The BARTA airline-airport-brand-retailer digital engagement initiative is exceeding expectations at Budapest International Airport where it is mid-way through a three-month trail.

BARTA, for which TRBusinesswas appointed official media partner last year, stands for Brands, Airlines, Retailers, Technology and Airports and brings an airline ‘deeply’ into the airport TR relationship for the first time.

The aim of the initiative is to electronically include all stakeholders in the airport shopping process to ‘significantly increase’ yields.

Beginning on 1 March, the Budapest trial involves a collaboration between Budapest Airport, Heinemann Duty Free and Wizz Air.

BUDAPEST AIRPORT TRIAL

First results indicate a sizeable increase in revenues and footfall and all partners have expressed their satisfaction ahead of discussing the trial at this year’s Future Travel Experience (FTE) event in Dublin (6 June to 8 June) – the Budapest trial was launched at the same event last year.

FTE Founder Daniel Coleman said: “I can’t wait for the partners to give us further indicators of the success of the full trial when it is discussed at the Future Travel Experience Europe and Ancillary Conference & Exhibition in Dublin.”

As part of the trial, any departing Wizz Air passenger spending over €50 ($61) or €75 ($92) in the Hungarian gateway’s Heinemann Duty Free store receives a €4.50 ($5.49) or €7.50 ($9.16) voucher, respectively.

Customers may redeem these vouchers on board in the Wizz Café, choosing any product from the airline’s selection of hot drinks, fresh sandwiches, snacks, soft drinks or alcoholic beverages.

The offers will be promoted via the digital channels of all parties, including wizzair.com and the Wizz mobile App.

Crucially, this is the first time Budapest Airport’s largest airline has participated in such a shopping promotion which offers an outreach to up to 1.75 million travellers booking Wizz Air seats this summer.

Budapest Airport CCO Kam Jandu said: “As consumer use of online retail platforms continues to grow, BARTA is all about maintaining and advancing the relevance of airport retail.

“Mid-way through the BARTA electronic engagement experiment at Budapest Airport, all the indications are that the results are going to surpass even our most optimistic forecasts. Right now this first-of-its-kind collaborative model, together with our Heinemann and Wizz Air partners, is setting the benchmark for the future of airport shopping.”

POSITIVE RESULTS

Ildikó Jankovich, Managing Director Heinemann Duty Free at Budapest Airport added: “After just a few weeks, the BARTA initiative is already proving to be a success, showing promising results with increased penetration rates and higher than average receipts. The redemption of the vouchers are also exceeding our expectations.”

The number of Wizz Air customers in the shops have increased, while spend has increased ahead of the shop trend during the trial period, according to Jankovich. He commented: “Our goal is to remain an engine of innovation in the travel retail market while continually surprising travellers with outstanding offers and ideas.

“Engaging with Budapest Airport and Wizz Air in this new retail concept is an important part of achieving this objective and we are excited to continue this successful cooperation trial.”

Wizz Air CCO George Michalopoulos concluded: “Wizz Air constantly strives to improve its services and product portfolio to best meet the needs of savvy travellers. The cooperation with Heinemann Duty Free and Budapest Airport has proven to be a very fruitful partnership, and we are getting very positive feedback from our travellers.

“The fact the Budapest partners are already saying such strong, positive things about the ongoing BARTA trial is a huge indicator that electronic traveller engagement is the key to ensuring the relevance of airport shopping in the future.”