Published on 13 février 2023
Groupe ADP launches Extime,
its new airport retail and hospitality brand
The new brand and franchise Extime is part of the Group ADP's 2025 Pioneers strategic roadmap and intends to build the foundation of a new airport model focused on hospitality, sustainability and performance. Through branded services, a loyalty programme, a marketplace and a Boutique Terminal design, Extime offers passengers a unique experience in a restricted area.
Today, with the reopening of Terminal 1 at Paris-Charles de Gaulle, Groupe ADP reveals the first Extime "show flat". This illustrates the ambition of the group in terms of commercial offer, design, layout of spaces and services, all made available to passengers.
An ambitious economic project as part of the global strategy of Groupe ADP
Following its passenger brand, Paris Aéroport, and its corporate brand, Groupe ADP, in 2016, Groupe ADP inaugurates its new airport retail and hospitality brand in 2023: Extime.
Taking its inspiration from the concept of boutique hotels, Extime aims to transform the reserved areas of airports into a collection of terminal shops, offering excellence in hospitality and service quality to our passengers.
Starting in Paris, and then all over the world, the purpose of Extime's model is various: First, bringing passengers an extraordinary level of service, design and commercial offers in the boarding rooms. Secondly, it also seeks to increase the group's turnover per passenger. Finally, it multiplies the synergies between the various players and strengthens the digital ecosystem of Groupe ADP.
Extime: excellence and multifaceted expertise
Rethinking the departure lounge
Excellence is expressed through 3 fundamental principles: an exceptional design of the premises, local and on a human scale, with hybrid and varied spaces; an excellent commercial, cultural and service offer, unique and tailored; and finally, an extraordinary level of service and welcome within the Boutique Terminal, personified on a daily basis by the maître de maison and his team who welcome, guide and accompany travellers by identifying their needs in real time.
A holistic concept
Groupe ADP's ambition is to raise the quality of service and passenger satisfaction to the highest level. Extime's know-how focuses on some brands:
- Extime Duty Free offers the best in commercial services in the major duty free categories. At Paris-CDG and Paris-Orly, the brand is operated by Extime Duty Free Paris.
- Extime Lounge, operated by Paris Lounge Network, is Extime's upscale, multi-carrier lounge offering. In Paris, the first Extime Lounges are in Terminal 1 and Terminal 2BD at Paris-CDG.
- Extime JCDecaux, the airport advertising offer, in France and internationally. This brand will be operated by Extime Media, subject to approval by the competition authorities.
Extime is also an alliance within its Terminal Stores with prestigious partners, in line with department stores.
Last but not least, Extime is a complete digital ecosystem, being launched in the first half of 2023, with a marketplace, Extime.com, and a loyalty programme, Extime Rewards, conceived as the red thread of the experience, rewarding all purchases made in France and abroad.
Experience Extime, an internationally dedicated offer
Extime's universe of brands operating in Paris will be extended to the international market using a franchise business model. This franchise will be adapted to each of Extime's areas of expertise, in harmony with each territory and each terminal. Thus, the brand is structured around 3 ranges that will be present in Paris airports, each time adapting the concept to the types of passengers present: Lifestyle, Premium and Exclusive.
Lifestyle: Terminal shops for passengers who mainly take Schengen flights. In Paris, Extime is inaugurating 2 Lifestyle Terminal Shops: Paris-CDG Terminal 2BD and Paris-Orly 4 (end 2024).
Premium: Terminal shops for international customers taking long-haul flights on scheduled airlines. In Paris, Extime is inaugurating 2 Premium Terminal Shops: Paris-CDG Terminal 1 international, Terminal 2E gates K and L.
Exclusive: An ultra-selective offer designed as a "palace on the runway" for business aviation or for the main international hubs. The Parisian palace on the runways of Paris-CDG airport, designed by Jacques Garcia, will be unveiled by summer 2024, and a first international project will be launched in 2023 in the United States.