Latin America – Lima Airport
Lima Airport prepares to create ‘a new reference point’ in Latin America
Lima Airport Partners Chief Commercial Officer Norbert Onkelbach outlines the vision and prospects for retail and dining at Jorge Chávez International Airport, where a new terminal opens in December. By Dermot Davitt.
A milestone moment in the progress of Latin American aviation will take place on 18 December, when Lima Jorge Chávez International Airport opens a new future-focused terminal, with commercial services at its heart.
With initial capacity for 30 million passengers a year – this will be extended in coming years to 40 million – the terminal will serve domestic and international travellers under one roof.
Localisation in design and offer is a key thread running through the retail development, with a much-enhanced experience for travellers pledged by Lima Airport Partners (LAP), which is majority owned by Fraport.
LAP Chief Commercial Officer Norbert Onkelbach tells The Moodie Davitt Report: “Customer-centrism is the basis of our vision. Our commercial marketplaces have been carefully and thoughtfully designed to maximise the experience of our visitors with solutions to engage, entertain and connect with the passengers travelling to and from Lima. We expect to be a game-changer for the Latin American region and a reference in attending our passenger needs.
“Our retail strategy [with commercial design by Vancouver-based SmartDesign Group -Ed] is based on key principles: a strong sense of place and a permanent improved customer experience. That includes a client-focused brand and retail mix. By applying these principles, we aim to meet our commitment for a memorable customer experience and increased passenger satisfaction. This is quite a challenge for us.”
Lagardère Travel Retail has developed a bright new look for its Aelia Duty Free experience in International Departures at the new terminal (Images courtesy LAP)
LAP has recruited around 30 commercial partners for the new terminal, many of which are already well established at Lima Airport. These include Lagardère Travel Retail for duty free and food & beverage; Costa-Rica-based Morpho Travel Experience for speciality retail as well as Peruvian companies such as Acurio Restaurants, Retail Services, Incalpaca, Grupo Michell among others for both F&B and speciality retail.
Active commercial space in the terminal spans around 27,000sq m, with 19,000 for retail, dining and other services, plus 8,000sq m for lounges. The latter includes 2,500sq m for prime airline user LATAM Airlines (which accounts for around 55% of traffic), with the balance managed by global specialist Collinson under a ten-year agreement, covering spaces in domestic and international departures, plus arrivals.
Onkelbach highlights commercial flexibility and innovation in the mix of commercial operating models and retail portfolio management. On the one hand, this includes a ground-breaking profit-sharing contract for duty free (since January 2022) with Lagardère Travel Retail; other agreements covering the new terminal are based more on the classic concession model, but all involve strong collaboration and partnership, says LAP.
“During our commercial process strategy, we identified three different models to be implemented for the go-to-market process,” says Onkelbach. “The first two models, with collaborative and cooperative relationships, create a platform to jointly review the business strategy over a long concession period with the focus on enhancing the passenger experience. The third model is related to the traditional contract agreement well known in the travel retail industry.
Sakai is set to be a highlight F&B offering from garlanded Peruvian chef Mitsuharu ‘Micha’ Tsumura
“When we carried out our commercial tenders, for the main business opportunities we increased and improved the selection features over time. Depending on the sub-category strategies for retail, F&B and lounges and services we had workshops with bidders to discuss their strategy and action plan at the airport supporting our vision to elevate the passenger experience.
“For these contracts, we have introduced a governance model, a platform where we discuss key business decisions to manage the business and overcome potential challenges that may occur in the future. We have incorporated learning from the global pandemic as well. Overall the commercial goals are to grow passenger satisfaction and maximise the non-aeronautical retail result.”
Onkelbach adds: “Commercial planning for a new terminal requires strong cooperation between partners. With the goal of being more customer-centric we believe in a fair and transparent relationship with our commercial partners.”
How LAP is celebrating Peruvian heritage through new concepts, designs and product ranges with its partners is a recurring theme in our conversation.
A commercial central plaza where passengers will dwell before departure delivers the opportunity to create a uniquely Peruvian environment in look and feel.
A food hall in each of the International and Domestic marketplaces will present “dynamic environments” that celebrate Peruvian gastronomy.
“We are in particular proud of the F&B category, which serves to position Peru for the domestic and international traveller. Peru is one of the top destinations in the world with several restaurants among the top 50 worldwide,” says Onkelbach.
Highlights of the F&B offer will include casual dining concepts from garlanded, globally recognised Peruvian chefs such as Mitsuharu ‘Micha’ Tsumura and Jaime Pesaque, as well as Gaston Acurio, a pioneering ambassador for Peruvian cuisine.
In addition, LAP’s commercial partners will introduce new flagship stores for luxury Peruvian concepts such as alpaca, vicuña apparel and jewellery. Speciality retail will be prominent, with several flagship stores introduced by leading brands.
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The Moodie Davitt eZine
Issue 335 | 18 June 2024
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