ASUTIL launches quarterly insights service for members

LATIN AMERICA. Asociación Sudamericana de Tiendas Libres (ASUTIL) has partnered with travel retail research agency m1nd-set to provide the regional duty-free association’s members with regular traffic forecasts and travel shopper data.

The new service is based on over interviews conducted across more than 20 airports in the region. The first edition focuses on an analysis of air traffic performance in the region for the full year 2024, comparing traffic levels with the pre-Covid period in 2019, alongside the outlook for 2025 and 2030.

The first report also analyses shopper behaviour among international Latin American travellers looking at all the key behavioural trends as well as footfall and conversion KPIs.

“We are thrilled to launch this new partnership, which brings significant added value to our members,” said ASUTIL Secretary General Carlos Loaiza.

“These in-depth reports will deliver critical insights into international air traffic trends, travel retail performance, shopper profiles and behaviours, as well as key barriers to conversion. Importantly, they also offer strategic, actionable recommendations to help boost engagement, conversion, and spend across duty-free environments in the region. In today’s rapidly evolving market, it is vital for all stakeholders to stay closely attuned to changing shopper dynamics, and this collaboration with m1nd-set will be an indispensable resource for our members.”

The inaugural report reveals that Latin America continues to demonstrate a strong post- pandemic recovery in international air travel, outperforming the global trend. In 2024, the region saw a +14% increase in international passenger volumes compared to 2019, while the global average stood at +7%.

Although Latin America’s projected growth between 2024 and 2030 is slightly lower than the global forecast – at +22% versus +28% – the region’s cumulative growth from 2019 through 2030 is expected to slightly surpass the global rate, with +39% growth compared to +38% globally.

The report highlights demographic distinctions between Latin American travel retail shoppers and their global counterparts. In the region, women account for a larger share of buyers at 55% compared to an even gender split worldwide.

Latin American shoppers are also younger, with Gen Z representing 15% and Millennials 34% of the shopper base, both exceeding global averages, reflecting a more youthful consumer profile.

‘Browsing’ is the lead driver that motivates shoppers to enter duty-free stores, a factor cited by 36% of respondents in Latin America, which is five percentage points higher than the global average. Once inside the store, the leading reasons for purchase include good value for money and convenience, both cited by 23% of shoppers.

Staff recommendations are more influential in Latin America than globally, according to the research, especially for Gen Z shoppers.

Despite strong engagement, several barriers still deter travellers from purchasing in duty-free stores. The most commonly cited reason is a preference to shop elsewhere, mentioned by 19% of respondents in Latin America compared to just 10% globally. This barrier is particularly significant among Gen Z, where 38% express this sentiment, according to ASUTIL.

m1nd-set CEO & Owner Dr. Peter Mohn said, “Retailers should clarify the value proposition of duty-free shopping by highlighting savings compared to domestic and online alternatives more.

“Emphasis should be placed on exclusives and time-limited offers to appeal to both planners and impulse shoppers. Personalised engagement strategies, namely through digital communication, can positively impact footfall and conversion, particularly among younger consumers.

“Well-trained sales staff can also play a crucial role in triggering the purchase decision. Clear messaging about customs allowances and duty-free benefits is also essential to address traveller uncertainty and build confidence.”

Loaiza added: “With a relatively youthful shopper base and strong regional growth in air traffic, there is significant potential to boost conversion and drive higher spend through targeted strategies that address the specific motivations and concerns of today’s travellers. By responding to these insights, brands and retailers can unlock the next phase of growth in Latin America’s vibrant and evolving duty-free market.”

*The annual ASUTIL Conference takes place on 3-6 June in Lima, Peru. Click here for more.