Horizon reveals top 10 findings of Middle East research

 

Cesa presented an abridged version of the results of a consumer survey conducted on behalf of the industry. The top finding was that 16% of travellers account for two-thirds of duty-free spending. The research found that high spenders spend €700 ($900) or more in duty-free, medium spenders spend between €200 and €700 ($260–900) while the remaining 57% account for less than 10% of total traveller spend.

The Middle East research carried out by Horizon was commissioned by TFWA on behalf of TFWA members.

The survey also showed that two-thirds of all travellers shop in duty-free stores and most of those do so on their return journey. It also stated that travellers spend 43% of their budget on beauty items and 57% on the remaining product categories.

 

The survey’s fourth finding was that 43% of all travel-retail spend is on gifts, with an average spend of €160 ($205). About 85% of travellers buy something for themselves, 76% for someone else and one-third buy for their spouse or children.

 

According to the research, travellers identify more than half of duty-free purchases at home, while only one-fifth of duty-free shoppers make their shopping decisions in-store. The survey also found that confusion about the liquids, aerosols and gels (LAGs) issue is continuing to affect sales. Only 7% of respondents were able to answer three fundamental questions correctly about the current LAGs restrictions.

 

The next key finding of the research was that bargain hunters are the highest spenders in the region. The eighth point of the survey showed that high spenders believe department stores offer better value than duty-free stores, while the ninth finding showed that younger travellers enjoy duty-free shopping the most with three-fifths setting no budget for their travel-retail spending.

 

Finally, two-thirds of those interviewed said they expect to spend more on their next trip despite the global economic downturn.