MyTravel Northern Europe takes on airport retailers

Lorna Strickland

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The charter airline has slashed prices in its inflight catalogue in an attempt to draw shoppers from airport stores

Scandinavian charter airline MyTravel Airways Northern Europe has slashed prices in its inflight catalogue in an attempt to persuade passengers to shop onboard rather than at the airport. From November 1 the airline reduced prices by up to 45% on tobacco products, 20% on confectionery and 10% on liquor goods.

The price cut is likely to put pressure on The Nuance Group's business in Copenhagen Kastrup airport, a MyTravel hub. The airline sends its brochures to all passengers before they fly so they can compare prices on board and at the airport. MyTravel duty-free purchasing manager Lars Hjartbo told RavenFox.com the move aimed to counter the growing number of passengers who were not buying onboard. He said prices would remain at the current level until May 2005 and added that the change had brought an immediate improvement in business.

"It's been almost a month and so far we have seen Danish passenger penetration increase by about 25%," said Hjartbo. "We expect spend will definitely increase."