The Times are Changing at Travel Retail

The transformation of the worldwide travel retail landscape is well underway, and duty-free retailers and beverage alcohol brands are at the forefront of this change. By adopting comprehensive strategies and investing in premium showcases, they are not only adapting to the new dynamics of the market but also elevating the overall travel retail experience for consumers.

This transformation extends far beyond mere changes in the way products are being sold and encompasses a holistic approach that is revolutionising the entire travel retail experience. Key elements of this evolution include innovative marketing initiatives, captivating in- store experiences, and an intensified emphasis on premium product displays.

As the dynamics of travel retail continue to evolve, liquor companies are adapting to meet the shifting demands of this market. These brands are now adopting comprehensive strategies that not only consider the quality of their products but also their entire consumer journey within the retail environment. From duty-free shops in airports to on-board airline sales, these brands are rethinking their presence and presentation to appeal to the discerning travellers of today.

From the Cover Story, we come to know that Mumbai Duty Free has unveiled a range of limited-edition beverage products. These exclusive offerings are curated to provide a unique and enticing selection, showcasing their commitment towards providing exceptional choices to the travellers.

Premium showcases have become a central aspect of this strategy. In response to this evolving landscape, alcoholic beverage brands are creating stunning displays at travel retail platforms that not only showcase their products creatively but also tell a story.

For example, Radico Khaitan focuses a lot on displays, gondolas, tasting sessions (where permitted), consumer promotions, etc. And in this domain of marketing, artificial intelligence is the new buzzword that has begun to play a critical role in educating as well as sharing the brand story with the travellers. However, the companies have to be very vigilant about respecting the local laws and regulations, and need to operate within the permissible limits.

Similarly, Beam Suntory looks at consumer engagement through sensorial, informational and gamification experience through its permanent visibility. Premium displays are designed
to captivate and engage travellers, offering an immersive experience that goes beyond the simple act of purchasing. In doing so, these players are aligning themselves with the changing expectations of travellers, who seek more than just a transaction; in fact they are now seeking an experience worth cherishing.