By Peter Sempelmann
A record turnover of €4.7 billion is a notable achievement in any retail sector. For Gebr. Heinemann, which increased its business by 10% in 2025, the result reflects both the continued recovery of international travel and particularly strong performances in markets such as Turkey, the Middle East and Saudi Arabia. Yet the figures are interesting for another reason as well: they provide a snapshot of how travel retail is evolving.
Heinemann operates across a remarkably diverse landscape. Beyond airports, the company supplies or operates retail concepts on ferries and cruise ships, in border stores and on airlines. All these retail channels serve very different customer groups under very different conditions. Airports remain the dominant channel and are increasingly shaped by customer experience and dwell time. Cruise retail tends to be more premium, benefiting from longer stays and a more relaxed shopping environment. Ferries are often route-driven, while border stores remain closely connected to local markets and cross-border shopping habits.
Such differences make it increasingly difficult to approach travel retail with standardized concepts. At the same time, the market itself is changing rapidly, forcing operators to continuously reassess both their offer and their target customers.
A Changing market
For many years, travel retail benefited from a relatively simple equation: growing passenger numbers translated into growing commercial opportunities. According to Heinemann, that equation is becoming more complex. Operators are increasingly confronted with fragmented customer groups, shifting travel patterns and differing regional dynamics. Commercial concepts, partnerships and assortments therefore need to reflect the specific characteristics of individual locations and traveller groups.
A Different Customer
Heinemann also points to significant changes in consumer behavior. Perhaps the clearest shift is generational. Younger travelers, particularly members of Generation Z, approach travel retail differently from previous generations. According to Heinemann, they are less interested in a purely transactional purchase and more interested in discovery, authenticity and relevance.
This observation aligns with developments visible across the broader retail industry. Consumers have become more informed, more selective and increasingly accustomed to seamless shopping experiences. They have less patience but higher expectations. For travel retail, this creates a paradox. Travelers spend limited time in airports, on ferries or at border crossings, yet they expect retail environments that are intuitive, inspiring and convenient. As a result, factors such as storytelling, store design and product presentation are becoming increasingly important. The traditional duty-free proposition—built largely around convenience and price advantages—is no longer sufficient on its own.
From Assortment to Curation
These changing expectations are also influencing how retailers think about product ranges. In the past, retail success was often associated with offering the broadest possible assortment. Heinemann suggests that the balance is beginning to shift. Travelers increasingly respond to more focused and curated offers rather than overwhelming choices. Heinemann’s emphasis on premiumization and travel-retail exclusives reflects this shift. The objective is not necessarily to sell more products but to create assortments that are easier to navigate and more relevant to specific customer groups.
Interestingly, traditional travel retail categories are not disappearing from Heinemann’s offer. Liquor, tobacco, confectionery and beauty remain important pillars of the business. But at the same time, categories such as niche fragrances, toys and newer nicotine products are gaining momentum. The trend is therefore less about replacing established categories than about making them more relevant to specific customer groups. The search for relevance extends beyond product categories.
Another theme running through Heinemann’s assessment is the growing importance of local relevance. Travel retail has long been associated with global brands and international assortments. Increasingly, however, travelers appear to be looking for products that connect them to the places they are visiting. In response, operators are combining international brands with local products and destination-specific concepts. This development mirrors broader trends across retail real estate and placemaking. Consumers are seeking authentic and distinctive experiences that do not feel interchangeable. For airports and other travel environments, this creates an opportunity to strengthen their identity through retail. Stores become more than points of sale. They are part of the destination experience itself.
Data, but Not Data Alone
Like most retailers, Heinemann increasingly relies on customer intelligence to understand purchasing patterns, customer expectations and category performance. Yet data alone is not enough. According to Heinemann, the most effective decisions emerge from combining analytics with direct market knowledge and observations from frontline teams. At a time when artificial intelligence and data-driven retail strategies dominate industry discussions, this is a useful reminder that retail remains a human business.
Asked what will shape travel retail over the next decade, Heinemann points to a future that is more differentiated, more experience-driven and more data-enabled. Standard solutions are likely to give way to approaches tailored to specific channels, destinations and traveler groups. Customer expectations around convenience, relevance and experience will continue to rise.
If there is one takeaway from Heinemann’s assessment, it is that simply putting products in front of travelers is no longer sufficient. Success increasingly depends on understanding which travelers, in which locations, are looking for which experiences—and adapting accordingly.
Originally published in ACROSS Magazine Issue 2/2026
Explore the complete edition and download your complimentary digital copy now.
