Monica E. Chikhani, founder and managing director of MEC Workshop, explores how airport F&B venues are flying high

For millions of travelers across the Middle East, airports are no longer occasional destinations. Instead, they are recurring touchpoints woven into the rhythm of modern life. Whether it’s a business executive flying between regional hubs or an expat heading home during holidays, many travelers pass through the same airports multiple times each year.

Significantly, along the way, they develop habits. This could be the specialty coffee they grab before an early morning flight, for example. Or perhaps the healthy dining concept they seek out during a layover. And these seemingly routine choices are creating a key opportunity for hospitality brands that extends far beyond F&B sales.

From convenience to preference

Historically, airport dining was driven by necessity. In practice, travelers ate at airports because they had limited alternatives and little time. However, that dynamic has changed dramatically. Today, modern airport food halls are increasingly curated, offering visitors a mix of established restaurant concepts, premium coffee brands, chef-driven experiences and healthier dining options. Consequently, travelers are no longer settling for convenience, but instead actively choosing where to dine. In fact, many frequent flyers arrive at the airport with specific brands already in mind.

Reaching high-value customers

For hospitality operators, this repeated exposure builds familiarity and trust. Furthermore, research consistently shows that consumers are more likely to choose brands they recognize and have experienced before. Thus, airports become customer acquisition channels rather than just dining venues.

The power of airport lounges

While food halls often receive the most attention, premium lounges are becoming equally influential. They offer something increasingly rare in today’s fast-paced environment, which is time. In fact, guests may spend up to three hours in a lounge before boarding.

As a result, many airlines and lounge operators are investing in elevated dining experiences. These range from specialty coffee programs to wellness-focused menus and partnerships with respected hospitality brands. Consequently, brands are able to showcase quality, consistency and innovation to a highly desirable audience of business travelers, frequent flyers and affluent consumers.

The social media multiplier effect

Nowadays, travel and social media have become deeply interconnected. Airport dining experiences frequently appear in travelers’ online content. This could be a beautifully plated, pre-flight breakfast, for example, or a signature coffee. As a result, these food halls and lounges are generating visibility that extends well beyond the terminal. Crucially, a single positive experience can influence future customer decisions, recommendations and online conversations.

For hospitality brands, this user-generated content represents an additional layer of marketing value that cannot be measured solely through sales performance.

From transactions to travel rituals

Perhaps the most significant shift is that successful airport hospitality brands are becoming part of travelers’ routines.

After all, people rarely develop emotional connections with terminals or boarding gates. Rather, they develop connections with experiences. The restaurant they trust. The coffee they look forward to. The lounge they associate with comfort.

Forward-thinking hospitality operators are therefore now viewing airport locations not only as revenue-generating outlets but as long-term brand-building investments. Indeed, in an increasingly mobile world, these food halls and lounges have become far more than places to eat and wait. Beyond this, they are shaping habits, influencing preferences and creating lasting relationships with some of hospitality’s most valuable customers.