In recent years, a new trend has been taking off in airport retail: the incorporation of local flavour and regional identity into the shopping experience.
This shift is particularly evident in major North American hubs such as New York City, Chicago and Orlando. As travelers increasingly seek authentic experiences that reflect their destinations, airports are responding by transforming their retail spaces into showcases of local culture and products.
The Rise of Local Airport Retail
The trend towards offering local-focused airport shopping is driven by several factors.
Travelers are showing a growing interest in unique, place-specific products and experiences. Airports, in turn, see an opportunity to differentiate themselves and create a distinct sense of place. This approach not only enhances the traveler experience but also supports local businesses and artisans, creating a win-win situation for airports, travelers, and local communities.
Case Studies: Local Retail Success Stories
In New York City, the three major airports – JFK, LaGuardia, and Newark – have embraced the city’s renowned food scene. Travelers can now enjoy outposts of famous NYC delis and restaurants, sample local craft beers, and purchase iconic New York snacks for their journeys. This approach gives travelers a taste of the Big Apple, even if they’re just passing through.
LaGuardia’s renovation has set up opportunities for partnerships throughout the arrivals and departures, including highlighting brands like Shake Shack, FAO Schwartz and The Strand Bookstore.
Chicago O’Hare International Airport has leveraged technology to enhance its local shopping experience. Digital displays throughout the airport showcase information about Chicago-based products and their makers. A custom mobile app guides travelers to local shops and offers exclusive discounts, making it easier for passengers to discover and purchase local goods.
Whether ORD is a traveler’s final destination or just a layover, the opportunities to visit outlets of local Chicago brands is prevalent. Barbara’s Bookstore, Field Museum, and Garrett Popcorn are all represented with stores, kiosks or partnerships.
At Orlando International Airport, the introduction of more local offerings has had a measurable impact on traveler satisfaction and spending. Florida-themed souvenirs and citrus products have seen particular growth, and the airport has reported higher per-passenger spending in areas with a strong local focus.
With the introduction of the new Terminal C, the added investment from entertainment brands like Disney, Universal and Seaworld mixed with the presence of local companies like Wine Bar George, Orlando Brewing, and City Arts Market is making an unique destination. One could say that MCO has always been more mall than airport, with multiple Disney stores and highly themed retail in the original terminal, but the latest round is showcasing that Orlando isn’t just theme parks.
Challenges and Solutions
While the trend towards local retail in airports is growing, it’s not without challenges. Airports must balance local offerings with well-known international brands that travelers expect to see. There’s also the issue of maintaining a consistent supply from smaller, local vendors and ensuring product quality meets airport standards.
To address these challenges, airports are employing various strategies. Many are creating dedicated “local” zones or marketplaces within the airport, allowing for a clear distinction between local and international offerings. Partnerships with well-known brands (like Rick Bayless in Chicago or Disney in Orlando) help to draw travelers to these areas. Pop-up shops and rotating vendor programs provide opportunities for a wider range of local businesses to participate.
Technology and Innovation in Local Airport Retail
Technology plays a crucial role in enhancing the local retail experience in airports. Beyond digital displays and mobile apps, some airports are experimenting with virtual reality tours of local attractions and augmented reality experiences that bring local products to life.
Social media integration allows travelers to share their local purchases, creating organic marketing for both the airport and local brands.
The Future of Local-Focused Airport Retail
As this trend continues to evolve, we can see even more integration of local experiences in airport retail. This could include live demonstrations by local artisans, virtual reality experiences of city landmarks, and hyper-personalized recommendations based on traveler preferences and destinations.
The move towards local-focused retail is reshaping the airport experience, turning what was once seen as generic retail space into a reflection of regional identity. As New York, Chicago and Orlando lead the way, it’s likely we’ll see more airports across North America and beyond embracing their local flavour, making the journey as much a part of the destination as the arrival.
