Top ancillary & retailing trends to watch in 2025: daa, Lufthansa Group, Heathrow, PLAY and Fraport on experimental retailing, tailored experiences, digital innovation and more

The following article was published by Future Travel Experience In part 2 of our comprehensive focus, daa (operator of Dublin and Cork airports), Lufthansa Group, Heathrow, PLAY Airlines, and Fraport share their insights into the top ancillary & retailing trends in 2025. As technology evolves, customers expect their travel experience to adapt and evolve in a way that is intuitive, contextual and seamless. In […] Article originally published here: Top ancillary & retailing trends to watch in 2025: daa, Lufthansa Group, Heathrow, PLAY and Fraport on experimental retailing, tailored experiences, digital innovation and more

Mar 26, 2025 - 15:23

Top ancillary & retailing trends to watch in 2025: daa, Lufthansa Group, Heathrow, PLAY and Fraport on experimental retailing, tailored experiences, digital innovation and more

The following article was published by Future Travel Experience

In part 2 of our comprehensive focus, daa (operator of Dublin and Cork airports), Lufthansa Group, Heathrow, PLAY Airlines, and Fraport share their insights into the top ancillary & retailing trends in 2025.

As technology evolves, customers expect their travel experience to adapt and evolve in a way that is intuitive, contextual and seamless. In the ancillary & retailing space, progressive airlines and airports are embracing advanced technologies and innovative strategies to transform the customer experience. In part 2 of our comprehensive focus, daa (operator of Dublin and Cork airports), Lufthansa Group, Heathrow, PLAY Airlines and Fraport share their insights into the top ancillary & retailing trends to watch in 2025. You can view part 1 of our focus on ancillary & retailing trends – featuring Vantage Group, Air France-KLM, Threedot, Munich Airport, Oman Air, nlmtd, Vancouver Airport Authority, and Kinetic Consultancy – by clicking here.

daa on tailored experiences, cutting-edge tech, experiential activations and more

daa’s airports are enhancing facilities, services, and experiences to cater to the growing demand for quality products including transforming the retail and food & beverage offers, developing a more luxurious lounge product, and upgrading and elevating the service offer within the private terminal facility – Platinum Services.

Travellers increasingly expect end-to-end personalisation at every step of their journey. As technology evolves, customers expect their travel experience to adapt and evolve in a way that is intuitive, contextual and seamless. “At Dublin and Cork airports, we are working to deliver tailored experiences that reflect each traveller’s individual preferences,” explains Vincent Harrison, Chief Commercial and Development Officer, daa (a member of the FTE World Ancillary & Retailing Working Group). “The technology, data analytics and Artificial Intelligence (AI) we are investing in go beyond numbers, providing valuable insights informing the creation of customer journeys that feel incredibly personal, driving loyalty and retention to higher conversion rates and higher transaction values.”

Vincent Harrison, Chief Commercial and Development Officer, daa: “At Dublin and Cork airports, we are working to deliver tailored experiences that reflect each traveller’s individual preferences.”

daa’s airports are enhancing facilities, services, and experiences to cater to the growing demand for quality products including transforming the retail and food & beverage offers, developing a more luxurious lounge product, and upgrading and elevating the service offer within the private terminal facility – Platinum Services.

“We have adapted agile F&B models whereby we can change the offer by time of day and change unit concepts on a regular basis, allowing us to lean into key ‘foodie’ trends to keep offers relevant,” says Harrison. “Operators are adopting digitisation to deliver operational efficiency and a more seamless passenger experience. Our Media Sales team are working with brands to bring experiential activations to our evolving passenger demographics for more immersive experiences and brand zones throughout their journey. For example, we will be bringing our passengers branded gate takeovers to create immersive brand zones. We are also utilising the latest advancements in digital displays (DOOH) to bring best-in-class branding experiences to life at Dublin Airport.”

Harrison highlights several key trends driving daa’s Commercial business in 2025:

Data-driven: “Analytical ways of working to direct commercial performance, challenge business partner choices, and align with passenger needs.”
Personalisation: “Adapting the offer to reflect the passenger profile to meet their needs to put the appropriate digital marketing strategies in place to convert customers.”
Convenience and speed: “Speed of service is essential in an airport environment. Ensuring our offers are served by the latest technologies such as self-service kiosks and smart vending, as well as providing clarity on wait times remains critical to ensure engagement from our passengers.”
Premium and local offer: “Consumer trends will focus on premiumisation and choice with customers striving for quality and convenience. Elevating B2C products including Lounges, Valet Parking and Platinum Services to offer a more bespoke experience that customers are willing to pay for.”
Experience and entertainment: “We are expanding dedicated spaces for entertainment including a live music stage and family areas.”
E-commerce: “Digital channels are expanding alongside traditional retail, offering services including in-store pickup, click-and-collect and selling ancillaries including bussing, taxis and car rental.”

Hear more from daa at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin – the ‘Silicon Valley of Europe’ – on 10-12 June 2025. Ruairí Kell, Head of Innovation, daa Labs, is participating in a session focused on ‘Embracing new technology and digital transformation to elevate CX and operational efficiency’ with a presentation titled ‘How daa Labs is embracing innovation to enhance CX and operations’. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

Lufthansa Group on deeper personalisation, smarter use of data and advanced customer analytics

Timothy Haupt, Manager Ancillaries Strategy & Commercial Development, Lufthansa Group: “Ultimately, successful airlines will prioritise personalisation, flexibility, and seamless integration, transforming ancillary revenue into meaningful, customer-centric experiences.”

