Lessons Learned From Today's Airport Retail

SAN FRANCISCO—Miles away from the past's limited offerings, today's airport retail is hip, edgy and makes travelers want to stop and stay awhile, Colliers International's National Director of Retail Services USA Anjee Solanki tells GlobeSt.com. Solanki shares her experiences in airport retail, tells us how the sector has been transformed and what all retail professionals can learn from it:

GlobeSt.com: How and why has airport retail changed so dramatically in recent years?

Solanki: I can explain that from my own personal experience traveling for work and as a hobby. When anticipating going to the airport, many travelers find themselves saying, “I need to get this one project done and grab some lunch before my flight,” and it used to be an unsatisfying or expensive experience to do this at the airport—but not anymore. Today, I have a tablet or some sort of smart gadget that I can use at the airport because there's Wi-Fi, and most of the time it's free. And instead of rushing to grab a meal before getting to the airport, I can go early, sit down and enjoy my lunch outside of the hustle and bustle of the terminal. There are chef-driven eateries and cafes, creating a nice experience overall. Admittedly, I'm paying a little more, but it's not making that big of an impact cost-wise.

The experience extends to shopping. Recently, I was running through an airport and realized I had forgotten to bring mascara. I saw a standalone MAC Cosmetics store, and it was empty. It was great because I wasn't fighting with the crowds. If I go to a regular MAC store, it's always so crowded that it's difficult to get to the front counter to ask a question. But at the airport, I was out the door with what I needed in five minutes, and the price was not that different from a regular retail store.

You can also find merchandise at airport shops that you won't find anywhere else. About a year ago, I bought a cute top at an airport store, and people are always asking me, “Where did you get that?” The merchandise is somewhat unique and less available than many items in the full-price stores in various downtown markets. Plus, in a city like Paris, for example, the tourism and local traffic in and around the retail stores make them hard to get in and out of—to me, it's an advantage to do my shopping in the airport instead. I can spend more of my time walking around in and enjoying the city.

GlobeSt.com: Were these retail experiences purposefully created by the airports?

Solanki: Yes, the transportation departments are seeing this as another opportunity to generate income and help alleviate costs related to running an airport. People are now going to the airport 2.5 hours earlier—there are even areas for kids with play zones and people movers. Some airports have musicians coming in to entertain travelers, creating an experience that's lifting people's moods, which encourages them to eat, socialize and shop.

Airports are hiring experts and consultants in their field of specialty to develop these wonderful experiences that will keep people in the terminal. Chef Tyler Florence developed a couple of these concepts, and now you're seeing five-star restaurants in the San Francisco airport. There, they also have the world's first airport yoga room and shops like Gucci and Mango—where they're not just selling resort wear but business-casual clothing and accessories you can throw into a travel bag easily. In Hawaii, there's an entire wing in the airport with all sorts of luxury brands, and in Mexico there's a beautiful area of the airport with fashion-oriented luxury brands. It's visually powerful—like walking into a luxury W Hotel.