend is on the
food and beverage side. Elements such as freshly prepared
foods, healthy choices, display cooking and open kitchens
featuring food as ’theater‘ are all driving merchandising and
design trends today.”
But it is not just the biggest airports that are trying to entice
passengers to spend more. In Canada, for example, Edmonton
International Airport in Alberta recently expanded its U.S.
departures area. The new area is three time the size of the old
one—taking into account a record 9% increase in departing
U.S. passengers last year—and is designed to make departure
easier, quicker and more comfortable.
Edmonton’s new U.S. departures area features nine outlets,
including Red Canoe, Artizan, Chili’s Express, Starbucks and
Dufry Duty Free. But that is just part of a larger ambition. In
September the airport will open its expanded International/
Domestic area, with a further nine shops. In total, 34 new
outlets will be added this year.
Edmonton Concessions Development Manager Carmen
Donnelly says, “The new addition to the terminal offers more
places to relax, more dining options and more places to shop.
The region can take pride in knowing that the newly expanded
EIA is a beacon of Edmonton’s growing stature, ambition
and progress.”
Amid the new trends for local and regional brands, celebrity
dining and healthy eating, it is worth remembering that the
core travel retail offerings remain an important draw for many
passengers. For many of the world’s most famous brands, the
airport environment is a perfect shop window through which
they can promote themselves to a cosmopolitan captive
audience with time to spare.
No brand has done this more successfully than New York–
based cosmetics, skincare and perfume giant Estée Lauder.
The company, which generated global sales of $2.25 billion
in the first three months of 2012 alone, is an omnipresent
staple of the airport retail offerings. But Estée Lauder does not
use airports just to promote its products. The company has
seen strong growth in airport sales over recent years, and has
invested heavily at airports as a real sales channel. Indeed,
many of its classic brands—including Advanced Night Repair,
which celebrates its 30th anniversary this year—owe their
global success to consistently strong airport sales as well as the
good exposure that airport stores offer.
Whether you are looking for the best-known global brands,
like Estée Lauder; something more unusual to remind you of
a special visit; or just a good place to eat before a flight, the
message is clear. Airports are increasingly keen to give you
what you want.