In the ever-evolving aviation industry, where customer preferences are shifting rapidly and retail opportunities are becoming more nuanced, one thing is certain — data has become the new jet fuel. This July, the Australian Airports Association (AAA) is bringing data analytics into sharp focus with a dedicated session titled “Colouring in the Data Blind Spots” at its upcoming Retail & Commercial Forum. Scheduled for 21–23 July at the Sofitel Wentworth Hotel in Sydney, the forum promises to be a transformative experience for airports and concessionaires from Australia, New Zealand, and the Pacific.

Now in its fourth year, the AAA Retail & Commercial Forum is more than just an industry gathering — it's a powerhouse of ideas, collaborations, and revenue-growth strategies. Jointly organised by the AAA, The Mercurius Group, and The Moodie Davitt Report, the event champions innovation in airport retail and commercial development. This year, the spotlight is on harnessing the untapped potential of data analytics to redefine how airports operate, earn, and evolve.

At the heart of this session lies a compelling case study — the data-driven transformation of Sydney Airport. The forum will feature a panel discussion that unpacks how Sydney Airport, along with its analytics partners Place Intelligence, CommBank iQ, and Experian, has turned data into a strategic asset for commercial decision-making.

Emma De Szoeke, General Manager of Retail Performance & Growth at Sydney Airport, shared insights into how integral analytics has become to their operations:

“At Sydney Airport, data analysis shapes everything we do — from optimising retail placements to enhancing customer satisfaction. We’re excited to share our story and inspire others across the industry.”

The session will delve into how data analytics not only improves income-per-passenger but also enhances customer experience and spend-per-passenger metrics. With airports under increasing pressure to diversify revenue and improve passenger engagement, this case study offers a practical look into what success looks like in a data-first world.

Powering Data into Decisions

Place Intelligence CEO Norion Ubechel highlighted the human-centred nature of big data in airport contexts:

“We help Sydney Airport translate global datasets into local insights that shape the way space is designed, managed, and monetised.”

From movement patterns to behavioural trends, Place Intelligence collaborates with Sydney Airport to make the invisible visible — using data to identify revenue gaps and operational opportunities.

CommBank iQ Director Melissa Neumaier offered another layer, noting how bank data helps decode the “why” behind consumer spending:

“We combine insights from Australia’s largest bank with analytics expertise to give Sydney Airport clarity on retail preferences, customer engagement, and behaviours — both inside and outside the terminal.”

Meanwhile, Experian brings in its renowned Mosaic profiling to help Sydney Airport understand the demographics, motivations, and market share of passengers in real time.
 Steve Philpotts, Managing Director of Marketing Services at Experian, stated:

“It’s about creating a common, passenger-centric language that lets Sydney Airport align with the right retailers and enhance every stage of the traveller journey.”

A Future Driven by Insight

AAA CEO Simon Westaway perfectly summed up the significance of the session:

“The future of commercial decision-making is in data analytics. We’re proud to offer this platform to showcase how airports can turn insights into revenue and results.”

With registration now open, the Forum is set to be a landmark event, offering not just theory but real-world applications that can revolutionise airport operations across the region.

Don’t miss your boarding call to the future of airport retail and commercial strategy.
 To register, visit the AAA website: Airport Retail & Commercial Forum – Australian Airports Association.

For additional details, reach out to:

• Ivo Favotto, The Mercurius Group: ifavotto@themercuriusgroup.com
  
  
• Irene Revilla, The Moodie Davitt Report: irene@moodiedavittreport.com