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I n this morning’s TFWA World Conference, Rudolph Lohmeyer, Partner at Kearney and head of its National Transformations Institute, will share how we are in an exceptionally fragile period of transition from one global order to another. “The volatility we are witnessing will intensify before it subsides as a new order emerges,” he explains. “Travel retail faces this transition first and most pervasively given its position in the nervous system of the global economy.” Indeed, this year’s conference is especially vital because we are living through a fundamental transformation of the global order that demands entirely new strategic capabilities from travel retail leaders. “The institutional frameworks that once provided predictability are being intentionally disrupted, forcing companies to build resilience through diversified partnerships and adaptive models,” says Lohmeyer. “Delegates will gain insights into how to Exploring howwe turn geopolitical complexity into competitive advantage Rudolph Lohmeyer, Partner at Kearney and head of its National Transformations Institute, will assess today’s geopolitical and economic realignment in today’s TFWA World Conference. He shared some thoughts with the TFWA Daily. Today’s TFWAWorld Conference will hear fromBobby Jones, best-selling author and co-founder of brand consultancy Conspiracy of Love. He shared a previewwith the TFWA Daily. Rudolph Lohmeyer, Senior Partner, Kearney, Foresight Global Head, National Transformations Institute, Global Business Policy Council: “This TFWA World Exhibition & Conference offers the perfect platform to share perspectives, challenge assumptions, and collectively chart howwe turn geopolitical complexity into competitive advantage.” anticipate geopolitical shifts rather than simply react to them, and how to turn the resulting uncertainty into competitive advantage. The insights go beyond diagnosis: in our new Kearney study, we explore practical ways to adapt commercial models, from risk- sharing concessions to corridor-specific assortments, and how to harness volatility as a source of differentiation.” Lohmeyer is looking forward to the dialogue with industry leaders who are navigating the same fundamental transformation. “Travel retail sits uniquely at the crossroads of geopolitics, trade, and consumer culture, experiencing these shifts more immediately than any other industry. Their frontline perspective provides invaluable insights into the dynamics we’ll explore. This TFWA World Exhibition & Conference offers the perfect platform to share perspectives, challenge assumptions, and collectively chart how we turn geopolitical complexity into competitive advantage.” Transformation of the consumer conscience: being part of the story T ransformation of the consumer conscience will be explored by Bobby Jones, best-selling author and co-founder of brand consultancy Conspiracy of Love, in this morning’s TFWA World Conference. He will explore howmodern consumers are increasingly guided by values as much as price. “My central message is that travel retail has the opportunity to move beyond transactions and become part of the story for a new generation of younger travellers,” says Jones. “The biggest takeaway I want to leave is that purpose, belonging, and meaning are no longer ‘nice-to-haves’, they’re business drivers, particularly for Gen Z.” This year’s TFWA World Conference is especially timely and valuable for delegates, with Jones describing 2025 as a turning point. “The ‘Explore New Horizons’ theme couldn’t be more relevant,” he explains. “Delegates can expect to walk away with three things: a deeper understanding of how consumer values are changing, fresh case studies that prove what works, and practical strategies to evolve from transaction-driven to purpose-driven retail.” Today, Jones is looking forward to sparking new thinking with some of the most iconic brands and innovative retailers in the world. “Travel retail is at a crossroads, and this audience has the power to shape its future. My hope is to inspire themwith both new ideas and practical proof points, and to challenge them: don’t settle for being a stop along the way. Be part of the story.” Bobby Jones, Author and consumer expert, Co- founder, Good is the New Cool and Conspiracy of Love: “Travel retail is at a crossroads, and this audience has the power to shape its future. My hope is to inspire themwith both new ideas and practical proof points, and to challenge them: don’t settle for being a stop along the way. Be part of the story.” Monday 29 September 2025 14 T F W A D A I L Y