Travel retail trends focus on passenger experience and familiarity

Retailers in the travel sector are increasingly focusing on meeting the diverse and time-sensitive needs of passengers. For the Dutch jewellery brand My Jewellery, success in airport environments like Amsterdam Schiphol depends on making immediate visual impressions through trend-led, ‘grab-and-go’ designs that appeal to travelers in seconds.

Similarly, in the food and beverage sector, Costa Coffee highlights that airport hospitality must evolve beyond simple efficiency. With research indicating that 58% of passengers seek familiar brands and 66% follow pre-flight coffee rituals, the brand emphasizes that there is no single airport customer. Instead, retailers must provide varied experiences—ranging from quick service for those near security to comfortable spaces for business travelers or families with longer dwell times.