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revenue generation, South Korea remains the industry’s most lucrative player due to its flood of high-quality airport and downtown store locations). South Korea’s share of International


traffic was only one percentage point lower than its share of global airport duty free spending at 3% and 4%, respectively. Overwhelmingly, South Korean


travellers opt to purchase at the terminals before their journeys begin (62%), followed by in-store decisions (25%). A much smaller amount decide to spend while in the airport itself (7%) or on the way to it (6%). Translating this overall, a staggering 90% of buyers plan their purchase, while a sizeable number of visitors to the stores also plan their visit (66%). Price is the key visit and


Source: m1nd-set Business Intelligence Service.


Schiphol and Dubai International, suggesting they are discerning when it comes to seeking favoured purchases. However, the top reason for


visiting DF&TR stores is price advantage (29%), yet this pales in relative insignificance when it comes to the main barrier for not purchasing – no need/not interested (49%). Having other things to do (36%)


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and an unwillingness to carry more items (32%) were other obstacles to visiting stores. On the face of things, it is quite possible to infer that travellers are looking for reasons not to spend, rather than a reason to part with their money.


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South Korean travellers


Last year’s top spenders from DF&TR’s biggest market took a 4% share of the global airport market in terms of spend (although it is well recognised that when it comes to retail


When a decision to purchase is made, it appears to be a shrewd and safe investment, with 75% of UK buyers planning their purchases versus just 41% of visitors who plan their actual shop visit.


TRBusiness 28 TRBUSINESS www.trbusiness.com/subscriptions Source: m1nd-set Business Intelligence Service. APRIL 2018


buying motivator at 48% and 55%, respectively. Much like the Chinese, South Korean travellers rely heavily on staff engagement to shape in-store experiences. A high number (73%) interact with staff, while just shy of half (47%) of all buyers who do interact are influenced by the staff.


4.


Indian travellers India’s rapidly emerging middle


class and concentrated airline route investments continue to provide a strong tonic for international


Indian travellers


travel retailers keen to capitalise on increased spending. Mumbai, Delhi and Chennai have


carved out strong positions among the top five departing airports for Indian travellers (the others being Dubai and Singapore), as Indian outbound travellers registered growth of +7% from Asian airports and 6% globally in 2017, m1nd-set notes in a recent B1S report. Long-time largest destination


the Middle East, accounting for roughly 31% of the outbound Indian travel market, is tipped for further increases of around +4% this year, m1nd-set adds. Indian travellers also possess


greater-than-average tendencies to pre-plan, are price sensitive and are greater inspiration seekers compared to other Asian nationalities. This seems to correlate with


high numbers of buyers planning their purchases (82%). Interestingly, the split between


buyers and non-buyers that price compare is only six percentage points at 62% and 68%, respectively. The top five purchase drivers


include good value for money (38%), clear price advantages (34%) and unavailability of the product at home (32%). But high prices compared to the home market (42%) are the major barrier to purchasing.


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