Sense of place is flourishing in travel retail at the moment because travellers want something to remember their trip by, but they also want something special. Harison Chocolate is outperforming many other brands in the Middle East with a European style of chocolate. This is because unique luxury transcends a localisation gimmick.
The biggest asset the travel retail market has is not its global ports, but its global outreach. This is a market which can put the luxuries of one continent into the hands of shoppers on another – and that is something even digital cannot do.