Abu Dhabi Airports Company (ADAC), the operator of Abu Dhabi’s five airports, revealed today that Abu Dhabi International Airport retail revenue reached AED 582 million in 2010, setting a new record for the company. The figure represents a 15% increase over 2009 sales performance.
This strong retail performance is mostly attributable to the Abu Dhabi International Airport’s passenger growth (+12%) and the marketing initiatives targeting passengers throughout 2010.
In particular, the month of November saw a year on year revenue spike as a result of the airport’s promotional activities during the F1 season in Abu Dhabi. The launch and roll out of the new Shop-Dine-Unwind brand for Abu Dhabi Duty Free in May 2010 was another key driver for the double digit increase in the airport’s retail performance. The retail figures show the average transaction value during 2010 as AED 194 one of the highest in the region, mainly due to the attractive combination of the retail mix, a variety of luxury brands and the promotional campaigns of the retail operators.
Huraiz Al Mur bin Huraiz, Chief Commercial Officer of ADAC commented: “Despite the challenging circumstances we have operated in during 2010, Abu Dhabi International Airport’ duty free managed to set a new revenue record of AED 582 million. The disrupted flight schedules during the volcanic eruption and the winter snowstorms in Europe together with the fact that we have been operating at half-capacity since August at Terminal 1 due to the refurbishments works, has made 2010 one of the most difficult years. Nonetheless, the team, along with our partners from operators and retailers, have continued to develop new exciting shopping experiences to appeal to our customers, and to serve them with the utmost dedication and commitment for which the management is very appreciative.”
Over the course of 2010 demand for electronics, cosmetics, luxury goods and items such as watches and branded eyewear have seen the most growth.
During 2011, travellers can expect the launch of new luxury brands, retail outlets, and food & beverage along with a fully renovated duty free area in Terminal 1. ADAC will focus during the year to increase consumer penetration and conversion through seasonal promotions and a diversified selection of items.