How YVR is reimagining the airport experience by blending CX, commercial innovation, and sustainability

The following article was published by Future Travel Experience

In this interview, Eric Pateman, Chief Experience Officer, Vancouver Airport Authority, discusses building a robust strategy that enhances the passenger journey while also driving non-aeronautical revenues.

In an era where airports are rapidly evolving from transportation hubs into fully-fledged experiential destinations, Vancouver International Airport (YVR) is aiming to set a new benchmark. YVR is strategically blending customer experience, commercial innovation, and sustainability to redefine what the modern airport can – and should – be. In this interview, ahead of his participation at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events (Dublin, 10-12 June 2025), Eric Pateman, Chief Experience Officer, Vancouver Airport Authority, discusses building a robust strategy that enhances the passenger journey while also driving non-aeronautical revenues. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

Humanising the digital experience

Since taking on the Chief Experience Officer role two years ago, Pateman has championed a holistic approach to passenger experience – one that positions the airport as more than just a transit point.

“At YVR, we are on a journey to elevate aviation hospitality,” he says. “We’re reimagining the airport as a hospitality venue – a gateway to British Columbia that reflects our unique sense of place.”

While digital transformation is reshaping the travel journey, YVR is deliberately focusing on what Pateman calls “humanising and digitising” the experience. This means leveraging technology not simply for automation, but to create a more personal, caring, and connected environment for passengers at every touchpoint.

For Pateman, there’s no conflict between creating exceptional passenger experiences and driving non-aeronautical revenue – in fact, the two go hand-in-hand. “Happy customers spend more,” he says. “By delivering differentiated experiences, raising customer service standards, and showcasing more local brands, we aim to increase conversion rates and drive deeper engagement. Our robust customer research program captures insights into our passenger’s expectations, empowering us to make data-driven decisions. When supported by data, the business case becomes compelling – and an easy one to make.”

Sustainability as a strategic imperative

YVR’s forward-thinking approach extends into its environmental goals, with a commitment to being among the first airports to reach net zero carbon emissions by 2030. “We are on track and continue to take meaningful action to ensure we achieve this important goal,” Pateman explains. “Sustainability as a lens is applied in all our projects – right from the ideation phase.”

One standout initiative is YVR’s ‘Waste Wars’ program, where it collaborates with partners to reduce waste and divert recoverable materials from landfills. “In 2024, Avolta, one of our largest partners, achieved an impressive 93% waste diversion rate,” Pateman shares. “We also run a chopsticks recycling program in partnership with ChopValue, who collect used chopsticks from our food & beverage outlets and transform them into new table-tops for our food court. A recent example is the upgrade of all the tables at Purebread – a small but meaningful demonstration of our commitment to sustainability.”

Customised experiences and increased personalisation

The integration of a robust customer experience strategy with commercial initiatives continues to present significant opportunities. “Moving towards customised experiences, such as live selling, curated product offerings, personalised adaptations of well-known brands that reflect a local sense of place, and the introduction of non-traditional operators, will help capture customer interest and drive higher conversion rates,” Pateman explains.

Another key opportunity lies in terminal space optimisation. Given that terminal real estate is often limited, it is essential to continuously evaluate how to best utilise available space to maximise the commercial value.

“Over the past few years, the aviation industry has experienced cycles of growth and adjustment,” Pateman shares. “This trend is expected to continue amidst an evolving global landscape characterised by geopolitical and economic uncertainties. One potential challenge ahead is the evolution of airline routing. With advancements in aircraft technology and shifting travel demand, we may see more flyovers or new route connections emerge – both of which will impact how we plan commercial and operational strategies to meet changing customer patterns.”

APEX FTE EMEA and Ancillary & Retailing: “The power of collaboration to challenge the status quo”

Looking ahead, Pateman is eager to participate at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events. “Being back in Ireland, it’s hard not to appreciate the people, the food and, of course, the beer! More seriously, I am looking forward to learning from industry colleagues and being in the room with some of the brightest minds in aviation. I believe in the power of collaboration to challenge the status quo and expand the boundaries of what’s possible in our industry. After all, a rising tide lifts all ships. And hopefully a round of golf on a links course!”

Hear more from Eric Pateman, Chief Experience Officer, Vancouver Airport Authority, at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events (Dublin, 10-12 June 2025). He will deliver a compelling presentation titled ‘How YVR is embracing the intersection between CX and commercial to create exciting new opportunities and experiences’. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

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How YVR is reimagining the airport experience by blending CX, commercial innovation, and sustainability