Skift Take

The "non-aviation segments" are increasingly playing a bigger role for airports, and that means airports brand themselves as more than just transport facilities, with full service capabilities where consumers spend more time and money.

Today, people rarely consider airports to be brands. Most airports are being perceived as infrastructure facilities which host a variety of institutions and companies, while offering a comprehensive service portfolio…For almost every passenger, whether they are a leisure traveler or frequent flying business traveler, air traveling is still associated with fascination and emotional engagement. Therefore, in the future, airports will steadily increase their efforts and invest more in strengthening all pre- and post-flight experiences to deepen a passenger’s emotional engagement. This offers promising potential to airports to boost the emotional perception of their brand, and therefore enables airports to positively influence the decision-making process for their customers.

Rainer Beeck, SVP, Business Division of Consumer Activities and Authorized Officer, Munich International Airport, in the Interbrand’s Best Global Brands 2012 survey.


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