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What Comes After the Golden Age of Travel Retail

While passenger numbers have recovered to pre-pandemic levels, sales in duty-free hubs like airports are sluggish. The reality is pushing many brands to rethink their presence: those that want to chase volume have to innovate the offering, or adapt their stores to function more as billboards.
An airport interior
Duty's free salad days are over. (Getty)
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When a flight is delayed, passengers grumble and airport stores gloat. Waylaid travellers are more easily persuaded to splurge on lipstick or a handbag to ease their hardship. But recently, no matter the extent of the travel disruption, passengers aren’t shopping so heartily.

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About the authors
Eric Sylvers
Eric Sylvers

Eric Sylvers is Milan Correspondent at The Business of Fashion. He is based in Milan and leads BoF’s coverage of all things Italian.

Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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