The trend: As the number of US bank branches continues to bounce back, banks are implementing new branch strategies for maximizing traffic and customer reach and satisfaction.

• A few larger banks dominate US airport terminals, hoping to attract airport employees and travelers with time to kill between flights, per CNBC.

How it works: Despite the digital era's impact on in-person banking, some financial institutions (FIs) see airports as attractive places to maintain a physical presence. 

• Fifth Third Bank, Capital One, and Wells Fargo have all set up airport terminal lounges that double as branches.
• While Capital One’s non-airport cafes are open to both customers and non-customers, its airport lounges charge up to a $65 fee for non-cardholders, per Nerdwallet. 
• Fifth Third Bank transformed its Cincinnati/Northern Kentucky International Airport branch into a lounge and lending center, catering to both travelers and entrepreneurs.
• Wells Fargo has a branch and multiple ATMs in Las Vegas’ airport, hoping to capitalize on travelers’ need for cash before heading to the slots.

The strategy: Setting up shop in an airport comes with its own challenges. Higher-priced commercial real estate rentals, employee parking fees, and high staff turnover mean it’s more expensive than many other branch locations, per The Parking Spot.

• Banks considering offering customers similar perks must calculate whether the revenue from fees and upticks in customer traffic, accounts, and satisfaction are worth the higher price tag.
• This strategy is likely a better fit for larger brands that can afford a presence in multiple locations. 
• Frequent travelers may already have come to value these bank airport lounges and may choose to bank with these brands for that reason.