DESIRE AT DEPARTURE
Rethinking Global Travel Retail as a Playground for Discovery
New Wonderworks Insight Report
Airports aren’t just gateways - they’re becoming cultural playgrounds. Global Travel Retail (GTR) is evolving from transactional to emotional, creating spaces where discovery, storytelling, and serendipity collide. For brands of drinks, this shift represents one of the most exciting canvases in modern marketing: a stage where every interaction can spark both a sale and a story.
Our latest Miramur Insight Report Vol. 05 – Desire at Departure explores how airports are transforming into hubs of experience and identity.
INSIDE, you’ll find:
1. Why emotional retail is the new competitive edge
Moving beyond price and convenience—learn how to design activations that surprise, delight, and connect emotionally.
2. How Gen Z and Millennials are redefining airport experiences
These travelers aren’t arriving with shopping lists, they’re seeking serendipity, personalization, and shareable moments.
3. The rise of ‘Desire Zones’
Discover how curated spaces are turning duty free into cultural theatre, from whisky emporiums to immersive luxury pop-ups.
4. Sustainability signals every brand should watch
With 72% of global travelers preferring brands with visible sustainability commitments, green is the new luxury.
5. Five future trends shaping airports beyond 2026
From hybrid experiences to tech-enabled storytelling, see what’s next for GTR.
This report combines our own research, with insights from the front lines in some of the best bars across London, Edinburgh and New York to gather first-hand insights and exciting examples of brand activation. Our goal is to share the work and ideas that are inspiring us as an agency and capture a snapshot of the industry today – charged with a dynamic tension between tradition and transformation.
Download the full report here and unlock the strategies that will shape your next move
As creative experts in drinks and experiences, Wonderworks helps brands stay bold, relevant, and culturally fluent in a rapidly changing world.
For more inspiration, please explore our other Insight Reports, examining themes such as AI & The Future of Drinks and Holiday Gifting in the Drinks Industry.