Airport Business Portfolio

Abstract

This chapter discusses the importance of airport business portfolios in the digitalisation of aeronautical and non-aeronautical activities, particularly in this economy uncertainly period. Airports are in a transitional period of digitalisation, decarbonation and new business activities, with the aim of redefining their business models. A successful airport marketing strategy must take tangible and intangible items into account. For this reason, airport operators are developing modern business models to diversify income sources and optimise the available resources of the airport's infrastructure. The implementation of these new business models is influenced by competition levels between airports, destination attractiveness, airport reputation, a proactive value proposition, catchment area and the quality of service offered by airport operators.

Citation

Florido-Benítez, L. (2024), "Airport Business Portfolio", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 55-66. https://doi.org/10.1108/978-1-83608-082-420241004