The document discusses the need for airports to reinvent their ancillary revenue generation strategies in the post-COVID era, highlighting the impact of the pandemic on passenger behavior and revenue streams. It emphasizes the shift towards digitalization and customer-centricity, urging airports to form partnerships, invest in digital infrastructure, and adopt an omnichannel approach to enhance customer experience. The document concludes with a call for collaboration and a unified digital strategy to adapt to the changing travel landscape.

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What got us here
won’t get us there
Re-inventing airport ancillary revenue
generation in the post-COVID era with a
digital collaboration mindset
Kian Gould | AOE

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Hello,
we are AOE – a company
re-shaping the future
of travel commerce.

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The World’s Leading
Travel Retail Digitalization Experts
300 people serving
225M passengers
powering over $500M in revenues
in
2019
Miami | Frankfurt | Zurich | Dubai | Hong Kong

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Setting the Scene
Lack of investment
in digitalization &
ecosystems
The BadThe Good
Pre-COVID continuous
passenger growth
Falling spend per pax
and drop in conversions
The Ugly

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The COVID Impact
Immediate
less revenues, pax numbers
down, fears of infection
health, less business
travel, sanitization, fear,
disconnect with channel
Longer term

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Parking Revenues will
take years to recover
Impact on Non-Aeronautical Revenues

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Or might never
Impact on Non-Aeronautical Revenues

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Physical Advertising will be depressed
Impact on Non-Aeronautical Revenues

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F&B will recover first
Impact on Non-Aeronautical Revenues

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Travel Retail
will not be
the same
Impact on Non-Aeronautical Revenues

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The Post-Covid Opportunity
The future will have to
depend on more than
pent-up demand
(hope is not a sufficient strategy)
No more »romance«
in travel.
Now it’s stress &
uncertainty
Need to get back to
attraction +
engagement
= excitement
This means
prioritising
Choice
Control
Communication
Customer Centricity

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How will habits change Post COVID?
SOURCE: m1nd-set Research
65%
of travellers will change their
habits in the airport after the
Covid-19 outbreak
I will spend more time entertained
with my mobile/tablet/laptop
I will avoid interacting with other
passengers
I will try to isolate from
the crowds
I will spend
less time shopping
91%
81%
78%
44%

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COVID has caused the adoption of
E-Commerce to accelerate by 5-10
years within the period of just 4 months
SOURCE IBM’S U.S. RETAIL INDEX, FORBES
May 2020
195%
buy online, pick up
in-store grew
Jan 2020 2025
Total online
spending in May
hit $82.5 billion,
up 77% year-
over-year
Department stores
are expected to
decline by over 60%
for the full year.
Meanwhile,
e-commerce is
projected to grow
by nearly 20% in
2020.

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Some things
you must do alone

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Start thinking like a
customer experience company
(off- and online)
Stop thinking like a landlord

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Invest less in concrete
and more in digital

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Create the digital foundation
For customer acquisition,
retention and digital sales

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Form partnerships with luxury brands
(online/downtown/at airport)

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Start thinking outside of the
box and think as global
customer experience and
logistics companies.

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But the real impact
will happen together.

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Reinvention means a
Fundamental Paradigm Shift.
Competition to Collaboration
Offline to Online. Unified.
The New Normal Extraordinary.
The Quaternity

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Data partnerships with
airlines are becoming
inevitable

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A part of the seamless experience
3. In-Flight2. Check-In1. Booking

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How airlines are approaching it
How we launched the world's most omnichannel airline e-commerce program,
quadroupling sales in just 9 months and transforming the retail program to be digital first.
S I N G A P O R E A I R L I N E S

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Setting new benchmarks for Singapore Airlines’ KrisShop
Delivery
choices
Tailored
recommendations
Mixed payment
options
Concept stores
Shop-in-shop
solution for
luxury brands
Reward loyalty with
instant miles earning
Live search

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KrisShop KPIs after 12 months
In-flight
90%
E-commerce
90%
E-commerce 10%
In-flight 10%
E-commerce revenue
increased by
500%
3%
7%
1%
more than tripled
peaking at 7%
during promotions
Conversion
Basket value
50%
Transformed Model
Product assortment
600 30.000
SKU SKU increase
Pre-order cutoff time
3 days 60 min
Revenue

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CRM-
Data
Loyalty/
Miles
From Competition to
Collaboration. Build a single
customer view with your
partners.

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Customer acquisition
integration and 3rd party
marketplaces.
Start paying for traffic!

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Precise targeting of travelers
along the journey

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Break the Silos
One Platform. One Experience.

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Kian Gould
Founder & CEO at AOE
AOE GmbH
Kirchgasse 6
65185 Wiesbaden
Germany
+49 6122 70 70 7-0
kian.gould@aoe.com
Please ask questions…

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