Illustration by Roberto Moraga
Enhancing the Passenger Journey
The modern airport has evolved far beyond its primary function as a transportation hub. Today, it serves as a dynamic ecosystem where retail, dining, and leisure merge seamlessly with travel. At the heart of this evolution are airport concessions, which play a critical role in defining the passenger experience. No longer are these spaces limited to generic duty-free shops or fast-food chains. Instead, they offer opportunities for relaxation, cultural exploration, and even wellness.
Concessions are also vital for airport revenue. According to the Airports Council International (ACI), non-aeronautical revenue, including concessions, can account for up to 40% of an airport’s total income. This dual role—as a key driver of both passenger satisfaction and financial stability—makes concessions central to the success of any airport. However, the task of designing and running successful concessions is far from straightforward. Airports must now respond to evolving passenger expectations while addressing sustainability, embracing technology, and reflecting local culture in meaningful ways.
Local Identity as a Revenue Driver
Incorporating local identity into concession design is no longer a trend; it’s a necessity. Travelers increasingly demand authenticity, seeking experiences that connect them to the culture of the city or region they are passing through. For airports, this is an opportunity to differentiate themselves in a competitive market while driving revenue.
For example, Austin-Bergstrom International Airport, where live music venues and iconic BBQ stalls capture the spirit of Texas. Similarly, Portland International Airport creates a sense of the Pacific Northwest through its curated selection of local breweries, coffee roasters, and craft retailers. These examples show that embracing local identity not only entertains travelers but also supports regional businesses, creating a mutually beneficial relationship, and strengthening the sense of community.
More importantly, studies show passengers are willing to spend more on unique, locally inspired offerings, as these articles are hard to find elsewhere. This directly affects revenue and reinforces the airport’s role as a gateway to the region’s identity. Concessions like these elevate the overall experience, transforming boring layovers into memorable moments.
Challenges in Modern Airport Concessions
With so many possibilities, creating successful concession spaces is no free of challenges. From sustainability requirements to adapting to aging infrastructure, airports must navigate a complex landscape to meet passenger and operational demands, while ensuring revenue.
1. Sustainability in Design and Offerings
Sustainability is no longer a “nice-to-have” for airports—it’s an operational and ethical imperative. This includes everything from sourcing locally produced goods to designing energy-efficient retail spaces. Sustainable concessions reduce environmental impact while appealing to environmentally conscious travelers.
Yet, challenges remain. Sustainable practices often come with increased costs, and aligning individual tenants with airport-wide initiatives can be a logistical hurdle. Despite these challenges, airports that prioritize sustainability in their concessions send a clear message: they are serious about reducing their environmental impact while offering passengers a conscious choice.
2. Adapting Existing Infrastructure
For older airports, modernizing concession spaces presents unique difficulties. Many terminals were not designed to accommodate today’s retail expectations, meaning upgrades often require significant structural interventions. Renovations must balance the need to create attractive, revenue-generating spaces minimizing disruptions to travelers.
3. Embracing New Technologies
Technology has revolutionized airport concessions. From cashier-less stores to AI-powered inventory management, these advancements are making concessions faster, smarter, more efficient, and virtually tailored to every individual. However, integrating technology into concessions is not without its obstacles—high upfront costs, privacy regulations, and ensuring accessibility for a diverse range of passengers are just a few.
4. Passenger Flow and Integrated Design
The location and design of concession spaces are critical to their success. Poorly positioned concessions disrupt passenger flow and fail to generate the desired revenue. Additionally, passengers want to be in control of their journey, leaving behind those labyrinthine paths walking through shelves full of perfume and beverages as fast as possible; users want to spend at their own will, not because they are pushed to. By contrast, strategically placed concessions enhance the passenger experience while maximizing visibility and sales. Airports are increasingly leveraging data analytics to understand passenger behavior and refine layouts, turning foot traffic into business opportunities, without treating passengers as cattle.
DFW Terminal D’s Extension seamlessly Integrates concessions into holdroom areas blurring the limits in between both programs. Photo: Roberto Moraga
Case Study: A Model of Success
Singapore Changi Airport proves how to masterfully balance the elements of local identity, sustainability, technology, and design. Widely regarded as one of the world’s best airports, Changi’s concessions include everything from luxury brands to local eateries that offer an authentic taste of Singaporean culture, turning the airport into a destination on its own.
Changi’s overall dedication to sustainability is clear; its concessions are no exception, integrated into lush green spaces that reduce energy consumption while creating an inviting atmosphere influenced by the Singaporean urban landscaping. The airport also employs advanced technologies, such as smart retail systems and automated convenience stores, to streamline the passenger experience.
Moreover, Changi’s terminal layouts were carefully crafted to guide passengers naturally through concession areas, ensuring accessibility without compromising functionality. This approach ensures that concessions support users being along their path and not being obstacles, a destination seamlessly integrated into the way to the gate.
The Role of Concessions in Airport Success
Airport concessions are key components to the identity and success of modern terminals. As passengers demand more personalized, sustainable, and efficient experiences, airports must adapt their concessions to meet these needs while keeping operations up and running.
The path forward lies in collaboration—between airport operators, concessionaires, and designers. Together, we must create spaces that celebrate local identity, embrace sustainability, and incorporate technology to elevate the passenger experience.
As airports continue to grow, concessions will play an even greater role in defining how passengers perceive their journey, how airports integrate into their communities, and how they secure long-term financial stability. With thoughtful design and innovative strategies, concessions can turn subpar facilities into cultural landmarks and ensure airports stay competitive and relevant.
About Roberto Moraga Guerrero
Roberto Moraga Guerrero is a seasoned Architect with over 12 years of international experience. Having spent seven years at luis vidal + architects, Roberto is no stranger to large-scale airport projects. His expertise spans all phases of architectural projects, leading teams from initial concept to construction completion. With a proven ability to navigate complex challenges, he is an emerging voice in the conversation about the future of airport design. His deep knowledge of airport infrastructure and processes, sustainability, and passenger experience has allowed him to contribute with not just functional, but also timeless and visually striking designs, challenging the industry standards.
His mission is to bring innovative, sustainable design solutions to the aviation industry, creating future-proof airports that optimize passenger flow and enhance the traveler experience. Looking forward, Roberto is committed to continuing his work in the aviation sector, where he sees tremendous potential for growth and transformation. “Think big, act bigger,” he says, summarizing his approach to both design and life.
For more information, you can contact Roberto at:
Email: Moraga.arq@gmail.com
LinkedIn: linkedin.com/in/moraga-arq