Pier Zero at Helsinki Airport.

HMSHost International, has partnered with global airport app Flio to highlight the more than 50 airport points of sale of the travel retailer worldwide. The tie-up launches at locations like Starbucks and Leon at Amsterdam Airport Schiphol, in the UK at four airports, and Pier Zero in Helsinki.

“The Flio app provides a complete offering including information about airport food and beverage which is crucial to us,” says Marlijn van Straaten, Director Marketing and Communications at HMSHost International. HMSHost has F&B operations in 18 European and another 21 airports across the Middle East, Asia, and the Pacific.

The partnership with Flio is a first step in HMSHost’s omni-channel strategy to offer travellers a seamless experience. “We know travellers often have a lack of knowledge about the options they have at an airport and end up in a restaurant that is nearest to them, rather than their preferred choices,” adds van Straaten.

Flio gives HMSHost a platform to communicate directly to customers at relevant moments to find their preferred places to eat or drink at an airport, plus coupons for promotional activities in restaurants. Van Straaten says: “To reach travellers at the right moment is key. We have to be where our guests are, which – nowadays – is on their phones. Flio can help us promote our concepts all over the world, and in the meantime we learn more about customer behaviour.”

Andy Watson, Co-Founder and Head of Global Partnerships at Flio, comments: “We’re looking forward to delivering against HMSHost’s expectations.”