During post-COVID-19 times, travel retail is undergoing a dynamic evolution. This is the result of not only the growing influence of experiential marketing, but also of saturated competition in local markets.
It is clear for many brands – product function alone does not give a meaningful engagement; it should go deeper into the emotions that shape connection. This is where experiential strategies come to elevate the journey and deliver interactions that surprise or inspire.
As one of the original pioneers in travel retail, Weitnauer has been a witness to the category’s evolution since its earliest days. Today, our capabilities span both travel retail and local markets, providing omnichannel support across distribution, marketing 360, and retail excellence services. By staying closely attuned to emerging trends, we continue to equip brands with insights, innovation, and tailored strategies that resonate with today’s travellers—on the ground and beyond.
What Does Experiential Mean in Travel Retail?
The name of experiential marketing speak for itself – these are the strategies that focus on creating experiences for consumers through interactions. In this context of travel retail, it means transforming airports or cruise terminals into immersive environments where travellers engage with brands on a deeper, more emotional level.
Experiential marketing in travel retail includes:
- Sensory pop-ups and product tastings
- Virtual and augmented reality experiences
- Interactive brand activations
These experiential approaches help brands to:
- Cut through the noise and leave a lasting impression in highly competitive environments
- Build brand visibility, as impressed travellers more inclined to share their experiences and spread the word
- Capture the attention of the younger generations that are increasingly focused on experiences and are more likely to consider and transact with multiple travel players, according to McKinsey & Company.
Why Experiential Marketing Matters for Modern Customers
Experiential marketing taps into emotions, making travellers more likely to remember and prefer your brand. In travel retail, it is more about retention and loyalty.
With numerous options available, experiential activations help brands stand out from the noise. Unique experiences create buzz and encourage social sharing, expanding your reach beyond the travel environment.
Modern experiential marketing often incorporates technology, allowing brands to collect valuable data and personalize future interactions. The key factor that shapes long-term relationships with travtravellers
Real-World Examples: Where Experiential Marketing Matters Most
Singapore: Changi Airport
Changi Airport in Singapore is a global leader in experiential marketing. With attractions like Jewel’s indoor waterfall, interactive gardens, and immersive pop-ups, Changi transforms layovers into memorable adventures. These experiences increase engagement, dwell time, and retail sales, turning the airport into a destination.
Europe: London Heathrow and Major European Airports
London Heathrow Airport frequently features interactive brand activations, including digital fragrance campaigns and touchless scent installations. Across Europe, Ferrero’s “Add Your Golden Touch” campaign in airports like Madrid and Vienna blended in-store rewards with digital engagement, boosting both footfall and sales.
Americas: Miami and Toronto Pearson Airports
At Miami International Airport, experiential marketing was brought to life with interactive games and branded events during Super Bowl LIV. This initiative engaged travelers and enhanced the visibility of various brands. Meanwhile, Toronto Pearson Airport collaborated with Visit Mississauga to host major concert events, featuring VR dance walls and themed giveaways. This activation reached millions of people through social media and news coverage.
Creating Impactful Brand Moments: What Works
Designing memorable moments within travel environments requires more than visual appeal—it demands thoughtful strategy. The most effective brand activations blend creativity, emotion, and technology to create lasting impressions and drive deeper engagement. But what are the tools to create them?
- Approach Impact
Multisensory experiences: Engaging multiple senses—such as scent, sound, visuals, and touch—helps consumers better remember the brand and associate it with a distinctive atmosphere.
- Narrative-led concepts
Story-driven activations create deeper emotional connections, allowing brands to communicate values, heritage, or innovation compellingly.
- Smart tech integration
Digital tools like AR, AI, or QR-enabled displays increase interactivity while enabling valuable data capture and personalized engagement.
- Shareable formats
Experiences designed for social media—such as photo spots, gamified rewards, or exclusive previews—encourage organic amplification beyond the travel space.
By combining emotional appeal with strategic execution, these approaches enable brands to cut through the noise and create standout experiences that resonate long after the journey concludes.
Future Trends: The Next Wave of Experiential Marketing in Travel Retail
Looking ahead, experiential marketing in travel retail is being shaped by several exciting trends:
- AI-Driven Personalization
Brands leverage artificial intelligence and real-time data to tailor recommendations to individual travellers
- Augmented Reality (AR) and Mobile Engagement
The foundation of the phygital trend is gaining popularity through blending show-rooming and web-rooming.
- Gamification
Neuromarketing pushes the achievements and rewards idea that can be achieved through branded games and loyalty programs.
- Real-Time Engagement
Live events, hybrid experiences, and AI-powered activations adapt in real time to traveller preferences and emotions.
- Community-Driven and Sustainable Experiences
By exploring the behavioural and psychological traits of the target audience, brands can uncover what truly resonates — whether it’s a sense of belonging or commitment to sustainability. Creating emotional connections through shared values and loyalty becomes essential in this process.
- Experimental Retail & Collaboration
Collaborations between airports, brands, and tech partners deliver unique, place-based experiences.
- Airports as Dynamic Showrooms
The values are shifting from the economic utility of buying cheaper tax-free products to the experience of exclusive launches and hands-on experiences unavailable online.
Key Takeaways from Weitnauer
Experiences reshape the role of retail in travel environments—turning routine journeys into moments of connection and discovery. It’s no longer just about transactions but about creating interactions that leave a lasting impression and strengthen brand relevance.
From Singapore to London, Miami to Toronto, locations that invest in meaningful engagement are redefining what travellers expect.
At Weitnauer, we continue to evolve with the industry. Our long-standing presence in travel retail, combined with expanded services beyond distribution, deepens our understanding of emerging formats and consumer behaviour—allowing us to support brands with tailored, insight-driven solutions.
