The transformation of retail and dining at New York JFK International Airport has been described as one of the most ambitious programmes by Avolta President & CEO, North America Steve Johnson. Over the past 18 months, Avolta has secured significant contracts at terminals 4, 5, 6, and 8, spanning duty-free, duty-paid, travel essentials, and food & beverage.
Johnson emphasizes that the investment programme is not just about adding scale, but also about improving the quality of the airport experience. This is evident in the introduction of several first-of-their-kind concepts, such as Blinded Tiger, a speakeasy-style cocktail bar within a duty-free store, and Bubbles on 5th, a Champagne-led experience integrated into a luxury fragrance environment at Terminal 8. These innovative concepts are designed to reflect the behavior of travelers and encourage them to engage across categories.
In addition to introducing global brands, Avolta has also brought in well-known local brands such as Eataly and Momofuku, as well as smaller, locally-owned businesses like Brooklyn Tea and Villa Russo. Johnson explains that this combination of globally recognized names and authentic local operators creates a sense of place for travelers.
Avolta’s ‘Made in New York’ program also adds to the local flavor of the airport experience by offering locally produced goods, from artisanal confectionery to small-batch spirits. These unique products provide a more authentic connection to the city for international travelers.
The ongoing investment at JFK includes the introduction of new hybrid concepts and dining formats across four terminals. These concepts will not only be firsts for New York but also for the global travel retail channel, making JFK a flagship location for innovation within Avolta’s portfolio.
Johnson highlights that the capital expenditure is not simply about the amount of money spent, but also about how it translates into performance and growing spend per passenger. By creating environments that encourage passengers to stay longer and engage across categories, Avolta is able to increase cross-category spend. Technology-enabled infrastructure, such as mobile POS and self-checkout, help to capture demand more efficiently, while also improving operational productivity.
Avolta’s focus is on creating experience-driven, locally relevant, and commercially effective environments for travelers. This starts with the design of the space, which brings together different categories and creates a natural flow that encourages discovery. Local storytelling is also incorporated through initiatives like ‘Made in New York’, and programmable experiences are offered to engage travelers and create memorable moments.
Club Avolta, Avolta’s loyalty program, connects retail and F&B into a single framework, allowing for a more personalized experience for customers. The integration of technology also allows for frictionless transactions and dynamic brand activations.
A major focus for Avolta at JFK is the hybridization of retail and F&B concepts. By breaking down traditional barriers between categories, Avolta is able to increase engagement and overall spend.