m1nd-set have released their m1nd-ful report, “European Traveller Spotlight”, honing in on the recent trends, facts and figures seen from European passengers. Our Insights team wasted no time in delving into the findings and pulling their key takeaways, ensuring our teams are equipped the latest research and insights to best deliver joy to passengers.

Here are just a few of the interesting learnings:

• The average spend is up considerably on Beauty, Clothes and Accessories – The average spend on Beauty is up from $82 in 2022 to $113 in 2025. The Clothing & Accessories category is also attracting higher spend among Europeans ($180 in Q1 2025 vs $158 in 2022). Alcohol and Tobacco are only seeing moderate growth, as the average spend on Alcohol has increased moderately, from $64 to $71, while the average spend on Tobacco has risen from $50 to $53.
• Impulse buying is on the rise: One-third of European buyers are now purchasing on impulse, compared to less than one quarter in 2022. Gen Xers are even more inclined to purchase on impulse in 2025 (35%), while Boomers still remain the most likely to plan their purchases (71%).
• Customer footfall is down, though conversion and spend is up- While footfall has declined from 48% in 2022 to 42% in Q1 2025, conversion has steadily risen, from 50% in 2022 to 63% in the same timeframe. Averaging spend is also up, reaching $120 in 2024 from $107 in 2022.
• Over half of Gen Xers and Boomers cite experience as the most important driving force behind a sale – 61% of Boomers and 53% of Gen Xers cited ‘Experience in store/navigation’ as their top driver of purchase, while Millennials were the only group to cite ‘Value’ (42%) as their top driver to purchase. Experiential elements have become increasingly important in both driving European travellers into stores and in encouraging them to purchase, with both price & promotions and store attractiveness becoming less important elements.

Have you noticed any of these trends coming into play?