Travel retail research agency m1nd‑set has published a comprehensive 10‑year retrospective analysis charting how shopper behaviour in global travel retail has evolved since 2016. The study, drawn from the company’s Business Intelligence Service (BIS) database, marks the tenth anniversary of the BIS platform and reveals a traveller who is fundamentally different from a decade ago — shifting from value‑driven shopping and promotions to stronger self‑purchase intent, discovery, and exclusivity.
The analysis tracks traveller behaviour before, during and after the Covid‑19 pandemic, offering an unprecedented view of how footfall, purchase rates and conversion have changed over time. One of the most notable trends is the decline in duty free store footfall: while four in ten international travellers visited shops pre‑pandemic, that figure fell to 36% in the first half of 2026.
Purchase rates followed a similar pattern, dropping from 29% in 2016 to 18% in 2021, before recovering to 22% in 2026. Conversion, however, has remained resilient. In 2016, conversion stood at 74%; after falling to 47% in 2021, it stabilised at 63% in early 2026 — demonstrating that travellers who do enter stores are highly motivated buyers.
The research also highlights a striking convergence of shopper behaviour across regions and age groups. Pre‑pandemic, Asia Pacific recorded the highest footfall at 50%, while the Americas sat at 32%. By 2026, regional footfall had aligned between 34% and 36%, with conversion similarly uniform at 63%–65% across all regions. Generational differences have also disappeared: Boomers now record 36% footfall, Millennials and Gen X 35%, and Gen Z 34%, compared with pre‑2020 levels where younger travellers exceeded 45%. Conversion rates across all age groups have likewise converged to 63%–65%.
Commenting on the findings, Dr. Peter Mohn, CEO and owner at m1nd‑set, said: “While post‑pandemic shoppers visit duty free stores less often, they enter with clearer intent. With conversion rates high but footfall down over the past five years, the primary challenge is no longer converting visitors but giving travellers a compelling reason to step through the door in the first place. Stakeholders must focus on enticing travellers before they reach the airport or store.”
The most decisive behavioural shift is in purchase purpose. Self‑purchases have risen sharply from the mid‑40% range in 2016 to 59% in 2026, while gifting has declined significantly from around 40% to just 18%.
