Palm Beach Airport Renovation Enhances Visitor Experience

Why shouldn’t the airport experience be pleasant? And further still, why shouldn’t that experience mirror aspects of the destination visited?

Those are challenges that Palm Beach County tourism and airport officials have spent formidable time addressing.

Simply put, they want travelers to obtain a positive feel for the destination just as soon as their planes land, according to Sophie Gaeta, senior director of international sales and airlift development for the Palm Beach County Convention and Visitors Bureau. 

A recent $7.5 million upgrade to Palm Beach International Airport is a cornerstone of the strategy. As one example, new shopping and concession arcades were designed to provide travelers with a taste of the county’s tourism attractions, including some of the more iconic areas in the region, such as CityPlace in West Palm Beach and Worth Avenue in Palm Beach.

“They create the image of the Palm Beaches collectively, or put another way, they present a micro-version of the destination,” Gaeta told Travel Market Report.

“Many of our customers have commented positively on the new design of the shopping facilities,” said Jorge Gutierrez, Continental Airlines’ general manager for Palm Beach. “That Worth Avenue look is aesthetically pleasing and inviting. They appreciate the ability to purchase items that are not generally associated with airports, and with more of the feel of an upscale mall.” 

You have arrived
A series of murals establish a strong sense of place for visitors as soon as they enter the airport’s arrivals area.

“They go down to baggage claim, and there are murals on the walls depicting some of the famous attractions and areas of the county, such as Flagler Museum and Worth Avenue,” Gaeta said. Murals in the arrival area showcase the entire coastline of the county, she said.

“Between the shops and the foliage, you don’t know if you’re at the mall, a hotel atrium or an airport,” said Steve Crist, senior vice president of destination sales for the Palm Beach County CVB. “It feels nothing like an airport you’d find in other cities. It puts a smile on your face.”

Keep it moving
The renovations also focused on smoothing passenger flow throughout the airport.

“Our team visualized themselves as first-time passengers traveling through Palm Beach International Airport,” said Gaeta. “We asked ourselves how to keep it easy and simple, with less congestion.”

The effort and investment has paid off, according to focus groups conducted with domestic and international arrivals. “Ninety percent of travelers said the airport was easy to use; 60% said check-in was easy, and 40% said clearing security was stress-free,” she said.

“It’s a short distance from the terminal to the runway, and the security checkpoint is easy to go through,” commented Lou Anthony, JetBlue’s general manager at Palm Beach International. “It’s an easy in-and-out airport.”

Busy hub, broad reach
Air service from Palm Beach International reaches 30-plus cities nonstop throughout the U.S. and Canada.

“We have nonstops to Chicago, Washington DC, Baltimore, Dallas, Toronto and Montreal” through carriers including American Airlines, Continental Airlines, Delta Air Lines and JetBlue, said Jorge Pesquera, president and chief operating officer of the Palm Beach CVB. 

A big coup for the airport is the recent addition of seasonal nonstop service aboard Air Canada from Montreal, launched late last year.

“We are always looking at introducing services in new markets to better respond to our customer’s wishes,” said Isabella Arthur, manager of media relations and community investments at Air Canada. “Palm Beach is a great and pleasant alternative for customers traveling to areas north of Miami and Fort Lauderdale, and we’re pleased with passenger response to the new service.”