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The modern airport retail scene is evolving to attract value-conscious, experience-driven travellers. While traditional offerings like duty-free, luxury boutiques, and F&B remain, airports and brands are introducing new retail concepts to engage transiting passengers. SP student, Valarie Tan, says free samples, vouchers and unique promotions are likely to capture her attention. The avid beauty fan purchases at least one skincare, haircare or fragrance product online each month, often based on its social media virality and touted efficacy in reviews on platforms like TikTok. “Collaborations are a great way to promote multiple brands. I know of many that happen outside the airport, but if there were collaborations of popular brands in the airport, I wouldn’t mind checking them out,” she said.

[The Straits Times]