The on-premise is an incredibly multifaceted sales channel, encompassing a diverse range of venue types that cater to distinct market segments, each requiring its own tailored approach to marketing, activation and execution in order to drive success and meet the specific needs of its audience.
Airport bars, in particular, present a unique set of dynamics and characteristics that brand owners must fully understand if they are to truly maximise their potential.
One key consideration is understanding how the airport bar consumer profile differs from the average on-premise visitor. In US airport bars, gender distribution is markedly skewed male, with 60% of visitors identifying as such, and 40% as female. This contrasts with the more balanced split seen in the wider on-premise, where women make up a slight majority at 52%.
Age distribution also differs notably from the wider channel’s average. In typical US on-premise venues, visitation gradually increases with age, with the 55-plus demographic accounting for 40% of visits, while airport bars tend to attract a younger crowd. The 35–54 age group is the most prominent at 39%, closely followed by the 21–to-34 bracket, which represents a significant 35%. This means that businesses and brands must address the needs of both younger and middle-aged consumers in the travel setting, while also keeping in mind the male-dominated audience.
But divergences aren’t just about demographics: spending habits differ significantly as well. Airport bar consumers spend considerably more on food and beverages (F&B), with nearly one-third more overall spend and an impressive two-thirds more on alcohol alone, compared to the average on-premise consumer.
Their visitation frequency further highlights how airport bar users are a highly engaged and higher-spending consumer base. One in ten consumers visit airport bars, with three in ten doing so weekly and just under half visiting monthly. Furthermore, over two-thirds of these visitors go to on-premise venues weekly specifically for F&B, compared with only 42% of average consumers. Even more strikingly, 58% visit weekly for drinks alone, versus just one in three among the broader on-premise audience, which shows how significant the potential for drinks brands might be in this segment of the channel.
CGA by NIQ research also shows that airport bar visitors tend to have a higher average household income and are more likely to have children in their care (51% compared to just 36%). With family groups visiting airport bars, these visits are also likely to result in higher overall bills.
Understanding the airport bar visit
Airport bars are most frequently visited by leisure travellers, particularly those in the older demographic. Yet brands must cater to other occasions too – two in five visitors are travelling for business, with middle-aged men over-indexing in this group. Leisure visits may call for a celebratory, informal atmosphere, for instance, while business travellers may prioritise speed, convenience and a more refined, premium experience.
Versatility should also be a key focus when balancing F&B-led offerings. CGA by NIQ data show that most visitors to US airports plan to visit both types of establishments in the coming year. Operators will benefit from adopting flexible venue formats that can cater to the varied needs of travel on-premise consumers.
When it comes to timings, users visit airport bars throughout the day, from early morning breakfasts to late evening departures. So it’s essential that venues and brands tailor offerings across all dayparts to maximise reach, although the central part of the day – from mid-afternoon to early evening – attracts the highest footfall.
Each airport has its own traffic patterns influenced by flight schedules and destinations. By analysing these patterns, businesses can better predict peak times, understand the type of consumer likely to pass through, and align activation strategies and product offerings to drive engagement throughout the day.
Consumption behaviour
CGA by NIQ research shows that beer and wine are the most commonly chosen categories among US airport bar visitors, with the sub-channel ranking as the third most popular choice for wine consumption.
Spirits follow closely and with about one in ten airport bar visitors – especially the younger segment – opting for the likes of no-ABV beers and mocktails, non-alcoholic options are gaining popularity. A well-rounded beverage menu should include all these options to meet the diverse preferences of American travellers.
When it comes to younger consumers, preferences in airport bars tend to be more fragmented, with a wider variety of drink choices and less predictable behaviour. In contrast, older demographics display clearer and more consistent patterns, making them easier to target with specific offerings. For example, the majority of women aged 55 and over prefer wine, while males aged 34-plus are more likely to choose beer.
Regardless of their category of choice, the tendency to trade up is a behaviour that cuts across all consumer segments in the airport bar channel. A remarkable two-thirds are willing to pay extra for high-quality, premium brands, with males aged 21-to-54 a key audience for luxury and upscale offerings.
Four in five consumers say they prefer fewer higher-quality drinks over a larger number of lower-quality ones, so there’s clear space for premium offerings in airport bars. Given that visits to these venues might be shorter than in other channels, premium brands and serves must capture consumers’ attention quite swiftly: with limited time and a lower likelihood of multiple drink orders, first impressions are crucial.
That said, airport bars must not lose sight of value offerings, as nearly three in five visitors are likely to choose lower-cost options for at least some of their drinks. These options should be clearly highlighted on menus, making them easy to find and appealing to budget-conscious users.
Path to purchase
Another key factor for operators and brands to consider is how consumers make their ordering decisions at airport bars, and how this process may differ from their behaviour in more conventional on-premise settings. Understanding these unique decision-making paths can help tailor marketing, menu design and staff training to better capture attention and influence choices in the fast-paced travel environment.
Airport bars have one of the highest percentages of visitors who already know what they want to drink before arriving. This may be due to routine, as many consumers consider a visit to a bar as part of their travel ritual, selecting specific drinks based on the type of trip or the time of day that they’re at the airport. Recognising these habits can help brands anticipate preferences and tailor their offerings and messaging.
Yet, this doesn’t mean there aren’t opportunities to influence the consumer – two in five visitors are undecided before ordering and can be swayed by factors such as competitive pricing, compelling menu options and drinks that align well with the time of day. Brands should work closely with operators to ensure they are visible and appealing at the right moments and in the right spaces, whether through strategic menu placement, targeted promotions or timed offers that align with peak ordering times.
CGA by NIQ research shows that even consumers who have already made up their minds before visiting the bar can be influenced by special offers, discounts or strategic menu recommendations, as these might prompt re-evaluation and drive trial.
Around half of visitors consider multiple categories or brands, meaning they may switch from one to another during the same visit: this switching moment is crucial for brands wanting to target consumers who are open to trying something new. At this stage, the availability of quality products is vital to enticing consumers to try a different category or brand, but price plays a significant role too, influencing 34% of those who switch.
Brands should consider offering products that are perceived as premium but remain competitively priced against alternatives, striking the right balance to attract both quality-conscious and price-sensitive consumers.
With more than four in five airport bar visitors likely to return in the next 12 months, the travel on-premise channel offers significant opportunities. But to succeed, drinks brands and their owners must leverage actionable insights into what motivates travellers to visit, how their preferences and behaviours differ across drinks categories, and what drives their purchasing decisions.
Matt Crompton is CGA by NIQ’s vice president for the Americas on-premise. Contact him by clicking here.
CGA by NIQ’s suite of research services offers brands, suppliers and operators a comprehensive view of the global on-premise. The Channel Strategy Report offers a comprehensive overview of the airport bar channel, uncovering consumer profiles of interest, providing information around consumer visitation and their consumption behaviours within the channel.
To discuss how the US Channel Strategy Report can support your strategies, or to learn more about CGA’s other sources of consumer insights, click here.
