HUNGARY. A trial initiative launched by Budapest Airport, Heinemann Duty Free and Wizz Air in which passengers spending at the airport receive a voucher to use onboard the plane is “exceeding all expectations”, the partners said.
The BARTA (Brand, Airline, Retailer, Technology, Airport) initiative is being trialled for three months and began on 1 March. Any departing Wizz Air passenger spending over €50 or €75 at the airport’s Heinemann Duty Free store receives a €4.50 or €7.50 voucher, respectively.
The aim of the initiative is to bring an airline deeply into the airport travel retail relationship for the first time, the partners said. At the midway point of the trial, the partners have reported that results are significantly out-performing targets, with a “sizeable increase” in revenues and footfall.
“As consumer use of online retail platforms continues to grow, BARTA is all about maintaining and advancing the relevance of airport retail,” said Budapest Airport CCO Kam Jandu.
“All the indications are that the results are going to surpass even our most optimistic forecasts. Right now this first-of-its-kind collaborative model, together with our Heinemann and Wizz Air partners, is setting the benchmark for the future of airport shopping.”
Heinemann Duty Free Managing Director at Budapest Airport Ildikó Jankovich commented: “After just a few weeks the BARTA initiative is already proving to be a success, showing promising results with increased penetration rates, higher than average receipts, and the redemption of the vouchers exceeding our expectations.
“During the same period the number of Wizz Air customers in the shops increased and their spending also increased ahead of the shop trend.
“Our goal is to remain an engine of innovation in the travel retail market while continually surprising travellers with outstanding offers and ideas. Engaging with Budapest Airport and Wizz Air in this new retail concept is an important part of achieving this objective, and we are excited to continue this successful cooperation trial.”
Wizz Air Chief Commercial Officer George Michalopoulos added: “Wizz Air constantly strives to improve its services and product portfolio to best meet the needs of savvy travellers. The cooperation with Heinemann Duty Free and Budapest Airport has proven to be a very fruitful partnership, and we are getting very positive feedback from our travellers.”
The partners will discuss the trial at the Future Travel Experience Europe and Ancillary Conference & Exhibition in Dublin, which takes place between 6 and 8 June.
Customers may redeem the vouchers onboard in the WIZZ Café, choosing from the airline’s range of hot drinks, fresh sandwiches, snacks, soft drinks or alcoholic beverages.
The offers are being promoted via the digital channels of all parties, including wizzair.com and the Wizz Air app. It is the first time that Wizz Air has participated in a shopping promotion of this size. Up to 1.75 million travellers are expected to book seats with the airline this summer.
