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R E P O R T

Once inside the store, the research highlights how brands and retailers must adapt strategies to meet
Millennials are more experience-led and more open Millennial expectations. The research recommends
to recommendations both from friends and family, as that product assortments should focus on premium
well as from sales staff, while Boomers remain focused ranges and exclusives, supported by compelling in-
on functional drivers such as value, convenience, and store discovery zones that highlight newness and
suitability for specific purposes. This divergence is authenticity, to increase the appeal among Millennial
also reflected in purchasing patterns, according to business travellers. Promotions should move beyond
m1nd-set. Millennials dominate premium categories generic discounts to emphasise exclusivity. Given
such as Beauty, Fashion and Jewellery and Watches, Millennials’ receptivity to pre-travel messaging,
while Boomers continue to concentrate their spend omnichannel campaigns, particularly through social
on Alcohol, Tobacco and Confectionery. Millennials media and inflight touchpoints, should be leveraged
are also more exploratory, trying products for the to build awareness and drive footfall. Staff training is
first time far more than Boomers and demonstrating another critical investment, according to the research.
a stronger appetite for travel retail exclusives. The “Millennials are highly responsive to personalised
research also demonstrates how Millennial business service and product storytelling, Mohn continued.
travellers are more price-savvy, using digital tools and “Therefore, equipping staff to engage proactively, share
comparison channels far more actively than their older recommendations, and highlight authenticity can make a
counterparts, and they engage more frequently with significant difference in converting browsers into buyers.”
Duty Free communications prior to travel, especially Despite the significance of the Millennial business
via social media and inflight touchpoints. Another key traveller, m1nd-set stressed the strategic importance
finding highlighted in the research is that Millennial of preparing for the next generation: “While this global
business travellers are significantly more responsive analysis reveals the weight of the Millennial business
to staff engagement in store, as m1nd-set owner and traveller, Mohn cautioned, “stakeholders must not forget
CEO explained: “A key finding of this research is the the strategic importance of Gen Z consumers. Millennials
importance of staff engagement in influencing Millennial dominate spending today, but Gen Zs represent a much
shoppers. Millennials are significantly more open to staff larger global population and will become the largest air
recommendations in store. More than eight out of ten passenger group by 2028. This generational shift, makes
Millennial business travellers who interacted with staff it essential for brands and retailers to adapt strategies
report being positively influenced by staff, compared to now.” “With the right blend of exclusivity, memorable
just over six out of ten Boomers.” The research outlines experiences, outstanding service, and digital-first
several strategic recommendations to optimise footfall strategies, retailers can harness the full spending power
and conversion among the high-spending Millennial of Millennials today, while building loyalty with Gen Zs
business traveller segment. According to m1nd-set, tomorrow” Mohn concluded.

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