Workshops attendees gather to share a rich educational experience. 

Frankfurt Airport (FRA) has partnered with global consultancy TravConsult to further strength its food and beverage (F&B) strategy for Indian travellers by hosting a bespoke, insight-packed workshop on the topic. 

The India Market Insights & Customer Service Workshop for Food & Beverage was attended by major retail and F&B stakeholders across the terminal.

The specially designed session was designed to equip teams with practical, culture-driven insights that enhance service and boost commercial appeal for the Indian market, which is one of the fastest-growing and highest-spending travel segments on the planet.

“The Indian traveller is no longer a niche customer; they are a core growth market for Frankfurt Airport,” said Tabea Palmer, Vice President Retail Marketing at Frankfurt Airport.

“From diverse dietary preferences shaped by religious, cultural and social practices to strong emotional ties to food, Indian guests require a thoughtful, personalised approach that differs from other global traveller segments.”

Workshop participants, including teams from SSP, Avolta, Lagardère, MoschMosch, Casualfood, and Frankfurt Airport’s own retail and marketing departments, were immersed in key factors influencing Indian travellers’ food choices, from social dining traditions and spice preferences to the deeper emotional and cultural connections Indian guests have with food aboard.

Left: TravConsult’s Executive General Manager, Lilly Choi-Lee; Nina Kristin Gür, Frankfurt Airport’s Vice President Retail Key Account Management; and TravConsult’s Managing Director, Trevor Lee. right: The India workshop in action.

Led by TravConsult’s Executive General Manager, Lilly Choi-Lee and Managing Director, Trevor Lee, the highly interactive session explored not just how Indian travellers dine, but why they make the choices they do.

“When F&B teams understand what drives Indian guests, be it religious customs, family dining rituals, or the comfort of a familiar dish; they can transform an ordinary meal into a memorable guest experience,” said Choi-Lee.

“This creates not only better engagement and service excellence, but also fuels increased spend and positive word-of-mouth across social platforms and communities.”

Food plays a central role in how Indian travellers evaluate and enjoy a destination, says TravCoonsult.

During the workshop, it was noted that food plays a central role in how Indian travellers evaluate and enjoy a destination. Indeed, Indian travellers often seek immersive culinary experiences, yet the longer they are away from home, the stronger their longing becomes for a high-quality meal served in an appealing atmosphere that evokes memories of their homeland and familiar cuisine, according to TravConsult insights.

Frankfurt Airport is focused on creating an ’emotionally resonant and welcoming environment’ for Indian travellers, drawing on initiatives such as DJs playing traditional Indian music near the restaurants and  campaigns featuring Indian dance groups around Indian festivals add to a vibrant atmosphere and foster a sense of belonging.

“We’re proud to be a major entry point to Germany for Indian travellers,” stated Nina Kristin Gür, Frankfurt Airport’s Vice President Retail Key Account Management.

“With direct flights operating daily from Delhi, Mumbai and Bengaluru via carriers like Lufthansa and Air India, and projected growth of over 10% in 2025, it’s our responsibility to ensure these passengers feel truly welcomed, and that very often comes down to what’s on the plate.”

As the airport continues to evolve its F&B and retail ecosystem, this India-focused initiative shows how the hub is prioritising a customer-centric, culturally intelligent approach.

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