TOP 10 SPENDING NATIONALITIES
Chinese rank number one in Top 10 DF&TR spenders
Chinese travelling consumers emerged as the highest spenders in duty free and travel retail shops with purchasing for self-consumption rated as the most popular reason, research conducted by m1nd-set’s Business Intelligence Service (B1S) reveals. Luke Barras-Hill explores the results.
1.
Chinese travellers Twelve months ago, TRBusiness’
readers were gazing at travellers from South Korea – the world’s biggest DF&TR market – as the highest global travel spending nationality. This year, the nationality ranked
highest for average spending (more than €200) in 2017 has taken somewhat of a back seat. Nearby superpower China accounted for a significant 21% share of the global airport duty free market, research from m1nd-set shows. Drawing on accurate traffic data
from the Swiss research agency’s Business Intelligence Service (B1S) tie-up with IATA, China’s international pax share totalled 6%. This is particularly impressive
when compared to other countries such as Germany, which boasts a similar international pax share yet accounts for 3% of global airport duty free spending. Drilling deeper into the findings,
self-consumption (56%) topped reasons for purchase, followed by gifting (31%), sharing (8%) and purchases on request (6%). Remarkably, 70% of visitors to
airport shops planned their visit, with 89% of buyers mapping out their purchases beforehand. When it comes to price
comparisons, 78% of buyers shop around and even 71% of non-buyers compare prices. This helps to explain why the top
five European hubs – and notably London Heathrow – are putting more emphasis on personal shopping and concierge services catering specifically to nationalities such as the Chinese. Price advantage (41%) was a clear winner in the top five visit
APRIL 2018
drivers, which correlates with value for money (43%) and clear price advantage (43%) as the headline reason for purchasing. In turn, no motivating promotions/
sales (26%) emerged as the top barrier to purchase.
2.
British travellers Ranking in second with a 5%
market share of global airport duty free purchases are travellers from the UK. What becomes immediately
apparent when studying the data is this nationality’s share of international traffic, which places them in 2nd place behind their transatlantic neighbours in the US but ahead of China and Germany (both at 6%). Unlike the Chinese, who favour
high levels of staff interaction and engagement, Brits place far less
Chinese travellers
emphasis on price comparisons when choosing to buy (35%) and when simply browsing (54%). However, when a decision to
purchase is made it appears to be a shrewd and safe investment, with 75% of buyers planning their purchases versus just 41% of visitors who plan their actual shop visit. Self-consumption again emerges
as the primary motivator for purchase, followed closely by the gifting buy (39%). It is well established that travellers from the UK frequent major global transfer hubs such as Amsterdam
When it comes to price comparisons, 78% of Japanese buyers shop around and even 71% of non-buyers compare prices.
TRBusiness
Source: m1nd-set Business Intelligence Service. TRBUSINESS 27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
