Airports: Go for the Vacation, Stay for the Shopping
Terminal Boutiques Cater to Travelers Turned Duty-Free Spenders
The Signal - Business Section, July, 2005
Rather than shop ‘til you drop, just be sure to stop when your carry-on bag is full and your flight begins boarding for take-off. We’re talking serious retail therapy for globetrotters everywhere, and it’s at the airport.
Yes, airport shopping has taken on a whole new appeal to even the most seasoned shopper-traveler. From Barcelona to London-Heathrow, to Charlotte, North Carolina, savvy spenders are picking up high-end merchandise and designer labels for less at duty-free airport boutiques. How fun is that.
Whether planned ahead as part of the travel experience, or the victim of terminal delays, travelers are turning to airport shopping in record numbers. Prada, Gucci, Gap and Benetton are among the growing line-up of retailers setting up shop in these fly-by malls. Heavy foot traffic, no advertising needed, open the doors and shoppers will come. The catch, you’ve got to be a traveler to shop duty-free. Rather than a secret knock, a valid boarding pass is the E-ticket for this shopping ride. Oh, and don’t forget your credit card either.
If blindfolded and taken to one of these global retail gallerias, then asked where you were, the average traveler would assume they were standing in the local mall. The only thing missing are the anchor Macy’s or Nordstrom stores. Even the airport food court is mall-like as well, with chain, upscale and walk-up restaurants serving international cuisine to shoppers and travelers alike.
At many airports, is it totally common to find shops full of would-be vacationers purchasing new clothing for their travels, or buying nice gifts to take home. Who’d have imagined that airport shopping would evolve from sundries and inexpensive trinket stops to a destination marketplace for even the most distinguishing shopper.
Any frequent flier spends considerable time at the airport, so the merging of travel and retail is a match made in heaven for die-hard shoppers everywhere. Airports: go for the vacation, and stay for the shopping. Really, with this kind of commitment to the seasoned consumer, travelers are secretly celebrating when their flight is late, held-over or cancelled. Not to worry, there is always something to shop for during a travel delay.
Duty-free or not, the wise consumer knows the market value of the items they’re looking to buy. From Louis Vuitton logo bags to generic tee-shirts, shopping turns sport for the savvy spender who can identify a good purchase from a mile away.
While many local airports haven’t quite transformed their terminals into an off-Rodeo Drive shopping encounter, it’s only a matter of time. The international hot-shots who first brought fine shopping to the tarmac are now beginning to add new services to the mall. From spas to salons, art exhibits and upscale business centers, tomorrow’s airports will be the “it” place for layover entertainment.
If you’re headed abroad, be sure to check out the airport shopping scene. Plan ahead, arrive early, cross your fingers for a delay, whatever it takes to earn a few extra minutes for some retail rehab. Liberate those designer duds in the duty-free shop, and make them yours.
Airport shopping is here to stay. Just be sure to leave room in your bags to get your duty-free designer bargains back home.
Commentary provided by Eric Maryanov, president and founder of All-Travel.com, the Los Angeles-based travel management company with an office in Valencia. He can be reached at 661.775.7511..
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