Deirdre Roache, our Global Research and Insights Manager, has identified several key industry trends to watch as we move into the summer season. Her insights provide a comprehensive overview of the evolving market dynamics and highlighting significant shifts in consumer behaviour.

Global data from Expedia, Hotels.com and Vrbo reveal Television shows are influencing travel destinations, with Thailand set to become a hot spot in 2025 due to The White Lotus, and South Korea gaining interest from Squid Game. This trend benefits the travel retail industry as tourists flock to these locations, boosting local businesses. The influx of visitors inspired by popular media can lead to increased sales in travel retail, as fans seek souvenirs and local products that remind them of their favourite shows. In travel retail wed need to adjust to offer local brands, so our passengers can take home a piece of the country.

The turbulent economic outlook is causing global customers to become more cautious with their spending, leading to a decline in travel and retail activities. As people grow less confident about their financial stability, their travel plans are often the first to be reconsidered, significantly impacting travel retail. Retailers must adapt by understanding the evolving wants and needs of their customers, who are now more focused on essential purchases and value for money. This shift requires travel retailers to offer products that not only meet these needs but also provide a sense of comfort and familiarity.

In uncertain times, people are concerned about job security, influencing their spending habits. Travel retail can address these concerns by offering nostalgic products that provide comfort and familiarity, such as 90s confectionery. Nostalgia-driven products can be marketed as affordable luxuries, combining comfort with competitive pricing to appeal to cautious consumers. A survey by Crystal Ski Holidays found that 60% of Brits recreate their favourite childhood trips with their kids, which is great news for the travel retail industry. This trend indicates that more families are traveling and spending on travel-related goods, creating opportunities for retailers to cater to this nostalgic demographic.

Are you already seeing these trends take effect?