Airport bars provide some unique opportunities for drinks brands to encourage trial, grow loyalty and drive premiumization—but only if suppliers respond to consumers’ behaviors in this unique environment.
Understanding the airport bar guest
Airports are a consistent market with an engaged and affluent guest base. One in eight (13%) consumers typically visits airport bars, and more than four in five (84%) of them say they will do so again in the next 12 months.
Increasing sales in airport bars begins with an in-depth appreciation of who is using them. CGA’s research shows guests skew towards younger adults and those with a significantly higher average household income and spend on both alcohol and eating and drinking out. They tend to be very frequent visitors to bars and restaurants in their everyday lives, and so are naturally well disposed to use airport bars while in transit.
So how can suppliers and venues reach these airport bar users and secure their spend? CGA’s research explores the key differences from other bars, maps consumer paths to purchase and the numerous factors that shape their choices.
Download the report here to discover more.
CGA by NIQ’s Channel Strategy report 2024 offers a comprehensive overview of On Premise channels. It uncovers profiles of interest, information around consumer visitation, and their consumption behaviors within the channel – key to informing successful On Premise strategies. To learn more, contact Drew Hummel here.
Originally published in Global Drinks Intel Magazine
