BRISTOL AIRPORT

Commercial revenue potential and category mix

About the brand

Bristol Airport is the ninth busiest airport in the United Kingdom, handling over 6.3 million passengers in 2014, a 3.4% increase compared with 2013. 

Airlines with operating bases at the airport include easyJet, Ryanair and BMI Regional. Planning permission is in place for development of facilities to handle 10 million passengers a year at the airport.

 

 

About Bristol Airport
Challenges for Bristol Airport

The Challenge/Task

Pragma has undertaken annual passenger tracking surveys for Bristol Airport for over ten years. On an annual basis, Pragma carry out two quantitative surveys: one focusing on ground transportation and car parking, the other on retail and food & beverage.

Pragma was also recently appointed to advise on the commercial revenue potential and category mix of the planned terminal expansion to the departure lounge, as part of the airport’s retail masterplanning strategy.

What We Did

Undertook a deep dive analysis into our existing passenger research data from the airport to evaluate the key passenger segments and how they currently interact with the commercial offer and identify opportunities for new brands

Conducted a detailed review of the commercial performance of each unit in the context of global best practice, to identify potential improvements that the new terminal extension could address

Constructed a bespoke bottom-up revenue model to forecast the revenue potential of the planned space, taking the changing passenger composition and the relative difference of spend behaviour into account

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

The output of Pragma’s work provided commercial revenue projections and recommendations for the optimum category mix composition, as valuable input to support the terminal expansion business case, which was subsequently approved by the Board.  The £8.6 million terminal extension project was successfully opened to passengers in July 2015.

 

 

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