Travel Blue has called on airport retailers to rethink category priorities, citing the growing influence of Gen Z travellers and highlighting travel essentials as the next key driver of future growth in global travel retail.
Travel Blue Global Commercial Director Alan Brennan said, “Travel essentials is the category that will drive the next era of airport retail growth and should now be recognised as one of the most important.
“Changing traveller behaviour is creating a new opportunity to increase footfall, conversion and basket value and the time to act on it is now.”
Gen Z is forecast to comprise 66% of global travel retail shoppers by 2028, prompting a shift away from the industry’s traditional reliance on heritage luxury categories as younger consumers increasingly value relevance, convenience, functionality and immediate self-gratification.
Travel Blue noted today’s travellers arrive at the airport connected, experience-focused and ready to shop. While value remains important, they increasingly seek products that address immediate travel needs, enhance comfort or keep them connected throughout their journey.
Brennan said: “The opportunity is no longer just about attracting shoppers into the store but offering categories that resonate with all travellers from the moment they enter the terminal.”
The company also highlighted the universal appeal of travel essentials, noting that they address practical travel needs across all passenger demographics. These needs frequently translate into immediate purchases of products including travel pillows, eye masks, certified travel adaptors, charging solutions, backpacks and luggage accessories.
The study was conducted in partnership with leading global travel retail research agency m1nd-set. The research identified five key purchase drivers: last-minute travel necessities; health & wellness; self-treat and technology upgrades; value through quality, design and functionality; and peace of mind through trusted, certified products.
Another key finding revealed that approximately 75% of travel essentials sales are impulse-driven self-purchases, with these shoppers also demonstrating higher spend across categories such as skincare, spirits and confectionery.
This underscores the value of front-of-store travel essentials fixtures supported by cross-category displays, which can encourage immediate purchases, increase basket value and improve shopper conversion.
Brennan concluded: “An insight-led, consumer-focused category strategy is critical to unlocking the next phase of growth in an increasingly competitive travel environment. Travel essentials is no longer a supporting player but has the potential to become the starting point of the customer journey.” ✈
