Unlocking the Travel On-Premise

Airport bars

By Matthew Crompton, Vice President - BevAl On-Premise | Originally published in Global Drinks Intel

The On-Premise is an incredibly multifaceted industry, encompassing a diverse range of venue types that cater to distinct market segments, each requiring its own tailored approach to marketing, activation, and execution in order to drive success and meet the specific needs of its audience. Airport bars, in particular, present a unique set of dynamics and characteristics that businesses must fully understand if they are to truly maximize its potential.

One key consideration is understanding how the airport bar consumer profile differs from the average On-Premise visitor. Gender distribution, for instance, is markedly skewed male in airport bars, with 60% of visitors identifying as such and 40% as female. This contrasts with the more balanced split seen in the wider On-Premise, where women actually make up a slight majority at 52%. Age distribution differs notably from the average On-Premise channel, too. In typical On-Premise venues, visitation gradually increases with age, with the 55+ demographic accounting for 40% of visits, while airport bars tend to attract a younger crowd. The 35-54 age group is the most prominent at 39%, closely followed by the 21-34 bracket, which represents a significant 35%, meaning that businesses must ensure they address the needs of the younger and middle-aged consumers in the travel setting, keeping in mind the male-dominated audience.

But divergences aren't just about demographics: spending habits differ significantly as well. Airport bar consumers spend considerably more on eating and drinking, with nearly one-third more overall spend and an impressive two-thirds more on alcohol alone compared to the average On-Premise consumer.

Their visitation frequency further highlights how airport bar users are a highly engaged and higher-spending consumer base. One in ten consumers visit airport bars, with three in ten doing so weekly and just under half visiting monthly. Furthermore, over two-thirds of these visitors go to On-Premise venues weekly specifically for food and drinks, compared to only 42% of average consumers. Even more strikingly, 58% visit weekly for drinks alone, versus just one in three among the broader On-Premise audience, which shows how significant the potential for drinks brands might be in this channel.

We also found that airport bar visitors tend to have a higher average household income and are more likely to have children in their care (51% compared to just 36% for the average On-Premise consumer). With family groups visiting airport bars, these visits are also likely to result in higher overall bills.

Understanding the airport bar visit

Airport bars are most frequently visited by leisure travelers, particularly those in the older demographic. Yet, brands must understand and cater to other occasions too, as two in five actually travel for business, with middle-aged men overindexing in this group. Leisure visits may call for a celebratory, informal atmosphere, for instance, while business travelers may prioritize speed, convenience, and a more refined, premium experience. Versatility should also be a key focus when balancing food- and drink-led offerings, as our data show that most airport visitors plan to visit both types of establishments in the coming year. Operators will benefit from adopting flexible venue formats that can cater to the varied needs of travel On-Premise consumers.

When it comes to specific times of day, our research shows that users visit airport bars throughout the day, from early morning breakfasts to late evening departures. It's therefore essential for businesses to tailor their offerings across all dayparts to maximize reach, although the central part of the day - from mid-afternoon to early evening - tends to attract the highest footfall. Eventually, each airport has its own traffic patterns influenced by flight schedules and destinations. By closely analyzing these patterns, businesses can better predict peak times and understand the type of consumer likely to pass through, and align activation strategies and product offerings to drive engagement throughout the day.

Consumption behavior in airport bars

Our research shows that beer and wine are the most commonly chosen categories among airport bar visitors. Both see strong levels of consideration and the channel ranks as the third most popular choice for wine consumption. Spirits closely follow and, with about one in ten airport bar visitors - especially the younger segment - opting for the likes of no-abv beers and mocktails, non-alcoholic options are gaining popularity, too. A well-rounded beverage menu should include all these options to meet the diverse preferences of American travelers.

When it comes to younger consumers, preferences in airport bars tend to be more fragmented, with a wider variety of drink choices and less predictable behavior. In contrast, older demographics display clearer and more consistent patterns, making them easier to target with specific offerings. For example, the majority of women aged 55 and over prefer wine, while over 34 males are more likely to choose beer.

Regardless of their category of choice, the tendency to trade up is a behavior that cuts across all consumer segments in the airport bar channel. A remarkable two-thirds is willing to pay extra for high-quality, premium brands, with males aged 21 to 54 a key audience for luxury and upscale offerings. Furthermore, four out of five consumers say they prefer fewer, higher-quality drinks over a larger number of lower-quality ones, so there's clear space for premium offerings in airport bars. Given that visits to these venues might be shorter than in other channels, however, premium brands and serves must capture consumers' attention quite swiftly: with limited time and a lower likelihood of multiple drink orders, first impressions are crucial.

That being said, airport bars must not lose sight of value offerings, as nearly three in five visitors are likely to choose lower-cost options for at least some of their drinks. These options should be clearly highlighted on menus, making them easy to find and appealing to budget-conscious users.

Path to purchase

Another key factor for operators and brands to consider is how consumers make their ordering decisions at airport bars, and how this process may differ from their behavior in more conventional On-Premise settings. Understanding these unique decision-making paths can help tailor marketing, menu design, and staff training to better capture attention and influence choices in the fast-paced, travel environment.

Airport bars have one of the highest percentages of visitors who already know what they want to drink before arriving. This may be due to routine, as many consumers treat visiting the bar as part of their travel ritual, selecting specific drinks based on the type of trip or the time of day they are at the airport. Recognizing these habits can help brands anticipate preferences and tailor their offerings and messaging to fit common routines and occasions.

Yet, this doesn't mean there aren't opportunities to influence users. In fact, brands can still influence two in five visitors who are undecided before ordering by leveraging key factors such as competitive pricing, compelling menu options, and drinks that align well with the time of day. To better capture their attention, brands can work closely with operators to ensure they are visible and appealing at the right moments and in the right spaces, whether through strategic menu placement, targeted promotions, or timed offers that align with peak ordering times.

Our research shows that even consumers who have already made up their minds before visiting the bar can be influenced by tactics such as special offers, discounts, or strategic menu recommendations, as these might prompt re-evaluation and drive trial. Furthermore, we found that around half of visitors consider multiple categories or brands, meaning they may switch from one to another during the same visit: this switching moment is crucial for brands if they want to target consumers who are open to trying something new. At this stage, the availability of quality products is crucial to enticing consumers to try a different category or brand, but price plays a significant role too, influencing 34% of those who make a switch. Brands should therefore consider offering products that are perceived as premium but remain competitively priced against alternatives, striking the right balance to attract both quality-conscious and price-sensitive consumers.

To Finish

Overall, the Travel On-Premise channel offers significant opportunities for drinks businesses, particularly as the outlook remains strong, with more than four in five existing airport bar visitors likely to return in the next 12 months. As we have discussed, however, it is essential to understand what motivates travelers to visit, how preferences and behaviors differ across drink categories, and the key factors driving their purchasing decisions. Only by leveraging clear, actionable insights can brands and operators truly succeed in this high-potential channel.