Key Takeaways
- A 2025 study by IAB found that 68% of travelers would pre-order food and beverages if given the option, underscoring a significant untapped market for airport concessions.
- Implementing a pre-order system requires integrating existing point-of-sale (POS) systems with a mobile ordering platform, a technical challenge that can be overcome with careful planning and API development.
- Successful airport marketing campaigns for pre-order services should focus on clear value propositions like time savings and order accuracy, using in-airport signage and push notifications.
- A/B testing different messaging and incentive structures, such as loyalty points or discounts for first-time users, can significantly increase adoption rates for pre-ordering.
- Data from United’s pilot suggests that offering a wider selection of items, beyond just standard menu fare, directly correlates with higher engagement and customer satisfaction.
According to a 2025 IAB report, 68% of travelers expressed a strong interest in pre-ordering food and beverages at airports, a statistic that highlights a significant shift in customer expectations. This demand for convenience is transforming airport marketing strategies, pushing airlines and concessionaires to rethink how they engage with passengers. United Airlines’ recent pre-order pilot program at Newark Liberty International Airport (EWR) offers a compelling case study into this evolving customer experience.
The 68% Imperative: Why Travelers Want Pre-Order
The figure of 68% of travelers willing to pre-order, as detailed in a complete 2025 IAB report on travel commerce, isn’t just a number. It’s a clear directive for the industry. This isn’t merely about speed. It’s about control and predictability in an environment often characterized by its opposite. Passengers face tight connections, security lines, and the general stress of travel. The ability to secure a meal or a coffee without waiting in line, knowing it will be ready at a specific time, removes a layer of anxiety. For marketers, this means positioning pre-order as a solution to a genuine pain point, not just an added amenity. We’re talking about tangible benefits: saving 10 to 15 minutes that could be spent at the gate, answering emails, or simply relaxing. This customer experience enhancement becomes a powerful marketing tool itself.
United’s EWR Pilot: A 25% Increase in Ancillary Spend
United’s pre-order pilot at EWR, which allowed passengers to order meals and snacks from select airport restaurants through the airline’s mobile app, reportedly saw a 25% increase in ancillary spend among participating passengers. This data point is particularly insightful because it moves beyond just convenience to demonstrate a direct revenue impact. It suggests that when the friction of purchasing is reduced, customers are not only more likely to buy but also to spend more. This isn’t surprising. A frictionless experience often encourages impulse purchases or the addition of extra items that might be forgone if one had to wait in a physical queue. For airport marketing teams, this translates into a clear business case for investment in such platforms. The focus shifts from simply attracting foot traffic to optimizing the purchasing journey, driving higher average transaction values. It also opens up possibilities for personalized recommendations within the app, further boosting spend.
The 4-Minute Average Wait Time Reduction
One of the most compelling operational successes from United’s pilot was the reported average reduction of 4 minutes in wait time for pre-ordered items compared to traditional walk-up purchases. While 4 minutes might seem small on paper, in the context of airport travel, it’s significant. Consider a passenger with a 30-minute layover. Saving 4 minutes can mean the difference between making a connection and missing it, or grabbing a coffee versus rushing past the kiosk. This tangible time saving should be at the forefront of any marketing message for pre-order services. It’s a clear, quantifiable benefit that resonates directly with the traveler’s desire for efficiency. From a marketing perspective, communicating this benefit requires more than just stating “save time”. It needs to be framed around the passenger’s actual journey. Think targeted push notifications when a flight lands, reminding passengers they can pre-order and pick up on their way to the next gate.
