DF&TR industry’s biggest opportunity & challenge to ‘engage and drive desire with younger consumers’

In his capacity as Group CEO of King Power Group (Hong Kong), Sunil Tuli, who is also President of the Asia Pacific Travel Retail Association (APTRA), offers his view on pinpointing opportunities amid pressures and why maintaining a sense of innovation, energy and discovery for younger consumers is paramount for travel retailers. Read on for his contribution to this year’s Global Industry Survey….

Please note: These comments for the Global Industry Survey 2026 were submitted in January 2026.

How would you assess the global travel retail industry in 2025?

Throughout 2025, the industry faced the central concern of the widened gap between air passenger traffic growth and travel retail sales, exacerbated by the continuing pressures of inflation, the cost of living crisis and weakened consumer spending in many economies.

Consumers have been more cautious and discerning in their spending decisions, and, in response, we have seen many notable initiatives in the industry to re-ignite engagement and develop stronger communication of the value and unique appeal of the travel retail channel.

What are your expectations for travel retail in 2026?

It’s clear that geo-political instability, regional conflicts and global economic disruption, particularly driven by the trade tariffs issue, will continue to pressure the industry in 2026. Despite those pressures, the core fact remains that air travel continues to surge, and we must welcome the huge opportunities that this provides, and deliver stronger, more effective responses.

Consumers are not being awkward; they’re simply doing what consumers do in every retail channel. They assess the offer, and they make their choice. We have seen some exciting initiatives to improve in-store engagement, including innovative partnerships between suppliers/brands and retailers and I’m optimistic that our industry can develop greater momentum in developing deeper engagement with the traveller. However, we need to see stronger, smarter understanding and targeting of Gen Z in particular.

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

The industry’s biggest opportunity – and its biggest challenge – is to engage and drive desire with younger consumers, especially Gen Z, that travel retail is an essential element of their journey. These fast-paced, digital-living consumers are the most informed cohort that travel retail has ever faced; they are hard to convince and are also very easily lost – especially if the industry focus is on transaction over experience. Particularly among new air travellers in Asia, it’s essential to engage and excite them now to win them back on every journey.

Maintaining that level of innovation, energy and discovery is a huge challenge for this year but investment in bigger thinking and deeper collaboration between brands and retailers to create emotional connections with shoppers is the key to embed travel retail into their journeys for the long term.

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

“Pricing should enhance, not hinder, the passenger experience”

In this exclusive comment piece, Simon Black, Executive Managing Director, Newmark, shares his opinion how pricing is one of the defining challenges for travel retail in 2026.

“In 2026, pricing has emerged as one of the most critical topics in the travel retail industry. We began to feel the momentum and importance of this topic growing during 2025 through customer feedback, airport and retailer discussions and indeed through personal experience.

“Across categories, we are witnessing a steady increase in prices, with food and beverage (F&B) leading the conversation. Unlike other retail segments, F&B pricing is highly emotive and plays a fundamental role in the perception of an airport’s wider commercial offer. Passengers will often compare what they pay at the airport for their everyday basics like a bottle of water or a coffee against what they pay downtown or at their favourite cafés.

“While an element of the current price levels are a symptom of rising costs globally, the airport business model and the competitive landscape for contracts seems to be exacerbating the issue; the question for the industry: ‘Are pricing levels now crossing into territory that risks alienating consumers?’

“From a passenger perspective, they don’t necessarily make the connection that operating retail or restaurants in airports has unique constraints: high rents, stringent security requirements, high staffing costs and complex logistics all contribute to elevated operating costs which have to be accounted for.

“These factors have traditionally justified premium pricing, and consumers have largely accepted this reality. However, recent trends suggest that the gap between airport and high-street pricing is widening beyond reasonable expectations. When a coffee, sandwich or sit-down meal costs significantly more airside than landside, even seasoned travellers begin to question value.

“The implications are profound. While higher prices may offset the high costs of operating in airports in the short term, they risk suppressing passenger spend in the long term. We are all increasingly aware that today’s traveller is more informed and value-conscious than ever. According to a survey in September 2025 by PayPal, 61% of Gen Z shoppers used AI tools to help them make purchases, including comparing prices and finding the best deals. The perceptions of overpricing can erode trust, loyalty and critically spend. In an era where airports compete not only on efficiency but on experience, pricing strategies must strike a delicate balance between profitability and perceived value.

