Introduction: With the International Air Transport Association forecasting a global milestone of over 5 billion passengers, Mondelez WTR Vice President of Special Businesses and Managing Director Joost Rosmuller lays out a strategy that blends well-loved confectionery brands with engaging retail experiences.
By reimagining product offerings, tailoring pricing structures and forging robust partnerships, the company plans to leverage soaring passenger traffic into lasting consumer engagement and revenue growth.
Mondelez World Travel Retail (WTR) is poised to capitalise on the projected increase in global air passenger numbers in 2025. With leading chocolate and biscuit brands such as Toblerone, Cadbury, Milka and Oreo, we plan to drive conversion and penetration by tailoring our product range, offering personalised promotions and enhancing in-store experiences through exclusivity and added value.
To ensure our products remain accessible, we are revamping our portfolio architecture to allow retailers to hit the right consumer price points and stay below psychological thresholds that influence purchasing decisions*.
By focusing on convenience, interactive displays and engaging staff, we will create memorable shopping experiences. Strategic partnerships with airports and airlines, combined with targeted marketing and social media engagement will help us capture the evolving preferences of travellers, particularly Gen Z and Millennial shoppers.
Our commitment to innovation and quality will ensure Mondelez WTR and our partners remain at the forefront of travel retail, delivering value and delighting travellers worldwide.
How Mondelez WTR will leverage high passenger numbers
2025 is an exciting year for the aviation industry. It’s the first time the International Air Transport Association (IATA) has predicted passenger numbers to exceed 5 billion globally (IATA), presenting the travel retail sector with a fantastic opportunity to penetrate and convert these high passenger numbers.
Mondelez WTR aims to leverage this growth by further developing our offer, in-store experiences and personalised interactions. By strategically activating our core brands in the channel, we can attract and engage with travellers and keep confectionery front of mind. Our focus will be on offering the right price structure, diverse product range, innovative promotions and experiential marketing to capture the attention of shoppers.
We are optimistic that this increase in travel will drive our performance in the industry. The anticipated rise in passenger numbers provides an opportunity to reconnect with travellers and introduce them to our extensive range of products. The timing couldn’t be more advantageous for Mondelez WTR; in 2025 self-indulgence as a purchase driver is predicted to increase from 21% to 23% (m1nd-set).
Our response is to leverage the growing desire for self indulgence through our portfolio that features different product formats to suit different consumer needs. This, coupled with our commitment to quality and innovation, will position Mondelez WTR for success.
Capitalising on traveller spending trends
Several emerging trends in traveller spending behaviour present opportunities for Mondelez WTR and our industry partners. With 88% of travellers agreeing that air travel enhances their lives and 78% seeing it as good value for money, there is a strong foundation for engagement (IATA). Personalised interactions in retail are crucial for success, with 71% of consumers expecting them.
Furthermore, statistics show that companies can generate 40% more revenue when personalisation initiatives are done right (McKinsey). Mondelez WTR is at the forefront of this approach and plans to tailor our offerings and in-store experiences to meet these expectations in 2025.
The in-store experience is also a primary driver for travel retail purchases (m1nd-set) and with Gen Z and Millennials leading the charge on experiential shopping, we will focus on creating memorable and attractive shop environments.
The role of partnership
Partnerships play a vital role in our strategy. Greater collaboration with airports and retailers can help us penetrate and convert more passengers. By working together to create seamless and engaging shopping experiences, we can maximise in-store footfall and push up the conversion rates.
Mondelez WTR is committed to further strengthening these partnerships to benefit all stakeholders.
Key observations
As someone entering the industry with fresh eyes, I have noticed the increasing importance of convenience and social media influence, especially among Gen Z travellers. With 80% of Gen Z discovering new destinations through platforms such as TikTok and their higher tendency to buy for convenience, we must adapt our strategies to meet these preferences (m1nd-set).
Mondelez WTR’s portfolio is well equipped to capture these opportunities, and we remain focused on offering convenient packaging and sharing packs at accessible price points, ensuring that we meet the evolving needs of travellers. ✈
