As travel and tourism continue to expand, so do the retail channels that cater to travel environments like airports, cruise terminals, and other duty-free zones.

An in-depth report by the Business Research Company on the global duty-free and travel retail market reveals that the sector has been performing well, recording a market value of $42.02 billion (£33.7 billion) in 2023. The travel retail sector also shares the regional success and competitive landscape of travel and tourism as a whole, allowing it to grow at an annual rate of 14.6% and reach $83.50 billion (£67 billion) by 2028.

In addition to travel-related factors like increased global travel, the expansion of duty-free stores, affordable airfare, and enhanced airport infrastructure, economic and technological forces have significantly contributed to the rapid expansion of travel retail.

Below, we’ll take a closer look at these key trends and outline how exactly eyewear, as a travel essential for vision correction and sun protection, leverages these factors to capture the travel retail market and sustain its growth.

Key trends in travel retail
In the same market report linked above, the growth and success of global duty-free and travel retail are attributed to economic and market developments, such as the rising middle class, increasing disposable incomes, the popularity of experiential shopping, and evolving consumer preferences. In other words, travellers are enjoying their increased purchasing power and are looking to invest in not only travel experiences like tours, dining, and accommodation but also retail channels.

In this light, eyewear brands and retailers are well-positioned to offer their products to travellers, considering the demographic is increasingly prioritising sun protection through travel essentials like sunglasses. For example, The Vision Council’s Focused inSights 2022: Sunglasses Snapshot found that two-thirds (67%) of respondents wore their sunglasses always or most of the time when outside, including when travelling. Vision impairments like myopia, presbyopia, and astigmatism are also on the rise globally, making prescription eyewear essential for travellers who need clear vision to navigate destinations and make the most of outdoor experiences.

Lastly, the report points out how leading travel retail companies are enhancing digital integration through the use of augmented reality (AR) and virtual reality (VR) in retail operations. As the eyewear industry also utilises these technologies for digital transformation, it can drive revenue growth for travel retail by streamlining and personalising shopping journeys. The following section details how eyewear brands adopt key trends in the travel retail space through their product development, sales, and marketing.

How eyewear brands leverage the travel retail channel

Releasing travel-oriented styles
Since eyewear is considered a travel essential, brands are compelled to design their products and streamline their operations with travellers in mind. Top eyewear brand Ray-Ban has tapped into e-commerce for easier pre-travel shopping, while also ensuring their online selections include frames and lens combinations suited for sightseeing, outdoor adventures, and other travel-related activities. When browsing their men’s eyeglasses selection, travellers can find timeless optical styles like the minimalist Wayfarer Ease and browline Clubmaster to complement their holiday outfits. Since these frames are made of lightweight materials like acetate and propionate and include lenses with advanced light protection, they also ensure safety and comfort for all kinds of travellers.

However, in line with the booming travel retail sector, Ray-Ban has also released travel retail-exclusive sunglasses under its parent company, Luxottica Group. Along with Oakley’s expansion of its popular sports-oriented Sutro line, Ray-Ban’s exclusive styles include the ‘60s-inspired State Street frames and the Asian Design frames with a geometric silhouette. The trend is also observed in other leading eyewear brands, such as Maui Jim introducing foldable unisex sunglasses exclusively for global travel retail. Specifically, the Lelepau frames feature a square shape with SuperThin Glass lenses available in bi-gradient and mirrored polarised options.

Investing in in-person shopping experiences
Aside from orienting their products toward the traveller demographic, eyewear brands and retailers also invest in in-person shopping experiences to meet consumers’ changing demands and expectations.

This follows the trend in the broader travel retail industry, where leading companies like Lagardère Travel Retail use automated technologies for a smooth and seamless customer journey, from product discovery to checkout. In partnership with Atos Belux, the global retailer incorporated interactive furniture and 3D cameras into its Quick N’ Easy point of sales, which automatically recognise products bought by passengers travelling from Pier A at Brussels Airport. After grouping items in a virtual basket, the innovative shopping solution enables customers to finalise their transactions with their credit cards for swift cashless purchases.

To prioritise the same personalisation and innovation in the shopping journey, brands have been partnering with duty-free stores to develop immersive eyewear pop-up locations. For example, Prada teamed up with Dubai Duty-Free to showcase its latest eyewear line, the Symbole sunglasses, in a retail space that captures the luxury label’s sophistication through black-and-white chequered flooring and a neutral colour palette. Whereas Prada innovates brand storytelling through a curated pop-up store, Maui Jim’s pop-up zone at Copenhagen Airport includes a surf simulator to invite travellers to try out its outdoor-oriented PolarizedPlus2 lenses in a more realistic setting.

In summary, eyewear brands play a pivotal role in the success of the travel retail sector by leveraging key industry trends like exclusive offerings and innovative shopping experiences. Continue reading the articles here at Breaking Travel News for more insightful travel news and features.