3 Key Integration Challenges Identified
Implementing a pre-order system in a complex environment like an airport presents considerable technical hurdles. United’s experience highlighted at least 3 key integration challenges: connecting diverse point-of-sale (POS) systems across various concessionaires, ensuring real-time inventory updates, and building a strong communication channel between the mobile app, the concessionaire, and the customer. The sheer number of vendors, each with their own legacy systems, makes unified integration a daunting task. Without accurate, real-time inventory, customers could order items that are out of stock, leading to frustration. Similarly, a breakdown in communication, like a missed notification about order readiness, undermines the entire convenience proposition. My professional experience in digital commerce solutions tells me that these backend integrations are often underestimated. The success of the front-end customer experience hinges entirely on the smooth operation of these complex, interconnected systems. This is where many pilots falter, not due to lack of customer interest, but due to the intricate dance of disparate technologies. For more on managing complex customer interactions, consider how chatbot marketing fixes fragmented CX.
Rethinking Loyalty: Beyond Frequent Flyer Miles
The conventional wisdom in airline loyalty programs often centers around miles for flights. However, the pre-order pilot data suggests a need to rethink loyalty programs beyond just frequent flyer miles. Integrating pre-order purchases into a broader loyalty ecosystem could be a powerful differentiator. Imagine earning bonus miles for every pre-order, or receiving exclusive discounts on airport food and beverages after a certain number of purchases. This shifts the loyalty model to encompass the entire travel journey, not just the flight itself. For instance, a passenger who frequently pre-orders could unlock premium lounge access or expedited service at their preferred airport restaurant. This creates a stickier customer relationship and provides tangible value that directly impacts the travel experience. It’s an opportunity to build brand affinity outside the aircraft cabin, making the entire journey, from curb to gate, a more rewarding experience.
Disagreement with Conventional Wisdom: “Airport Food is a Last Resort”
Many marketers still operate under the assumption that “airport food is a last resort”, something passengers grudgingly buy because they have no other options. United’s pre-order pilot data, particularly the increased ancillary spend and the high willingness to pre-order, directly challenges this outdated notion. When presented with convenience, quality, and a simplified process, passengers are not just tolerating airport food. They are actively seeking it out and spending more. The perception of airport dining has evolved significantly in recent years, with many airports now featuring high-quality, local establishments. The pre-order system simply makes these options more accessible and appealing. The marketing focus should shift from merely presenting options to actively promoting the quality and convenience available, framing airport dining as a desirable part of the travel experience, not a regrettable necessity. We need to stop viewing airport concessions as an afterthought and start treating them as integral components of the overall customer journey, deserving of sophisticated marketing strategies. Content creation strategies will be key in communicating these benefits effectively. Airport experience marketing is undergoing a significant transformation, driven by evolving customer expectations for convenience and control. United’s pre-order pilot program demonstrates a clear path forward for airlines and concessionaires to meet these demands, generating both customer satisfaction and increased revenue through strategic digital integration.
What is airport experience marketing?
Airport experience marketing involves strategies and initiatives designed to enhance and promote the various touchpoints a traveler encounters within an airport, from check-in and security to dining, shopping, and boarding. Its goal is to improve customer satisfaction and drive ancillary revenue.
How does pre-ordering impact airport concession revenue?
Pre-ordering systems can significantly boost airport concession revenue by reducing friction in the purchasing process, encouraging higher average transaction values, and enabling personalized recommendations. It transforms occasional purchases into more frequent and substantial ones.
What are the main technical challenges in implementing an airport pre-order system?
Key technical challenges include integrating diverse point-of-sale (POS) systems from multiple vendors, ensuring real-time inventory synchronization, and developing strong communication channels between the mobile app, concessionaires, and customers for order status and pickup notifications.
Can pre-ordering improve customer loyalty for airlines?
Yes, by integrating pre-order purchases into existing loyalty programs or creating new incentives, airlines can enhance customer loyalty. Offering bonus miles, exclusive discounts, or status benefits for pre-ordering extends the value proposition beyond flights, fostering a more well-rounded relationship with the traveler.
What marketing strategies are effective for promoting airport pre-order services?
Effective marketing strategies include clear in-app messaging, targeted push notifications based on flight status, prominent in-airport signage, and digital advertising campaigns highlighting convenience and time savings. A/B testing different value propositions and incentives can further optimize adoption.
