Airport Experience® News - Retail & Services Issue 2025

Above, Right: Love From USA has retail stores in five U.S. airports (The Bay Collection at San Francisco International Airport and I Love Chicago at O’Hare International Airport pictured), where locally made products are a priority, especially in the snack category.

On the sustainability theme, eco-friendly products, like reusable bottles and products made from recycled materials, are in demand, Remoundos says. In the health and wellness category, travel-sized wellness products, hydration tools and mindfulness journals do well. “We’re also reimagining the beauty category in our stores, separating it from the traditional health and beauty aids found in travel convenience,” she adds. “We recently launched a VYRL Beauty initiative in select stores that creates a destination for accessible and on-trend products that go viral on social media. Data supports that consumers make purchasing decisions based on trends and recommendations they see on social media – 72 percent of consumers trust a product more when an influencer recommends it.” In addition, Remoundos notes that souvenir apparel, locally made products, tech accessories, and giftable items like candles, journals and plush collectibles continue to be on trend. “These categories resonate with travelers looking for both utility and meaningful souvenirs, helping to diversify and elevate the overall news and gift offering,” she says.

“The same yellow T-shirt is not particularly interesting and is likely printed and supplied from anywhere except the local market, and so it’s important to offer well-curated, locally made and manufactured products that may be slightly more expensive to purchase and sell, but are unique and have a wider appeal to the traveling public of all ages, as the product range will likely have a story attached to it,” he explains. “Keeping up with local trends and innovation is not at all easy, but we have to meet the demands of the passenger.” McOwan adds that WH Smith works hard with its minority partners across the country to bring in unique local products. “There’s no better example of that than in

Local Focus Locally made products certainly remain important in the overall product mix for travel essentials stores. “These products often exceed the sales mix of books and magazines,” notes Paradies Lagardère’s Bisset. “In 2024, our team grew sales of local products by 28 percent compared to 2023 as we onboarded 147 new local vendors.” Roderick McOwan, chief development officer for WH Smith North America , believes that the company has been a leader in the localization of its product mix, recognizing that not all local products are created equal.

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AX NEWS SEPTEMBER 2025