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05. Our Business Units
CONSUMERS BUSINESS UNIT to meet the passengers’ need for quality Greek food
The activities comprised in the Consumers’ Business upon arrival in Athens, and the branded “Heineken Beer
Unit (CBU) portfolio aim at delivering a unique airport Restaurant” at the Departures Level, serving a wide
experience to passengers and visitors. The wide spectrum selection of beers and catering options have enriched the
of high quality services provided ranges from terminal Airport’s existing product offer.
and landside operations to shopping, dining and parking
services. Chart 5.6
In 2011 the unfavorable conditions of 2010 deteriorated 2011 vs. 2010 Consumers Direct Revenue
further, making the recession in the Greek market more
apparent and negatively affecting the spending behavior
of the Greek citizens who suffered additional and
extraordinary tax liabilities. Despite the adverse market
conditions, 2011 CBU direct revenues amounted to €65.5
million, retaining a decline of -5.9% in accordance with
the passenger traffic development.
Chart 5.5
2011 Consumers Direct Revenues Breakdown
Addressing the prevailing challenges of such an adverse Furthermore, working closely with the terminal
financial environment, the 2011 Airport Shopping concessionaires, a number of refurbishments and brand
Centre’s annual plan focused on activities related to changes were also implemented at the Shopping Centre.
promoting sales and increasing consumer satisfaction. These included a further enhancement of the catering
Through the effective implementation of the annual plan, offers at the Departures Lounges with the refurbishment
direct commercial revenues, constituting the 70% of the of 2 food & beverage units operated by Autogrill and the
total CBU direct revenues were safeguarded despite the introduction of the 2 new fashion/accessories “brands”
ominous market background, reaching the amount of at existing stores operated by Hellenic Duty Free Shops.
€46.2 million and remaining in line with the passenger
traffic decline of 6% Moreover, aiming at enhancing the services provided to
airport users, a modern spacious smoking lounge was
Within this context, the addition of two new concepts constructed at the Check-In Counters area, providing
to the retail services portfolio in 2011 contrasted the a pleasant environment for smokers while ensuring a
shrinking trend of the high street market, affirming the smoking-free environment for non-smokers.
robust nature of the Airport business. A traditional mini-
market at the Arrivals Level, “Pantopoleio”, designed The implementation of a series of marketing activities,
aimed at enhancing sales and consumer awareness,
significantly aided the picture of 2011 retail performance.
Such activities included, among others, special promotions
in cooperation with the terminal concessionaires, seasonal
decoration, web-based applications and the “What’s
Hot” e-leaflet informing passengers on the latest offers
and products available at the Airport Shopping Centre.
With regards to the airport passenger car parking
facilities, the business demonstrated a reasonably resilient
behaviour given the adverse evolution of passenger
26 Annual report
CONSUMERS BUSINESS UNIT to meet the passengers’ need for quality Greek food
The activities comprised in the Consumers’ Business upon arrival in Athens, and the branded “Heineken Beer
Unit (CBU) portfolio aim at delivering a unique airport Restaurant” at the Departures Level, serving a wide
experience to passengers and visitors. The wide spectrum selection of beers and catering options have enriched the
of high quality services provided ranges from terminal Airport’s existing product offer.
and landside operations to shopping, dining and parking
services. Chart 5.6
In 2011 the unfavorable conditions of 2010 deteriorated 2011 vs. 2010 Consumers Direct Revenue
further, making the recession in the Greek market more
apparent and negatively affecting the spending behavior
of the Greek citizens who suffered additional and
extraordinary tax liabilities. Despite the adverse market
conditions, 2011 CBU direct revenues amounted to €65.5
million, retaining a decline of -5.9% in accordance with
the passenger traffic development.
Chart 5.5
2011 Consumers Direct Revenues Breakdown
Addressing the prevailing challenges of such an adverse Furthermore, working closely with the terminal
financial environment, the 2011 Airport Shopping concessionaires, a number of refurbishments and brand
Centre’s annual plan focused on activities related to changes were also implemented at the Shopping Centre.
promoting sales and increasing consumer satisfaction. These included a further enhancement of the catering
Through the effective implementation of the annual plan, offers at the Departures Lounges with the refurbishment
direct commercial revenues, constituting the 70% of the of 2 food & beverage units operated by Autogrill and the
total CBU direct revenues were safeguarded despite the introduction of the 2 new fashion/accessories “brands”
ominous market background, reaching the amount of at existing stores operated by Hellenic Duty Free Shops.
€46.2 million and remaining in line with the passenger
traffic decline of 6% Moreover, aiming at enhancing the services provided to
airport users, a modern spacious smoking lounge was
Within this context, the addition of two new concepts constructed at the Check-In Counters area, providing
to the retail services portfolio in 2011 contrasted the a pleasant environment for smokers while ensuring a
shrinking trend of the high street market, affirming the smoking-free environment for non-smokers.
robust nature of the Airport business. A traditional mini-
market at the Arrivals Level, “Pantopoleio”, designed The implementation of a series of marketing activities,
aimed at enhancing sales and consumer awareness,
significantly aided the picture of 2011 retail performance.
Such activities included, among others, special promotions
in cooperation with the terminal concessionaires, seasonal
decoration, web-based applications and the “What’s
Hot” e-leaflet informing passengers on the latest offers
and products available at the Airport Shopping Centre.
With regards to the airport passenger car parking
facilities, the business demonstrated a reasonably resilient
behaviour given the adverse evolution of passenger
26 Annual report
