HUNGARY. Travel retailer Heinemann Budapest has partnered with Asia-focused consultancy TravConsult* to deliver a targeted series of China market workshops.
With Chinese outbound travel resurgent, the workshops were tailored specifically for Heinemann’s frontline teams.
They focused on enhancing cultural intelligence, interpersonal communication, and tailored selling strategies designed to resonate with Chinese travellers.
This strategic initiative aligns with Budapest Airport’s growing connectivity with China. Over the past two years, direct flights from leading carriers including China Southern and China Eastern have surged, allowing the airport to reach its full allocation under current bilateral flight agreements.
This rise in air capacity is the result of a long-term, relationship-led approach by the airport’s leadership team.
Recognising the commercial significance of these developments, Heinemann Budapest moved to ensure its teams could meet the expectations of a more diverse and discerning Chinese traveller.
Many among this evolving demographic now travel independently, in multi-generational family groups, and arrive with high service expectations.
The collaboration was sparked in late 2024 when Gebr. Heinemann Hungary Country Manager & CEO Bence Biro participated in TravConsult’s China Market Webinar Series hosted by Budapest Airport.
Impressed by the insight-rich and engaging delivery from TravConsult Co-founders Trevor Lee and Lilly Choi-Lee, Biro initiated a partnership to bring this training to his retail floor.
Held onsite at Budapest Airport, the workshops were highly interactive and grounded in real-world observations. They covered cultural values, gifting behaviours, group dynamics, and subtle yet vital elements such as tone, body language and the art of building trust to ultimately drive sales.
A few days after the training, TravConsult witnessed the Heinemann team confidently engaging Chinese customers on the shop floor with greater empathy and effectiveness.
Two moments left a lasting impression on Lee and Choi-Lee. First, the pre-workshop briefing with Heinemann’s passionate sales management team, who came prepared with data on Chinese passenger trends and real-time store performance. This input allowed TravConsult to fine-tune its delivery for maximum impact.
Second, the highly visible volume of Chinese shoppers moving through Budapest Airport to reach the Heinemann Duty Free store, many of whom made a beeline for the premium Hungarian wine section to purchase the limited-edition, high-value Disznoko Tokaji Eszencia, demonstrating clear intent and prior product knowledge.
Another unique strength of the Heinemann Budapest team lies in its people, TravConsult noted. While there are no native Chinese speakers on staff, three local team members have independently learned Mandarin. Their language ability, coupled with their cultural intent, made a strong impression.
“From a Chinese traveller’s perspective, when a local team member has made the effort to learn Mandarin, it signals deep respect, interest and intent,” Lee noted.This builds instant trust, gives enormous face and elevates the entire shopping experience.”
“Our investment in frontline cultural sales training is part of a broader strategy to capitalise on the surge in Chinese travellers and deliver truly memorable service to one of our most important customer groups,” said Biro. “It’s about equipping our teams with the skills to meet customers where they are, culturally and commercially.”
Lee added: “Heinemann Budapest is a powerful example of aligning staff capability with market opportunity. As more airports across Europe connect with Asia, cultural intelligence will separate those who simply welcome travellers from those who truly engage them.”
Choi-Lee reflected: “This wasn’t just training, it was transformation. The passion of the Heinemann team, combined with real insight and a willingness to listen and adapt, makes for a compelling competitive edge.”
With Chinese travellers returning in strong numbers, Heinemann Budapest’s focus on cultural fluency, team empowerment, and tailored service delivery underscores a key lesson for global retail: frontline engagement is not just about selling, it’s about connecting, TravConsult said. ✈
*About TravConsult
TravConsult is a boutique consultancy, co-founded by Trevor Lee and Lilly Choi-Lee, specialising in Asian market cultural intelligence, customer engagement and market-ready strategies for the aviation, tourism and travel retail industries.
Since 2002, TravConsult has been advising some of the world’s leading airports, travel retail organisations, international hotel groups and tourism boards in delivering culturally relevant and commercially successful service experiences to their high-value Asian travellers.
