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REPORT

TrAVeL reTAIL

shoPPer PrIorITIes

shIfT froM PrIce

To exPerIence

ThE gLOBAL TRAVEL RETAIL INDUSTRY

IS ENCOUNTERINg A SIgNIFICANT

ShIFT IN CONSUMER BEhAVIOUR

factor influencing travel retail shopper behaviour.
According to m1nd-set, consumers in travel retail
are increasingly valuing the overall shopping
experience over the price.
Factors such as convenience, product exclusivity,
and the allure of unique, location-specific products
are becoming more influential in driving purchase
decisions.
According to the m1nd-set research, travel retail
consumers are seeking out experiences and
products that offer unique value beyond just
cost savings. The research highlights the growing
demand for distinctive and immersive shopping
experiences. This shift in consumer behaviour
reflects a broader trend, where the emotional
and experiential aspects of shopping hold greater
According to research just published by leading significance than price in the decision-making
travel retail research agency m1nd-set, price is process. The research reveals that the increasing
becoming a less dominant factor in purchasing incorporation of technology and customized
decisions, as shoppers prioritise other beneficial services in travel retail has reduced the emphasis
aspects of the shopping experience in travel retail. on price, as consumers now favour seamless
The research, which explores the reasons behind omnichannel experiences and personalized
this shift and its implications for brands and options over mere cost savings.
retailers in the global travel retail sector, reveals “Experiential retail is becoming a major trend,” m1nd-
that while price has traditionally been a major set COO Clara Susset commented, “with consumers
determinant in the purchasing decisions among placing greater emphasis on the experiences
travellers, it is no longer the most important associated with shopping rather than just the

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