Airports in the Middle East are witnessing a fundamental shift in retail dynamics, with younger travellers emerging as the new big spenders, according to an official of the Airports Council International (ACI).Stefano Baronci, director general of ACI Asia-Pacific & Middle East, noted that the findings stem from ACI’s latest retail travel report, unveiled during the Trinity Forum in Doha last week.“Passengers in the Middle East are still very much willing to spend at airports, but only where value, relevance, and convenience are immediately clear,” Baronci told Gulf Times in an exclusive interview.He said, “The key shift is that passenger mix and contextual relevance now matter far more than sheer footfall. In other words, higher volumes alone no longer guarantee stronger retail performance; what matters is who the passengers are, why they are travelling, and how well the retail offer aligns with their needs and expectations.”Baronci explained that generational differences are reshaping strategies across the region, noting that Gen Z and Millennials are more price-aware, digitally fluent, and intolerant of static retail environments, yet they are also the highest-value cohorts when engaged effectively.“Our research shows that Gen Z and Millennial international travellers, particularly in non-economy cabins, record the highest average spend and exhibit a markedly higher propensity to purchase luxury goods, perfumes, and premium cosmetics, concentrating a significant share of their spend in high-value discretionary categories. They expect fast, self-directed journeys, clear value propositions, and brands that feel authentic rather than generic,” he further stated.On the other hand, Baronci pointed out that older travellers are more conservative. “Boomers and Gen X account for a disproportionate share of non-spenders, and when they do purchase, they tend to favour familiar, lower-risk categories such as confectionery, gifting items, and travel staples, prioritising trust, clarity, and efficiency over novelty or experience,” he emphasised.Baronci stated that this divergence means airports must abandon a one-size-fits-all approach: “Future strategies will need to balance convenience-led, value-signposted offers and strong confectionery and gifting propositions for older cohorts, alongside digitally enabled, premium-curated, and experience-light luxury concepts for younger travellers. The challenge is less about adding more retail and more about aligning category mix, pacing, and presentation with who is travelling through the terminal at any given time.”Asked about the Trinity Forum, Baronci said the industry is moving decisively toward experience-led commercial design. “Airports are moving decisively toward experience-led commercial design, recognising that relevance, ease, and emotional engagement now matter as much as square metres and category density,” he said.Baronci also said, “Equally important is the push for stronger alignment between airports, airlines, and retailers, particularly around passenger flow, dwell time, and data sharing. Participants consistently highlighted that fragmented incentives slow innovation, while closer coordination enables faster responses to shifting passenger profiles and demand patterns.”He added that data-driven agility will define the next phase, noting that airports are increasingly using passenger insight and real-time performance data to adjust layouts, offers, and commercial strategies with greater speed and precision. Taken together, Baronci emphasised that these themes point to a future where agility, collaboration, and experience design will be central to global airport strategies over the next five years.On Qatar’s role as host and significance in this year’s Trinity Forum, Baronci said: “Qatar’s involvement significantly elevates the standing of the Trinity Forum because it provides a living reference point for what integrated excellence looks like at scale.”He added: “Hamad International Airport and Qatar Duty Free exemplify how connectivity, premium passenger experience, and operational discipline can be aligned within a single, coherent ecosystem, rather than treated as separate objectives.”
Peter Alagos
Peter Alagos reports on Business and general news for Gulf Times. He is a Kapampangan journalist with a writing career of almost 30 years. His photographs have been published in several books, including a book on the 1991 Mt. Pinatubo eruption launched by former Philippine president Fidel V. Ramos. Peter has also taught journalism in two universities.
Most Read Stories
3