Marta Abardia Meneses
Marta Abardia Meneses joined Aena in 1997 at Josep Tarradellas Barcelona-El Prat Airport, working in different areas such as operations, cabinet office, and sales. Her role in promoting the commercial activity of the airport stands out, attracting and developing new businesses. Since 2021, she has been the director of commercial services in the company, managing the retail, F&B, duty-free, and mobility business units.
Day -
1 - Commercial development – retail, F&B, concessions and experience - 09:05 - 09:35
The new age of travel retail: building loyalty through experience
The presentation's focus is on innovation and how customer experience can be the key differentiator in the context of travel retail for new generations. This includes the transformation of airport retail – how it’s evolving from transactional to experiential; emotional connection with travelers – the importance of creating memorable moments in a competitive environment; and new generational expectations – how millennials and Gen Z seek authenticity, sustainability and unique experiences.
The audience will learn:
- The evolution of travel retail at airports
- How to achieve what millennial passengers expect from the shopping experience at airports
- Building customer experience and loyalty
