“People will travel again. People need to travel and dream.”
Listen to Philip Handley, Executive Creative Director at CircleSquare, about his views on revenge shopping and effective activations.
Retail design is going to play an ever-increasing role in travel retail, especially as the world starts to emerge from the Covid-19 pandemic.
Increasing dwell time and footfall is expected to be more difficult than ever, but travel retailers, airports and brands can still come back strongly, if they use this downtime in a smart way and prioritise offering meaningful experiences to the travelling passenger.
“People will travel again. People need to travel and dream, they will be greedy for the physical experiences they haven’t had. But we now have an opportunity to prepare for when lockdown ends.”
The key to maximising travel-retail revenues in the future, according to Handley, is to offer something “meaningful, something special”.
“It’s not about quantity. It’s about quality,” he notes.