科技创新成为旅游零售业的重要推手——科尔尼全球旅游零售业深度报告（下篇）

Photo by Hiroko Kaizuka Kearney, TokyoTravel retail’s next chapter: innovating beyond technology key to regaining market momentumKearney wishes to thank all the industry executives interviewed for sharing their insights and perspectives on travel retail. We would also like to thank TFWA for allowing us free rein in the writing of the report and for providing helpful support throughout our study. We are glad to contribute to shaping the future of the industry and to support travel retail players in tackling the multiple changes the marketplace is undergoing.Executive summary 1Passenger volume no longer translates into travel retail revenue 32024: Air passenger traffic is back to 2019 levels 4Passengers are flying more, but spending less 6Consumers still have an appetite to shop, but do not convert 9Some categories are doing better than others 11Going forward, as volume returns new traveler dynamics emerge 12What happened to travel retail growth engines? 15High prices and staid assortments are the largest barriers to industry growth 15Travel retail time is increasingly competing with other activities, but appetite for shopping remains popular 17New traveler dynamics are poorly or not yet addressed 17In this context, travel retailers look for ways to expand beyond their walls 19Tech expands in airports as travelers and airports confirm their interest for it 21Overview of main tech tools and implementation level 21Helped by technology, airports play a role by putting passengers in position to spend money and maximize retail opportunities 25Travel retail consumers demonstrate appetite for tech and innovation 26Tech can take travel retail to new realms 31Supporting a compelling in-store value proposition with data sharing is a key requirement to achieve full potential 31Expanding beyond travel retail’s historic opportunity zone 35Better driving passenger engagement all along the journey (in other words, before and after the flight) 38Maintaining a best-in-class experience for passengers 40What’s next for an industry hoping for a successful turnaround? 42Dare to be bold enough to kick start the growth engine 42Accelerate data-sharing opportunities 43North Asia’s burning platform: answer key questions to reinvent the business 47A word from TFWA 48Conclusion 49Authors 50Advisory board 51To adapt, brands and retailers need to rethink marketing, investment strategies, and partnerships, focusing on understanding and catering to air travelers’ evolving preferences and designing experiences that complement them. While some today might view the industry’s outlook as bleak, there are positive trends. New airports are being built, older ones are undergoing renovation, and passenger dwell time at airports remains steady at around two hours, with 69 percent of respondents viewing it as an opportunity rather than wasted time. With 75 percent of dwell time not spent shopping, transforming this time into travel retail shopping—and hopefully