1、The clock is ticking:decoding dwell time in the Asia Pacific travel retail industryPhoto by Marc Tan Kearney,SingaporeWhile the travel retail industry in Asia Pacific is well-equipped to serve the travelers,there is an increasing challenge around travelers dwell time.Dwell times at airports have fal

2、len by 16 percentfrom 125 minutes in 2018 to 104 minutes in 2024giving them less free time to see what travel retail has to offer.After check-in,security,immigration,and boarding,the time left for the traveler is around 40 minutes.But even this time is challenged today:Airports have significantly en

3、hanced experiences that distract the travelers away from shopping.Sixty percent of travelers at airports are digitally distracted.To gain a competitive advantage,the travel retail industry will need to capture travelers earlier in their journey,before they even arrive at the airport.While robust inf

4、ormation about travelers does exist,capturing and leveraging this is complex.Five ecosystem playersairports,retailers,carriers,brands,and digital and media partners will need to use their collective strengths to bring the best travel retail offering to Asia Pacific travelers.COVID-19 brought the boo

5、ming travel retail industry in Asia Pacific to a standstill.As restrictions lifted,the industry bounced back but the road to full recovery is still a few years away.Looking forward,there are five key trends that are shaping the industry:Economic growth will continue to support more discretionary tra

6、vel and travel retail spending.Younger demographics will travel more as they value experiences over physical possessions.Outbound business travel from Asia has structurally declined but travel within Asia will grow fast.Travel will continue to broaden to newer locations supported by better infrastru