What strategy can an airport employ to market to non-passengers?

Marketing to non-passengers is essential for airports to generate additional revenue and increase community engagement. By promoting restaurants, movie nights, and other special events, the airport can attract local residents and visitors who may not be traveling but are looking for entertainment and dining options. This approach not only helps the airport establish itself as a community hub but also increases foot traffic, which can boost sales for various airport concessions and facilities.

Offering experiences like movie nights or showcasing dining options allows the airport to create a vibrant atmosphere that appeals to a broader audience. It also fosters a sense of belonging among the community, potentially leading to increased support for the airport's initiatives and services.

The other strategies listed, while beneficial in their own right, focus more on improving the travel experience and operational aspects of flying rather than directly appealing to non-passengers. For instance, improving flying services or enhancing security measures primarily targets travelers, while offering discounts on flights is designed to attract ticket buyers rather than engage the local community. Therefore, marketing events and amenities that cater to non-passengers is the most effective strategy in this context.