FAQ 1: Why are airports investing so heavily in luxury retail?

Airports are using luxury retail as a core strategy to transform themselves from transit points into destinations. Premium stores, personalised services and immersive brand environments elevate the overall passenger experience and encourage travellers to spend more of their dwell time shopping. This not only improves customer satisfaction but is also critical for airports’ non‑aeronautical revenue at a time when traditional margins are under pressure.

FAQ 2: What does ‘experiential’ or ‘phygital’ retail mean in an airport?

Experiential and ‘phygital’ retail blends shopping, entertainment and digital technology to create memorable, personalised encounters with brands. In airports, this can mean immersive store designs, curated displays, personalised service, and digital tools such as augmented reality try‑ons or intelligent mirrors that suggest outfits. The goal is to make the airport a place passengers want to spend time in, rather than just wait for boarding.

FAQ 3: How is the idea of ‘luxury’ changing for today’s travellers?

Luxury at airports is no longer just about high‑end products from a few iconic brands. Younger and diverse travellers see luxury as a mix of discovery, experience and self‑expression: combining established labels with contemporary or niche brands, pop‑ups and interactive formats. This forces airports to diversify beyond a handful of big luxury boutiques and instead host many smaller, fast‑changing brands—even though these can be less predictable and often generate lower revenue per square metre.