Airports of Tomorrow
Top Travel Retail Innovations


In today’s retail climate, consumers have the power. They have more experience and want to be inspired, entertained and most of all, want their travel experience to continue to flow into the airport. What they demand are greater conveniences and quicker service. Also, they expect the precise brand they’re looking for to meet them in their location, instead of having to hunt around multiple stores and locations for it. We search here for the best travel retail innovations in the industry, inspiring and drawing in travel retail shoppers. 

Why not?

At Schiphol airport, this is the answer they gave when told that you cannot order a takeaway in the airport: Why not?  In 2018 for a pilot scheme with Schiphol and HMSHost international, Deliveroo brought its delivery service into the airport. Using their smartphones, travellers can order food and drink to be delivered to their gate within 15 minutes. This minimises the stress of finding your gate and then deciding whether or not you have time to search for somewhere to get food, before you traipse all the way back to your gate again. This inconvenient experience is cut out of the travellers journey, meaning they then have more time to relax and browse in the Duty-free, thus inadvertently increasing the airports travel retail proceeds as well. Ingenious indeed!

© Royal Schiphol Group
© Royal Schiphol Group

Retail Cart. Thinking Outside the Terminal

In 2018 umdasch created a new Mobile Sales Solution. This service aims to serve clients new ways to provide targeted products to targeted clientele. For example, on-the-move and hassled travellers in large airports are unlikely to be thinking purely of the retail opportunities in the airport as a priority. They're more likely to go straight to their gate to alleviate the stress of travel. umdasch The Store Makers have come up with a customisable, adjustable and most importantly, mobile shop on wheels called the Retail Cart.

umdasch Retail Cart
The Retail Cart. ©umdasch

Airports can choose the shape of the Retail Cart, such as a miniature airplane or suitcase. The innovation possibilities are enthusing! The carts are fitted with the standard features you might find in stationary stores, such as a Point of Sale terminal, display shelves and labels with the security of roll-down shutters to close-up shop when moving it or when unmanned. Stay tuned for upcoming photos of another Retail Cart design!

umdasch Retail Cart
The Retail Cart. Shutters closed. ©umdasch

Munich Airport Centre (MAC) Forum- The location destination


The best airports in the world are those with a clear identity, those that attract travellers to the city or country, not just to see the local culture, but also to see the airport itself. As the 2019 winner of ´Europe's Best Airport´, Munich Airport doesn't shy away from their brand identity, they use it to attract thousands of visitors per year. We have to think, not only outside the terminal but also outside the airport!

In a towering canopy, stretching over an expansive open space is the Munich Airport Centre. The yawning structure alone is amazing to look at, with its glass dome and open sides to create the open-air feel whilst under the comfort of a roof. The MAC forum holds multiple events per year, from traditional Christmas Markets, automobile showcases and Beer Gardens to sporting events. 

Munich Airport Center (MAC) Forum ©Munich Airport
Munich Airport Center (MAC) Forum ©Munich Airport

A huge ice-skating rink sits in the middle of the Christmas market, along with over 450 real Christmas trees.They've hosted a surfing event with a wave machine, a cooking event and they installed a bike track accessible to all abilities. In April, MAC Forum served as the venue for the 2019 Southern German Skateboarding Championships, when it was transformed into a skater's paradise. These innovations are sure to increase footfall at the airport and the awareness and popularity of Munich Airport on an international playing field, thus encouraging more travellers to stroll through the airport. They have succeeded in securing their identity as an innovative airport. 

Munich Airport Center (MAC) Forum ©Munich Airport
Munich Airport Center (MAC) Forum ©Munich Airport

The KitKat Delayed Flight Break Machine

In another spark of genius, KitKat and J. Walter Thompson Brazil created a vending machine and placed it in Sao Paulo airport, Brazil. The idea is to bring a smile to the face of delayed passengers. The traveler simply scans their boarding pass and the machine hands-out a free KitKat if their flight is delayed. If that´s not innovative advertising, what is?

Delayed Flight Break Machine. ©J Walter Thompson
Delayed Flight Break Machine. ©J Walter Thompson

Read more about the importance of Travel Retail in the article “Making Airport Retail Fly High Again” by Mark Faithfull in our shops 151 magazine here.


We would like to ask for your consent with regard to the
  • use of cookies
  • the transfer of the data gathered by cookies to the USA

1. The Use of Cookies

We, the umdasch Store Makers Management GmbH, use cookies and third-party applications. This enables us to ensure the optimum performance of our website, particularly to continuously improve the functionality of our website (necessary cookies) or to tailor the advertisements that you see on certain platforms to the user’s specific needs (marketing cookies).

Further information about the cookies we use can be found in our Privacy Policy. We also offer you the option to choose which cookies you allow (advanced cookie settings).

2. Data transfer to the USA

Some of our partners have subsidiaries in the USA. We transfer your personal data to these partners in the USA either manually or via an interface.

Please note that with the ruling of July 16, 2020 (Court of Justice of the European Union C-311/18, Schrems II Ruling), the adequacy decision that permitted the transfer of personal data to the USA was repealed. This means that the USA, as a third country, does not provide an adequate level of data protection.

The specific risk to you as a user is that if your personal data is transferred to the USA, it may be accessed by the US authorities for control and monitoring purposes and you have very few effective and enforceable rights to object to this access.

The personal data that we transfer to the USA consists primarily of IP addresses (internet protocol addresses).

We work with the following service providers, depending on the application:
  • Facebook LLC
  • Google LLC
  • YouTube LLC
  • Matterport Inc.
  • etracker GmbH
  • LinkedIn Inc.

We require your consent to allow us to pass on your personal data to these service providers.

You are able to withdraw your consent at any time and with immediate effect via the Cookie Settings page of our website.

Do you agree to the use of cookies and the transfer of your personal data to the USA?

Advanced Cookie Settings


These cookies ensure the basic functioning of our website. In other words, your preferred settings are saved for the next time you visit the site. This includes settings regarding your country of residence and language. These cookies also help ensure the secure use of our website.

The use of these cookies enables us to analyse the use of our website. They also help us to continually improve the website’s functionality. Furthermore, they allow us to integrate third-party services, which enables advanced functionality of our site.

The use of social media cookies and applications allows advertisements that are displayed on other platforms to be tailored to your preferences.

I hereby give my consent to the transfer of my personal data to the USA.