Editor’s Note: Earlier this year, Airport Experience News launched the AX Next Gen Collective, an advisory group dedicated to elevating the voices of emerging leaders across the North American airport concessions industry. Throughout the coming year, the 12 professionals selected for the Collective will share their perspectives on the trends, opportunities, and challenges shaping the future of the business. They’ll also provide valuable feedback to the AXN team, offering insight into how the next generation of industry leaders consumes media, connects with content, and engages with the industry.
As part of this ongoing series, each week the AXN NewsFlash spotlights a different member of the AX Next Gen Collective. This week, we feature Trish Singh, regional vice president of operations at SSP America. Singh shared her experiences and insight with AXN’s Sarah Beling.
Beling: How did you land in the airport concessions industry?
Singh: Much of my early career was spent in food and beverage. I was drawn to the fast pace, the need to think on my feet, multitask and work with people. Like many people in our industry, I got my start in quick service at Burger King and Buffalo Wild Wings but my passion for food really came from growing up in a big family where food brought everyone together. When I first joined the airport industry, I thought it would be a short stop along the way. Instead, it became an exciting career spanning many years, airports and opportunities. What started as a job became a passion for hospitality, leadership and creating memorable experiences for travelers.
Beling: What are you doing now (and how did you get there)?
Singh: Today, I serve as regional vice president for SSP America’s New York Metro region. I started as an assistant manager and advanced by continually challenging myself, taking on new projects, and looking for ways to improve, build and create something special. Curiosity helped me learn, ownership helped me grow, passion kept me engaged and strong teams made success possible. Every opportunity taught me something new and helped shape the leader I am today.
Without question, [my favorite memories of working at SSP America are] being part of the team that helped rebuild and reopen LaGuardia International Airport (LGA) during and after COVID stands out the most. It was an incredibly challenging time, but it reinforced the importance of teamwork, resilience and leadership. Seeing a world-class airport come to life, alongside so many talented people, and knowing we helped create something we’re all proud of is an experience I’ll never forget.
Beling: What area of the airport concessions sector would you like to explore in the future?
Singh: I have always enjoyed building something from the ground up, so I would be interested in exploring the airport side of the business. The opportunity to help develop a new terminal, shape the traveler experience, and see a project through from planning and construction to daily operations would be incredibly rewarding. It would provide a unique perspective on how airports and concession partners work together to create successful environments for travelers.
Beling: How do you predict the airport concessions sector will evolve to serve younger generations of travelers?
Singh: Younger travelers value personalization, speed, and convenience. We will continue to see growth in mobile ordering, digital loyalty programs and self-service technology. I also believe the industry will shift toward healthier, more accessible dining options and quick-service concepts that align with changing consumer preferences, while still delivering quality and memorable experiences.
Brands like Shake Shack and Jacob’s Pickles have built strong followings with younger travelers because they deliver approachable, high-quality comfort food with a clear brand identity. Younger travelers are looking for familiar favorites that feel authentic, are easy to enjoy on the go and still provide a memorable experience. The success of these brands shows that simple, well-executed food paired with a strong guest experience continues to resonate.
Beling: What is your favorite airport concession and why?
Singh: A great coffee concept is always my favorite. Whether you’re catching an early morning flight or arriving after a long day of travel, there’s something about a great cup of coffee and friendly service that makes the journey better. It’s a simple experience, but one that can have a lasting impact on a traveler’s day. My new favorite is ForFive Coffee. They deliver a great product, but what stands out most is the sense of place and personality they bring to the guest experience. It feels authentic, local and memorable — everything travelers are increasingly looking for today.
