SINGAPORE. Changi Airport concession sales reached S$1.1 billion (US$822 million) in 2022, representing 37% of 2019 levels. Turnover from airside and public shops (excluding those from Jewel Changi Airport) reached 58% of the 2019 level in December as passenger traffic recovered to 72%.
More than nine in ten landside and airside shops are now open, with traffic rising steadily since the relaxation of Singapore’s border measures in April 2022.
With the near absence of travellers from China, traditionally a major market for Changi, travellers from Indonesia, India and Thailand led the way as the biggest spenders at Changi Airport in 2022.
Liquor & tobacco, perfumes & cosmetics and luxury emerged as the most popular product categories. Over 13 million transactions were recorded in the year, averaging about 35,000 transactions each day.
Changi Airport Group (CAG) Managing Director for Airside Concessions Teo Chew Hoon said, “We reinvented ourselves during the pandemic and explored creative ways to engage our customers. We were also relentless in rolling out promotions and attractions to delight passengers and enhance their shopping experience.
“Among these was the year-long ‘Win With Changi’ campaign. As we congratulate the winner of the Porsche Taycan and the other lucky winners of the 100 million Changi Rewards points this year, we are also readying ourselves to welcome more passengers with even more exciting promotions.”
The airport-wide ‘Win With Changi’ shopping promotion, which ran from November 2021 to October 2022, boosted commercial performance at Changi Airport last year. The campaign received 1.6 million participating entries, contributing total sales of about S$411 million.
To participate in ‘Win With Changi’, members of Changi Rewards (CR), the airport’s loyalty programme, needed to spend S$50 at the airport’s terminals, Jewel Changi Airport (Jewel), iShopChangi or Changi Eats to participate. A total of 100 million Changi Rewards points (worth S$500,000) were given away during the campaign period including weekly, monthly and quarterly winners. One shopper was also picked each month for a shot at winning the Taycan at the Grand Draw event.
Out of the qualifying buys of the 12 Grand Draw finalists, half were purchased from Changi Airport’s terminals and iShopChangi, while the other half were from Jewel, with the smallest qualifying spend being a S$52 prune lapis (layer) cake from Lavender Bakery in Jewel, ordered via Changi Eats.
‘Win With Changi’ campaign crowns winner
On Sunday, 19 February, the Grand Prize winner of ‘Win With Changi’ was crowned. Singaporean Amanda Marie Siow, 30, challenged the 11 other campaign finalists in a series of four thrilling games in an event held at Jewel’s Cloud9 Piazza, ultimately emerging as the champion. The teacher took home the coveted grand prize of an all-electric Porsche Taycan.
“I’m so thrilled to have won the grand prize for ‘Win With Changi’,” said a beaming Ms Siow. “Shopping at Changi has led to such pleasant surprises – who would have guessed that dining at Canton Paradise in Terminal 3 would land me as December’s finalist for ‘Win With Changi’, let alone be able to win the Grand Draw. With so much to look forward to at Changi, I’ll be sure to keep shopping and dining here.”
Pipeline of promotions
With nearly all the shops open in the terminals now, CAG is ramping up collaboration with brand partners to offer more shopping and dining promotions at the airport this year.
Among them is Changi Airport’s popular ‘Be A Changi Millionaire’ campaign, which is set to make a comeback later this year for the 11th instalment. The airport-wide year-long shopping promotion ups the stakes, with shoppers standing a chance to win the highly coveted grand prize of S$1 million in cash. Aside from the grand prize money, campaign participants can also win other rewards across the year.
iShopChangi, the airport’s e-commerce platform, marks its tenth year in 2023. It is offering up to 40% off wines and spirits year round, and monthly promotions for both travellers and non-travellers which extend to other product categories.
CAG also pledged many more Changi 1st pop-ups in the airside arena. These activations often feature limited edition product launches that are first in Asia or the world. Since the reopening of borders, there have been nine Changi 1st outposts, including three travel retail product-exclusive launches and six concept-exclusive launches.
The second installation of ‘World of Wines and Spirits’, a partnership with Lotte Duty Free, will also take place. The event last year featured over 200 products from more than 75 brands, including first-in-the-region rarities from labels such Bowmore, The Macallan, Midleton, The Singleton and Penfolds. 
