Left: Carlos Loaiza, Secretary General of ASUTIL. Right: Right: Perusuyo restaurant at the new single passenger terminal at Jorge Chávez International Airport in Lima.

From leveraging the shopping inclinations of younger demographics to expanding Spanish-language training and engagement, Carlos Loaiza, Secretary General of ASUTIL, shares his view on the greatest opportunities that should be on the radar for DF&TR stakeholders across Latin America as part of the Global Industry Survey 2026…

What do you expect will be the biggest opportunities for the DF&TR industry in 2026?

Loaiza: The biggest opportunities for the duty-free and travel retail (DF&TR) industry in Latin America will stem from four main dynamics.

The first is leveraging younger demographics. Latin American duty-free shoppers are younger than the global average, with Gen Z and millennials representing nearly half of buyers. Their stronger inclination toward impulse purchases, self-indulgence and interaction with sales staff creates opportunities to design more engaging, personalised and experience-driven retail environments always aligned with the purpose of their trip.

Next on the radar is enhancing value communication and promotions. Price sensitivity remains a key barrier, particularly among Gen Z, who compare prices more actively than other groups. Clearer communication of value propositions, exclusive deals and time-limited promotions will be critical to converting these shoppers.

Driving growth through convenience and product innovation is also a factor. Latin American travellers show a higher preference for convenience, compact packaging and products unavailable at home. Travel-exclusive bundles, eco-friendly packaging and differentiated assortments can help increase average spend and strengthen loyalty – the more we know the consumer, the better and more personalised offer we will provide.

Finally, expanding Spanish-language training and engagement is important. With a large share of leisure travellers and economy-class passengers, there is a clear opportunity to scale educational initiatives and staff training in Spanish, ensuring that sales interactions remain a strong driver of conversion.

In short, 2026 offers the chance to capitalise on the region’s demographic strengths, tailor promotions to price-sensitive younger travellers, and innovate around convenience and exclusivity. These strategies will not only boost conversion but also help raise average spend, narrowing the gap with global benchmarks.

What action needs to be taken to restore confidence in the duty-free price promise moving forward?

Loaiza: Restoring confidence in the duty-free price promise requires a multi-pronged approach that directly addresses travellers’ concerns about value perception.

Key to this is transparent communication of savings. Many Latin American shoppers compare prices with home or destination markets before committing. Clearer signage, digital tools and staff guidance should highlight the concrete price advantages and exclusive deals available in duty-free.

Targeted promotions and exclusives also have a role to play. With 40% of travellers questioning value, time limited offers, travel exclusive bundles and differentiated assortments can reinforce the perception of unique benefits. Gen Z in particular responds strongly to promotions and exclusivity. One of the most important points of differentiation of the sector, along with the travel value proposition, is the guarantee of origin that has gaining more and more relevance among the consumers.

Additionally, sales staff remain a key influence in Latin America, with 60% of shoppers interacting with them. Equipping staff to explain value propositions, customs allowances and product benefits will help overcome uncertainty and build trust.

Another factor is addressing the reluctance to carry additional items through compact, luggage-friendly formats and eco-friendly packaging, which can make purchases more practical and appealing – the home delivery from store in Arrival Duty Free stores is an important lever to improve costumer satisfaction and boost average ticket.

Lastly, consistency across touchpoints needs attention. Ensuring that online, in store, and destination pricing align will reduce doubts and reinforce the credibility of the duty-free promise.

What do you expect to be the biggest breakthrough in the way technology can be utilised?

Loaiza: The real breakthrough will be AI. This will allow us to personalise offers, communicate value transparently and optimise convenience – turning duty‑free into a trusted and engaging experience for the next generation of travellers.

A version of this article first appeared as part of the Global Industry Survey 2026, which featured in the January 2026 issue of TRBusiness.

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