Dubai Airports, operator of Dubai International (DXB), launched DXB&more, a regional first mobile food, beverage and retail ordering service that provides an alternative to dining in or waiting for an order to go, without the need to download an app.
The development of DXB&more has been in partnership with U.S.-based Servy, an enterprise self-service platform for hospitality launched in 2015 as an airport digital commerce solution. The company provides technology that aims to enhance the hospitality experience, not replace it, and has been adopted by a number of companies including airports, railway stations and sports arenas across North America.
For Dubai Airports, the creation of DXB&more was in direct response to the ever-evolving needs of the busy traveler, providing a convenient alternative to shopping and dining before a flight. The service is available to guests of DXB’s Terminal 3 and can be accessed via the WiFi landing page, through QR codes around the airport or by visiting DXBmore.com. Plans to extend the offering to the airport's other terminals are in place and will be announced in 2022.
Eugene Barry, EVP, commercial at Dubai Airports, who championed the implementation of the proposition, said, “At Dubai Airports, we are focused on improving our guests’ experience across all physical and digital touchpoints through DXB. Clearly, the events of the past 18 months have accelerated key consumer trends and raised customer expectations around choice and convenience.
“Our objective is to create and test new ways of communicating with travelers before, during and after their journey with us, and raise awareness of the full range of shopping, dining, and hospitality experiences across our airport by integrating all of these channels on a single platform, while speaking directly to the consumer. It is also a way of supporting our important commercial partners and optimizing opportunities jointly, by broadening the very definition of commercial boundaries and reshaping our partnerships.”
DXB&more allows guests and airport employees to view a selection of duty-free shopping and restaurant menus and place shopping and food and beverage orders on the DXBmore.com website. They then have the option of picking up their order at the retail outlet or restaurant, or having it delivered directly to their chosen location across DXB’s Concourses B and C.
Jeff Livney, chief experience officer at Servy, said, “Servy is beyond thrilled to partner with Dubai Airports and power DXB&more, a new digital marketplace at the world’s busiest international airport. By expanding DXB’s physical commercial real estate into the digital realm and enabling guests to discover, curate and transact across a wide range of restaurant and duty-free offerings, DXB&more sets the stage for a seamless airport experience. DXB&more meets the changing needs of passengers as we emerge from the pandemic, providing them with a modern, contactless service that will enhance their overall experience during their departing or transit journey through DXB.”
The delivery service, which is being fulfilled by Dubai Duty Free, seamlessly links airport guests and employees to more than 25 retail and restaurant partners who have already signed up to be a part of the offering – including The Daily DXB, Tranzeet, Costa, Fix and McDonald’s.
Behind the scenes, the Servy platform brings together a world-class digital guest experience with point of sale integrations, business intelligence & insights, global payment services in partnership with Adyen, and the leading digital airport map and wayfinding experience in partnership with Atrius Personal Wayfinder (formerly known as LocusLabs), a product of Acuity Brands (NYSE: AYI).
Ambitions for the growth of DXB&more will see the platform develop into an all-encompassing digital DXB experience, bringing together digital entertainment partners, more shopping and live experiences to guests already in the airport and those who are due to travel.