“At Newmark, this call to action meant we spent the last three months of 2025 undertaking an extensive pricing survey, further reaching than our usual annual research. We took the decision to widen our survey, as the topic suddenly began to feel urgent, critical – maybe even existential. We have surveyed prices in over 40 European and Middle Eastern airports and expanded the survey to include all the key categories from Duty Free, Retail Essential and Convenience and F&B. We will be releasing the headline findings to the industry, providing a comprehensive view of where pricing stands and how it is potentially impacting passenger spending behaviour.

“The message is simple – ultimately, pricing should enhance, not hinder, the passenger experience. If we fail to address this issue thoughtfully, we risk turning airports commercial offers from destinations of choice into places of avoidance.”

A version of this opinion piece first appeared in the January 2026 issue of TRBusiness, which featured Global Industry Survey 2026.

L’Oréal Paris unveils Lunar New Year activations across Hainan DF

L’Oréal Paris Lunar New Year 2026 — Image Credit: L’Oréal

L’Oréal Paris staged two flagship beauty activations across Hainan in February to capture Lunar New Year travel demand, unveiling immersive retail destinations at cdf Haikou International Duty Free Mall and Sanya International Duty Free Shopping Complex.

Timed to coincide with the peak Chinese New Year travel period, the installations combined exclusive retail experiences, festive gifting and cultural storytelling, reinforcing Hainan’s role as a major hub for beauty-led travel retail activations.

At the heart of the campaign was a collaboration with Chinese origami artist Liu Tong, whose intricate paper designs offered a creative interpretation of the Year of the Horse. The artistic partnership blended the brand’s Parisian heritage with Chinese festive traditions, adding a cultural dimension to the pop-up environments.

Visitors to the spaces were invited to take part in an interactive retailtainment experience titled ‘Treasure Dash’, where participants collected symbolic ingots while navigating a horse-themed journey culminating at a Paris-inspired Arc de Triomphe installation. The concept was designed to create a playful moment of engagement for travellers and families while reflecting themes of prosperity and success associated with the Lunar New Year.

The activations also highlighted the tradition of festive gifting. Travellers were able to curate their own beauty selections presented in limited-edition gift boxes inspired by Liu Tong’s origami artwork, complemented by custom lucky charms that combined beauty with elements of Chinese cultural heritage.

Adding a collectible element, L’Oréal Paris introduced a travel retail Asia Pacific-exclusive Lunar New Year ‘blind box’ charm collection available with qualifying purchases. The series featured charms representing the 12 Chinese zodiac animals alongside six Paris-inspired icons, including two designs exclusive to Hainan.

Through the twin activations, L’Oréal Paris sought to create a vibrant beauty destination for travellers passing through Hainan during the festive season, combining artistry, experiential retail and travel-exclusive products to engage consumers during one of the region’s busiest travel periods.

READ MORE: Moët Hennessy celebrates Lunar New Year with Asia Pacific activation series

READ MORE: HTDF launches new wave of brands ahead of Lunar New Year peak travel season

READ MORE: Everrich unveils Lunar New Year whisky exclusives in Taiwan

AI assistant trial launches at Aelia Duty Free Adelaide Airport

Aelia Duty Free Adelaide Airport AI assistant — Image Credit: LagardereAWPL

An artificial intelligence-powered retail assistant has been introduced at Aelia Duty Free at Adelaide Airport, marking a new step in the use of digital technology to personalise the travel retail shopping experience.

The initiative, launched this month by Lagardère AWPL in collaboration with Mercurius Group and AI Consulting Group, is being trialled until the end of May.

The AI assistant, named Atlas, acts as a virtual liquor specialist designed to help travellers discover products that match their tastes and preferences. By scanning QR codes placed throughout the duty free store, passengers can chat directly with Atlas to receive tailored recommendations based on flavour profiles, cocktail suggestions and individual preferences.

The system is designed to complement the role of in-store sales staff rather than replace them, offering immediate product guidance to time-pressed travellers while enhancing personalisation within the retail journey.

