The Moodies – Digital Disrupter
Digital Disrupter of the Year
Winner
Groupe ADP – Extime – Designing digital airside stories
In 2023, Groupe ADP launched Extime, a travel retail & hospitality franchise to enhance the airport experience using a cross-operator phygital approach. With an initial €5 million investment, the concept integrated the Extime Rewards loyalty programme, pre-travel marketplace extime.com and big data platform Extime Data Hub.
These components collectively offer passengers personalised services and greater control over their travel experience, while providing airport and commercial partners AI-driven insights to optimise offerings. Extime covers the entire travel chain: from flight and hotel bookings to airport services, duty free, travel essentials and F&B.
The digital ecosystem was deployed across Paris Charles de Gaulle and Orly airports, creating a mobile-first shopping experience highlighting retail and services for each airport terminal. By August 2024, Extime reported nearly 3 million loyalty programme members, reflecting a +650% increase from pre-pandemic figures.
Passenger engagement rose +33%, with a 46% repeat purchase rate among Extime Rewards members. The platform generated over €250 million in commercial revenue, and customer satisfaction scores for Extime users were 30% higher than those of non-members.
‘Designing digital airside stories’ – Extime goes beyond traditional retail to create a bridge between in-store and online experiences
What the judges said:
“Extime’s exceptional digital ecosystem is expertly crafted around three pillars, each designed to deliver value for the customer, the airport and its commercial partners – loyalty programme Extime Rewards; pre-travel marketplace extime.com; and big data platform Extime Data Hub.”
“The related video campaign truly ‘hits the spot’, captivating audiences with a visually stunning representation of Groupe ADP’s airside brand. A superbly engaging digital showcasing of the three pillars.”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com