Luxury retailers are targeting international airports as a prime location to reach luxury buyers. This shift comes as airports are seen as spaces of renewal and escape, where travelers adopt a “tourist gaze” and are less influenced by everyday stress. Brands like Parfums Christian Dior have set up specialty boutiques in airports like JFK International, offering a range of products including fragrances, scarves, and bespoke services.
On the West Coast, luxury retail stores are also popping up in airports like SFO and LAX. Brands like Burberry, Gucci, and Hermes are finding success in these high-traffic locations. Similarly, airports in Europe, such as Schiphol Airport in Amsterdam and Aeroporti di Roma in Italy, are undergoing makeovers to redefine luxury retail for international travelers by hosting brands like BVLGARI and Louis Vuitton.
The travel retail market is expected to see significant growth in the coming years, providing further opportunities for luxury brands to expand their presence in airports. The Chief Brand Officer at Hannah Grey notes that airports offer an ideal moment to capture luxury buyers’ attention, as travelers often have time to spare before boarding and may be more inclined to make luxury purchases while in this unique environment.
The shift towards luxury retail in airports also presents an opportunity for brands to connect with younger luxury buyers who may feel intimidated by traditional brick-and-mortar stores. For Gen Z consumers and beyond, airports offer a chance to experience these luxury brands in-person and make more informed purchasing decisions. Airports like Changi Airport and the KrisFlyer lounge for Singapore Airlines are utilizing pop-up spaces to showcase products and target luxury travelers in business or first class.
As airports continue to adapt their retail offerings post-Covid, luxury retailers have the chance to capture a share of the growing market and engage with global travelers on their journeys. The $90.41 billion market share is a significant opportunity for luxury brands to expand their reach and connect with a diverse range of luxury buyers across different generations. In this ever-changing landscape, airports are becoming a key location for luxury retailers to thrive and meet the evolving needs of luxury shoppers around the world.