Nik West, Chief Operating Officer at Lagardère AWPL, said the trial reflects the company’s commitment to exploring new tools that elevate service in travel retail environments. “We are always looking for ways to elevate service in store and believe this new tool will support our team to provide even more personalised recommendations for travellers,” he explained.

West added that the partnership with Mercurius Group and AI Consulting Group, along with the support of Adelaide Airport, had been instrumental in bringing the concept to life and that insights gathered during the pilot would inform future applications of AI across the company’s retail network.

For Mercurius Group, the project highlights the growing role of advanced technologies in connecting with younger travellers. Managing Director Ivo Favotto said: “Agentic artificial intelligence is at the cutting edge of technology as travel retail as an industry looks for new and better ways to connect with and engage passengers – especially Gen Z and Gen A – and grow sales.”

Airport partners also see the initiative as a way to support increasingly time-conscious passengers navigating busy terminal environments.

Angela Seneca, Marketing & Retail Performance Manager at Adelaide Airport, said: “Our customers are on the move and time conscious. The Duty Free AI Assistant complements our in-store teams by providing instant guidance and information, helping customers make quick, informed decisions while still enjoying a personalised experience.”

The trial will run through to the end of May, offering insights into how AI-driven assistance could reshape customer engagement and product discovery across travel retail in the future.

DFWC FY 2025 KPI Monitor shows intl. departures up 7% to 2,28 billion

The Full Year 2025 Global Shopping Monitor from Duty Free World Council points to a travel retail sector buoyed by strong passenger growth and evolving shopper behaviour, with rising impulse purchases and increasing demand for travel retail exclusives shaping the industry landscape.

The report, produced in partnership with Swiss research agency m1nd-set, draws on data from more than 24,500 international travellers collected through m1nd-set’s Business 1ntelligence Service (B1S) tracking survey, which marks its tenth anniversary in 2026. The annual monitor complements quarterly reports and provides stakeholders with a comprehensive overview of global travel patterns and shopper trends.

Passenger traffic continued to rebound in 2025, with international departures rising 7% year-on-year to reach 2.28 billion travellers worldwide. Growth was strongest in Asia Pacific, which reached 111% of the previous year’s volume, while the Middle East and Africa recorded an 8% increase. Europe and South America both posted 5% growth, while North America saw a more modest rise of 3%.

Commenting on the results, DFWC President Sarah Branquinho said: “The Full Year 2025 results are a testament to our industry’s resilience. With global passenger numbers well over 2.2 billion, and a significant 11% growth in the Asia Pacific region, it is clear that the appetite for international travel is stronger than ever.”

Among individual airports, Dubai International Airport remained the busiest globally for international departures with 50.5 million passengers, followed by Heathrow Airport with 49.6 million and Singapore Changi Airport with 41.8 million. Incheon International Airport and Amsterdam Airport Schiphol completed the top five.

In terms of nationality, travellers from the United States accounted for the highest number of international departures at more than 221 million, followed by the UK with 177.4 million and Germany with 131 million. France and India rounded out the top five.

The report also highlights the key drivers behind duty free purchasing decisions. ‘Good value for money’ remained the primary appeal factor for 27% of shoppers, rising from 25% in 2024. Convenience and the desire for a self-treat also increased, reaching 21% and 18% respectively.

However, price perception continues to represent a challenge for the sector. Sixteen percent of travellers cited higher prices compared with home markets as a barrier to purchase, while a similar proportion pointed to a lack of motivating discounts. Competition from other channels also intensified, with the share of travellers choosing to buy elsewhere rising from 10% in 2024 to 14% in 2025.

Self-consumption remained the dominant purchase purpose, accounting for 55% of transactions, while gifting declined slightly to 23%.

Two of the most notable behavioural shifts highlighted in the report are the rise in impulse shopping and growing demand for exclusivity. Impulse purchases increased to 31% of all duty free transactions in 2025, up from 28% the previous year, while both planned and undecided purchases declined.

At the same time, the search for unique products intensified, with 64% of travellers actively seeking travel retail exclusives or unique items in 2025, compared with 57% the year before.

Dr Peter Mohn, CEO and owner of m1nd-set, said: “Our latest monitor highlights a significant shift toward more spontaneous behaviour, with impulse purchases now accounting for nearly a third of all duty free purchases. We are seeing a marked hunger for the unique, with nearly two thirds of shoppers specifically seeking exclusives. This emphasises that retailers must not only provide value but also a sense of discovery that cannot be found on the high street.”

