Nick Baker

Smart’s CEO and Creative Director, Nick Baker, holds over 30 years of experience working in the transportation and hospitality industries. Specialising in the generation of revenue from non-aeronautical or core sources, Nick has had instrumental impact on creating some of the most commercially enviable airports across the globe.

With a focus on passenger experience, the results of implementing his commercial strategies have resulted in record-breaking sales for operators and revenue to landlords. His core focus has been to lead the change in revolutionising airport operating models and standards across the globe. Nick remains loyal to his roots as a creative and continues to strive to strengthen the relationship between landlords, developers, operators, and brands.