Schiphol Group is charting a bold new course for its future commercial strategies, including the integration of online and offline channels and touchpoints. In this interview, ahead of his participation at the co-located FTE EMEA and FTE Ancillary & Retailing events (Dublin, 11-13 June 2024), Arthur Reijnhart, Executive Director Schiphol Commercial, shares Royal Schiphol Group’s ambitions for a unique, authentic experience.
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Reijnhart is delivering a Special Keynote in the FTE Ancillary & Retailing conference, in which he will provide exclusive insights into what Schiphol’s future commercial strategies will look like and the motivating factors behind setting this new course. “At Schiphol, we’re looking to restore the magic of this once iconic airport. This means moving forward with one important goal in mind: exceeding the expectations of our passengers,” Reijnhart explains. “We have taken steps on all fronts of our commercial portfolio that will significantly enhance the level of our service, from improving the quality and sustainability of our food and drinks to distinctive, recognisable and high-quality shops. Part of this involves a major modernisation and redesign of almost the entire terminal over the next five years.”
Schiphol will be investing heavily over the coming years, with a focus on three pillars: improving the F&B offering, raising its game in the luxury shopping experience, and lifting the quality of the core categories. “In the field of luxury offerings, we have already given some new and well-known brands a prominent place, such as Bulgari and Hermes, and some exciting ones will be revealed over time,” says Reijnhart. “Regarding the core categories, we will soon start a tender process for the full range of perfumes and cosmetics; liquor, tobacco and confectionery; and sunglasses. This tender will be the largest globally this year in the travel retail sector, and a huge opportunity for us to partner up with a leading player in this field.”
Lounge 2 redevelopment: “A memorable experience in an environment that is unique and authentic”
Lounge 2, the area located after the security check for passengers mainly flying to destinations outside Europe, is currently being redeveloped. The catering and retail area is getting a new layout, with the passenger experience at the heart of the project. More space is being made for new luxury brands, and a renewed and varied range of food, beverage and retail outlets. This phase of the renovation will last until the end of 2024.
“Our ambition is to give travellers a memorable experience in an environment that is unique and authentic – a ‘homeport’ for world travellers,” Reijnhart shares. “Our plans for the redevelopment of Lounge 2 are a great example of how we bring this vision to life. The F&B and shopping area will be redesigned, focusing on the needs of our international non-Schengen passengers. Space is being made for new luxury brands and a renewed range of F&B and shopping options. More than 1,000sqm of floor space will be redesigned, while 800sqm will be added. Existing F&B options are being replaced by sustainable and more recognisable brands. In addition, the seating areas in the lounge will be redesigned and expanded.”
Integrating online and offline channels and touchpoints
Schiphol, unsurprisingly, sees opportunity in the integration of online and offline channels and touchpoints – providing the relevant information at the right time via the right channel. “People using our app are getting information relevant to their specific journey: how long they have to walk, how long the different process steps will take – based on actual info and predictive data models – and which shops and restaurants are on their route,” Reijnhart explains. “Our award-winning app is a great platform for this, and this is complemented by our self-service units at the airport. Here, next to finding all the information they need, travellers can also start a video call with an airport employee.”
Recently, functionalities for passengers with reduced mobility (PRMs) have been added to the self-service units. Another key area of development is to build out wayfinding functionality. “Here it is especially important to keep both online and offline experience aligned and seamlessly integrated,” says Reijnhart. “With future digital maps in the physical space we can continuously provide actual information on opening times, waiting times, etc. In doing so, we will help passengers find the quickest routes, and less crowded shops and restaurants.”
Commenting on tech with the potential to transform the passenger experience in terms of commercial & retail, Reijnhart explains that predictive analytics can go a long way. “A good example is our recent upgrade of the information screens in baggage reclaim: by combining operational data on the turnaround process with predictive models and historic data, we can show specific estimates on when baggage will appear on the reclaim belts. We see that this reduces stress for arriving passengers and frees up mind-space to do other things.”
Meanwhile, Robotics, Artificial Intelligence (AI) and the Internet of Things (IoT) are big industry trends and the three key themes of the FTE Digital, Innovation & Startup Hub in 2024. A great example at Schiphol is its in-house developed ‘DeepTurnAround’ functionality, using AI and image recognition to detect exactly where baggage is located for arriving passengers and therefore know when it will be on the belt to the minute.
Looking ahead, Reijnhart is eager to participate in the co-located FTE EMEA and FTE Ancillary & Retailing events in Dublin in June. “I look forward to telling our story, but also to be listening and learning from others. We see so many great examples of airports that are further along in their transformation journey, where ours is basically just starting, so hopefully lots of exchange of good practices that will benefit our passengers.”
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 >>
