Editor’s Note: Airport Experience News recently announced the launch of the AX Next Gen Collective, an advisory group created to amplify the voices of emerging leaders in the North American airport concessions industry. Over the next year, the 12 professionals selected for the AXNGC will share their perspectives on the trends, opportunities, and challenges shaping our industry. They’ll also help guide the AXN team by providing insights into how the next generation of industry leaders consumes media and engages with content.
Over the next 12 weeks, the AXN NewsFlash will feature short features on each member. First up is Alea LaRocque, vice president of business development at WHSmith North America, who shared her experiences with AXN’s Sarah Beling.
Beling: How did you land in the airport concessions industry?
LaRocque: I first entered the airport concessions industry in 2016 through Mission Yogurt, an ACDBE-certified operator based in Denver. At the time, I was working at the Denver Metro Chamber of Commerce, where Mission Yogurt was an active member and sponsor of several Chamber events. That connection opened the door to my first role with the company as strategic partnerships manager, with a focus on brand partnerships. From there, I moved into the role of director of business development, where I led new business strategy, concept development, and proposals.
Beling: What are you doing now (and how did you get there)?
LaRocque: I am currently vice president of business development for WHSmith North America, where I support retail growth and airport development efforts across the western half of the country. Before WHSmith and Marshall Retail Group merged, I was on the other side of the table, bidding against them (and winning!). Through that process, my now-boss, Roddy McOwan, took an interest in my career and gave me an incredible opportunity to grow with a larger prime concessionaire. I got to this point by staying curious, trusting my instincts, working hard, showing initiative, and building a strong track record of winning business. Outside of my airport career, my wife and I also own Juniper Lodge & Treehouses, a boutique hospitality property in Evergreen, Colorado.
Beling: What area of the airport concessions sector would you like to explore in the future?
LaRocque: I think the airport lounge industry is fascinating. It is something I understand well and enjoy as a traveler but would like to better understand from a business perspective, especially the relationship between lounges, airlines, and concessions.
There may be opportunities to think more creatively about how lounges and concessions can support each other. For example, I recently spoke with an airport client who mentioned that a lounge near one of our convenience stores frequently has to turn away passengers. That made me wonder whether there could be partnership models that help redirect demand, improve the passenger experience, support airport revenue goals, and still preserve lounge loyalty.
Beling: How do you predict the airport concessions sector will evolve to serve younger generations of travelers?
LaRocque: I am a Millennial, but I have a Gen Z sibling, so when I answer this question, I think a lot about my brother. He is tech savvy, uses AI often, spends a lot of time on TikTok, and cares about the story behind the things he buys. For example, one year for Christmas, he bought me handmade soap from a woman- and LGBTQ-owned business because the product had a story and values behind it. When I asked him what mattered most to him in airport concessions, the first thing he mentioned was the story behind local makers. He likes when stores have dedicated sections with placards or short descriptions that explain who made the product, where it came from, and why it matters. That feels very relevant to the future of airport concessions. I think younger travelers will continue to expect more authentic local experiences and reasons to care.
Technology still matters, but I think it should support the experience rather than replace it. Younger travelers are comfortable with QR codes, self-checkout, mobile ordering, etc., especially when they are in a hurry or do not want a lot of social interaction. But they also want the choice to engage with a person when they need help or want a more personal experience.
Beling: What is your favorite airport concession (restaurant, bar, store, amenity) and why?
LaRocque: I will always have a special place in my heart for Root Down at Denver International Airport (DEN) since Denver is my home airport and the restaurant was my O.G. favorite. Chef Justin Cucci’s vision for the design and the menu, in collaboration with Mission Yogurt, was legendary. He upcycled a bunch of the materials and vintage items within the space. The food is super clean, so you know you’re not going to walk away feeling really heavy and tired after a meal.
In terms of personal projects, I’m really proud of Topaz Farm at Portland International Airport (PDX) which just opened in April 2026. We collaborated with a local family farm on Sauvie Island, owned by Kat Topaz, to bring a convenience retail concept to life in the new TCORE at PDX. When you walk into the store, you can feel the stories of the farm through the products and the design. There is a photo collage on one of the walls that has photos of the family and farm animals over the years. It’s just a really heartwarming space.
I think what I tend to be drawn to as a passenger are spaces that tell stories of real people beyond just sense of place building through naming and design.
