The simplified version for campaign marketers.

A domain like FlyDFW.com protects your digital traffic, converts more passengers into buyers, and directly increases annual concession revenue. Even a 1% shift in digital behavior adds over $1M+ to retail spending, and $10M+ in preserved economic opportunity.

The cleanest, most persuasive way to explain the impact of just 1% of search-engine traffic shifting to direct traffic through a memorable domain like FlyDFW.com, specifically for airport revenue, retail, and concessions.

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✈️ How a 1% shift from 'search traffic' to 'direct traffic' benefits the Airport, its tenants and the city!

DFW handled ~87.8 million passengers in 2024. Industry studies consistently show:

70–85% of airport website visits start in search engines

10–25% of all passenger spending is influenced by online information

Direct traffic converts higher, spends more, and leaks zero revenue to intermediaries

Now let’s translate those facts into the airport world.

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📌 1% of DFW’s passenger volume = 878,000 people

That’s 878,000 fewer travelers going to Google, and 878,000 more travelers landing directly on (in this example) FlyDFW.com.

That alone delivers three financial upgrades:

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 1) Reduced revenue leakage. (search-engine escape)

When travelers search “DFW restaurants,” “DFW terminals,” or “DFW shopping” in Google:

Google shows ads from OTAs, food delivery apps, parking competitors, rideshare, and outside vendors.

Every click sent off-platform is lost revenue opportunity for the airport.

A direct access domain like FlyDFW.com:

Stops passengers from leaving the ecosystem

Keeps them inside the airport’s retail environment

Increases the odds they spend money with DFW’s tenants, not outside companies

Even if only 1% avoid the “Google escape tunnel,” DFW retains:

→ Hundreds of thousands of high-value shopping sessions

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 2) Increased revenue for concessions.

Average U.S. airport spend per enplaned passenger (2024 data):

Food & Beverage: ~$8.30

Retail: ~$6.20

Total Concessions Spend: ~$14.50 per passenger

If just 1% of DFW passengers (878,000 people) spend normally:

✔ Revenue generated for concessions:

878,000 × $14.50 = $12,731,000 / year

Even if only 10% of them buy something because the website made it easy:

✔ Incremental uplift:

$1.27 million in NEW spending driven by improved digital access.

Airports routinely spend 6-figure budgets to unlock less.

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 3) Higher conversion on parking, retail, loyalty & eCommerce.

Direct traffic converts:

2× higher for parking

3× higher for mobile ordering

2–4× higher for retail browsing

5–10× higher for loyalty sign-ups

Why?

Because direct traffic = high intent(Search traffic = distracted, poached, diverted, leak-prone)

If FlyDFW.com increases digital conversions by even 0.5–1%, the airport gains:

• More prepaid parking
• More mobile food orders
• More duty-free preorders
• More brand engagement
• More data for future spending predictions

These are recurring, compounding revenue effects.