Budapest Airport, Heinemann Duty Free and Wizz Air collaborate in revolutionary BARTA travel retail concept
With the potential to revolutionise the duty free and travel retail industry, Budapest Airport, in collaboration with Heinemann Duty Free and Wizz Air, will be introducing a new travel retail concept in a unique trial this month. First announced in June at the Future Travel Experience Europe and Ancillary event in Dublin, the BARTA (Brand, Airline, Retailer, Technology, Airport) initiative goes beyond the existing airport-retailer-brand relationship, bringing an airline into the mix for the first time with anticipated sizeable increased revenues and footfall for all involved.
“Airlines are the first engagement for every passenger travelling through an airport, from ticket purchase to check-in, and have 100% digital connectivity with the travellers,” explains Kam Jandu, CCO, Budapest Airport. He added: “Bringing an airline into a travel retail relationship and working with its highly efficient connectivity with consumers can only serve to improve sales growth across the board.”
During a three-month trial period starting on 1st March 2018, any departing Wizz Air passenger spending over €50 or €75 in the Hungarian gateway’s Heinemann Duty Free store will receive a €4.50 or €7.00 voucher, respectively. Customers may redeem these vouchers on board in the WIZZ Café, choosing any product from the airline’s wide selection of hot drinks, fresh sandwiches, snacks, soft drinks or alcoholic beverages.
The offers will be promoted via the digital and non-digital channels of all parties – but crucially this is the first time that Budapest Airport’s largest airline has been included (through wizzair.com and various other communications platforms).
“Budapest is a forward-thinking airport and expectations are high that this initiative will create new income streams for the airline, the retailer, the brands, as well as the airport. Working together through BARTA principles opens up the opportunity to drive growth by presenting travellers with retail offers at every stage of the journey from sofa to shop to seat.” enthused Jandu.
”We all serve one common goal: it is to make air travel a truly joyful event for everybody. Thus, the promotion fits in perfectly with our philosophy to accompany our customers along their journey through individually tailored offers and services at all touchpoints. We are very proud to be celebrating this pioneering cooperation together with our longstanding partner Budapest Airport and Wizz Air and we anticipate excellent results from this,” says Ildikó Jankovich, Managing Director Heinemann Duty Free at Budapest Airport.
“Wizz Air constantly strives to improve its services and product portfolio to best meet the needs of its savvy customers. As Budapest Airport’s largest airline serving 66 destinations, we are excited to launch another innovative initiative which will create further value for customers who choose Wizz Air.” said George Michalopoulos, Chief Commercial Officer at Wizz Air.