Case Study

Birmingham Airport

Airport terminal retail optimisation.

Birmingham Airport

Airport terminal retail optimisation for UK’s Birmingham Airport.

Birmingham Airport is experiencing exceptional passenger growth of 20%+ per annum. To accommodate this, the airport is planning significant expansion as part of a masterplanning process.


To help inform the planning in the medium-term, Javelin Group was engaged to advise on optimising the commercial mix in the current terminal, to unlock passenger spend potential.


Javelin Group used a combination of passenger and retail spend data to understand the existing commercial performance and identify opportunities for uplift. Global airport retail benchmarks were used to contextualise performance and industry trends.

Subsequently, a space and category model was developed to advise on the optimal amount of commercial space and the respective split into main categories required to most profitably accommodate the growing passenger numbers.


Javelin Group’s analysis helped management to justify the business case for the investment in additional commercial space in the international departure lounge.

We selected Javelin Group to help us form a global view on industry trends and develop actionable planning principles for the commercial terminal space, which we have implemented to great success. It was a pleasure to work with such a professional and knowledgeable team.
Richard Gill, Head of Commercial, Birmingham Airport.

Find out more about Javelin Group’s Airport & Travel Hub Futures service line.