Peter Mohn, CEO and Owner of m1nd-set has teamed up with Blueprint Partner Thomas Kaneko Henningsen for the masterclass.

Swiss research agency m1nd-set and Blueprint will host a travel retail-focused Gen Z Masterclass at The Majestic Hotel in Cannes on 27 September, bringing together exclusive consumer research and real-world case studies to explore how the industry can adapt its commercial strategies for younger travellers.

The session will examine how Gen Z’s changing behaviours and expectations are reshaping airport retail, from mobile-first brand discovery and AI-driven personalisation to experiential F&B, social media and demand for greater inclusivity and entertainment.

According to m1nd-set and business development consultancy Blueprint, these shifts will become increasingly important as Gen Z moves towards becoming the dominant air passenger generation by 2028. The two companies have worked together to advise travel retail businesses on Gen Z strategies since 2023.

“Our research consistently shows that younger travellers discover brands differently, evaluate value differently and make purchasing decisions differently,” said Peter Mohn, CEO and Owner of m1nd-set. “Understanding and accepting that these behavioural shifts are structural have become essential for every travel retail stakeholder.”

Among the trends set to be explored during the Cannes session is Gen Z’s mobile-first approach to shopping, with social media increasingly influencing brand and product discovery and AI enabling more personalised product recommendations before passengers reach the terminal.

The masterclass will also examine the importance of creating a sense of belonging through safety, inclusion, hospitality and live entertainment, as well as the growing commercial role of experiential F&B. According to the companies, younger travellers are increasingly drawn to authentic culinary experiences combining culture, wellness and storytelling.

Peter Mohn’s m1nd-set has worked with Blueprint to advise travel retail businesses on Gen Z strategies since 2023.

Blueprint Partner Thomas Kaneko Henningsen believes these changing expectations require travel retail to look beyond its historic reliance on price, promotions and transactional shopping.

“The Gen Zers are not asking the industry to improve airport shopping; they are inviting the travel retail community to redefine itself,” he explained. “The biggest opportunity facing the industry is becoming more relevant. Travel retail must leverage social media consistently and promote product uniqueness, experiential shopping, in-terminal entertainment and move beyond price advantage. Every opportunity to increase and transform travellers’ dwell time into ‘living time’ should be pursued enthusiastically.”

m1nd-set has interviewed millions of travellers since 2007, while Copenhagen-based Blueprint has advised more than 70 companies on developing and implementing travel retail strategies since 2016. The companies argue that businesses which respond to these behavioural changes now will be better positioned to drive sales, conversion and social media reach over the coming decade.

Blueprint has advised more than 70 companies on developing and implementing travel retail strategies since 2016.

The Gen Z Masterclass will take place from 1.30-5pm at The Majestic Hotel in Cannes on 27 September, and will combine Blueprint’s business development expertise with exclusive consumer research from m1nd-set. Registration is available through Blueprint and m1nd-set.

To register for the event, sign up via Eventbrite here.

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