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Groupe ADP seeks to sustain surging Extime spend with Paris airport projects plus hospitality and service focus
Groupe ADP is seeking to extend the reach of its Extime retail and hospitality concept with its latest retail and dining investments, an enhanced focus on hospitality and developing its community of ‘Extimers’ to drive service levels.
FRANCE. Leading airports company Groupe ADP is seeking to build on a strong first two years of its Extime retail and hospitality concept with its latest wave of terminal investment, an enhanced focus on hospitality and developing its community of ‘Extimers’ to drive service levels.
Those were among the key messages from a media day hosted by ADP Chief Customer Officer Mathieu Daubert alongside Extime Duty Free Paris Executive President Guy Bodescot and Groupe ADP Chief Marketing Officer Caroline Blanchet in Paris on Tuesday, attended by The Moodie Davitt Report. An extended feature with full details and comment will follow soon.
As reported, the Extime project was brought to life in 2023 as an eco-system build around several pillars. These include creating a collection of ‘boutique terminals’ in Paris under Premium and Lifestyle concepts; an integrated business model combining retail and hospitality; stimulating relevant traffic to contribute to spend and building demand via a global digital platform.
In the two years since launch, airside spend per passenger (SPP) has grown sharply, exceeding expectations, said ADP. In 2024, SPP at retail and hospitality outlets in Paris (under the Extime Paris brand, managed via joint ventures) grew +4.9% year-on-year to €32.10, and reached an impressive high of €87.60 in Terminal 1 (international), a figure that rose by +14% year-on-year, with €78 coming from shopping alone, with luxury the leading category.
The airport company noted that airside spend was tracking at around three times the European average and consistently well ahead of traffic growth.
Daubert said that key drivers in the past year – and for the future – include regular introduction of new, relevant brands in retail; closer synergies between parts of the Extime eco-system (across retail, dining, advertising, hospitality and amenities), supported by digital; plus intensive work on raising the service level among the community of ‘Extimers’ on the front lines.
With this in mind, an Extime Campus opened in late 2024 are Paris CDG as a training and service hub to bring this community of service teams together.
Having previously forecast SPP growth of +3-5% versus 2023 for the year ahead, the airport company is now projecting this figure to grow by +4-6% (compared to 2023) in 2025.
Key retail projects ahead include the crafting of a flagship Extime shopping and dining experience at Paris Orly T4 under the concept, ‘La Rue Parisienne’ in association with renowned architect Michael Malapert. Set to open in mid-2026, this will house a walk-through duty-free environment and extensive Paris-themed F&B.
Also to come is an Extime-branded transformation of Paris Charles de Gaulle Terminal 2E, Hall K, long one of the most successful terminals for passenger retail spend (SPP of €73 in 2024, up +4% year-on-year). Work began in January and will continue over the next three years, in partnership with another well-known designer whose identity will be revealed soon. Highlight spaces will include The Lobby, The Rotunda, East & West Galleries and The Great Hall, with a focus on luxury shopping and dining.
Daubert said: “Terminal 2E, Hall K is a major contributor to our spend but since we opened T1 that has overtaken it in terms of performance. The investment will allow Hall K to compete even better, in space we plan to organise like a luxury hotel.”
Another extension of the Extime concept will come at Amman Queen Alia International Airport in Jordan this year, with Extime Media (a partnership with JCDecaux) taking on the advertising business.
Other milestones in 2024 included the opening of a VIP Terminal under the Extime brand at Paris CDG just before the Paris Olympic Games; the acquisition and integration of US VIP terminal operator P/S and Paris tourism player Paris Experience Group into the group; plus the opening of the first Extime Lounge outside Paris at Almaty Airport in Kazakhstan, managed by TAV Operation Services. More on these projects will follow soon.
Combined, these developments will help ADP become “a leader in luxury hospitality at airports”, said Daubert.
*Watch out for much more about the ADP commercial strategy and focus on the Extime eco-system, coming soon on our platforms. 
