Spreading Holiday Joy: How Airports and Retailers Enhance the Festive Experience

With the holiday season upon us, airports and cruise ports are buzzing with passengers eager to reunite with loved ones, explore new destinations, and indulge in festive getaways. Amid busy travel schedules, Christmas shopping becomes a top priority for passengers in transit. Picture your airport or cruise port filled with festive decorations and excited passengers shopping for last-minute gifts. By creating engaging holiday-themed experiences, travel hubs can capitalise on opportunities at Christmas to boost passenger engagement and retail revenue. Let’s explore how to transform your space into a winter wonderland, enhancing the festive spirit and driving increased spending.

1. Creating a holiday atmosphere with festive decorations

First impressions matter, and for airports and cruise ports, festive decor is an excellent way to set the tone. Thoughtfully placed holiday decorations, such as twinkling lights, wreaths, and Christmas trees, can evoke joy and spark seasonal magic. Displaying these decorations in high-traffic areas, such as check-in desks, boarding gates, and baggage claim, adds to the experience, giving passengers a reason to linger and soak up the holiday ambience.

Impact of festive decorations

Beyond aesthetics, holiday-themed decorations encourage passengers to explore retail spaces. The festive atmosphere primes them for holiday shopping, bringing a sense of relaxation and cheer as they browse retail stores. According to Deloitte’s annual holiday retail survey, shopping centres with festive decorations experience a 15% increase in sales during the holiday season, highlighting the significant impact that a festive environment can have on consumer spending.

These touches not only enhance the experience but also create airport opportunities at Christmas to increase dwell time, leading to higher spending—with just a 1% increase in dwell time resulting in a 1.3% increase in sales.

2. Festive markets and pop-up shops: retail opportunities at Christmas

Christmas markets and pop-up shops are growing trends in airports, offering a unique shopping experience not only for passengers but also for local residents and visitors from further afield. By setting up Christmas market-style stalls and temporary shops, airports and cruise ports provide easy access to last-minute gifts, souvenirs, and seasonal treats, showcasing local artisans, festive foods, and handmade goods. This setup celebrates local culture while supporting small businesses, transforming the travel hub into a bustling holiday shopping destination that maximises retail opportunities at Christmas.

Maximising engagement through marketing

To maximise engagement, airports and cruise ports can market these events through targeted email campaigns and social media, encouraging visitors to share their experiences using a dedicated holiday hashtag. Building a festive landing page on the airport website or app can help drive traffic, giving potential visitors clear details on the market’s offerings and location within the airport.

By creating an inviting, festive atmosphere and promoting retail opportunities at Christmas, airports can attract new visitors and foster community ties, driving revenue during the holiday season – even from those not flying or cruising.

3. Holiday promotions and exclusive offers

In the spirit of giving, holiday promotions are an effective way to significantly boost interest in retail opportunities at Christmas from both passengers and local visitors. From discounts on perfumes and luxury items in Duty-Free to festive hampers and gift bundles, limited-time holiday offers entice customers to purchase on the spot. Airports and cruise ports can maximise these promotions by marketing them across their social media pages, reaching a broader audience and drawing in local shoppers who may not be travelling but want to enjoy festive deals.

Enhancing the Christmas shopping experience with technology

To make shopping even more seamless, Rezcomm’s Browse-and-Buy shopping service enables passengers to browse Christmas retail offerings and place their orders ahead of their arrival or departure. This not only enhances the convenience for passengers but also drives pre-emptive sales, encouraging shoppers to secure their holiday purchases before they even step foot in the airport.

Retailers also have the opportunity to expand opportunities at Christmas by using digital vouchers, which are not only easy to distribute but also effective in driving customer behaviour. With digital retail vouchers, airports and cruise ports monitor and track purchases in real time, adding incentives for customers to sign up for newsletters or loyalty programs.

Loyalty programs and cross-concession promotions

To add extra appeal for loyalty program members, consider offering bonus points on holiday purchases—whether it’s a Christmas gift from a retail store or a festive meal at one of the restaurants. This rewards existing members and attracts repeat visits, encouraging shoppers to return throughout the season.

Cross-concession promotions, where a discount in one store is redeemable in another, also encourage visitors to explore more of the airport’s retail and dining options. For instance, a customer who buys a gift from a pop-up shop could receive a discount on a holiday-themed treat at one of the airport’s coffee shops. This integration of retail opportunities at Christmas with food and beverage offerings creates a seamless experience, making it more convenient for customers to take advantage of everything the airport or cruise port has to offer.

