NETHERLANDS. Schiphol Media and advertising agency DCVF hosted the second edition of the Travel Retail Event last week at the mobility museum, Move Amsterdam.
The event brought together marketing, retail and aviation professionals for an afternoon focused on the passenger experience in travel retail.
Choosing Move Amsterdam as the venue highlighted broader shifts in the travel industry, where brands are moving beyond product sales to focus on creating meaningful experiences for travellers.
The event explored the intersection of brand storytelling, traveller experience and measurable business impact.
Under the theme ‘Brands, Journeys & Effects’, speakers discussed how travel influences consumer behaviour and how brands can build stronger connections with travellers.
Mars Wrigley International Travel Retail’s Market Director An De Volder and Portfolio Strategy Lead Anne Broekhoven reflected on brand opportunities and the launch of M&M’S Experience concept: a multi-sensory concept designed to meet the needs of today’s travellers.
Alpha.one Founder Coen Olde Olthof delivered neuromarketing research on how the brain responds to stimuli, highlighting that brands sometimes overestimate consumer expectations.
Retail Denkers Owner Rupert Parker Brady offered perspectives on experience and impact, while Royal Schiphol Group Head of Brand Sander Hengeveld outlined Schiphol’s rebranding journey and the four pillars of its new identity. ✈
