With operations in 19 countries, HMSHost is widely known for creating innovative retail, food, and beverage concessions for travelers. So it made sense for them to team up with Expedia, the fastest-growing, most highly praised travel site on the Web, to introduce Expedia.com Cafés into airports across North America.

The challenge for Fitch:Worldwide was to bring Expedia's virtual brand into the physical world. We did this by applying its familiar Web site colors, graphics and brand identity to the retail environment. We created Road Warrior tables, unique dining tables with a plug-in for two phone jacks, two electrical outlets, and Internet connectivity.

The Cafés give travelers access to the Internet, increase awareness of the Expedia brand, create an exciting airport environment, and boost concession revenue for HMSHost. In 2001 and 2002, they won several awards including first place for the most innovative airport concession. Other awards have included the 2001 ISP/VM+SD International Store Design Awards, Award of Merit in the Sit Down Restaurant Category; a first place award for Restaurant/Food Service Category and Special Merit Award for Fixture in the 2001 NASFM Awards; and first place in the Most Innovative Concession Category from the 2002 Airport Council International Richard A. Griesbach Excellence in Airport Concessions Contest.