Travel Retail Report Identified Digital Conversion Gap
A new study reveals that while AI and social media drive product research, many travelers still do not finalize purchases.
Updated on Oct. 12, 2026 in Business Travel
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Do you find that using AI or online research helps you get better shopping deals?
Kearney and the Tax Free World Association have published a report highlighting that digital content heavily influences airport shopping habits. Despite this digital research, a significant conversion gap persists as many travelers visit shops without making purchases.
Why it matters
The report underscores a critical challenge for retailers in converting digitally informed passengers into active customers. Understanding these shopping behaviors is essential for airports and brands aiming to improve sales by addressing price perceptions and offering personalized experiences.
A report surveyed 800 international travelers and 20 executives, revealing that 68% of travelers are influenced by AI or social media. However, 49% of respondents specifically question if duty-free prices provide actual value.
The players
Kearney
Kearney is a global management consulting firm that advises businesses, governments, and non-profits on strategic operations and organizational efficiency.
Tax Free World Association
The Tax Free World Association represents the duty-free and travel retail industry by organizing international exhibitions and conferences to foster global trade.
The details
Retailers are now focusing on exclusive products and personalized services to address the fact that 64% of researchers visit shops without buying. Collaboration between airports, airlines, and retailers is expected to increase as they look to leverage passenger data to improve engagement.
Timeline
The report was published in October 2026.
Travel Outlook
The study's findings reflect a broader shift in the global travel retail sector, moving away from legacy sales models toward data-driven passenger interactions. The research aligns with ongoing industry efforts to modernize the shopping experience presented at the TFWA World Exhibition and Conference.
Travelers can expect to see more personalized discount offers as airlines and airports begin utilizing data to drive loyalty programs. Shoppers should verify AI-generated recommendations, as 68% of travelers currently double-check such advice before committing to a purchase.
The takeaway
Travelers should prioritize cross-airport loyalty programs to access personalized discounts that may offset perceived price value issues. Staying critical of AI-generated travel shopping advice remains recommended, as many users continue to rely on manual verification.
Further reading
For more on evolving passenger habits, visit the Business Travel section.
Live Poll
Do you find that using AI or online research helps you get better shopping deals?
