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R E P O R T

EUROPEAN TRAVELERS

IN THE SPOTLIGHT

m1nd-set REVEALS KEY TRAVEL RETAIL TRENDS FOR 2025

The latest research from the Swiss
travel retail research agency m1nd-
set, reveals European travel patterns,
notable growth in international
traffic and spend, a discernible shift
toward younger and more premium
shoppers, and a concerning decline in
staff engagement. According to m1nd-
set’s Business 1ntelligence Service
(B1S) Q1 2025 and forecast data, UK
travellers are leading international
air departures across Europe, with
over 150 million trips expected by
yearend. Germany follows with
114 million departures, and Spain
with 78 million. All top 10 European
markets are demonstrating robust
growth, with Spain, the Netherlands,
and Poland showing the strongest gains, each increasing with 39 million. Key performance indicators among European
by 5-6% year-on-year. In terms of airport traffic, London shoppers in the Travel Retail sector present a mixed picture,
Heathrow maintains its dominant position with over 50 million according to m1nd-set. Footfall among international passengers
international departures scheduled for 2025, followed by has seen a decline, dropping from 48% in 2022 to 42% in Q1
Amsterdam Schiphol at 41 million, and Paris Charles de Gaulle 2025. However, this dip is offset by a notable rise in conversion
rates, which have climbed from 50% in
2022 to 63% in Q1 2025, pushing the
overall purchase rate to 27%. Average
spend is also on an upward trajectory,
the research reveals, reaching $115
in Q1 2025, indicating that, while
fewer international travellers may
be entering stores, those who do are
more likely to buy and spend more.
The demographic landscape of Travel
Retail visitors and buyers is undergoing
a marked transformation, according
to the research. Female shoppers
now outnumber males, accounting
for 56% of store visitors and 54% of
buyers in 2025. Millennials and Gen Zs
are increasingly influential, together
representing 52% of all Travel Retail

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