Hamad International Airport has a strong focus on engagement and collaboration for a seamless airport commercial experience. In this interview, ahead of his participation at the co-located FTE EMEA and FTE Ancillary & Retailing events (Dublin, 11-13 June 2024), Gerald Ong, Strategy and Commercial Development, shares how Hamad International Airport is innovating to enhance CX including a focus on sense of place and experiential retail.
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Ong is speaking in the FTE Ancillary & Retailing conference in a session focused on ‘Optimising commercial performance on airports in a fast-changing world’, as well as in the FTE APEX Lounge Innovation Summit. “It would be a persistent challenge given the view that airport capacity/development is built ahead of time, while at the same time adapting to the growth and needs of passengers,” he begins. “It boils down to how the airport is able to adapt in trying to balance the mix and diverse use of space available, improving revenue yet having a good passenger experience.”
Hamad International Airport’s latest commercial & retail focus includes development of a strong sense of place. For example, a traditional Qatari Souq – Souq Al Matar – opened in December 2023. The experiential mixed retail and dining concept features seven shops and restaurants, further promoting local culture at the airport and reflecting the products and goods traditionally found in the alleyways of Qatar’s old markets.
“Additional commercial space was created as part of the two-phase terminal expansion of Hamad International Airport,” Ong explains. “Phase A, which was most recently completed in November 2022, involves development of a central concourse that interlinks concourses D and E.”
The Phase A development features:
- 10,000sqm of indoor tropical garden also known as The Orchard, with a 268sqm water feature.
- Additional 11,720sqm of retail space and F&B outlets, with over 65 outlets featuring prominent brands like Gucci, Louis Vuitton, Dior, Fendi, and Bvglari.
- 9,000sqm Qatar Airways Al Mourjan/The Garden lounge, with a view of the tropical garden. This lounge also features a Dior Spa and a Louis Vuitton Lounge – a first in the world for an airport.
- Additional Gold and Platinum Lounge, Oryx Lounge and Al Maha Lounge under one roof.
- A 100-room Oryx Garden hotel – additional capacity for growing airport layovers. The hotel includes a spa, fitness centre and 25m swimming pool.
The potential of AI technologies to enhance CX in the commercial & retail space
Hamad International Airport envisions a seamless and personalised airport experience. “The seamless airport experience starts at home,” says Ong. “This is initiated through digital transformation initiatives, as well as working hand-in-hand with our airline partner. Mapping out the travel journey, with digital innovation, enables passengers to purchase services in advance, including e-commerce/retail promotions and pre-booking car parking.”
Indeed, for Hamad International Airport this means a holistic view of integrating and providing an end-to-end service proposition to travellers right from moment of arriving at the airport terminal, shopping, and right until boarding the aircraft.
Artificial Intelligence (AI) is one of the three key themes of the FTE Digital, Innovation & Startup Hub in 2024, alongside Robotics and the Internet of Things (IoT), and Ong highlights the transformational potential of AI technologies. “In my view, AI could change the passenger experience in the commercial & retail environment,” he shares. “Generative AI could potentially create personalisation or customisation, for example, and enhance the traveller experience. However, there will still be some traction for this go further. Overall, my humble opinion for the industry is it still has what it takes to have a single unified digital experience. As it stands presently, a number of technologies and innovations are developed for each different vertical or portion of the passenger experience. Eventually, uniformity will change the entire passenger experience.”
Looking ahead, Ong is eager to participate in the co-located FTE EMEA and FTE Ancillary & Retailing events in Dublin in June. “I look forward to connecting and getting together with fellow industry friends and colleagues again. Such an event provides an opportunity to exchange ideas and views in enhancing the industry.”
View the FTE EMEA and FTE Ancillary & Retailing schedule at a glance >> Register for FTE EMEA and FTE Ancillary & Retailing – one registration provides access to both events >>
