Concession sales at Singapore’s Changi Airport recovered to 58% of 2019 levels in December, as full-year 2022 sales hit SGD$1.1 billion/US$823 million (excluding Changi Jewel).

The airport operator reported “steady” increases in passenger traffic after Singapore’s border measures were eased in April 2022, with December traffic at 72% of pre-pandemic levels.

Changi was hit hard by the Chinese government’s strict pandemic travel restrictions, which only started to ease on 8 January 2023.

The near-absence of travellers from China meant that Indonesian, Indian and Thai passengers were the biggest spenders in the airport last year.

Liquor & Tobacco, Perfumes & Cosmetics, and Luxury were the best-selling product categories in 2022. There were 13 million transactions over the year, averaging around 35,000 per day.

The total concession sales registered for the year (which counts Changi’s stores in the transit and public areas, as well as its online sales) represents 37% of sales in 2019.

Win With Changi drives revenue

“We reinvented ourselves during the pandemic and explored creative ways to engage our customers,” said Teo Chew Hoon, Changi Airport Group’s Managing Director for Airside Concessions.

“We were also relentless in rolling out promotions and attractions to delight passengers and enhance their shopping experience.”

One such promotion was the year-long ‘Win With Changi’ campaign, which ran from November 2021 to October 2022. It received 1.6 million entries, which contributed around SGD$411 million/US$307m in sales.

To take part, members of the Changi Rewards loyalty scheme needed to spend SGD$50/US$37 across the airports terminals, Changi Jewel, the iShopChangi eCommerce platform, or Changi Eats. 

READ MORE: Changi Airport Group’s Teo Chew Hoon anticipates ‘even more growth’ in 2023

The airport gave away 100 million Changi Rewards points (worth SGD$500,000/US$374,000) during the campaign period. Every month, one shopper was shortlisted to take part in a series of games to be in with a chance of winning the all-electric Porsche Taycan grand prize.

The Grand Prize winner was crowned on 19 February 2023 at an event held at Jewel’s Cloud9 Piazza.

Upcoming shopping and dining promotions at Changi Airport

Today, over nine in 10 landside and airside stores are open across Changi Airport.

The operator is stepping up collaborations with brand partners on shopping and dining promotions, including the 11th instalment of ‘Be a Changi Millionaire’, which is set to make a comeback later this year.

READ MORE: Jewel Changi Airport houses Disney 100 merchandise and promotions

Digital customers enjoy 40% of wine and spirits all year round with iShopChangi, which marks its 10th anniversary this year.

There are more Changi 1st pop-ups for transiting customers planned, and a second installation of World of Wines and Spirits, featuring more than 75 brands, will open with Lotte Duty Free. 

Last week, Pernod Ricard Global Travel Retail opened its first in-airport Martell artificial intelligence-powered boutique at Changi.