From Runway to Retail: The Italian Airport Paradox

Bologna Airport, August 9. Before security, things looked promising: busy but manageable crowds, quick physical checks, and — miracle of miracles — one of the few Italian airports where new scanners mean you no longer have to empty your water bottles down to the regulation 100 ml.

Then, the moment you pass security, it’s as if Dante himself designed the next circle. Passengers everywhere. Pockets of stifling heat where the air conditioning seems to have surrendered. Loudspeakers repeat the mantra: “Do not leave your baggage unattended.” But as for the real safety hazard — overcrowding — not a word.

Looking for a sip of water or a working restroom? Good luck. In desperate need of charging your phone? Forget it: power outlets are scarcer than empty seats. Many travelers end up sitting on the floor, others spill over into the emergency staircases.

The shops, however, are plentiful — more numerous than actual waiting areas. Most are empty, except for the food outlets, where prices rival those of Michelin-starred restaurants.

It’s a trend that goes far beyond Bologna. Across Italy (and much of the world), airports are increasingly designed as shopping malls with runways attached. But here’s the question: if passengers are tired, thirsty, and unable to charge their devices, will they really feel like browsing luxury handbags or artisanal truffle oil? Or will the commercial plan backfire, turning terminals into both a retail and a customer-experience flop?

Sometimes, the best “duty free” would simply be a seat, a socket, and a little fresh air.

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