By Errol McGlothan, President of EMEA & APAC, Airport Dimensions.

In the ever-evolving landscape of airport hospitality, the culinary experiences offered in lounges have become a pivotal aspect shaping levels of passenger satisfaction.

Dining is perhaps the single activity that unites almost all travelers – our 2024 passenger research found that only 2% say they never eat or drink at the airport, and 64% prioritize dining as part of their airport experience.

By understanding regional preferences, embracing personalization and convenience, and respecting cultural values, airports and their lounge operators can raise the standards of hospitality on offer, creating more memorable experiences for travelers that encourage them to return and spend again in the future.

The Evolution of Personalization and Convenience in Lounge F&B Offerings

Personalization: The importance of personalized culinary experiences has grown significantly. Digital advancements now enable tailored food and drink options, allowing passengers to pre-order meals, customize their dining experiences, and enjoy exclusive offerings based on their preferences. This is reflected in the likes of The Club SFO, where in addition to a self-service buffet offering, a peak-hours action station by Foley Family Wines adds a touch of dynamism to the dining experience, featuring both delectable meals and a portfolio of highly acclaimed wineries from some of the world’s greatest vineyards.

Convenience: Convenience remains a cornerstone of airport dining. Lounge F&B services have transformed with the introduction of mobile ordering, contactless payments, and streamlined service processes, ensuring a seamless and efficient dining experience for passengers.

Upscale dining: There is also an ever-increasing demand for premium dining as a part of the travel experience. Our AX24 research found that dining experiences are travelers top priority when it comes to discretionary spend and enjoying themselves at airports. When considering additional paid services at the airport, travelers are increasingly interested in premium food and beverage options (61%) and full table service dining (58%).

Cultural and Societal Influences on F&B Offerings

Food and beverages are deeply intertwined with cultural and societal values. These values shape the offerings in different regions, reflecting local traditions and preferences. For example, in the USA there is a strong emphasis on health and wellness, leading to trends like organic food, plant-based diets, and low-carb or keto options. However, in places like Germany, there is instead a strong cultural value placed on sustainability, and this has led to culinary trends like foraging and an emphasis on local and seasonal ingredients.

Example: Europe - Known for its rich history of winemaking and brewing, European passengers often seek sophisticated drink options – after all, seven of the top ten countries globally for wine consumption are in Europe! Airports in this region cater to these palate preferences with bespoke cocktail bars, extensive wine lists, and locally sourced beverages, to deliver an inspired travel experience for European passengers. This is also the case across our No 1 lounges where our team of specialist bartenders have designed a number of cocktails based on customer favourites. These include Mojito’s, Espresso Martinis, Millionaire Mule and Negroni’s with the aim of creating a truly premium F&B experience across our European offering.

Example: Asia - In contrast, Asian passengers are renowned for their appreciation of gourmet cuisine, valuing high-quality, protein-rich food options. For example, Hong Kong is the world’s leading consumer of pig meat and fish and seafood are also high on the consumption agenda. Airport dining menus in the Asia region reflect this trend, whilst ensuring that there are both traditional regional specialties and innovative fusion cuisine on offer. For example, offering one last taste of Hong Kong before departure, our Kyra Lounge menu features local favourites including dim sum, beloved street foods like curry fish balls, and cha chaan teng classics such as baked pork chop rice.

Localization: Travelers want to see food offerings that they recognize, but in a way that feels authentic to their location. The Chase Sapphire Lounge by The Club in LGA contains offerings from New York staples such Joseph Leonard and Jeffrey’s Grocery, and drink selections from Parcelle, Apotheke and Joe Coffee for this reason.

We know that the food and beverage proposition has emerged as a decisive factor for travelers opting for lounge access, now surpassing even cost in their consideration of purchase.

This means there is undoubtedly revenue to be won by raising the bar to meet these expectations through careful consideration given to local sourcing, offering customizable options wherever possible, and properly embedded in regional consumption trends.