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Rethinking the Airport Brand – Digital Marketing News This Week

Jeremy Kressmann

Photo Credit: Some airports are rebranding themselves less as transit points and more as full-feature destinations where travelers willingly want to spend time. Flickr / mrhayata

Skift Take

While there are exceptions to the rule, the majority of U.S. airports are in sad shape. As more executives behind these critical transit hubs now realize, badly needed renovations aren't just about aesthetics: They're also good for business.

This week, we're talking about airports. If you travel, you are guaranteed at some point to get stuck for several hours or more in one of these massive labyrinths of impersonal transit infrastructure. And more often than not, unless you're inside a premium lounge, your time there is going to be boring, uncomfortable and expensive. However, all hope is not lost. As more airports seem to realize, airport branding is big business. From rethinking the on-site food vendors, to adding more human-friendly creature comforts like kid play areas and power-plugs, to building in full-fledged tourist attractions, executives in charge of these critical transit hubs seem to be finally listening to the anguished cries of travelers. As many

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