Timothy Haupt, Manager Ancillaries Strategy & Commercial Development, Lufthansa Group, shares that in 2025 the world of ancillaries will be shaped by deeper personalisation, driven by smarter use of data and advanced customer analytics. “Airlines will offer tailored products closely matching individual passenger preferences and specific travel contexts – going beyond seating or baggage allowances toward unique, experience-driven services that enhance the overall journey,” Haupt explains.

Another key trend will be the seamless integration of ancillary offerings within broader digital ecosystems and mobile apps, simplifying how travellers discover and purchase ancillary products. “Passengers will expect greater convenience, fewer clicks, and frictionless transactions,” says Haupt. “Ultimately, successful airlines will prioritise personalisation, flexibility, and seamless integration, transforming ancillary revenue into meaningful, customer-centric experiences.”

Heathrow on personalisation, travel retail exclusives, an engaging CX and more

There are four strategic pillars to the airport’s retail proposition, which are designed to deliver evolution rather than revolution: Digital Growth, Experiential, Space Optimisation, and Compelling Offer.

Travel retail continues to be an exciting and evolving space, especially as the industry navigates shifting consumer expectations and broader market trends. “While RRPs face growing pressure from e-commerce and increased discounting in China, we’re also witnessing younger consumers who may not instinctively understand the value of travel retail and the tax and duty savings that previous generations appreciated,” explains Fraser Brown, Retail Director, Heathrow (a member of the FTE World Ancillary & Retailing Working Group). “However, what’s clear is that the travel retail channel remains resilient and distinct, with footfall and demographics diverging from what we see on the high street and in domestic malls. Airports offer a unique environment where brands can physically engage with consumers at a pivotal moment in their journey.”

Fraser Brown, Retail Director, Heathrow: “Ultimately, the power of the travel retail experience lies in its ability to offer something different, something engaging. And that’s where we see tremendous opportunity for growth and innovation.”

There are four strategic pillars to the airport’s retail proposition, which are designed to deliver evolution rather than revolution: Digital Growth, Experiential, Space Optimisation, and Compelling Offer. Heathrow emphasises the importance of collaborating across the quaternity of retailers, airports, brands and Out of Home (OOH) media partners. “One big area is digital,” says Brown. “We are very focused on the dwell in the International Departure Lounges, but there is a great opportunity to engage and increase dwell through digital engagement. Airports are typically good at this through their own parking business – having learned about SEO and PPC through that. What we all need to do is translate that experience and knowledge to retail.”

The emphasis on experience is more significant than ever. Heathrow sees this reflected in the impressive growth of food & beverage offerings and the increasing popularity of products that stand out as distinct. “For brands, this can mean traditional exclusives unavailable domestically, personalised products curated in lounges, or items that offer a sense of place – something truly special that travellers can take home as a memory of their journey,” says Brown. “Ultimately, the power of the travel retail experience lies in its ability to offer something different, something engaging. And that’s where we see tremendous opportunity for growth and innovation.” Learn more about the FTE World Ancillary & Retailing Working Group >>

PLAY Airlines on AI and digital innovation to enhance and personalise CX

As part of its continuing investment in innovative solutions to help boost ancillary revenues and enhance the travel experience, PLAY selected MOST to provide it with onboard retailing and payment solutions. PLAY is paving the way for a future of frictionless inflight payment technology.

Sonja Arnorsdottir, Chief Commercial Officer, PLAY Airlines: “In 2025, we’ll see Artificial Intelligence (AI) take another step in automating and personalising the experience for our customers, with ongoing optimisation through dynamic pricing and personalised product offerings, driven by AI and digital enhancements onboard. This will enhance the customer experience while simultaneously driving revenue for airlines.”

Fraport on experimental retailing, AI, data analytics, increased collaboration and more

Johannes Noack, Product Manager eCommerce, Fraport: “A key trend is experimental retailing with pop-up stores, interactive retail spaces and entirely new concepts that make shopping at airports an experience.”

Johannes Noack, Product Manager eCommerce, Fraport: “Artificial Intelligence and data analytics will make it possible to recommend personalised offers, tailored to the needs of the traveller at the time.”

Airport retailing is becoming more dynamic and customer-centric than ever before. “A key trend is experimental retailing with pop-up stores, interactive retail spaces and entirely new concepts that make shopping at airports an experience,” says Johannes Noack, Product Manager eCommerce, Fraport (a member of the FTE World Ancillary & Retailing Working Group). “Artificial Intelligence and data analytics will make it possible to recommend personalised offers, tailored to the needs of the traveller at the time. Beyond this technical evolution, 2025 is also about an increasing level of collaboration between system partners along the passenger journey, with the goal of a seamless journey that all our passengers deserve.”

Hear more from Fraport at the FTE World Innovation Summit, hosted by Pittsburgh International Airport on 13-15 May 2025. Claus Grunow, Vice President of Corporate Strategy and Digitalization, Fraport, is participating in the Advanced Technology Conference in a session focused on ‘What are the advanced technologies that will help revolutionise our sector, and what building blocks need to be put in place to implement and make these technologies flourish within your organisation?’ Find out more and register for the FTE World Innovation Summit >>

Greater personalisation, seamless integration of advanced technologies, and enhanced CX

The future of ancillary & retailing is poised to be defined by a greater emphasis on personalisation, seamless integration of advanced technologies, and enhanced customer experiences. As highlighted in the above examples, the trends of 2025 are moving toward smarter data use, Artificial Intelligence (AI)-driven innovations, and immersive, tailored services that cater to individual passenger preferences. By leveraging these advancements, airports and airlines are not only improving operational efficiency but also fostering deeper connections with travellers, ultimately transforming the journey into a more engaging and memorable experience. As these trends continue to evolve, the industry’s focus will be on creating truly dynamic, customer-centric environments that enhance both convenience and satisfaction. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >> Learn more about the FTE World Ancillary & Retailing Working Group >>