Extime – a new brand and experience for travellers
Groupe ADP Chief Customer Officer Mathieu Daubert presented Extime, the Paris airport company’s groundbreaking new retail and hospitality concept. The business is managed through a series of joint ventures with key partners.
The concept originated from ADP’s thinking about how to overcome the stress of the airport experience among many travellers. On the one hand, many fear missing their flights. On the other, there is an opportunity created by the moment of relaxation that occurs once they are past the stressful processes, which he termed the “out-of-time cocoon”.
Extime allows the passenger to spend the longest time in this cocoon through its creation of specially designed ‘Boutique Terminals’.
Mathieu Daubert: “We want to create global venues” through the Extime brand
Daubert said: “Extime is a new brand for retail and hospitality aimed at transforming global airside zones into venues or Boutique Terminals. Like a hotel chain the collection of our Boutique Terminals will benefit from a client approach. It will have a strong digital system made up of instant rewards and the marketplace extime.com to purchase or reserve all the products and services that you can find in the Extime world.
“As we want to create global venues, we want to have a strong culture of operations to make sure everything is coherent across all our locations.
“Like a boutique hotel, each Boutique Terminal is quite different from one to the other but they will all share common values in design, service and product offering.
“The Boutique Terminals have to be small with no more than six minutes from security to the closest boarding gate to keep passengers in this cocoon.
“Excellence in service is also very important. All interactions with our staff have to be ambitious and coherent wherever you are.”
Daubert explained that ADP will create a new function called Maître de Maison where a chosen host will drive service standards, just as ADP will strive towards excellence with its product offering.
The Extime journey begins with the transformation of Paris CDG T1, set for completion in December
Extime will have three levels: Lifestyle (targeting low-cost airline travellers), Premium (for international clientele looking for luxury brands) and Exclusive (a VIP experience).
He said: “Our implementation plans begin with Paris next year and after that we will look at international development with priority to the Groupe ADP airports. We have around 30 airports throughout the world. After that, if the opportunity arises, we will be pleased to deploy the franchise concept outside of the group.”
Groupe ADP will implement its pilot Extime project at Paris Charles de Gaulle Airport Terminal 1 in December, with further terminals to follow.
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The Moodie Davitt eZine Issue 317 | 22 November 2022
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