In sharp contrast, Baby Boomers have seen a marked decline in presence and spending. Once comprising nearly 30% of travellers pre-pandemic, Boomers now account for just 9%, with a lower average spend of $107. This demographic shift underscores the growing dominance of Millennial preferences in shaping retail strategies at airports and other travel hubs.
The study offers an in-depth analysis of Millennial business travellers’ shopping behaviours and motivations, illustrating how their expectations differ significantly from older cohorts. While Boomers typically browse for discounts or necessity-driven purchases, Millennials seek out engaging retail experiences, premium assortments, and brand authenticity. They are also highly receptive to new products, often exploring travel retail exclusives and first-time purchases in categories such as Beauty, Fashion, Jewellery, and Watches.
Another key distinction lies in the role of in-store engagement. Over 80% of Millennials who interacted with staff said they were positively influenced by the experience – a sharp contrast to Boomers, where just over 60% reported the same. This responsiveness to service underlines the importance of investing in staff training focused on storytelling, product knowledge, and personalisation.
Additionally, Millennials demonstrate a strong digital orientation. They are far more likely to use price comparison tools and engage with Duty Free communications via social media and inflight platforms before they travel. According to Peter Mohn, CEO of m1nd-set, this makes a compelling case for targeted omnichannel campaigns that speak directly to Millennials’ need for relevance and discovery. “A key finding of this research is the importance of staff engagement in influencing Millennial shoppers. Millennials are significantly more open to staff recommendations in store. More than eight out of ten Millennial business travellers who interacted with staff report being positively influenced by staff, compared to just over six out of ten Boomers.”
To capture the attention and wallet share of this valuable segment, m1nd-set offers several strategic recommendations:
- Curate product assortments with a clear emphasis on premium and exclusive items
- Create immersive discovery zones in-store that highlight newness and authenticity
- Shift promotional focus from blanket discounts to curated, experience-led offers
- Leverage social media and inflight marketing to build awareness pre-travel
- Train sales staff to actively engage and offer personalised recommendations
While Millennials remain the current revenue powerhouse, the report also warns of the need to prepare for future generational shifts. Gen Z, set to become the largest passenger group globally by 2028, is already influencing emerging consumption trends. Brands and retailers must act now to future-proof their strategies by catering to evolving digital preferences and value systems.
“While this global analysis reveals the weight of the Millennial business traveller,” Mohn cautioned, “stakeholders must not forget the strategic importance of Gen Z consumers. Millennials dominate spending today, but Gen Zs represent a much larger global population and will become the largest air passenger group by 2028. This generational shift, makes it essential for brands and retailers to adapt strategies now.”
“With the right blend of exclusivity, memorable experiences, outstanding service, and digital-first strategies, retailers can harness the full spending power of Millennials today, while building loyalty with Gen Zs tomorrow” Mohn concluded.
Tags: Peter Mohn, m1nd-set