While engagement with pre-store communications touchpoints remained broadly stable at 32%, the role of digital influence continues to evolve. General internet searches remain the most common source of information, while the influence of social media rose to 13%.

At the same time, the human element remains critical to conversion in duty free. Interaction between travellers and sales staff increased to 53% in 2025, up from 49% the previous year, with 74% of those interactions positively influencing a purchase decision.

Branquinho emphasised the importance of this finding: “The human element remains an important catalyst for conversion. It is crucial to recognise the influence of these interactions and the role a well-trained and highly skilled sales force can play in turning browsers into buyers.”

Mast-Jägermeister SE reports growth amid global spirits slowdown

Mast-Jägermeister SE Jagermeister Orange — Image Credit: Mast-Jägermeister SE

Mast-Jägermeister SE increased sales and gained market share in 2025, despite continued weakness across key spirits markets worldwide. Global travel retail delivered double-digit growth versus 2024.

Performance was driven by the core Jägermeister brand, which increased its volume sales by +7.7% to 9.2 million nine-litre cases last year. The company’s total revenue rose to €882m (US$1.03bn).

Jägermeister Orange (supported by The Orange Era campaign) contributed significantly to growth, surpassing five million bottles sold. The new variant, which taps into the trend for lighter, fruity, “mixable” spirits, has performed particularly well in Germany, Austria and the Czech Republic.

In a persistently weak consumer environment, the core brand performed strongly across all regions worldwide, as well as in the global travel retail business.

CEO Michael Volke noted: “In a year in which many globally significant spirits markets recorded declines, we succeeded in strengthening our position. Our depletions even reached record levels worldwide – an impressive testament to the strength of our brand.

“Jägermeister Orange has already exceeded our expectations. We are now leveraging this clear momentum and are consistently expanding the international rollout of the new variant.”

He added: “We do not expect any tailwinds from international markets in 2026 and therefore maintain a cautious outlook. Nevertheless, the strong performance of our brands and our clear focus on consumers, innovation and operational excellence support our confidence that moderate growth is achievable.”

Mast-Jägermeister SE Jagermeister The Orange Era campaign — Image Credit: Mast-Jägermeister SE

The company’s global expansion of premium tequila brand Teremana has continued at pace. In 2025, the brand entered more than 20 additional countries. In the US, however, significant category headwinds and continued inventory reduction weighed on performance. Sales volumes declined from 1.1 million to 1.0 million nine‑litre cases.

Hamburg-based GIN SUL, part of the group’s portfolio since 2018, operated in a consolidating gin category, introducing new variants during the year.

Mast-Jägermeister SE Vice-President Global Travel Retail Tobias Witte commented: “2025 was a successful year for Mast-Jägermeister SE in the channel, as GTR continues to be a focus market to deliver brand experiences to a global audience.

“We will continue to drive GTR with our brands and cutting-edge activations to engage and excite travelling shoppers worldwide.”

Shinsegae Duty Free presents ‘Eureka!’ public media art exhibition

Shinsegae Duty Free Eureka art exhibition — Image Credit: Shinsegae Duty Free

Shinsegae Duty Free has unveiled a new public media art exhibition that reimagines literary philosophy through digital visuals and music, reinforcing its position as a cultural platform within the urban landscape.

The project, titled “K-Reflection Media Art Series 1: Eureka!”, is a collaborative public art initiative developed in partnership with the Youngin Museum of Literature and contemporary media artist HWI (Hwang Hwi).

The K-Reflection Media Art Series is Shinsegae Duty Free’s long-term public cultural initiative designed to bring together literature, art, and digital media through collaborations with respected cultural institutions. The series aims to reinterpret Korean literary and intellectual heritage in contemporary media formats.

“Eureka!” marks the fourth anniversary of the passing of one of Korea’s leading intellectuals and cultural critics, Lee O-young, and draws inspiration from his book Life Is Capital. The work translates moments of discovery and realisation – when insight turns into action – into an immersive audiovisual narrative.

