What: Changi airport maximizes the opportunities to experience and feel, in order to become a destination per se.

Why it is important: An interesting feature is the giant slide, which is similar to what has been seen already at Showfields (US) which has made it an Instagrammable asset. The fact that to use it customers have to be holders of the loyalty card creates at the same time a sense of urgency to be member of the program, but also a sense of belonging and exclusivity.

Changi airport in Singapore has set up a calendar of activities aiming to make the place a destination in itself, instead of being a transit platform. For instance, in May 22, Changi offered a “night at the airport family camp” experience, which allowed families to camp in tents with air mattresses in the Changi Canopy Park.

Workshops are also available, and more interestingly, some features are designed to create a sense of belonging and exclusivity: in Terminal 3, a giant slide is available only to holders of the airport loyalty card, for a maximum of 10 rides a day. Tokens are not digital: they have to be redeemed at a counter where other products are also available for purchase.

Singapore airport goes big on entertainment and retail