From Transit Hub to Lifestyle Destination: Zurich Airport’s Heidi Köpple on Redefining the Passenger Experience
6 minutes read
Introduction by: Peter Marshall
While some airports wrestle with declining retail returns, Zurich Airport is charting a different course.
Record-breaking 2024 revenues, luxury debuts from Cartier to Chanel Beauty, and the launch of Switzerland’s largest food hall, are all part of a strategy to future-proof its commercial centres.
Head of Commercial Centres Heidi Koepple – in conversation with TRunblocked.com’s Contributing Editor Colleen Morgan – outlines how Zurich Airport is blending premium retail, digital innovation, and local flavour to deliver an experience that goes far beyond the gate.
Colleen Morgan (CM): At a time of steady passenger growth, Zurich Airport has faced a recent drop in retail and dining earnings. What are the main factors behind this, and how is the commercial team responding in both the short and long term?
Heidi Koepple (HK): 2024 actually marked a record-breaking year for Zurich Airport’s Commercial Centers, with turnover hitting CHF630 million – the highest in our history and +3% above 2023.
More recently, revenues in the first half of 2025 have been slightly impacted by construction-related limitations on the landside – and hence temporary closure of several commercial spaces. Looking ahead, the redevelopment of the entire landside passenger zone is a strategic investment to create a more attractive and future-proof commercial environment. Once these spaces reopen, Zurich Airport expects a strong rebound in revenues.
The airside area continues to perform strongly in all product groups, boosted by expanded and renewed premium offerings such as Bvlgari and Haute Parfumerie.
To keep this momentum going we have broadened our brand line-up with names like Cartier, Chanel Beauty, and Charlotte Tilbury.
We are also intensifying targeted customer outreach and a good example of this is the inclusion of Mandarin-speaking shopping assistants.
CM: With the arrival of luxury names such as Cartier, is Zurich Airport underlining its position as a luxury retail destination? How central is premium retail to your future growth strategy?
HK: Absolutely. Zurich ranks firmly among Europe’s top 10 airports for luxury and premium retail. In the watches and jewellery categories in particular, brands such as Rolex, Omega, Hour Passion, Bvlgari and, most recently, Cartier play a prominent role and have a very loyal and brand-conscious customer base.
But it doesn’t stop there. Our passengers also appreciate the balanced mix of other high-end brands such as La Prairie, Zegna, and the recently opened Chanel Beauty Boutique with the exclusive Les Exclusifs de Chanel fragrance collection.
These boutiques aren’t just shops – they’re experiences, as are the two innovative Haute Parfumerie boutiques in the Airside Center. There the focus is on niche fragrances and customers can choose from a wide selection of high-end brands like Le Labo, Creed and MFK.
Looking ahead, Zurich Airport will consistently implement its luxury strategy and develop even more space for luxury and premium brands as part of its expansion programme.
CM: How do you plan to balance the presence of high-end brands with broader commercial appeal to serve all passenger segments, including budget-conscious travellers?
HK: Choice is everything. Airside, we have 93 commercial units: 15 tax-and duty-free shops, 50 luxury and specialty boutiques, and 28 F&B outlets.
Our passengers can buy at any one of our internationally recognized luxury labels, popular global brands, or accessible local brands.
Pop-up shops and seasonal promotions also keep things fresh, often bringing in affordable and trendy items for impulse buyers and younger passengers. On the dining side, travellers can choose between casual bites, fast-casual options, or sit-down restaurants.
This layered mix ensures we serve every segment – and it shows in the healthy balance of revenue across categories.
CM: The airport has announced a major investment in the TREATS food hall. Can you share more about the concept and how it integrates with your vision to transform Zurich Airport into a lifestyle destination?
HK: With regard to the optimisation of our commercial programme landside, the integration of the TREATS food hall is an important step in further expanding the dining experience beyond grab-and-go options – offering an urban, social environment.
Running over 2,000 square metres, with over 1,000 seats, and soaring 12-metre ceilings, it’s one of Switzerland’s largest food halls. Think 16 food stalls, rotating food trucks, four bars, a café, outdoor terraces, and even a stage for live events.
TREATS isn’t just for travellers – it’s for the 35,000 people working on-site and for locals in the Zurich area.
