Passenger activity at airports – in the most simple terms – boils down to three things: departing, arriving and waiting.
Travellers hanging around a terminal building are a captive audience, with disposable income, often lots of time, and literally nowhere else to go. So it shouldn’t be surprising that airports are carefully designed to make you spend your hard-earned cash.
1. The duty-free shop sits right outside security
After the stressful ordeal of getting through airport security, travellers are immediately led to what is – relatively speaking – a relaxing haven: the duty free shopping area.
Travellers are more likely to be in a self-indulgent mood after the stresses of waiting in line, removing their belt and shoes, being patted down by a stranger, and perhaps having another rifle through their belongings. A report by Intervistas, an aviation consultant, titled Maximizing Airport Retail Revenue, describes this as the “re-compsure zone”. It adds: “The view of the retail environment will cue the customer’s brain that it is time to shop.”
2. And you HAVE to walk through it
“The classic airport design forces the passenger flow through the duty-free store, while people often have to walk through a duty-free shop again in order to reach their gates,” Julian Lukaszewicz, senior business designer at Designit and a former lecturer in aviation management at Buckinghamshire New University, told Telegraph Travel.
3. Walkways curve to the left
Most of us might not have noticed, but walkways in the duty-free areas usually curve to the left. And it is for a good reason, according to the Intervistas report.
The majority of passengers are right-handed, and pull their suitcases with their right hand, forcing them to walk in an anticlockwise direction to have more balance. They therefore “look to the right far more than the left, and see more things on the right than the left”.
It adds: “As a result, more sales are generated if a walkway curves from right to left with more merchandise and space on the right side because passengers are looking right while (perhaps unconsciously) walking left.”
Kenneth Currie, chief commercial officer at Intervistas and the author of the report, told Telegraph Travel: “People are disposed to look more often to the right and veer to the right when they are comfortable. The reason why the UK and some other countries continue to drive on the left hand side of the road is because it feels safer – so when people panic, they tend to veer to the left, rather than into oncoming traffic, which in the UK is on the right.”
4. The “golden hour” is key
The time passengers spend idle, after security clearance but before boarding their flight, is dubbed the “golden hour” – that prime spending period that airports and retailers want to maximise.
“Many airports want to prolong and expand this hour, because that translates to revenues,” Mr Lukaszewicz told Telegraph Travel. “The equation is simple: The more time passengers spend in the golden hour, the more money they will spend. And every minute counts.”
So airports aren’t streamlining security checks, and introducing innovations like mobile check-in, just for your benefit. “It’s so passengers don’t waste their time in a security queue when they could be spending,” says Mr Lukaszewicz.
Self-service kioks are meant to cut down on security check queuing and increase time spent in retail venues
Self-service kioks are meant to cut down on security check queuing and increase time spent in retail venues.
5. Maximum relaxation for maximum spending
While different airports around the world might offer various ways of relaxing – massage chairs, sleeping pods and showers, for example – these are all also ploys to ultimately make passengers spend more because they are feeling more relaxed, Mr Lukaszewicz claims.
He says: “Passenger propensity to spend is affected by stress levels. That is why many airports want to provide information to passengers, create stress-free environment so that passengers feel more relaxed and spend more money.
“In one airport, for instance, the security area has wood panels and plants, to minimise anxiety and stress levels of security procedures.”
The report adds: “Flight information directories should be plentiful and easy to read so that customer stress level remains low and perceives that they are in control.”