Annual report 2010
Commercial Spaces and Services
More than a hundred brands can be found, with businesses of acknowledged prestige
General Information Commercial Spaces and Services
COMMERCIAL ACTIVITY The Directorate of Commercial Spaces and Services is the Aena unit responsible for planning, developing and managing the different business lines that conforms its commercial activity, optimizing those lines as well as improving continuously quality standards towards our users. In this way, it contributes to the funding of the investments accomplished on the whole of its airport network and at the same permits to maintain the competitiveness of the airport fees. Aena’s sales revenues for 2010 increased by 4.07% in comparison with the previous year (23.3 million Euros), reaching a total of 596 million Euros. The ratio of sales revenues per passenger was 3.11 Euros, which represented a 1.20% increase over the previous year. The different business lines at Aena airports, which contribute to commercial development, are the following: car parks, shops and duty-free shops, car hire, food outlets, managing lands (rentals), advertising, fuel and business operations.
«The ratio of sales revenues per passenger was 3.11 Euros»
Our array of retail concessionaires comprises more than one hundred shops, including prestigious local and international companies and brands such as Aldeasa, Canariensis, Grupo Áreas, Dufry, Aelia, Relay (SGEL), Zara, Mango, Mássimo Dutti, Becara, Adolfo Domínguez, Desigual, Ferrari, Puma, Carolina Herrera, Rolex, Chocolat Factory, Picuadro, Imaginarium, Tous, Natio-
Aena’s sales revenues for 2010 reached 596 million Euros, a 4.07% increase
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General Information Commercial Spaces and Services
nal Geographic, Adidas, Lacoste, Sibarium, Your Fashion Store y Superskunk, among others. Likewise, in accordance with the market studies conducted, we are introducing prominent local brands and products. Concerning implementation actions, we can highlight the adaptations of the two duty-free shops located in the Madrid-Barajas Airport (Terminal 4) and the Barcelona Airport (Terminal 2), respectively, in a way that now passenger fluxes can move through the shops (walk though shops), favouring their profitability. As for food outlets, there are international operators such as Grupo Áreas, SSP, Grupo VIPS, Autogrill, McDonald’s, Pansfood, etcetera, with sings in our airport premises such as McDonald’s, Burger King, Starbucks, Lizarrán, Subway, Häagen Dazs, Caffriccio, Ritazza, and VIPS, among others. We can find concepts that meet user demand, covering a broadspectrum offer, as our current variety shows, ranging from fast food to restaurants whose chefs have been awarded Michelin stars such as “El Madroño” (Madrid-Barajas Airport), “El Gaig” (Barcelona-El Prat Airport) and “La Moraga” (Málaga-Costa del Sol Airport). This type of service will be gradually expanded in those airports that demand it, as in the case of the enlargement of the Alicante Airport in 2011.
«The chefs at ‘El Madroño’ (Madrid-Barajas), ‘El Gaig’ (Barcelona-El Prat) and ‘La Moraga’ (Málaga-Costa del Sol) have been awarded with Michelin stars» Direct discount campaign ‘Two Free Euros’ was one of the outstanding promotional activities of the year
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General Information Commercial Spaces and Services
The Advertising activity is currently allocated to the companies JC Decaux Airport España, S.A., Publimedia and to UTE Publimedia Sistemas Publicitarios, as well as to Juan José Fuentes Tabares S.L. In 2010, long-term car parks began operating in Barcelona-El Prat, Málaga-Costa del Sol and Santiago Airports. Also, Aena develops promotions directed to employees and companions, by means of offers in supermarkets and in different services such as beauty centres, hairdressers, service stations and so on. As for aviation fuel, new fuel storage facilities were brought into operation in the LogroñoAgoncillo,Murcia-San Javier and Vigo airports. Regarding the development of retail facilities in the passenger terminals, a number of actions have been taken during 2010: • New Terminal T3 in the Málaga-Costa del Sol Airport was brought into operation in April 2010. New retail floor space was established with 5.355 m2 for 23 shops and 5.881 m2 for 19 food outlets. The Duty-Free Shop, with 2.300 m2, is the biggest one installed in an Aena airport. There is also a VIP Lounge with 1.900 m2 and 10 car hire premises. • Definition and development of the whole of the commercial offer and the future services of the Passenger Terminal Building of the Alicante Airport, which is estimated to be put into Direct discount campaign ‘Two Free Euros’ was one of the outstanding promotional activities of the year
operation in March 2011. • Definition and development of the whole of the commercial offer in the Module C of the Palma de Mallorca Airport, which will start operating around summer 2011.
The Car Hire Service is provided by national and international operators such as Avis, Hertz, Europcar, National Atesa, Sixt, Europa/Gold Car, Record, Cicar, Special Car Autoreissen, Centauro and Coral Car, among others.
With respect to the promotional activities put into action during 2010 related to our brand ‘Las Tiendas del Aeropuerto’ (in Bilbao, Barcelona-El Prat, Menorca, Madrid-Barajas T4, Palma de Ma-
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General Information Commercial Spaces and Services
llorca, Ibiza, Sevilla, Tenerife Sur, Fuerteventura, Saragossa and Malaga-Costa del Sol Airports) and carried out in order to increase the medium ticket, rise sales, encourage buying in our retail spaces and establish brand; the following ones have been held: Book Week (in April coinciding with the Book Day), Ibiza Summer Campaign (due to the opening of the new retail area), Scratch Cards Campaign (with direct two-euro discounts with purchases of over 20 Euros or direct free gift valued in 50 Euros), direct discounts (with gift vouchers) and Christmas Campaign (with decoration and entertainment activities in the retail spaces).
BUSINESS LINE
VARIATION 2010/2009
Duty-free shops
9.16%
18.02%
Car parks
-1.00%
17.55%
Car hire facilities
-0.03%
16.22%
0.65%
16.00%
10.45%
12.59%
3.36%
7.67%
13.36%
4.66%
Fuel
6.95%
4.37%
Consumption
2.19%
2.72%
Lounges
246.28%
0.18%
Others
110.72%
0.03%
Retailing Food outlets Rentals
In the sphere of marketing land, an assignment agreement for a 32.300 m2 terrain was signed in favour of Iberia so that the company builds its new corporate headquarters. In October 2010 Iberia Desarrollo Barcelona inaugurated its maintenance hangar in the Barcelona-El Prat Airport. This new well-lit hangar, which cost more than 24 million Euros and which has an extension of 24.000 m 2 with a 13.200 m 2 elliptical floor, permits multiple configurations. Thus, it can accommodate from an A-380 plane to four A-321 planes simultaneously.
Advertising
Total sales revenues (%)
Likewise, several demand and marketing studies have been carried out in the areas next to the airports susceptible to potential real estate development.
Sales revenues distribution by business line. In 2010 the total commercial activity grouped in business lines and ordered according to their relative weight in comparison to the total sales revenues, has been divided in the following way.
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