From Footfall to Spend: How Art-Driven Experiences Increase Commercial Performance in Airports
As airports evolve from transit infrastructure into global lifestyle destinations, commercial success now hinges on more than passenger volume. Increasingly, it depends on how long passengers stay, how they feel while waiting, and what they choose to do with that time.
In a high-stakes environment where every square meter of terminal space is scrutinized for ROI, one surprising factor is emerging as a strategic driver of commercial performance: Art.
At Art/Port Studios, we specialize in transforming airport retail environments through curated, culturally resonant, and commercially intelligent art experiences. This isn’t about decoration. It’s about driving measurable value through design, psychology, and emotional engagement.
The New Airport Paradigm: From Efficiency to Experience
Airports today face a dual challenge:
Increase non-aeronautical revenue, which accounts for up to 60% of total income for some airports.
Improve passenger satisfaction, with ASQ ratings and traveler reviews influencing route decisions, airline partnerships, and airport rankings.
Traditionally, these goals were pursued separately — commercial teams focused on concessions, while experience teams prioritized ambience.
But now, those two goals are converging. Experience is revenue.
That’s where art comes in.
Art Drives Dwell Time. Dwell Time Drives Spend.
We all know the equation:
More time = more engagement = more spending.
According to ACI World:
Every 1% increase in dwell time translates to up to 1.5–2% increase in retail and F&B spend per passenger.
Passengers who feel calm, curious, or entertained are more likely to browse and buy.
Art — whether interactive, ambient, or large-scale — naturally increases dwell time without hard selling. It slows people down. It captures attention. It creates a sense of atmosphere that encourages passengers to linger rather than rush.
That’s valuable time — and it directly correlates with higher revenue per enplanement.
The Power of “Sense of Place” in Commercial Zones
Passengers want more than just things to buy. They want meaning, storytelling, and a connection to place.
That’s why airports like Changi (Singapore), Hamad (Doha), Houston and Denver International — all of which feature curated art programs — consistently rank in the top 10 for both customer experience and commercial success.
What these airports understand is that retail doesn’t operate in a vacuum. Its success depends on how people feel in the space. When art is thoughtfully integrated, it:
Creates memorable experiences travellers associate with the airport brand
Encourages passengers to explore areas of the terminal they might otherwise skip
Connects travellers with local culture, reinforcing emotional attachment to both the city and the airport
Younger Travellers, Higher Expectations
Today’s most influential travellers — Millennials and Gen Z — don’t shop the way previous generations did.
According to McKinsey and FutureBrand:
73% of younger travelers prefer environments that feel authentic, immersive, and culturally relevant
Over 60% are more likely to post and share experiences that feel unique and meaningful
This generation doesn’t just spend. They influence. When airport spaces feel artful and human, they become photo-worthy moments — driving organic buzz, repeat visits, and even tourism interest.
That’s the kind of passive marketing that can’t be bought through traditional retail design.
Art as Agile Infrastructure
Art doesn’t need to be a capital project.
At Art/Port Studios, we’ve developed a model that makes art integration:
Scalable: From pop-up exhibits to permanent commissions
Flexible: Installed within existing retail footprints without construction
Curated: Featuring local and emerging artists who reflect your airport’s identity
Aligned: Designed in collaboration with your commercial and planning teams
Think of it as experience architecture — cultural infrastructure that boosts not just ambience, but business.
ROI in Art: What the Data Shows
Value Driver & Impact
Increased Retail Spend: More dwell time = more engagement + higher spend per pax
Improved ASQ Ratings: Enhanced atmosphere & cultural identity = higher satisfaction
Brand Differentiation: Distinctive cultural identity drives traveler preference & loyalty
Faster ROI: Lower-cost, high-impact implementation compared to structural upgrades
Sustainability & ESG: Local artist partnerships support community engagement & CSR goals
Let’s Rethink Retail Together
Airports today have a unique opportunity to reimagine the role their commercial spaces play — not just in generating revenue, but in shaping how travelers feel, behave, and remember the journey. As non-aeronautical revenue becomes more critical to the airport business model, the value of atmosphere, emotion, and identity within terminals is no longer a “nice to have” — it’s a strategic imperative.
Art, when integrated with intention, brings depth to these spaces. It slows people down. It encourages exploration. It reflects the local culture, and gives travelers something to connect with — something to share. It transforms a functional retail corridor into a meaningful pause in motion.
We’re seeing a shift: airports aren’t just competing on speed or efficiency anymore — they’re competing on experience. And in that landscape, the most successful terminals are the ones that create a sense of place, not just a place to pass through.
They become part of the destination.
They become part of the memory.
For airports seeking to elevate commercial performance, passenger satisfaction, and cultural relevance — embedding art into the environment isn’t just an aesthetic upgrade. It’s a smart, scalable strategy that resonates with today’s travelers and tomorrow’s expectations.
