FRANCE. Diageo Global Travel is returning to the TFWA World Exhibition (29 September-2 October) with The Departure Lounge – a new exhibition concept aimed at reimagining how spirits are sold and experienced in travel retail.
With international passenger traffic now at pre-pandemic levels (source: IATA), Diageo sees a renewed opportunity to grow the spirits category by better aligning with evolving traveller behaviours. The Departure Lounge aims to offer retailers and partners an insight into the company’s latest strategies to increase footfall, drive conversion and elevate the travel retail experience.
Rooted in Diageo’s Future of Travel Retail category vision, first unveiled in Cannes in 2024, the strategy imagines a transformed retail environment for spirits designed to drive total category growth through footfall, conversion and spend per visit, while enhancing the overall shopper experience.
The Departure Lounge will take attendees on a journey from check-in to boarding, demonstrating how best to engage and excite consumers about the spirits category. It will feature bespoke tastings, immersive experiences using Apple Vision Pro and personalised gifting using generative AI technology.
It is divided into four zones: The Launchpad, The Gifting Lab, The Mixology Carousel and The Explore Lounge.
According to m1nd-set, new and exclusive products remain a key driver of purchase in duty free but attracting travellers into the store remains a challenge. The Launchpad addresses this with flexible space design, seasonal theming, digital features, immersive storytelling and Brand Ambassadors. The concept demonstrates how impactful displays at the point of entry can draw travellers in and encourage discovery.
The Gifting Lab was developed to address demand from nearly a third of travellers citing gifting as a key reason for purchase (m1nd-set 2024). It features bespoke labelling, engraving services, curated seasonal assortments and live gift-wrapping experiences. Its centrepiece is a bottle personalisation experience, developed through ‘Project Halo’ and powered by Generative AI to allow brands and consumers to co-create label designs and product artwork.
The Mixology Carousel combines retail with a bar experience inviting travellers to engage with brands through crafted cocktails. An interactive What’s Your Cocktail? quiz invites guests to discover serves tailored to their flavour profile, while professional mixologists provide live demonstrations in the hybrid retail-bar space.
The Explore Lounge is a premium showcase for Diageo’s Scotch portfolio that combines digital walls, atmospheric effects, storytelling and guided tastings. The space will feature a Johnnie Walker and single malts lounge, showcasing a multi-sensory whisky journey.
Diageo Global Travel Managing Director Andrew Cowan commented: “We have always said we hold a steadfast commitment to shaping the future of travel retail and ensuring alcohol has a vibrant place within it. How, where and why consumers shop in travel retail is rapidly changing, and spirits brands must keep pace with these shifts and meet consumers’ demands if the category is to grow.
“The Departure Lounge aims to do just this. It brings to life ways to meet and exceed consumer expectations, by partnering with our customers to create a retail environment where travellers can explore, trial and get excited about spirits.”
In addition to The Departure Lounge, Diageo Global Travel will also host a breakfast panel discussion on ‘The Future of Travel Retail: Adapting to Volatility and Consumer Change’. The event will take place on Tuesday 30 September at 8am in the beachfront restaurant, Hotel Barrière Le Majestic Cannes, and will be chaired by Diageo Global Travel Managing Director Andrew Cowan.
Bringing together senior figures from across the travel retail ecosystem, the session will address how the industry can navigate geopolitical uncertainty, shifting consumer behaviours and digital disruption.
The panel comprises Lindt & Sprüngli Head of Global Travel Retail Peter Zehnder; Avolta Chief Commercial & Digital Officer Vijay Talwar; European Travel Retail Confederation Secretary General Julie Lassaigne; and The Moodie Davitt Report Brands Director Hannah Tan. ✈
