Czech Republic. The Central and Eastern European Travel Retail Association (CEETRA) and the V4+ Airport Association convened figures from major industry at Prague Airport yesterday (June 12) for an airport innovation roundtable focused on shaping the future of aviation.
The event brought together major industry leaders to exchange airport operations with insights into the evolving travel retail industry in Central and Eastern Europe.
Key topics include rapid air traffic recovery and growth in the region, changing and anticipating passenger profiles, regulatory challenges and increasing importance of experience retail at airports.
As part of the program, the semi-annual Ceetra Travel Retail Forum addressed the specific dynamics of the local travel retail market, highlighting both opportunities and challenges. Several presentations and panel discussions provided valuable insights to the travel retail sector.
Prague Airport also held a welcome reception and provided opportunities for representatives to connect and cooperate.
Meeting highlights
The meeting began at the address of V4+ Airports Association Chairman Stanisław Wojtera, which outlined the company's mission to promote collaboration, share best practices and strengthen the region's position in the broader European aviation landscape.
Ceetra Chairman Andrzej Miłaszewicz spoke about the association's pivotal advocacy role, reaffirming its goal of “protecting, promoting and promoting local tax-free and travel retail channels by providing a means to acquire the most favorable trading environment for travel-related commerce.”
A welcome visitor to the Prague and the airport's conference centre, Prague Airport Chairman Zizi POS highlighted the ongoing development plan designed to modernize Baklav Havel Airport and position it as one of Europe's most passenger-focused travel hubs.
In her keynote address, Amanda Kuon Duc, garage director for Strategic Foresight and Innovation, presented her research from GEBR. Heinemann's Innovation Hub reveals that 64% of travelers want to reduce their airport time, contributing to a 15-minute drop in average residence time.
Khuong-Duc also published a concept that focuses on Gharage's future. These include Roki, a robotic kitchen that offers a large scale fresh and healthy meals. Gate Zero is a retail concept designed to attract non-shoppers and showcase new brands through social media-driven experiences.
Her presentation also focused on the possibilities of AI agents at airports, highlighting the value by providing an easier and more convenient travel experience.
Khuong-Duc ended her address with persuasive remorse. “We need to ask ourselves how to create spaces, services and products that reduce stress, increase satisfaction, and actively encourage travelers to arrive at the airport early.”
A panel discussion followed to explore the role of AI in airport modernization, highlighting applications such as predicting operational conditions and analyzing suspicious passenger behavior.
Anna Marcegini, head of business development for M1ND Set, revealed the latest data highlighting passenger preferences and retail habits in the central and Eastern European markets.
The findings point to a strong recovery in air travel across the region, with central and eastern European airports on a trajectory of 1.1 times higher than their 2019 volume.
She also highlighted that while local stores attract a above average foothold, they still don't reach Western Europe in terms of shopper conversion and spending, but stores in the area still have above average footprints.
Alcohol, perfumes and confectionery continue to be major categories and when purchased together drive the best basket size.
The gift trend is recovering more strongly in Central and Eastern Europe than in the Western region. However, Marchesini said, “CEE travelers are particularly responsive to instantaneous triggers, creating vision, engagement and on-site conversion tactics that are critical to success.”
In the second session, Marchesini highlighted experiential retail and its role in improving scaffolding and conversion.
She said that while millennials and Gen Z travelers are increasingly influenced by unique, interactive and memorable experiences, prices are progressing along Western Europe, but lagging behind the Asia-Pacific.
Marquesini pointed to the importance of combining local culture, technology and personalized services to promote shopper engagement. She said, “The experience at the store will be the number one driver to buy. Travelers want more than just products. They want moments that will be memorable.”
Euphoria founder and managing director Salder Barisov appeared on the stage to share that cannabis-infused spirit brands are disrupting airport retail, designed to stand out as a bold and talented product for travelers.
He spoke about the barriers small brands face in tax-free spaces, from complex regulations to marketing demands, urging airports to increase retail innovation and diversity.
He said, “Most airport stores are predictable. Happiness stands out by creating curiosity and smiles.”
Speaking about the commercial transformation of Prague Airport, Lagardele Travel Retail Czech Republic CEO Richard Prochazka detailed a complete redesign of retail and dining spaces to address evolving passenger demand.
Featuring local brands, healthy food options and interactive store layouts, he said: “We have completely redesigned our commercial offers to cater to the evolving passenger profile. The future is local, healthy and experience-driven.”
As part of her presentation, ETRC Executive Director Julie Lassenne outlined the latest European policy changes affecting travel retail, particularly in the field of sustainability. She said, “Our mission is to create a regulatory environment that will allow the European tax-free and travel retail industry to flourish and protect it when challenges arise.”
Despite record-worthy sales in 2024, she also warned that increasing complexity in regulations, changing consumer expectations and geopolitical tensions will continue to put pressure on the sector.
Another important issue raised at the conference was the WHO protocol to eliminate illegal trade in tobacco products, part of the Framework Convention on Tobacco Control, along with insights provided by ETRC Senior Advisor Ricardo Oliveira.
He revealed that the industry supports the intent of protocols to address illegal trade, while also firmly challenging the narrative that tax exemption is a key contributor.
Ricardo warned that impose additional unfair restrictions on the tax-free market could damage the wider travel ecosystem. He emphasized the importance of close cooperation between the tax-free industry and airports to effectively engage with policymakers.
He also highlighted the need for industry involvement in Central and Eastern Europe prior to the Fourth Party Conference (MOP4) with Protocol in Geneva this November, and cited the importance and influence of the region within the European Union. ✈
