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PROD_CANNES_MAVALA NAILS ad A TFWA Dailies 92x270+5mm-V3-09-09-2025.indd 2 09.09.25 14:21 we call ‘ratchet effects’: irreversible shifts that shape our future, such as the widespread adoption of surveillance cameras after the Paris Olympics, or the ultra-fast development of artificial intelligence,” said Gatard. “These points of no return must be understood. Our role is not to predict the future, but to provide a compass for navigating uncertainty.” Most importantly, the future of travel retail lies within its own hands. “Multiple scenarios are possible, megatrends will coexist, but the final cut – the actual story – will be decided by the participants themselves,” said Parent. “Our work, carried out with more than 60 travel retail stakeholders through 40 interviews, three creative workshops and an international research office, revealed remarkable openness to exploring possible futures. This collective input shaped our strategic recommendations.” One striking finding is the massive growth of the global middle class, with around 150 million people joining its ranks each year. “The industry must develop increasingly refined traveller typologies and respect cultural identities by creating what we call ‘safe places’, tailored to each culture and cohort,” Parent emphasised. Technology, of course, also plays a central role. Artificial intelligence (AI) is driving ultra-precise understanding of travellers, their preferences, and latent needs. “The big challenge is managing the shift from transactional to experiential: travellers will no longer simply move from point A to point B – they will live fully immersive experiences,” Gatard added. “We also identified what we call the ‘I say, I do’ gap: the discrepancy between stated expectations and actual purchasing behaviour. Finally, our work produced a map of possible futures for travel retail, identifying three strategic pathways: techno- optimism and economic abundance; human-centric retailtainment; and sustainability with shared responsibility.” The ‘Next horizon’ workshop underscored the importance of foresight, adaptability, and collaboration in shaping the future of travel retail. As the industry faces an increasingly complex landscape, it must embrace innovation and co-creation across all stakeholder groups. With actionable insights and a shared commitment to progress, the travel retail sector is well-positioned to evolve – proactively shaping what comes next, rather than simply reacting to it. Christian Gatard, Associate Research Director, Le Comptoir Prospectiviste; and Franck Waechter, Managing Director, Tax Free World Association (TFWA).