GAP Airports - Commercial Planning Study


About the brand

Grupo Aeroportuario del Pacífico (GAP) is the second largest airport services company by passenger traffic in Mexico, operating 12 airports in the western states, including the major cities of Guadalajara and Tijuana.

Aeroporto Internacional de Guadalajara

The Challenge/Task

With fast growing passenger traffic creating demand for increased terminal capacity, GAP wanted to take the opportunity to refurbish and expand the commercial facilities to enhance passenger experience and maximise commercial revenues. GAP commissioned Pragma to undertake a review of the existing commercial spaces within both Guadalajara and Tijuana airports and advise on the optimal space quantum and commercial mix that should be included in the redeveloped terminals.


As part of the evaluation and planning process, Pragma:

  • Reviewed historical and forecast passenger information, to identify the key passenger segments at each airport, their levels of interaction with the commercial offer, and how the commercial offer should evolve in the future to meet their needs

  • Reviewed the existing commercial offer in terms of KPIs and benchmarking and carried out an assessment of the commercial space to identify opportunities for improvement

  • Constructed a bespoke space supportable model to determine the optimal amount of commercial space that should be provided within various zones of the airports, segmented by sub-category for duty free, speciality retail and F&B

  • Evaluated design plans for the terminal, considering passenger flows, operational requirements and retail adjacencies, identifying areas for improvement to aid the passenger experience and increase revenue

The Result

Pragma’s review and recommendations were used by GAP to guide the commercial planning process for the refurbishment and expansion of both airports, and to help define the RFP tenders for future concessionaires.