CM: So, in what ways is Zurich Airport reimagining the traditional duty-free and travel retail experience to increase passenger engagement and spend per passenger?
HK: Gone are the days of one-size-fits-all duty-free aisles. Instead of generic duty‑free shelves, Zürich Duty Free is increasingly showcasing brand-specific activity zones inside the shops.
Our new approach puts the spotlight on brand storytelling – with immersive corners from, for example, La Prairie, Charlotte Tilbury and Estée Lauder, in our walk-through stores.
These provide more immersive experiences with designer fit-outs, interactive displays, and unique product ranges – making shopping feel more exclusive and emotionally engaging.
Digital tools play a huge role in our marketing strategy, driving digital integration and personalization in all our Duty Free shops as well as in the overall advertising and promotion program. Together with our commercial partners, we are increasingly deploying smart screens, virtual try-ons, and mobile apps to help passengers shop on their own terms.
Shopping becomes part of the journey, more seamless and tailored – and not just a transaction.
And to keep it lively, we’re constantly adding experiences – from beauty product trials with skin consultations to Swiss-themed pop-ups, like the “Best of Switzerland” promotion. Showcasing ‘Swissness’, this vibrant multi category promotion appears in the Airside Center.
CM: How is data influencing your commercial decisions – from tenant mix and space allocation to personalised marketing – particularly amid earnings pressure?
HK: Data is our compass. The analysis of commercially driven data, including benchmarking with other airports, has become central to all our commercial decisions. By leveraging real-time insights and predictive analytics, we can fine-tune everything from brand/category mix and spatial planning, to marketing strategies in ways that are both responsive and revenue focused.
We are using a combination of passenger demographics, passenger flows – including people counting, dwell-time analysis, sales data – and heatmaps of footfall patterns to understand which retail zones underperform or overperform. In close cooperation with our commercial partners, we are constantly analysing how different traveler segments interact with the commercial environment.
These insights shape everything, allowing us to refine our leasing strategy to prioritize high-conversion zones and introduce the right mix of brands – balancing high-end, mid-tier, and value-focused offers.
CM: With the growing impact of e-commerce and digital retail, how is Zurich Airport integrating digital innovations and omnichannel strategies to complement and evolve its physical retail and dining offerings?
HK: Let’s put Zurich Airport’s Digital & Omnichannel strategies in a nutshell.
- Pre-Order and Reserve‑&‑Collect Services: Our partner Avolta is offering a pre-order platform under the brand ‘Reserve and Collect’, to smooth the shopping experience and boost convenience.
- In‑Terminal Digital Engagement: Interactive screens and QR code menus for order & pay are available in most of our F&B outlets. QR menus facilitate contactless browsing and ordering, speeding up service and reducing choke points.
- Passenger services: Zurich Airport introduced the ZRH Comfort service to make time spent in the terminal more comfortable, especially for Economy Class passengers. It’s available to all passengers for a fee, regardless of frequent flyer status, airline, travel class, or destination and includes access to the priority lane at security as well as a flexible snack and drink offer.
- Omnichannel Loyalty and Promotions: Club Avolta is a unified loyalty scheme that rewards both physical purchases and digital interactions, encouraging cross-engagement across channels.
These are true ‘phygital’ strategies, meeting passengers wherever they are.
CM: As you look to future-proof the commercial offer, how important are sustainability and local sourcing in shaping the retail and F&B mix?
HK: They are crucial. Sustainability and local sourcing are no longer optional – they are key to future-proofing the commercial offer at international airports. These elements influence passenger perception, regulatory compliance, and long-term revenue resilience.
Younger and business travellers in particular connect strongly with sustainable choices. For us, this isn’t just good for brand image– it’s about seeking sustainable options.
Zurich Airport is offering locally sourced or eco-conscious products to enhance credibility and emotional connection – in particular with regard to F&B.
CM: Finally, Heidi,what is your long-term vision for Zurich Airport’s commercial centres? What kind of traveler experience do you aim to deliver, and how will this redefine the airport’s role in the years ahead?
HK: Our aim is to deliver a passenger- and customer-first, experience-rich environment.
We want Zurich Airport to be more than a transit hub – it should be a destination in itself. We want to create spaces where travellers, employees, and locals all want to spend time – whether it’s discovering a luxury brand, enjoying a food hall event, or picking up a Swiss gift.
