Travel Retail is undeniably an essential part of the airport experience. In many it’s completely unavoidable, with travellers funnelled through duty free as soon as they exit security. For brands, it provides a unique shop window experience that can’t be replicated easy anywhere else – shoppers in a good mood, with time on their hands, open to treating themselves. Over the last decade travel retail has transformed from a place to pick up cheap cigarettes and booze, to temples of luxury retail. But do real people like it?
The real people we spoke to told us that it was an essential part of starting their holiday, providing a window into an aspirational world – though not one they’d often buy from – and a great place to pick up an authentic gift. It has its problems, and the perception that it ought to be cheaper persists, but where else are they going to mooch around?
Summary.
The holiday starts after Security.
People love the low-pressure mooch moment.
It’s a sneak peek into a more affluent life.
Sensory overload puts people off buying.
Gitftability and authenticity extend the holiday vibe.
People don’t believe duty free is cheaper so brands need to add real value.
The holiday starts after Security.
For a lot of people airport shopping is the signal that the holiday has begun, a moment to browse and get into the holiday vibe before they fly. Sometimes the experience can clash with constraints, including limited time, sensory overload, and pushy staff. Areas and brands that feel like a relaxed, enjoyable pre-holiday moment (calm lighting, clear categories, quick pick options) help enhance this moment for people and feel the trip has officially started rather than a chore.
“I like it because I know it tells my brain I’m going on holiday, which is a nice feeling. I always pick up a bronzer in the airport, I’ve got a collection that I can tell you which holiday I was going on when I bought them.” - April, 31
“You’re in your holiday clothes, your holiday vibes, it’s a good time to just browse care-free.” – Dipesh, 44
“I think it’s part of the holiday. For me when I’m in the airport, I’m like ‘damn I’m going on holiday!’” – Max, 18
People love the low-pressure mooch moment.
Airport shopping has the unique opportunity of people with time to kill, and in the mood to treat themselves. People enjoy wandering, window shopping, discovering small treats, and finding new products or brands. They dislike being hassled by staff feeling pressured to buy. The ideal experience is low-pressure, self - serve, lightly guided flows with friendly, unobtrusive staff. It begs the question whether brands should focus more on brand building experiences that stay with people, rather than looking to convert right away.
“I like a mooch. I won’t necessarily be buying but it’s nice to have a look isn’t it? I’ve worked in retail before so I get the game of trying to entice someone to buy something, but the staff can be quite pushy.” - Chez, 34
“I think it’s part of the excitement of travel – imagine if you didn’t have it – you’d just be sat there waiting.” – Dipesh, 44
“I think it’s kind of tradition. You get there, check your stuff in, get some food, then you have a mooch about in the shops.” – April, 31
A sneak peek into a more affluent life.
High-end shops and brand experiences are just as popular with those who can’t afford them as those who can. These offer a window into an aspirational world that shoppers genuinely enjoy. Even with the knowledge they’ll never buy anything in these stores, they appreciate the calm beauty of a well curated boutique. They see the value in brands introducing themselves to people with time on their hands who may otherwise pass them by.
“You’re stepping into a different life for a moment of time. It’s nice to browse in some of the high-end shops you wouldn’t normally go and see.” - Dipesh, 44
“I’m not a big brand snob. I think it’s very much marketed for people who are in a feel-good mood when they’re going on holiday and if people are in a good mood they’re likely to spend money.” – April, 31
“It’s making some of the high-end brands appeal to not just the very, very wealthy, but making them accessible to ordinary people. It gives them more exposure to different people.” – Shelley, 47
Sensory overload puts people off buying.
The cluttered, wall-to-wall perfume walls and scattered aisles feel overwhelming. People want easy, intuitive layouts: beauty in one zone, alcohol in another, accessories in another. When stores are neatly segmented with prominent, clear signage, shoppers can quickly find what they need, reducing stress and boosting purchases. Again, finding the right balance between memorable experiences and mental overload is a tightrope for brands to walk.
“The amount of products can be very overwhelming especially when you’re going in there and there’s like wall to wall of perfume. I like to do research before I go” – Chez, 34
“Sometimes it can be really manic, and I’m not one for pushing my way through a shop to look at something. Kind of just feels like you’re in a shopping centre, but one you can’t leave.” – April, 31
“I don’t like the really bright lights and noise in certain bits. I’m trying to get into a nice relaxed vibe because I’m going on holiday and there’s loud music and bright lights. I don’t want it to feel like I’m in an amusement arcade.” – Max, 18
Giftability and authenticity extend the holiday vibe.
There’s a recurring appeal for iconic gifts and aspirational items, but only if they feel authentic and reasonably priced. Curating genuinely desirable, gift-ready pieces with clear provenance or local flavour makes people more likely to take an interest and buy for others. When returning from holiday people want to bring back authentic items that are true to the region they’ve visited, and extend the holiday vibe for themselves.
“I’m from South Africa, so when I fly home, I take very British things as – like things with Harrods branding on them. On the way back I’m buying things you can only get in South Africa. A last little bit of home.” – Shelley, 47
“Coming back we tend to get foody things from that region. It might be a bottle of a spirit we’ve enjoyed, or a nice fancy bottle of olive oil from that region.” – Dipesh, 44
“We go over to Ireland to meet our family, so my parents are always stressed about getting a bottle of wine or a tray of chocolates for whoever we’re staying with. It’s great for people who need to buy a gift but didn’t bring one through security.” – Max, 18
They don't believe duty free is cheaper, so brands need to add real value.
Most people agree that the idea of “duty free” being cheaper is somewhat of a myth and question whether it really saves money, especially compared to buying before you reach the airport. If shoppers don’t feel a genuine bargain or something they can’t get elsewhere, they’ll browse and move on. Brands should focus less on value here and emphasise unique, limited-edition or exclusive items that are worth paying for.
“As I’ve got older, I’ve noticed the prices aren’t even that discounted. I feel a bit like ‘why am I spending £7 on a Toblerone when I wouldn’t see that as a good price in Tesco?’” - April, 31
“I realise there’s a bit of a markup on these things, it’s supposedly duty free but it feels like it’s a lot more expensive.” – Max, 18
“I don’t think it’s that much cheaper. I don’t think it’s worthwhile waiting if you want to buy something.” – Shelley, 47
