Airport Experience® News - Post-Conference Issue 2025

DATA CHECK

58% of travelers are willing to spend more if they encounter a unique shopping experience during their trip

63% of DF shoppers prefer to spend their money on experiences rather than material items

63% of DF shoppers prefer to spend their money on experiences rather than material items

58% of travelers are w more if they enc unique shopping during their trip

SALES GROWTH spend their money on experiences rather than material items 63% of DF shoppers prefer to

65% DF shoppers who engage with brands through experiential retail are likely to spend up to 44% more than those who do not

57% of travellers would be willing to pay a premium for a better customer experience

57% of travellers would be willing to pay a premium for a better customer experience

SALES GROWTH

57% of travellers would be willing to pay a premium for a better customer experience

44% of DF shoppers admitted that a good shopping environment positively in uences their buying decisions

44% of DF shoppers admitted that a good shopping environment positively in uences their buying decisions

brands providing a superior customer experience registered an increase in revenue by up to 15%

44% of DF shoppers admitted that a good shopping environment positively in uences their buying decisions

brands providing a supe customer experience reg increase in revenue by u 15%

Why Experiential Retail in Travel Retail? OVERALL TRAVEL EXPERIENCE m1nd-set’s research underlines the critical role that experiences play in travel retail, as they can signi cantly impact consumer behavior, satisfaction, and purchasing decisions. On top, experiential retail is likely to affect the whole travel experience, thus involving any stakeholder in the industry:

Why Experiential Retail in Travel Retail? OVERALL TRAVEL EXPERIENCE m1nd-set’s research underlines the critical role that experiences play in travel retail, as they can signi cantly impact consumer behavior, satisfaction, and purchasing decisions. On top, experiential retail is likely to affect the whole travel experience, thus involving any stakeholder in the industry:

“There is a clear correlation in how the satisfaction of experiential retail impacts the consumer behavior satisfaction and the actual purchase decisions,” Mohn said. “More than eight out of nine [respondents] said that the shopping experience at the airport is an important factor for the overall travel experience, and that is very important because if the overall travel experience is positive, they will then also spend more time at [the store] the future. And two out of three say that the overall airport experience is significantly influenced by the retail options.” Younger consumers tend to embrace experiential retail more than their older counterparts, the data shows. Middle aged travelers sit right in the middle in both average footfall (40%) and average conversion (64%), and of those middle of global travelers consider the shopping experience at airports to be an important factor in their overall travel experience 84%

aged travelers who do spend, the average outlay is $135, the m1nd-set data shows. Millennials had higher footfall levels and similar conversion rates, and a near-equal spend at $130. Gen Z consumers ranked lower on all fronts. Mohn said the younger generation – Millennials and Gen Z – prioritize experience over material goods. “They want to have an experience, they want to be inspired, they want to have something unique when they go to the airports, and they hate it when they have the feeling that the shops at the airports are all the same,” he said. “It has an impact on the customer loyalty because experiential retail fosters a stronger emotional bond with the brands and with the shopping. If this also creates more loyalty to the brands they will again be more likely to buy again. of global travelers reported that their overall airport experience is signi cantly in uenced by the retail options 65% Why Experiential Retail in Travel Retail? OVERALL TRAVEL EXPERIENCE m1nd-set’s research underlines the critical role that experiences play in travel retail, as they can signi cantly impact consumer behavior, satisfaction, and purchasing decisions. On top, experiential retail is likely to affect the whole travel experience, thus involving any stakeholder in the industry: of global travelers consider the shopping experience at airports to be an important factor in their overall travel experience 84%

84%

6

of global travelers consider the shopping experience at airports to be an important factor in their overall travel experience

Why Experiential Retail in Travel Retail? PLANNING LEVEL OF PURCHASE of global travelers reported that their overall airport experience is signi cantly in uenced by the retail options 65%

Why Experiential Retail in Travel Retail? PLANNING LEVEL OF PURCHASE

15%

Planned to purchase the exact product

7

AX NEWS MAY 2025

SPECIFIC PLANNERS

30%

Planned to purchase a speci c brand

13%