The media art piece is currently being screened on the large-scale media façade at Shinsegae Duty Free’s Myeongdong Store. An expanded version of the work was also broadcast on the outdoor media screen at COEX K-POP Square in Samseong-dong, Seoul, extending the exhibition beyond traditional gallery spaces into the fabric of the city.

Shinsegae Duty Free art exhibition Eureka — Image Credit: Shinsegae Duty Free

Developed by media artist HWI, the work explores cyclical structures of enlightenment and return, using metaphors such as the goldfish and the flying fish to symbolise the fleeting yet transformative “Eureka” moment. Known for blending electronic music, visual art and spatial storytelling, HWI has constructed a sensory experience where sound, image and narrative converge.

A defining feature of the project is its dual-platform presentation, connecting a commercial retail environment with public cultural channels. By linking the media façade in central Myeongdong with public broadcasting platforms supported by the Seoul Foundation for Arts and Culture and Gangnam Eyes at COEX, the project demonstrates how cultural content can move fluidly from exhibition spaces into everyday urban life.

A Shinsegae Duty Free spokesperson commented: “Eureka! goes beyond media content. It is a public cultural art project that reinterprets the intellectual legacy of Korean literature through a contemporary lens. Through continued collaboration across art, literature and technology, we aim to expand the role of duty-free retail into a dynamic urban cultural platform.”

Avolta evolves Eat Well. Travel Further. with grab & go rollout

Avolta has expanded its health-focused Eat Well. Travel Further. platform, introducing an evolved grab & go concept at select HMSHost dining venues at O’Hare International Airport, with rollouts to Los Angeles International Airport and Phoenix Sky Harbor International Airport set to follow.

The refreshed programme reflects changing passenger expectations around nutrition and lifestyle, positioning airport food and beverage as a credible extension of travellers’ everyday eating habits rather than a compromise.

Shaped by consumer research, the updated Eat Well. Travel Further. range is chef-curated and spans three core categories: high-protein, plant-based and macro-balanced. The offer excludes artificial flavours and sweeteners, synthetic colours, high fructose corn syrup and hydrogenated fats, aligning with broader wellness trends and clean-label demand.

The collection includes balanced meals, wraps, salads, snack cups and parfaits, designed to deliver both convenience and nutrient density. By integrating quality ingredients and contemporary flavour profiles, Avolta aims to elevate the perception of airport grab & go from functional to aspirational.

Steve Johnson, President & CEO, North America, Avolta, said: “Our Eat Well. Travel Further. offering is a purposeful evolution of a bold idea that began almost a decade ago to empower travelers to eat healthier in airports. The travel food & beverage scene has undergone a major transformation, driven by new consumer expectations and emerging needs, and so we’ve responded by raising the bar for what airport grab & go can and should be. We’ve designed a contemporary program that puts today’s travelers at the center by leaning into their lifestyle preferences.”

At O’Hare, the range is now available across multiple terminals and concepts, including Chi Life, Ciao, Stanley’s Blackhawks Kitchen & Tap, Farmers Market and Brioche Dorée, among others, embedding the proposition across both convenience-led and full-service environments.

Johnson added that the three-airport launch is only the starting point, with plans to expand the platform across Avolta’s broader North American food & beverage and convenience estate.

“The initial Eat Well. Travel Further. launch at O’Hare, LAX, and Phoenix Sky Harbor is just the beginning,” he said. “Our goal is to expand this unique program across our convenience and food & beverage operations in North America’s airports and continue to evolve it based on customer feedback and insights, so, no matter where their journey takes them, travelers know they can rely on us for real, good food.”

As airport operators increasingly position terminals as lifestyle environments rather than purely transactional spaces, the evolution of Eat Well. Travel Further. highlights how health-conscious, research-led F&B strategies are becoming central to the modern travel retail proposition.

Travel retailers share statements amid Middle East crisis; latest operational updates

Photo: IR Stone/Shutterstock. — Image Credit: IR Stone/Shutterstock

[UPDATED] Travel retail industry stakeholders in the Middle East are sharing statements and updates amid the unfolding US-Israel and Iran conflict, which has seen military action across the region from 28 February.

Air space closures and airport damage are among the impacts, with countries including the UAE, Qatar, Bahrain and Cyprus reporting disruptions, and the situation prompting widespread travel disturbances.

