Editor’s Choice III
“The future of omnichannel retail”
Sydney Airport has unveiled a Luxury Digital Concierge – an online reservation and retail service that allows passengers travelling through the International Terminal (T1) to connect directly with a roll-call of luxury brands before they fly.
Hosted on the airport’s website, Luxury Digital Concierge allows passengers to chat with store teams, check availability and reserve products ahead of their journey.
Global luxury brands featured on the platform include Balenciaga, Bottega Venetta, Burberry, Celine, Dior, Loewe, Moncler, Prada, Saint Laurent and Tiffany & Co.
The Luxury Digital Concierge forms part of a broader commercial strategy to deliver a world-class retail experience that enhances the passenger journey, Sydney Airport said.
Sydney Airport Group Executive Commercial Mark Zaouk said, “Luxury Digital Concierge marks a new era for passengers at Sydney Airport and is the next step in creating a world-class airport experience that reflects the future of omnichannel retail.
“The new service allows travellers to curate their own shopping experience before they arrive at the terminal making it easier than ever to shop tax-free, enjoying a more seamless and personalised journey than ever before.”
The lure of Luxury Digital Concierge: A cluster of world-renowned brands are also represented through boutiques at the airport
Comment: As airport companies’ commercial teams seek to navigate their way in a digitised world, Sydney Airport’s latest initiative stands out for its drive to increase personalised connections with guests.
Launching in time for the Chinese Golden Week holiday (1-8 October), the service highlights participating stores and enables a direct line of communication between customers and retailers via their preferred platform (WhatsApp or WeChat).
All transactions, including collection, returns and cancellations, are managed directly by each retailer, ensuring a brand-specific experience.
To bring this concept to life, Sydney Airport has also cleverly partnered with digital agency Polaris to deliver an influencer and KOL campaign, collaborating with Sydney-based Asian Key Opinion Leaders to target key Asian markets (including Chinese and Indonesian consumers) across Redbook, TikTok and Instagram. The results of this engagement should offer many lessons for Sydney and other airports in terms of luxury client reach and engagement.
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The Moodie Davitt eZine
Issue 347 | 26 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com