Airports are transforming into multifaceted destinations that blend travel and commerce, with non-aeronautical revenues now accounting for up to 60% of total income. Yet traditional design approaches often overlook the measurable connection between passenger experience and commercial performance. To address this, we will introduce PerformaX, a parametric, data-assisted simulation tool that quantifies how visibility, movement, stress and exposure time shape passenger engagement and spending. PerformaX was used in our strategy for London Stansted Airport’s expansion program, and this co-presentation will delve into how it helped to bridge the gap between experiential design and commercial strategy.

• How PerformaX links retail visibility to commercial performance, using passenger journey simulations to guide strategic solutions
• Understand the six factors shaping passenger experience, such as stress and message overload, and their impact on spending and satisfaction
• Explore how data-assisted design promotes layout testing and validation, reducing costly trial and error before implementation
• Learn how the tool’s heatmap output and agent-based modeling reveal blind spots, drive footfall attraction and optimize unit placement in airports
• How this innovative approach to measure user journey performance, validated at Stansted Airport, can benefit cross-sector solutions