This Week on Social Media is our regular column where we spotlight how airports, retailers and brands are connecting with travellers through creative and engaging campaigns on social media.
As summer travel draws to a close, retailers and airports have captured the season in full swing, from creating engaging travel moments to immersive retail promotions and experiences designed to turn journeys into lasting memories.
We’ve rounded up some of the standout posts that captured the season’s energy.
Heinemann Duty Free
Heinemann Duty Free is getting into holiday influencer mode as a playful video captures travellers striking poses and snapping selfies in-store.
The tongue-in-cheek post adds a responsible drinking reminder to the holiday fun.
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Dubai Duty Free
Wrapping up the summer season with a back-to-school giveaway, Dubai Duty Free is inviting followers to share what they or their children are most looking forward to in the new school year.
The social campaign offers the chance to win a backpack filled with surprises, bringing a playful close to the summer travel season.
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Dubai International Airport
Dubai International Airport has highlighted the moments that make a journey through DXB more memorable, from warm welcomes to unexpected treats and live entertainment.
Through passenger interviews, the airport captures how these thoughtful touches helped turn arrivals and transfers into memorable travel moments.
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Portugal Duty Free
Portugal Duty Free celebrated the power of photography to turn fleeting travel moments into lasting memories.
The retailer’s World Photography Day post highlights how images can transport travellers back to the destinations, emotions and stories captured along the way.
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Hamad International Airport
Also joining the World Photography Day celebrations was Hamad International Airport, unveiling a second collection from its first-ever photo walk.
The collaboration with Tasweer Photo Festival by Qatar Museums Authority brought together eight photographers and their distinct takes on the airport experience.
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WHSmith
WHSmith has used its plushie characters to inject personality into the airport shopping experience, with the bears appearing across its social content and retail spaces.
The campaign combined relatable travel moments with a fun approach to engaging travellers.
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Paradies Lagardère
Paradies Lagardère is looking beyond the summer peak with a reminder that the best trips don’t have to end with the season.
Its social post encourages travellers to make the most of late summer and early autumn, when destinations can offer fewer crowds and great weather.
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Wangfujing Duty Free
Wangfujing Duty Free taps into the back-to-school rush with a student-focused shopping guide, spotlighting tech essentials and accessories designed to support campus life.
The post also highlights the benefit of an in-store experience, where shoppers can test devices and explore products before buying.
EVERRICH Duty Free
The end-of-summer travel sentiment is highlighted by EVERRICH Duty Free with a playful reminder to enjoy one last trip before the new semester begins.
The retailer also promotes its travel essentials and a limited-edition suitcase giveaway.
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Lotte Duty Free
Lotte Duty Free has leaned on influencer-led content to inspire travellers, spotlighting Norway’s scenic routes alongside a curated selection of duty-free essentials for the journey.
The post blends destination inspiration with practical travel products.
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Shinsegae Duty Free
Shinsegae Duty Free is welcoming autumn with its ‘A Season to Celebrate’ campaign, marking the transition from summer travel to a new season with a mix of exclusive offers and rewards.
Spanning its online mall, Myeong-dong and Incheon Airport stores, the campaign gives travellers more ways to round off summer journeys and create new memories along the way.
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Hyundai Duty Free
Taking its summer finale to Xiaohongshu, Hyundai Duty Free is promoting its Last Deal Week as a final opportunity for Chinese shoppers to access duty-free offers across more than 50 brands.
The campaign spans key categories including beauty, fragrance, fashion, pre-travel essentials and spirits.
The Shilla Duty Free
The Shilla Duty Free has put a playful spin on travel inspiration, inviting followers to save its ‘escape-from-reality’ playlist of attractions worldwide.
The curated destinations offer a wide range of options, from fairytale settings and movie-inspired worlds to classic amusement-park thrills.
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King Power Duty Free
King Power Duty Free has brought influencer-inspired fashion content to The Passage of Collections store at King Power Rangnam, showcasing a range of looks from chic to playful.
The post invites followers to choose the style that best matches their personality. ✈
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