Global airport retail spending per passenger has dropped more than 20 percent from pre-pandemic levels. That slide comes even as worldwide passenger traffic climbed to 9.8 billion travelers in 2025.

The travel retail channel generated 76 billion dollars last year. Yet its cornerstone fragrance and cosmetics category slipped 3.2 percent to 24.5 billion dollars, according to Generation Research figures presented at the TFWA World Exhibition in Cannes.

Commercial income from car parking, food, and beverage outlets is rising across international terminals. Traditional retail counters face stiff competition from domestic e-commerce platforms like Tmall, Rakuten, and Amazon. Operators are adjusting footprints to halt falling basket sizes. Gen Z and millennial travelers make up 39 percent of airport footfall. Their conversion rates track well below older cohorts.

Beauty conglomerates are adding lower price tiers and indie brands to airport duty-free zones. They want younger passengers who bypass legacy luxury counters. The Estee Lauder Companies expanded Deciem’s entry-priced skincare brand The Ordinary into key travel retail doors, moving away from sole reliance on high-ticket lines like La Mer. In Australia, Gebr. Heinemann brought domestic specialty retailer Mecca into Sydney Airport during September. The partnership targets shoppers who want specialized subcategories over department store formats.

Brand collaborations are targeting regional pop culture properties to engage Asian passengers. Groupe Clarins partnered with Chinese toy maker Pop Mart on character packaging featuring Molly in Paris across regional hubs, with a second line arriving next year. Heinemann deployed a Korean beauty pop-up at Istanbul Airport. It plans to export that layout across its network, alongside Becon AI-powered skin diagnostics at Copenhagen Airport.

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