Faye Bartle, Managing Editor Digital & Marketing, TRBusiness moderated the panel discussion.

The second day of the TR Consumer Forum in Amsterdam (2-4 June) included a thought-provoking panel debate exploring the evolution of airport real estate and its pivotal role in redefining the passenger journey.

While footfall is increasing, in-terminal spend per passenger is coming under increasing pressure with the conversation focused on how airports can better integrate retail, entertainment, wellness and lounges to create engaging, profitable environments.

Moderated by Faye Bartle, Managing Editor Digital & Marketing of TRBusiness, the session featured expert insights from Clara Susset, Chief Operating Officer of m1nd-set; Hazel Catterall, Executive Director of Newmark Retail; Thomas Kaneko Henningsen, Partner at Blueprint; Nancy Knipp, President of the Americas at Airport Dimensions; Liam Dewis, Director, Travel Retail & Emerging Markets, Coach; and Rory Ford, Head of Category Retail Space, Strategy and Delivery, Heathrow Airport.

Missed Opportunities

Clara Susset opened the session with key findings from m1nd-set’s latest research. The data revealed that while almost three quarters of travellers arrive at the airport between 2–3 hours before departure, many bypass the retail and food & beverage offer entirely, heading straight to their gates or simply relaxing. The result? A missed opportunity.

“Travellers have high expectations for their airport experience,” explained Susset. “But only a fraction currently visit both duty free and F&B. This presents a significant opportunity for more immersive and integrated experiences that engage them earlier and encourage exploration.”

Importantly, almost half of travellers said they would consider arriving up to an hour earlier if the experience offer was stronger, particularly around food, cultural activations and wellness zones.

Clara Susset, COO, m1nd-set opened the session with key findings from m1nd-set’s latest research.

The conversation quickly turned to how long experiences should last and how to manage the trade-off between relaxation and retail.

Heathrow’s balancing act

“It’s not about how long someone spends in an experience, but how relaxed they feel,” Clara continued. “Digital alerts and flight updates can reassure travellers and help them feel more comfortable that they won’t miss their flight.” She added that proximity to the gate also plays a major role.

While sleeping pods and quiet rooms may seem at odds with shopping, Susset pushed back: “What we strive for at airports is for passengers to feel happy, and have an enjoyable time. If you are exhausted, you won’t shop. We want people to feel good when shopping, and this will happen if they are well rested.”

With 84 million passengers in 2024, Heathrow is operating at full capacity and Rory Ford spoke to the need for strategic planning in using every inch of space wisely.

“When airports are particularly busy, passengers tend to retreat to quiet corners, but this is exactly what we don’t want,” he said. “We’re doing things differently now. For example, we’re entering fast food for the first time, launching a Five Guys, which will give people more time to shop.”

Heathrow is also pushing the envelope on luxury while the new Windsor by Heathrow lounge was cited as an example of seamless integration between hospitality and retail: personal shopping is included, with everything from the toiletries to the artwork available for purchase, quietly and unobtrusively.

The importance of lounges featured heavily in conversation.

Hazel Catterall, who has experience in both downtown and airport retail, brought in comparisons with high-street trends, noting that the wellness boom on the high street is one that airport real estate can learn from.

“One place that is particularly of note is Westfield London, which is converting an entire floor into a wellness village with services from IV drips to laser eye surgery,” she explained. “Obviously, not all of that can be replicated in terminals, but aspects certainly can.”

Hazel cited Schiphol Airport’s Rituals Mind Oasis, a 40sqm space offering everything from dry floating massage and fragrance therapy to brain massage treatments said to replicate two hours of sleep, as an example of creative, functional real estate use.

“Flight-to-prime is another key trend,” she added, referencing IKEA’s new flagship store on Oxford Circus. “They have managed to create a sense of community; it’s always busy and always buzzy.” While she admitted she doesn’t foresee an IKEA store opening in travel retail anytime soon, it is all about translating that energy to airports.

The Bigger Picture

Thomas Kaneko Henningsen pointed to the broader shifts shaping the future of travel retail. He warned that average European airport concession revenue per passenger is forecast to decline, but said the solution lies in embracing mega-trends.

“By 2028, Gen Z will become the biggest traveller profile, with over 1.2 billion passengers globally. They are experience-driven, tech-native and actively seek emotional connections with brands.”

Airport real estate must therefore adapt to deliver value beyond the shop floor. His examples included the immersive Shelby & Co bar at Birmingham Airport (a nod to the Peaky Blinders series), the scenic Onsen spa at Haneda Airport in Japan with views of Mount Fuji, and ROAR Coffee in Tokyo – home to the best, and most ‘Instagrammable’ coffee, he’s ever had.

“The secret? Passion, and design for social media. This is what will help drive spend,” he said.

Lounges and the power of affluent travellers

Attention then turned to lounges – a sector that’s undergone rapid transformation. Nancy Knipp noted that Airport Dimensions has seen guest volumes double globally, with lounge users proving significantly more valuable.

“Affluent leisure and business-leisure (bleisure) travellers spend up to 70% more in duty free than non-lounge users,” she shared. As such, they are the key to evolving airport retail, and they expect authentic, engaging environments.

Lounge design is also changing, often incorporating sustainability, local identity and more advanced activities. Examples included a Hong Kong lounge with a bar made of reclaimed typhoon wood, and gaming and sleep facilities across hubs like Dubai, Doha and Lima.

Knipp also emphasised the importance of digital integration in lounges: “Travellers increasingly want access to services like duty free, fast track, parking and F&B through a single app, allowing them to shop while staying comfortable and relaxed.”

Coach’s retail-F&B fusion

Liam Dewis added a brand perspective with insights from luxury fashion brand Coach’s Gen Z engagement strategy.

Their Tabby bag, popularised through digital workshops and customisation events, is a prime example of data-led product design. But it’s not just about product.

Liam Dewis, Director, Travel Retail & Emerging Markets, Coach, offered a brand perspective.

“We’ve launched a coffee shop concept in North America, with plans for Europe,” he explained. “It’s doing really well, and airports would be a perfect setting for this fusion of brand and experience.”

The Future: Collaboration and data

Looking ahead, the panel agreed that deeper collaboration between retailers, lounges and landlords is essential, with Hazel Catterall stressing the need for data sharing to personalise offerings inside lounges, and Nancy cautioning against cluttering lounges with physical retail, instead advocating for seamless digital shopping options. “It’s not about pushing product, it’s about making curated experiences accessible at the right time, in the right place,” she said.

The panel concluded on an optimistic note. Airport real estate is evolving into a powerful catalyst for engagement, wellbeing, and spend – if executed strategically, panellists agreed.

A final stat from Nancy Knipp revealed that 79% of travellers are now satisfied with their airport experience, a 9% jump from the previous year, with airports like Beijing, Kempegowda, Singapore, Shanghai and Dubai leading the way. Melbourne, Philadelphia and Gatwick, unfortunately, lag behind.

The message from the panel was clear: experiences, not square footage, will define the next chapter of travel retail success. As expectations rise, it’s not about whether airports can afford to innovate – it’s whether they can afford not to.

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