Entering a new era of luxury travel retail: how luxury brand managers can utilise the power of airports to luxury shoppers post-pandemic

In 2019, 16% of global luxury goods purchases were made in airports (Deloitte, 2019) and with a record travelling amount reported by Heathrow (SP) Limited (2023), the luxury goods industry was presented with growth opportunities in this channel. Despite two years of travel restrictions, The Airports Council International (ACI) World report global air traffic (2023 had reached the same high as of pre-pandemic. The ACI World Airport Traffic forecasts that by 2041 passenger traffic worldwide is expected to reach 19.3 billion (ACI, 2023). With an estimated market size of 60,3 billion dollars and reported to grow to 174.9 billion dollars (Statista, 2022), the revenue potentials in the travel retail sector are proven to be auspicious. The airport as a distribution channel compiles exclusive impacts on the consumer’s behaviour and shopping motivations.