Bristol Airport - Commercial Revenue Potential and Category Mix

 

About the brand

Bristol Airport is currently the ninth busiest UK airport and handled approximately 6.8 million passengers in 2016. Pragma has been working with the airport since 2002 and has undertaken at least 30 projects, covering all elements of the commercial facilities, including retail, F&B and car parking 

Bristol airport easyjet plane

The Challenge/Task

At the time of Pragma’s first engagement for the client in 2002, Bristol Airport was relatively small with a limited commercial offer. Over the intervening years, we have been commissioned to help the airport grow its commercial revenues at the key stages in its development.

WHAT WE DID

  • In-depth interviews to understand the impact on the commercial offer of increased Ryanair routes, and passenger flow analysis post-terminal redevelopment in the early 2010s
  • More recently, we were integral in advising on the East Terminal extension, which opened in 2015. We undertook a large study to understand passenger behaviours, and existing commercial performance, and advised on the optimum space supportable
  • In 2017, we undertook another major study, focusing specifically on improving and optimising the F&B offer at the airport in the context of varying performance across units and increasing passenger expectations. We advised on space supportable and modelled revenue, providing input to the board approval process for potential terminal extension
  • Every year we have also carried out two passenger surveys: one focused on obtaining insight across retail and F&B on demographic profiles, behaviours, ratings and desires; and one to understand usage and ratings of car parks, as well as desires for their improvement Developed detailed recommendations for the optimum category mix composition in terms of the price positioning and product offer.
I have worked closely with Pragma over the years and can rely on them to give me a detailed appreciation of my passengers and their needs by asking the right questions, and presenting the findings in a clear and easy to understand manner. They are always on time and on budget.
— Head of Retail and Concessions, Bristol Airport

The Result

Our work has enabled Bristol Airport to effectively manage its trajectory as one of the fastest growing in the UK. The East Terminal extension is now fully-functioning and has had led to significant increases in spend per passenger, the F&B improvement plan is in development, and commercial revenues from car parking are strong and growing.