Airport Retail and Commercial Management Training Course: Driving Non-Aeronautical Revenue

In modern aviation, non-aeronautical revenue, primarily driven by retail, food and beverage, and other commercial services, is essential for an airport's financial sustainability and growth. This training course is specifically designed for professionals who are responsible for managing an airport's commercial operations. Participants will gain a deep understanding of the strategies, trends, and business models required to maximize revenue, enhance the passenger experience, and create a vibrant and engaging commercial environment. The program emphasizes a data-driven approach to retail management, from tenant mix optimization to marketing and sales.

This program goes beyond day-to-day management, focusing on the strategic planning and long-term vision that define a successful airport commercial strategy. Through a combination of expert-led instruction, interactive workshops, and real-world case studies, you will gain hands-on experience in managing tenant relationships, analyzing consumer behavior, and leveraging technology to create personalized shopping experiences. By the end of this course, you will be equipped to lead commercial initiatives with confidence, ensuring that your airport's non-aeronautical revenue streams are a competitive advantage that enhances both profitability and the passenger journey.

Target Audience

  • Airport Commercial and Retail Managers
  • Business Development and Strategy Staff
  • Airport Planning and Development Staff
  • Marketing and Communications Personnel
  • Concessionaires and Tenants
  • Food and Beverage Managers
  • Airport Operations and Management
  • Public Relations Staff

Duration

5 days

Course Objectives

Upon completion of this course, participants will be able to:

  • Understand the role of non-aeronautical revenue in an airport's financial model.
  • Develop and implement a strategic plan for retail and commercial management.
  • Optimize the tenant mix to meet passenger demand and maximize revenue.
  • Utilize data and analytics to understand consumer behavior and spending patterns.
  • Manage concessionaire relationships and negotiate contracts effectively.
  • Leverage technology to create engaging and personalized commercial experiences.
  • Understand the importance of brand positioning and marketing.
  • Ensure compliance with all regulatory and legal requirements.

Course Content

Module 1: Introduction to Airport Commercial Management

  • The importance of non-aeronautical revenue
  • The unique challenges and opportunities of airport retail
  • The relationship between commercial activities and passenger experience
  • Overview of international best practices
  • The impact of e-commerce and changing consumer habits

Module 2: Strategic Planning and Business Models

  • Developing a commercial master plan
  • Different business models for airport retail (e.g., concession, management)
  • The role of revenue forecasting and budgeting
  • Benchmarking against industry standards
  • The importance of a long-term strategic vision

Module 3: Tenant Mix and Merchandising

  • Strategies for optimizing the tenant mix
  • The importance of a balanced offering (e.g., luxury, convenience, local brands)
  • Understanding passenger demographics and their needs
  • Merchandising and store layout best practices
  • The role of pop-up shops and temporary activations

Module 4: Data Analytics and Consumer Behavior

  • Methods for collecting and analyzing commercial data
  • Using data to understand spending patterns and preferences
  • The role of passenger flow and dwell time
  • Leveraging customer loyalty programs
  • The importance of a data-driven approach to decision-making

Module 5: Concessionaire and Tenant Management

  • The process of tendering and awarding concession contracts
  • Negotiating terms and conditions with tenants
  • The importance of clear communication and performance management
  • Handling tenant disputes and non-compliance
  • Building long-term, mutually beneficial relationships

Module 6: Marketing and Brand Management

  • The role of marketing in driving commercial revenue
  • Developing a strong airport retail brand
  • The use of digital marketing and social media
  • In-terminal promotions and events
  • The importance of a consistent and engaging brand experience

Module 7: Food & Beverage Management

  • The unique challenges of airport food and beverage
  • Strategies for optimizing the F&B offering
  • The role of menu engineering and pricing
  • Managing F&B concessionaires and their performance
  • The importance of quality, variety, and speed of service

Module 8: Leveraging Technology

  • The use of digital kiosks and interactive signage
  • Mobile applications for ordering and payments
  • The role of beacons and location-based marketing
  • E-commerce and click-and-collect services
  • The future of retail technology in airports

Module 9: Legal and Regulatory Compliance

  • Compliance with commercial and retail regulations
  • Managing contracts and legal agreements
  • The importance of safety and security in commercial areas
  • The role of an airport's legal team
  • Auditing commercial operations for compliance

Module 10: Practical Application and Assessment

  • Group workshop: developing a commercial strategy for a specific terminal
  • Case study analysis of successful and unsuccessful retail projects
  • Role-playing exercises for tenant negotiations
  • Final examination on key principles and concepts
  • Developing a personal action plan for commercial management

CERTIFICATION

  • Upon successful completion of this training, participants will be issued with Macskills Training and Development Institute Certificate

TRAINING VENUE

  • Training will be held at Macskills Training Centre. We also tailor make the training upon request at different locations across the world.

AIRPORT PICK UP AND ACCOMMODATION

  • Airport Pick Up is provided by the institute. Accommodation is arranged upon request

TERMS OF PAYMENT

Payment should be made to Macskills Development Institute bank account before the start of the training and receipts sent to info@macskillsdevelopment.com

For More Details call: +254-114-087-180

 

 airport Retail And Commercial Management Training Course: Driving Non-aeronautical Revenue in Kazakhstan
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