---
title: "Airport Brand Strategy: Extime CDG Case Study | Meridian Thinking"
description: CDG Airport's Extime concept is a masterclass in travel brand experience. What hospitality and retail brands can learn from Paris' premium terminal design.
image: https://meridianthinking.com/hubfs/1741086946848.jpeg
---

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Experience Design · Aviation

# Paris' CDG Airport inspires with Extime Concept

Just on my way back from a weekend in Paris, and as someone passionate about customer experience and design, I couldn't help but take note of the evolving experience at CDG.

From the moment you step into the airport, it’s clear that [Groupe ADP](https://www.linkedin.com/company/groupe-adp/) has taken a thoughtful, design-led approach with their [EXTIME](https://www.linkedin.com/company/extime/) concept. The departure lounge is a stunning blend of efficiency and elegance, seamlessly incorporating subtle French influences that elevate the travel experience. Digital integration plays a key role, making navigation and processes effortless, while ensuring a premium, hospitality-driven environment. These renovations took place in 2023 and seem to be standing the test of time.

One standout for me was the [Star Alliance](https://www.linkedin.com/company/staralliance/) lounge, where an exceptional F&B offering caters to a broad spectrum of traveler preferences. Whether you're looking for a quick bite or a more refined dining experience, the options are curated to impress. And the outdoor courtyard? A breath of fresh air—literally! It’s a rare and welcome touch that adds to the sense of calm and refinement.  
𝗖𝗗𝗚 𝗶𝘀 𝗽𝗿𝗼𝘃𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗮𝗻 𝗮𝗶𝗿𝗽𝗼𝗿𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗰𝗮𝗻 𝗯𝗲 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗷𝘂𝘀𝘁 𝗮 𝘁𝗿𝗮𝗻𝘀𝗶𝘁𝗶𝗼𝗻 𝗽𝗼𝗶𝗻𝘁—it can be an extension of the journey itself. When efficiency, design, and hospitality come together seamlessly, the result is something truly special.  
At [Meridian Thinking](https://www.linkedin.com/company/meridianthinking/), we believe that great customer experiences are built at the intersection of 𝗱𝗲𝘀𝗶𝗴𝗻, 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗵𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝗶𝘁𝘆. CDG’s transformation is a perfect example of how these elements can come together to create a seamless, memorable journey.

Curious to hear—what are the airport experiences that have stood out to you recently?

📸 Image credit: Groupe ADP

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