A traveller-centric approach is critical to driving success, says PR GTR

By Faye Bartle |

PR GTR TR Consumer Forum

Anticipation is building ahead of the TR Consumer Forum in Vienna, which is just a few days away, and TRBusiness and event partner m1nd-set are delighted that Pernod Ricard Global Travel Retail is supporting the event as a Diamond Sponsor.

Taking place from 21-23 June at the hi-tech, energy-efficient AirportCity Space development, the event will deliver a dynamic global conference agenda featuring a fantastic lineup of powerful speakers, a wealth of exclusive consumer insights and excellent networking.

“We align with the mission of the conference in that having a traveller-centric approach is critical to driving success in this unique marketplace,” said Liya Zhang, VP of Marketing, Pernod Ricard Global Travel Retail.

“The TR Consumer Forum also presents a fantastic opportunity to bring airport operators, travel retailers, brands and other stakeholders together to discuss and share ideas and learnings, to drive the whole industry forward.”

As mentioned above, TR Consumer Forum delegates gain access to exclusive m1nd-set consumer insights worth six figures in value, if commissioned independently.

Staying on top of the latest consumer trends and behaviours is key for the drinks giant.

Liya Zhang, VP of Marketing, Pernod Ricard Global Travel Retail

Liya Zhang, VP of Marketing, Pernod Ricard Global Travel Retail.

“Pernod Ricard Global Travel Retail already works with m1nd-set to bolster our in-house strategy and insights function, so we are well aware of the value of this consumer data,” said Zhang.

“Travellers are at the heart of everything we do, and consumer insights are fundamental to unlocking the magic of human connection in duty free.”

“We were delighted that three Pernod Ricard brands were recently recommended so highly by thousands of travelling consumers in the 2023 Asia Pacific Travel Retail Awards.

“These accolades confirm that our consumer insights strategy is proving successful.”

Pernod Ricard Global Travel Retail achieved major recognition in the consumer-voted regional awards this year, winning Best Spirits Product and Best Overall Product for Ballantine’s 23.

The company was also awarded a highly recommended accolade for Ki No Bi and is a finalist for Royal Salute 25 in the Best Spirits Product category.


At the TR Consumer Forum, with its conference content curated under the theme of ‘Facing the Future, Preparing for Tomorrow’s Consumer Today’, there is plenty for Pernod Ricard GTR to contribute.

“The theme and content for this year’s conference promise to be stimulating,” said Zhang.

“We are very interested in the discussions on the future of travel retail and what we can contribute in shaping the tomorrow in collaboration with our retailer partners, airport partners and brands from other categories.

“Virginie Bievre, Head of Retail Training, is joining the ‘Why Consumers Buy?’ panel [on Thursday 23 June] discussing the irreplaceable role of staff in driving conversion rates and brand loyalty in travel retail.

“She will be joined by her colleague in Communications and S&R, Charlotte Turner. Both are looking forward to the opportunity to network with partners and other delegates and of course join them in some convivial moments along the way.”

In terms of what’s on the radar for the rest of the year,

“As has been reported by TRBusiness, we continue to showcase our latest innovations in travel retail, with our dynamic and powerful NPD pipeline in addition to a comprehensive schedule of high profile activations and stunning boutiques which bring our brands to life,” said Zhang.

“We are further developing our expertise in retail design empowered by new technology. Of course, all of our projects are informed by our traveller insights, which we lean on to inform our strategy.”

To find our more about the TR Consumer Forum, please visit www.TRConsumerForum.com


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