Consumer engagement drives GTR growth
According to a new report from Wonderworks, brands targeting the global travel retail (GTR) sector should focus on building connections with travellers, rather than on sales.
Titled Miramur Volume 05: Desire at Departure, the report highlighted the ongoing transformation of the GTR sector for drinks brands.
The Miramur reports from Wonderworks – an independent, female-led creative drinks agency – are designed to help beverage businesses understand ongoing industry changes and respond strategically, creatively, and commercially.
The latest report examines various themes in GTR, evaluating how the space is evolving, how different demographics are shopping, and what brands must do to differentiate themselves.
According to data from the International Air Transport Association (IATA), total air passenger traffic increased by 10.4% in 2024, with spirits sales in GTR up 6% in value and 5% in volume during the same period.
But as duty free discounts diminish in many regions, building genuine connections with consumers has become a key driver.
Based on industry trends, research, brand case studies, and Wonderworks’ expertise in the drinks sector, the report shows that GTR has evolved from a product shelf to a dynamic stage where brands can actively engage consumers with their offerings.
Sarah Wildman King, founding partner and managing director of Wonderworks, said: “We’ve identified from extensive research what the future of GTR is likely to look like, and it really is nothing short of a transformation.
“This, combined with the experience-seeking nature of younger demographics, means that brands need to tailor their approach to these spaces accordingly – or risk losing out to competitors.”
The report also examines the establishment of dedicated ‘desire zones’ in airports, explores the balance between technology and tangible experiences in travel environments, and considers how luxury products can connect with modern consumers.
According to the report, these insights are translated into actionable takeaways, accompanied by a practical ‘brand playbook’ to help brands apply them.
Tim Dexter, business director at Wonderworks, explained: “The changes outlined in the report might appear intimidating for brands. And while there’s a lot of change taking place in the channel, it helps to reframe it as an opportunity to be embraced.
“Because there really is no doubt that brands who capitalise on these changes and adapt accordingly, will be the ones to come out on top.”
Notable activations highlighted in the report include Bacardi’s Whisky Emporium at Narita Airport, Suntory Time at Changi Airport, Jägermeister’s Orange Era activation at Frankfurt Airport, and Don Julio x Pacha at Heathrow and Ibiza Airports.
The full report is now available at www.wearewonderworks.com/insight-report/desire-at-departure.
Related news
Ian Somerhalder joins SB for annual Travel Retail Beach Party