Today (2 March) the Middle East & Africa Duty Free Association (MEADFA) has stated on LinkedIn that its “thoughts are with all communities affected”.

Over the weekend, Dubai Airports had communicated that all flight operations at Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC) were suspended until further notice, following the temporary partial closure of airspace.

In a statement issued on 28 February, Dubai Airports spokesperson said: “Dubai Airports confirms that a concourse at Dubai International (DXB) sustained minor damage in an incident, which was quickly contained. Emergency response teams were immediately deployed and are managing the situation in coordination with the relevant authorities. Four staff sustained injuries and received prompt medical attention. Due to contingency plans already in place, most of the terminals were previously cleared of passengers.”

Today’s update (released at 6:04pm local time) relays that some flights are set to resume: “Dubai Airports confirms that a limited resumption of operations will begin later today, 2 March, with a small number of flights permitted to operate from Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC,” said a spokesperson. “Travellers are advised not to proceed to DXB or DWC unless they have been contacted directly by their airline with a confirmed departure time, as schedules remain subject to change. Passengers should continue to contact their airline for the latest updates regarding flight status and timings. Dubai Airports continues to closely monitor the situation in coordination with relevant authorities, and our focus remains on maintaining the highest standards of operational safety, security, and wellbeing of passengers and staff. We appreciate our customers’ patience and understanding. Further updates will be provided as they become available.”

Emirates has temporarily suspended all operations to and from Dubai, up until 15:00 UAE time on Tuesday 3 March.

There has been a confirmed fatality at Zayed International Airport in Abu Dhabi due to falling debris from a drone interception.

Authorities in Abu Dhabi are responding to an incident resulting from the interception of a drone that targeted Zayed International Airport. The interception led to falling debris, which resulted in one fatality of an Asian national and seven injuries.

— ABU DHABI AIRPORTS مطارات أبوظبي (@ad_airports) March 1, 2026

Etihad Airways states that regional airspace closures continue to impact its operations, and all flights to and from Abu Dhabi are suspended until 14:00 UAE time on Tuesday 3 March.

Abu Dhabi Airports later confirmed that AUH partially resumed on Monday 2 March.

pic.twitter.com/rOXq5xmetw

— ABU DHABI AIRPORTS مطارات أبوظبي (@ad_airports) March 2, 2026

In Qatar, flag carrier Qatar Airways states that flight operations remain temporarily suspended due to the closure of Qatari airspace.

Qatar Airways will resume operations once the Qatar Civil Aviation Authority announces the safe reopening of Qatari airspace, with a further updates being provided as soon as they are confirmed.

In Bahrain flight operations at Bahrain International Airport remain temporarily suspended due to the closure of Bahrain airspace. BIA said it will continue to provide updates as soon as further information becomes available.

Hermes Airports, which manages and controls Larnaka International Airport and Pafos International Airport, states: ‘Due to the current developments in the Middle East, several flights are being affected. Passengers are encouraged to contact their airline or travel agent directly for the latest information regarding their flight status. We will continue to provide updates as they become available.’

Commenting on LinkedIn, Lagardère Travel Retail CEO Frederic Chevalier expressed “great concern” regarding the developing situation and extended the company’s support and solidarity to partners and industry friends across the Middle East.

Also on LinkedIn, Avotla relayed a message of support that underscored its commitment to prioritising the safety, wellbeing and support of its team members across the region.

Gebr. Heinemann, which has a strong presence in the Middle East, including its regional headquarters in Dubai, expressed its deepest concern for all those affected.

“The safety and wellbeing of our people remain our top priority, and we are in close contact with our teams across the region during this difficult time,” said Bernard Schlafstein, CEO Heinemann Middle East Africa.

ARI is also monitoring developments closely with the safety and wellbeing of its people the “highest priority”.

The FCDO currently advises against all but essential travel to the United Arab Emirates, Qatar, Bahrain and Kuwait (as per this morning’s guidance).

TRBusiness aims to bring you more on this story as it develops.

SkinCeuticals debut Hydrafacial hotel spa in Hainan

SkinCeuticals debuts Hydrafacial hotel spa in Hainan — Image Credit: L’Oréal Travel Retail Asia Pacific

L’Oréal Travel Retail Asia Pacific and SkinCeuticals have taken aesthetic tourism to a new level with the launch of the first SkinCeuticals x Hydrafacial Hotel Spa for travellers in Hainan.

