Five-star quality in retail and catering
The Commercial Activities business division at FMG is responsible for retail and catering in both terminals and in the München Airport Center (MAC). It is also responsible for parking services, marketing of advertising spaces, and events business, in particular in the MAC Forum. The business division places great store in striking an appealing balance between the transport options and retail space, and in having an appropriate mix of sectors and brands. International and national brands, a unique Bavarian identity with impressive brand recognition, and excellent service are important success factors in the non-aviation area.
Retail is changing
For some time now, the increasing diversification of online sales channels has posed major challenges for shop-based retail. Retailers are increasingly searching for new sales channels. Munich Airport presents itself in this context not just as another sales channel or an additional retail space, but predominantly as a partner in high-profile brand staging for a high-quality target group segment. In addition, it will offer more flexible use of space and shorter rental agreement terms.
Allresto Flughafen München Hotel und Gaststätten GmbH operates around 85 percent of all catering facilities at Munich Airport. The diverse culinary offering has already received multiple awards. In 2018, Munich Airport once again took first place in Europe at the Skytrax World Airport Awards in the category «Airport Catering». Since 2018, four branches of a new catering concept have enriched the offering at Munich Airport in the non-public areas of Terminals 1 and 2, offering customers a mix of Bavarian and American cuisine.
The wholly owned subsidiary of FMG, eurotrade Flughafen München Handels-GmbH operates 54 retail businesses at Munich Airport as well as a duty-free shop at Friedrichshafen Airport. The range extends from duty-free items through newspapers/magazines and travel essentials to fashion, watches, and jewelry. To make the offering more appealing for customers, eurotrade overhauled the shop concept in 2018. For example, the duty-free shop in the non-Schengen area in Terminal 2 was completely transferred to the new MyDutyFree layout and new products were added. In 2018, Munich Airport was the first German airport to introduce a «same day delivery service» and now delivers items from the eurotrade range to guests’ homes in the Munich metropolitan area on the day of purchase. eurotrade will initially offer the service in cooperation with the service provider, tiramizoo until March 2019. After a successful test phase, the plan is to extend this service to become «Home Delivery Deutschland» offering delivery throughout the entire federal territory.
Parking: online booking is increasingly popular
The Parking division increased its offering at Munich Airport in 2018 and is profiting in particular from the digital services: 18 percent more parking places were sold in the year under review via the online booking portal with its new parking offers than in the previous year. At the carpark pay machines, Apple Pay was launched as a new payment system. More and more customers are also using car sharing at Munich Airport – in 2018 the figure was more than 17 percent higher than in the previous year. The rental car center reached the limits of its capacity in 2018, with more than 750,000 rentals and returns. Due to these developments, the airport is making itself fit for the future by adding several new buildings. For example, the new multistory car park, P51 went into operation at the Visitors Park in 2018. It offers just under 2,000 parking spaces on five floors. Munich Airport promoted the area of electromobility in 2018 with the installation of eight fast charging stations in the P20 parking structure. Further charging stations and e-mobility measures will follow in 2019.
MAC Forum: an event space at the heart of the airport
Europe’s largest roofed-over open-air space between the two terminals regularly hosts special events for passengers and visitors. The high points of the last fiscal year were:
- Innovation & Style: The premiere of this event in April focused on the latest technological developments, for example autonomous driving.
- Public Viewing: During the soccer World Cup in June and July, all games were broadcast live on a large screen; the stands provided space for 2,000 fans.
- Bike & Style: In August, the international mountain bike and freeride scene met again in the MAC Forum.
- Taste & Style: The food festival with culinary trends and live cooking demonstrations took place for the third time in September, taking guests on a culinary world tour.
- Christmas and winter market: The atmospheric market with public ice rink celebrated its 20th anniversary in 2018.
Munich Airport offers advertising customers an attractive environment with high contact numbers and target groups boasting strong purchasing power. One highlight of 2018 was the LEGO sales campaign. In the MAC Forum, the company, in cooperation with Bugatti, presented a fully functioning Bugatti Chiron designed in its original size and built from tailor-made LEGO Technic parts. In November, Microsoft presented its new games console here, the Xbox One X. Visitors and air passengers were able to test out the games console to their hearts’ content. In addition, digital formats are also gaining importance – including during acquisition. For the marketing of advertising, catering and retail spaces at the airport, Commercial Activities is using an innovative marketing tool, the Sales Assistant Manager (SAM). Using virtual reality technology, it makes possible exciting insights into all shopping, culinary, advertising, and parking spaces at Munich Airport.