What Airline and travel industries should learn from RETAIL?

Travel could learn from retailers who are good at targeting their customers. Although airports are shopping malls with runways, they often don’t know who their customer is, partially because of the lack of data sharing, making it very difficult for them to target those customers.

They have started trying to do this but they are still a long way away from understanding them fully, and that’s where they can learn a lot from retailers. Traditionally airlines have owned the relationship with passengers whereas airports have been the landlords, providing the facility – airports have recognised the need for increasing non-aeronautical revenues to sustain and grow. Airports recognised that one area for growth was airport retail.

In the last 20 years the airport retail environment has changed massively, but they still largely don’t know who the passenger is in order to target them more effectively.


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