What is More Important Place or People in GTR Strategy Development?

Where an airport is located geographically is of course an important factor when developing a GTR strategy for a brand. The laws and regulations in the country influence pricing and what marketing activity is permitted. Locally produced products will also have a role to play.

However, in my opinion knowing the nationalities travelling through the airport and their profiles is a more important factor to consider when developing a strategy.  

For example if brand X has high market share and sales in the UK, it makes sense to target distribution in airports with high numbers of UK travellers and invest in marketing activity in these airports. 

Developing a knowledge of which nationalities are travelling where in the highest numbers is also important when developing a country, regional or global expansion plan. For example if you have an objective to grow brand awareness and sales in India an option is to develop an excellent presence for your brand in airports where Indian travellers are passing through in high numbers.

Knowing the mix of nationalities in an airport will also help in the development and execution of marketing strategies. For example multi-purchase promotions aimed at travellers from high duty countries and travel retail exclusives aimed at travellers from countries where your brand already has high awareness levels and sales.

If you would like to know more about the best way for you to develop or further develop a GTR strategy for your brand (s) please give me a call or send me an email at tim@youngspiritconsulting.com.  I am always happy to chat and discuss the wonderful world of Global Travel Retail.