Panama is not just a transit country: it is one of the main logistics hubs in the world. According to the IDB, the country plays a critical role in regional and global trade, leveraged by infrastructure that connects North America, South America, and the Caribbean, positioning the country as a natural hub for transit and moving consumption.
In a context, brands face a key challenge: managing high international traffic without losing local relevance. Hubs are not neutral spaces; they are moments of accelerated decision-making, where the experience must be clear, functional, and culturally readable for diverse audiences.
How does it perform at the point of sale?
The Panama City International Airport handles the majority of the country's international air traffic and serves as a connection point for millions of travelers each year across the region.
More than an airport, it is a commercial ecosystem where every interaction happens under time pressure. There, the experience (retail, services, branding) defines brand perception in minutes. A point of sale like this manages to position local brands in new markets, which may not have had the opportunity in another context, while allowing global brands to access local audiences. Both parts coexisting perfectly in commercial harmony.
How to implement it in a brand?
Copa Airlines has built its model around the hub concept. It connects more than 80 destinations in over 30 countries, transforming operational efficiency into a clear promise: to connect the Americas with order, punctuality, and regional identity. It doesn't just sell flights; it sells fluidity.
Additionally, the brand has leveraged Panama's cultural and tourist strengths to turn a boring and tedious stopover into an exciting adventure. The airline's so-called "stopovers" are a free option, where passengers can take advantage of their layover to explore, sightsee, shop, and spend in Panama while waiting for their next flight. In this way, the company achieves the operational efficiency it seeks, while the user gains an added value to their experience.
The lesson is clear: when experiences in hubs speak to both the global traveler and the local consumer, the brand value multiplies.
At Penta Marketing, we believe that internationalization does not dilute identity; when well designed, it becomes one of the most invaluable assets, strengthening a brand that expands opportunities for those who are part of that community.
Because opening routes is not just about moving people; it’s about opening markets, driving decisions, and building lasting relationships.
Dare to unlock new markets in the region without losing your essence and while coexisting in harmony with the new culture, let's talk at PentaMarketingAgency.com
