SHERIDAN, WYOMING – Feb. 24, 2025 – Deanna Zachrisson, director of terminal business development at San Diego International Airport, is set to share her insights on revolutionizing airport restaurant and retail experiences at the Passenger Terminal Conference 2025 in Madrid. In an exclusive interview with Passenger Terminal Today, Zachrisson previewed her presentation, "Give the people what they want," which will delve into the evolving dynamics of the aviation industry and the critical need for innovation in airport concessions.
Re-examining Traditional Airport Offerings
Zachrisson's presentation aims to challenge and redefine the traditional principles governing successful airport restaurant and retail offerings. "My presentation will focus on reexamining the traditional fundamental principles of creating successful airport restaurant and retail offerings," she stated. She emphasized the lasting impact of the Covid-19 pandemic on the aviation sector, noting, "Although the Covid-19 pandemic is behind us, the ripple effects on the aviation industry are still being felt. For airport developers, it means that the underpinnings of the deals with the private companies looking to invest in an airport business have changed. Innovation enables both airports and concessionaires to seize on new opportunities, but we need to understand each other and our respective businesses."
Enhancing the Passenger Experience at San Diego International Airport
Zachrisson's work directly impacts the passenger experience at San Diego International Airport by focusing on creating compelling restaurant and retail options. "The passenger experience is a complex web of factors where an entire airport organization contributes within its respective disciplines," she explained. "In my arena, restaurant and retail offerings must be compelling enough for passengers to choose to make it a part of their experience. My work is about selecting the right operators with the right concepts in the right locations."
Adapting to Evolving Passenger Demands
Meeting the ever-changing demands of passengers requires a proactive and flexible approach. Zachrisson highlighted the importance of adaptability in long-term concession agreements. "The key is that passenger expectations do evolve over time. Normally, when we bring a restaurant or retail concept into an airport, there’s a significant investment by an operator involved under a long-term lease. I work to create spaces and contractual structures, so an operator can change and evolve their concept quickly and at limited expense to meet new passenger preferences and trends."
Navigating Changing Market Needs
To stay ahead of market trends in the dynamic airport environment, Zachrisson stresses the need for continuous information gathering and experimentation. "There is no magic bullet. It involves actively pursuing information and new datapoints that may be indicative of changing needs. It also means being willing to experiment," she said. She cited the evolution of traditional news/gift locations as an example, "It’s not too many years ago when traditional news/gift locations did not – often were not allowed – to sell food items beyond candy bars and snacks. Experimenting and finding success with grab-and-go fresh food items transformed that business for airports, customers and concessionaires."
The Role of Data Analytics
Data analytics plays a crucial role in shaping passenger experience strategies at San Diego International Airport. "The increasingly robust ability to collect data about passenger behaviors – going far beyond just sales data – enables an airport to shape the passenger experience to not only meet the passenger ‘where they are’ but in a predictive fashion designed to create new experiences to drive passenger preferences," Zachrisson explained.
Attend Passenger Terminal Conference 2025
Attendees of the Passenger Terminal Conference 2025 in Madrid will have the opportunity to gain valuable insights from Deanna Zachrisson and other industry leaders. The conference, scheduled for April 8, 9, and 10, 2025, will provide a platform for discussions on the future of airport passenger experiences. To hear more valuable industry insights from top aviation executives, book a conference pass for Passenger Terminal Conference, taking place on April 8, 9 & 10, 2025, in Madrid, Spain.
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