A record-breaking class of first-time exhibitors made their presence felt at AXC 2026
AXC 2026 welcomed 47 first-time exhibitors this year, the largest new exhibitor class in the conference’s history. They came from every corner of the industry, and the energy on the floor showed it.
Food and beverage had a commanding presence this year, with newcomers ranging from fast casual staples like Shake Shack and Mellow Mushroom to emerging global concepts like Jollibee, a signal that airport dining continues to attract serious interest across every tier of the market. Among the newcomers was BB.Q Chicken, the South Korean chain with nearly 2,000 locations in its home country and a growing U.S. presence. Manager Kyle Kim came to AXC with a specific goal of breaking into airports, and the access he found there surprised him. “I was able to talk to C-level executives and airport managers directly,” he said. At the booth, the company’s signature secret sauce chicken did the selling. Sweet, tangy, and carrying a little heat, it’s a company original. “Everybody loves it,” Kim said. “It’s our most popular item.”
Few exhibitors generated more curiosity than Tru Roots Airport Play Café, the first airport-focused Montessori-inspired play café in the U.S. The company is just six months old, and founders Rikki and JaMarcus Underwood knew they wanted to get their concept in front of airport representatives quickly and authentically. “The positive reception of our product at the conference has been great,” Rikki said. The most common comment they heard was that it was much needed. “We’re serving a huge gap in the airport market,” JaMarcus said. “Putting revenue around that category is essential as airports are pivoting toward being more family oriented.” Rikki added that their main lead from the conference so far is in Canada. “To be able at six months old to reach internationally at this conference is mind blowing.”
Technology and software were equally well-represented. The group included Infax, known for its digital signage and display systems, Cinchio Solutions, a restaurant operations software platform, and Touchwork, which specializes in customer feedback tools. VENU+, iCoupon, and BaumTech added to a tech cohort that reflected how much appetite there is in the industry for tools that improve the passenger experience.
Another debut came from Bennett Nast, managing director and founder of Interactive Airport Intelligence (IAI). IAI provides customizable dashboards designed to optimize airport operations, improve financial performance, and enhance stakeholder collaboration. He was struck by how many C-suite executives he was able to meet at the conference. “People are curious about my data sources and what the tool can do for their organization. I walk them through the different components of the report and how this can be used to improve revenue, efficiency, and reduce costs,” he said.
The travel goods and accessories category brought a varied group of brands to the floor. Briggs & Riley represented the luggage category, Cabeau came with its line of travel pillows and accessories, and Supply Accessories and The United States Playing Card Company added to a retail mix that showed the breadth of what airports can offer travelers beyond food and drink.
No exhibitor brought more history onto the floor than Patrick King Woollen Company. The company has been making wool scarves, bags and totes since the 1870s, and VP of operations and head designer Robert Paterson, the great-grandson of Patrick King himself, said they were finally ready to enter the airport industry. “We can offer airports something completely different that tells a story,” he said. Visitors to his booth felt it immediately, drawn to a color or a city that a scarf or blanket represents. “People see cozy. And we get a lot of comments about how beautiful the plaid is.”
Summit Facility Solutions, a national leader in integrated facilities management, made the case that their sector deserves a seat at the table too. Principal Eric Malament said aviation is a growing sector for his business, so he decided this was the year to make more of a push into it. “We’re the only facilities/janitorial services company at the conference,” Malament said, “and I think that’s given us a competitive edge.” He even met a CEO of a company he already partners with but had never met in person. “To meet them face to face, especially when it’s a national business, you don’t always get to be in the same place at once with them.”
Etymotic Research brought something a little different to the expo floor this year. Long known for hearing aids and high-end audio, the company came to AXC on the strength of a new consumer-facing line that senior vice president of business and product development Gary Boyer saw as a natural fit for the airport environment. “We have a whole new line of mass consumer appeal products,” he said. As their slogan puts it, “Hearing protection for the whole family,” and Boyer pointed out that every use case applies to people moving through an airport. He joked that the most common thing he heard from people at his booth is that they wish they had his products at the packed Dierks Bentley show.
Health and wellness made a notable showing as well. Crosswind Gyms brought its fitness concept to the floor, and Laki Naturals founder Tiffany Lerman arrived with proof of concept already in hand. Her line of topical stress-relief patches was already sold at Seattle International Airport (SEA) and Portland International Airport (PDX), and had sold out twice at SEA. “We thought this would be a great opportunity to connect with airports and concessionaires and bring the product to more people,” Lerman said. “Everybody is sharing resources and introducing us to people. There’s a real community feeling here which I really appreciate,” she added. One visitor told her they were the most innovative exhibit they had seen, which Lerman said validated the decision to come.
If the record number of new faces this year is any indication, the industry is only getting more interesting.
