A Fast Five with Sammy Patel
Commercial Success Starts with Knowing Your Customer
Airports are bustling hubs where millions of passengers come together every year, each with different habits, preferences and reasons for traveling. Understanding that audience is essential to building a successful commercial program.
Commercial strategy is about more than filling storefronts — it’s about transforming transit hubs into destinations of their own, enriching the guest experience while creating value for our passengers and partners alike.
To learn more, we spoke with Sammy Patel, VP, Commercial, at Vantage Group and CEO, Midway Partnership, which led the commercial redevelopment of Chicago Midway International Airport (MDW). Sammy has been with Vantage since 2011, leading commercial transformations at locations across the network, including LaGuardia Terminal B and the current redevelopments of Philadelphia’s Gray 30th Street Station, and JFK Terminal 6.
Our fast five interview covers:
- Sammy’s career journey
- Trends in commercial strategy
- Considerations in developing commercial strategy
- His favorite part of his job
- What he’s most excited for in the coming year
What was your career journey like? Did you always want to work in aviation?
Yes, aviation has been a passion of mine for as long as I can remember. It all started on my very first flight — a trip to India from the UK with my mother to visit my grandparents — which sparked my childhood dream of becoming a commercial pilot.
I love this industry and I find the work fascinating. My first job in aviation was as a check-in agent, which gave me a view into airport operations, passenger needs, and the human stories behind why people travel. That experience has stayed with me throughout my career, keeping me focused on the passengers we serve every day.
What are some of the biggest trends you’re seeing in commercial strategy?
Terminals that are becoming their own destinations. We’re a pivotal point in the passenger journey and don’t want to just move travelers from point A to point B. We want to create experience destinations.
Our goal is to design terminal environments that are so engaging that passengers actually want to be there and share their experiences. Word-of-mouth can often be dominated by negative travel experiences, so our teams are constantly pushing boundaries to give passengers positive, unexpected experiences to share.
What are some of the most important considerations when it comes to developing a commercial strategy?
Success starts with knowing your customer.
Once you understand who is walking through your facility, you can find the right partners, brands, concepts, and offers to match. We operate within a massive ecosystem and by finding the right partners through concessions, retail, technology, and more, we can bring our vision to life. The goal is to drive higher passenger satisfaction and build highly profitable commercial environments for all partners involved.
What’s your favorite part of your job?
Seeing bold ideas come to life.
Seeing bold ideas come to life. I’m lucky to have a team that’s open minded and actively challenges the “way it’s always been done” mindset. We operate in a collaborative environment where no idea is a bad idea, and we are given the resources to venture into entirely new commercial sectors. Having the platform to think differently and watch those concepts reshape the passenger experience is incredibly rewarding.
What are you most excited for in the next year?
Capitalizing on our incredible momentum across locations.
The rest of 2026 and 2027 will be pivotal, marked by the milestone opening of JFK Terminal 6, which has involved every member of the Vantage team in some way. I’m also very excited for the first phase of opening at Philadelphia’s Gray 30th Street Station, which has been Vantage’s first foray into the rail sector. I’m looking forward to showcasing how Vantage’s expertise translates in a whole new category.
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