The research marks the tenth anniversary of the company’s B1S Business Intelligence Service1 and draws on its global database, which has continuously tracked travel retail shopper behaviour across product categories, traveller segments and time periods since 2016.
According to the analysis, traveller behaviour has shifted from a stronger focus on value and promotions towards greater self-purchase intent, product discovery and exclusivity. The study covers the period before, during and after the Covid-19 pandemic.
Global duty free store footfall has declined compared with pre-pandemic levels. Before the pandemic, around four in ten international travellers visited duty free shops, while the proportion fell to 36% in the first half of 2026.
The global purchase rate also declined over the decade, from 29% in 2016 to 18% in 2021, before recovering to 22% in 2026.
Conversion among travellers entering duty free stores has proved more resilient. The conversion rate stood at 74% in 2016, fell to 47% in 2021 and recovered to 63% in the first half of 2026.
The analysis also identifies convergence in shopper behaviour between geographic regions. Before the pandemic, Asia-Pacific recorded the highest footfall, reaching 50% between 2017 and 2019, while the Americas had the lowest level at 32% in 2016. By 2026, footfall across regions had converged to between 34% and 36%.
Regional conversion rates have also become more closely aligned, ranging between 63% and 65% across all regions in 2026.
A similar pattern is evident across age groups. In 2026, duty free footfall stood at 36% among Boomers, 35% among Millennials and Gen X, and 34% among Gen Z. Before 2020, Millennials and Gen Z recorded footfall rates above 45%.
Conversion rates across all four age groups have also converged, standing between 63% and 65% in 2026.
Dr. Peter Mohn, CEO & Owner at m1nd-set, said: “While post-pandemic shoppers visit duty free stores less often, they enter with clearer intent. With conversion rates high but footfall down over the past 5 years, the primary challenge is no longer converting visitors but giving travellers a compelling reason to step through the door in the first place. Stakeholders must focus on enticing travellers before they reach the airport or store”
The research identifies purchase purpose as one of the most significant changes over the decade. The global share of purchases made by travellers for themselves increased from the mid-40% range in 2016 to 59% in 2026.
At the same time, purchases intended as gifts declined from approximately 40% in 2016 to 18% in 2026.
The shift towards self-purchasing has coincided with stronger demand for discovery and travel retail exclusives. First-time buyers, which reached 69% of duty free shoppers in 2022 after standing in the mid-to-high 50% range before the pandemic, accounted for 64% in 2026.
Demand for travel retail exclusive products, referred to as TREX, increased from a pandemic-era low of 31% in 2020 to 66% in 2026. Purchases of exclusive products among Gen X and Boomers have also increased, converging with younger age groups at between 65% and 66% in 2026.
Mohn continued: “Highlighting travel retail exclusive (TREX) products across all communications is essential”. He added: “With two-thirds of buyers seeking exclusive products, marketing at every stage of the shopper journey should put the spotlight on exclusives and limited-editions. Shoppers must feel the FOMO (fear of missing out) on treats they cannot purchase elsewhere. With self-purchases driving 60% of sales and gifting down considerably to 18%, merchandising should focus on personal rewards and self-indulgent items like premium self-care or travel-sized products”
Purchase planning has also changed since 2016. The proportion of shoppers who know their desired brand before purchasing increased from 21% in 2016 to 30% in 2026.
Partially planned purchases declined from 59% to 44% during the same period, while purely impulse-driven purchases fell to 26%.
According to m1nd-set, 70% of purchases in 2026 still involve either partial planning or impulse behaviour, leaving a substantial proportion of final brand decisions open to influence within the retail environment.
Mohn said: “Retailers need to capture partial planners early via pre-trip digital messaging and airport-terminal advertising. Clear value and exclusivity messaging in pre-travel touchpoints, combined with high-impact store entrance displays, will effectively entice passing travellers inside.”
Mohn concluded: “While younger travellers initially led in footfall and conversion, generational performance has converged over the past decade. Over-focusing on a single age segment risks alienating equal-value shoppers. It is vital to align age-specific marketing proportionally with each segment’s traveller share. While this means a growing focus on younger age segments, Gen X and Boomers still require attention. Campaigns must communicate value and exclusivity across all age groups”.
The analysis also finds that the differences between age groups that characterised travel retail shopping before the pandemic have narrowed considerably over the past decade.
Tags: Dr. Peter Mohn, m1nd-set
