The challenge of conversion; reinforcing our sector’s reputation in the consumer mind; reimagining shopper value using levers such as personalisation and digital plus physical touchpoints; being flexible with space and formats; and adapting to how a new generation of travellers wants to be engaged. These were some of the takeaways from a powerful panel of industry leaders on day one.

Speakers included L’Oréal Travel Retail Asia Pacific Managing Director Jesús Abia; Airport Dimensions CEO Mignon Buckingham; Mondelez World Travel Retail Managing Director Jaya Singh; and Diageo Global Travel Commercial Director APAC, MENA and India Sandra Tassilly. The session was led by Cappell Consulting Founder and President Daniel Cappell assisted by The Moodie Davitt Report Founder & Chairman Martin Moodie.

The three brand owners and hospitality company Airport Dimensions outlined a series of ambitious visions for the next decade, one set to be fuelled by a new wave of traveller growth but also of change in the positioning of airport commercial services and of shopper expectations.

Mignon Buckingham highlighted how airport spaces should be used for flexible and modular purposes that can evolve with changing concession needs and passenger demands.

She also presented examples of how Airport Dimensions is partnering with brands to capitalise on these insights and drive growth.

Abia expressed his optimism for the future of the industry and its largest product category at global level. He said: “The beauty market is booming. By 2030, there will be 600 million more consumers in the beauty sector showing there is still a massive appetite. In terms of share of wallet, beauty is still number one. However, only one in ten travellers buy beauty in travel retail, which translates to a huge opportunity.

“In this increasingly digitalised world, I strongly believe that consumers are becoming phygital natives. This means most consumers will see and explore brands online first.

“Travel retail will be a place where they can discover the brand physically in-store,” he added. “At retail touchpoints, our beauty brands use a fantastic blend of immersive AI and digital, transforming beyond just a point of transaction, to a source of memorable brand experiences both physically and digitally.”

Tassilly gave a preview of Diageo Global Travel’s vision for the future. She reinforceed the company’s ambition to double the size of the spirits category by 2030.

She said: “We can achieve this together by driving more footfall, ensuring that we continue to convert more, but also by compromising with each other. There is no partnership without transparency. If we have one common goal we can make this happen.

“As we continue to innovate with our travel retail expressions, we looked at the latest trends such as the acceleration of the tequila category. We pushed the boundaries. We disrupted with our activations. With Don Julio, we put DJs in silent airports, we delivered personalisation within seconds with Johnnie Walker. We continue to listen to what is important for the industry and for the planet.”

Tassilly also presented an innovative retail concept called ‘The Exploratorium of Spirits’, which focuses intensively on experience. She said: “We believe at Diageo that we need to step out of our comfort zone. We are very good at innovating, understanding trends, shoppers and travellers. But if we as an industry sit together and look at how we can design the future of the traveller together, then we can really unlock the future of travel retail. That can start today, in this room.”

As those words suggest, a connected theme across the panel was that trust, transparency and partnership built on ambition and taking the long view will help the industry build a stronger future.