AFFORDABLE LUXURY: COPENHAGEN AIRPORT


Copenhagen Airport T2 airside vision includes ‘hybrid shop’


Lise Ryevad, Director of Airport Sales at Copenhagen Airport tells Jessica Mason that the affordable luxury trend is gaining momentum, as the airport plans more novelty and excitement in line with its Terminal 2 transformation this year.


L


uxury spending habits have changed at Copenhagen Airport amid a significant


retail transformation. Now, with a heightened focus


on providing memorable shopping experiences for travellers as well as the introduction of retail zones, there is clearly more targeted optimisation of the airport’s commercial offering. “Extraordinary and unique


shopping experiences are established through a mix of both international power brands and local hero brands, which has led to a significant increase just short of +45% in commercial revenue through the last five years,” comments Lise Ryevad, Director Airport Sales, Copenhagen Airport. Ryevad explains that luxury


and affordable luxury has been divided into different areas of the airport, which has in turn had a positive effect on spending within both categories. “All luxury shops – Gucci, Bottega


Veneta and Burberry – are located together in a ‘luxury’ area just after the main tax free store,” she says. “This area counts both important


international luxury retailers and Danish high-end design, for example B&O Play and Ole Lynggaard, which are highly compelling brands to high spending nationalities.”


Eastern promise According to Ryevad, the big spenders are travelling from the east. “The luxury category is primarily


driven by our high-spending nationalities, with the Chinese passenger the most important for this category. “Through the last years,


the Chinese have returned to Copenhagen Airport, due also to an intense effort in getting direct routes between CPH and China. In 2017,


FEBRUARY 2018


passenger growth from Chinese passengers grew with 5.3%.” Although it remains too early


to provide passenger growth expectations for 2018, CPH says there has been average annual passenger growth at +5% in the last five years and this looks set to continue. In 2017, long-haul routes at CPH


enjoyed a growth spurt. Ryevad says 185,000 more passengers travelled on one of the direct intercontinental routes from CPH – an increase of +6% year-on-year. “In 2017, new routes opened to


New Delhi and Agadir (Morocco). At the same time, several airlines increased their departures to Bangkok, Los Angeles and New York,” she says. More long-haul routes are


expected to be introduced this year, including to Beijing, Hong Kong and Amman (Jordan). “The number of passengers on


routes to China has increased by 5.3% in 2017 to total 283,000 passengers,” notes Ryevad. Elsewhere, routes to the US are


also faring well, with an increase of +3.7% to 1.1m passengers, with other growth routes including Dubai – up


+9.7% to 351,000 passengers. In regards to luxury retail,


Ryevad anticipates that new long haul-routes, especially to Chinese destinations, will have a positive impact on the luxury category. “Along with the new Chinese


routes launched, the airport makes an effort to welcome Chinese passengers with Chinese speaking guides,” explains Ryevad. “A partnership with Dian Ping


will be implemented in 2018 and the airport is currently looking into other payment services for nationalities as well,” she says.


Hybrid shop Copenhagen Airport continues to strive to be the preferred North European hub and in the coming years it plans to expand its commercial offer. “With an ambitious plan to reach


CPH’s focus on a brand mix combining international names and local heroes has resulted in strong commercial gains of nearly +45% in the last five years.


TRBusiness TRBUSINESS 35


Above: The airport has increased its long-haul flight frequencies to locations such as Bangkok, Los Angeles and New York in the past year.


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