Master's Thesis from the year 2014 in the subject Business economics -
Miscellaneous, grade: 1,0, University of Applied Sciences Wildau (Wildau
Institute of Technology), course: AVIMA 12 - Airport Management,
language: English, abstract: The aim of this thesis is to investigate
the latest challenges and trends in airport retail using the practical
example of Copenhagen Airport. Driven by the steadily increasing cost
pressure on European airports, operators need to develop new sources of
revenue. The greatest po-tential in generating additional revenue to
combine reasonable income with high profitability can be found in the
non-aviation sector, particularly in the travel retail segment. The
re-search, however, revealed that airport retail is not always a
fast-selling item. The market experiences extensive challenges driven by
advanced airline retail activities or online sales developments. In
order to face the recent challenges, the importance of commercial
revenues for airport operators needs to be evaluated firstly. Moreover,
characteristics and specialties of travel retail have to be analyzed.
Based on that, the thesis explores some of the key factors, such as
market trends, economical changes and technical developments, which are
leading to an ever-challenging environment for airport retail managers.
Finally, the research paper aims at elaborating resulting challenges and
future opportunities by providing new ideas and solutions in optimizing
airport retail for European airports in general and Copenhagen Airport
in particular. To conclude the master's thesis, a summary is presented
reviewing all findings. The overall research results reveal that
Copenhagen Airport's retail philosophy has adapted to the dynamic
changes in the airport retail segment. However, there remains
significant room for further improvement in order to combat future
challenges on the travel retail mar-ket. Furthermore, my results and
recommendations can be transferred to the benefit of other