The month-long activation, hosted in December 2025 at the Sanya EDITION, marked the debut of a Hydrafacial hotel spa concept tailored specifically to international and domestic travellers. Developed in collaboration with China Duty Free Group and Hydrafacial, the initiative reflects a broader shift towards experience-led, service-driven beauty in travel retail.

Positioned at the intersection of medical-grade skincare and luxury hospitality, the activation brought Hydrafacial’s non-invasive treatment technology – previously available primarily in domestic medi-spas – into a resort setting for the first time in China. The move underscores SkinCeuticals’ ambition to extend its medical aesthetic credentials into the travel retail channel, particularly within Hainan’s fast-growing offshore duty free ecosystem.

Guests at the Edition Hotel Spa were offered a complimentary SkinScope 2.0 facial analysis, using multi-spectral imaging to assess concerns such as hidden sensitivity, pore condition and hyperpigmentation. Based on the results, personalised treatment protocols co-developed by SkinCeuticals and Hydrafacial were administered by trained beauticians, combining SkinCeuticals’ high-performance formulations – including CE Ferulic, A.G.E. Interrupter Ultra and P-TIOX Serum – with Hydrafacial’s patented vortex-fusion delivery technology.

The same curated treatment protocol was also made available within SkinCeuticals boutiques at CDF duty free malls in Sanya and Haikou, creating a seamless link between hospitality and retail environments.

The initiative forms part of L’Oréal Travel Retail’s broader strategy to create immersive “entertainment destinations” within the channel, as travellers increasingly seek experiential touchpoints alongside product discovery. By integrating clinical-grade skincare services into a luxury hotel setting, the partnership aims to elevate dwell time and reposition beauty purchasing as part of a wider aesthetic journey.

To mark the launch, SkinCeuticals hosted an exclusive VIP Summit in Sanya on 6 December 2025 under the theme ‘Decode Skin Science with SkinCeuticals’. The event brought together key partners and clients for a medical conference and workshop, formally unveiling the strategic collaboration between SkinCeuticals Travel Retail Asia Pacific and SkinCeuticals China.

Loic Hemard, General Manager, LDB/PPD Division of L’Oréal Travel Retail Asia Pacific, said: “We are incredibly excited to launch the first SkinCeuticals x Hydrafacial Hotel Spa at the magnificent EDITION Hotel Sanya. This collaboration represents a natural synergy between two industry leaders dedicated to medical aesthetic skincare and luxury tourism. Our goal is to provide a transformative experience that combines the efficacy of our advanced formulations with the power of Hydrafacial, all within the serene and opulent environment of the EDITION Hotel. It’s about bringing clinical-grade results to a world-class destination.”

Zhang Bing, General Manager, China Duty Free Group Hainan, added: “As a leading retailer in the travel retail sector, China Duty Free Group is constantly looking for innovative ways to enhance the shopping and experiential journey for our discerning global travellers. Our collaboration with SkinCeuticals for this landmark event underscores our shared vision of elevating aesthetic tourism experience with both medical aesthetic skincare products and luxurious experience.”

With Hainan continuing to position itself as a hub for high-end retail and lifestyle tourism, the launch signals how aesthetic services, luxury hospitality and duty free retail are increasingly converging — redefining what beauty engagement looks like in the travel retail landscape.

Archives

DF&TR industry’s biggest opportunity & challenge to ‘engage and drive desire with younger consumers’

How would you assess the global travel retail industry in 2025?

What are your expectations for travel retail in 2026?

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

“Pricing should enhance, not hinder, the passenger experience”

L’Oréal Paris unveils Lunar New Year activations across Hainan DF

AI assistant trial launches at Aelia Duty Free Adelaide Airport

DFWC FY 2025 KPI Monitor shows intl. departures up 7% to 2,28 billion

Mast-Jägermeister SE reports growth amid global spirits slowdown

Shinsegae Duty Free presents ‘Eureka!’ public media art exhibition

Avolta evolves Eat Well. Travel Further. with grab & go rollout

Travel retailers share statements amid Middle East crisis; latest operational updates

SkinCeuticals debut Hydrafacial hotel spa in Hainan

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