Business Commons^™

European Airport Concessions: Retail Strategies To Improve Commercial Revenue From Leisure Travelers, René W. B. Puls

Walden Dissertations and Doctoral Studies

Aeronautical revenue from landing and handling charges to carriers is falling significantly below 60% of total revenue and will not persist as the main source of income for airports. Airports in Europe cannot continue to rely on profits from airlines; operating companies need to improve the competitiveness through commercial income from different traveler types. The purpose of this multiple case study was to understand the elements of successful sales strategies by concessionaires (retailers) at the metropolitan airport system of Zurich and Basel in hopes of improving the nonaeronautical revenue from leisure travelers, a price-sensitive customer segment. The conceptual framework was …