It’s no surprise, then, that our work in Travel Retail is such a natural fit. While most associated
with airport shopping, this specialist retail sector also spans cruise ships, ferries, border shops
and, in some markets, designated downtown stores.
Travel Retail has evolved far beyond its duty-free origins, as international airports have become
premium shopping destinations in their own right. With global passenger journeys continuing to
grow year on year ($9.5bn in 2024¹) and the Travel Retail market valued at $75.1bn in 2024², the
opportunity for brand owners is significant. Yet a growing disconnect between rising passenger
numbers and declining average passenger spend means brands and retailers must work harder
than ever to elevate their presence, deepen engagement and innovate. With the market forecast
to reach $145.46bn by 2032³, there is everything to play for.
Sensitive to the ever-changing expectations of passengers, the top travel retail operators (Avolta
Heinemann, CDFG, Lagardere, Lotte, DDF, DFA, Shilla, ARI) are investing heavily to create distinctly different shopping experiences, challenging brands to be equally innovative and engaging, placing great emphasis on ‘retailtainment’.
For over twenty-five years, Fieldwork has witnessed the growth of this fantastically dynamic sector at close hand. Working with clients in many different categories exploring and implementing ideas to address the specific demands of the sector. Balancing novelty with clarity, mixing ‘old school’ story telling with ‘new school’ technologies, we ‘ve been creating disruptive spaces to captivate and delight.
The scope of our work ranges from permanent retail installations, individual gondolas, wallbays, brand activations, to purely concept development for clients to explore and secure key travel retail locations. We’re proud to say that you’ll probably find the ‘Fieldwork touch’ in every hub airport around the world.
(1) https://www.kearney.com/about/kearney-in-the-media/press/travel-retails-future-flight-path-turning-heightened-volatility-into-tomorrows-market-edge
(2) https://www.grandviewresearch.com/industry-analysis/travel-retail-market
(3) https://www.fortunebusinessinsights.com/travel-retail-market-104620