4. Festive food and beverage offerings

The holidays are a time of indulgence, and travel hubs are perfectly positioned to offer passengers a taste of the season. Special menus featuring festive treats, from gingerbread lattes to roasted turkey sandwiches, bring the comforts of holiday dining to passengers on the go. Coffee shops and restaurants in travel hubs can create a Christmas-themed menu with classic holiday favourites, available only during the season to add an air of exclusivity, thereby enhancing the opportunities at Christmas.

To further drive sales, promote these limited-time menu items with digital signage around the airport or cruise port and via social media, enticing passengers to indulge in holiday-themed meals.

Showcasing local holiday specialities

To give passengers an authentic festive experience, you can showcase local Christmas delicacies and treats that their destination is known for. From spiced mulled wine to unique regional pastries, these specialty offerings invite passengers to savour the local culture, maximising retail opportunities at Christmas as they browse and enjoy festive foods. Offering taste tests or sample-sized portions of these regional treats can encourage more purchases and introduce passengers to something new, potentially sparking interest in local retailers.

Additionally, pre-order options for meals through the website or app let passengers reserve their favourite treats in advance, reducing long queues and keeping the holiday spirit alive. Offering exclusive discounts or loyalty points for pre-orders can further incentivise early bookings, ensuring passengers make the most of their time at the airport while driving additional revenue.

5. Personalised festive experiences through data-driven insights

Using data-driven personalisation elevates the holiday experience, making it feel uniquely tailored to each passenger. With insights gathered from customer data, you can send personalised gift suggestions and exclusive holiday offers based on past purchases or demographic information. For instance, a passenger who previously pre-ordered fragrance or beauty products receives a tailored offer for a holiday-themed gift set or seasonal luxury item.

AI-powered personalisation

AI-powered recommendations take this personalisation even further by analysing passenger data in real-time to suggest holiday-themed products that align with individual preferences. This technology enables travel hubs to engage passengers with timely, relevant offers, making their shopping experience even more convenient and enjoyable.

Rezcomm’s Customer BI tool exemplifies how airports and cruise ports leverage customer insights to refine marketing efforts. With a deep understanding of passenger demographics, travel habits, and purchasing preferences, you can deliver real-time, personalised promotions directly to passengers’ inboxes or mobile devices. This level of personalisation enhances the shopping experience, adding value to each customer interaction and encouraging increased spending.

With these data-driven innovations, travel hubs have the tools to create a holiday experience that feels genuinely special, boosting passenger satisfaction and driving revenue during the festive season.

6. Special holiday services boost opportunities at Christmas

In addition to shopping and dining, holiday services help bring joy and relieve some of the stress that comes with holiday travel. Gift-wrapping stations, where passengers can have their last-minute purchases professionally wrapped in festive paper, provide convenience and enhance the spirit of giving. Experiential marketing events, such as Santa meet-and-greets, offer holiday cheer for families with children, while live entertainment, like Christmas carollers, can uplift even the most travel-weary passenger.

Convenience and relaxation for passengers

To help passengers unwind, travel hubs might set up holiday-themed relaxation zones featuring cosy seating, festive music, and cheerful decorations. These areas offer a welcome break from the travel rush, bringing a touch of holiday magic to the journey. For families, a kid-friendly space with holiday crafts or storytelling sessions provides children with entertainment while giving parents a moment’s peace.

For added convenience, you could offer passengers the option to pre-book holiday services like gift-wrapping or festive meals through mobile apps. This approach reduces wait times, providing a smoother, more relaxed experience and giving passengers extra time to browse and explore retail options.

Some airports also host community events, like Belfast International Airport, which invites local schools and choirs to perform holiday songs, creating a sense of community while supporting local charities. These services and experiences resonate with passengers, encouraging positive memories that they’re likely to share with family and friends, further strengthening the airport’s reputation as a vibrant, community-focused destination.

Finally, festive photo booths or selfie spots set up throughout the airport or cruise port provide another fun way for passengers to engage with the holiday spirit. These photo opportunities encourage visitors to capture and share their festive moments, spreading the holiday cheer across social media and adding to the festive atmosphere of the airport.

Wrapping Up: Creating a memorable festive experience for passengers

The holiday season offers a unique opportunity for airports and cruise ports to enhance the passenger experience while driving revenue from retail opportunities at Christmas. By creating a festive atmosphere with thoughtful decorations, exclusive promotions, and experiential marketing events, travel hubs can transform the busiest travel season into a magical experience, ensuring passengers feel uplifted and valued.

At Rezcomm, we offer a comprehensive suite of ecommerce solutions to help your airport or cruise port optimise customer spend and elevate your holiday retail strategy. Explore our ecommerce brochure to discover how we can support your holiday initiatives, and schedule a meeting with our team to discuss how we can drive your success this season and beyond.