Easter in Travel Retail: More Than Chocolate Bunnies.

As Easter rolls around, many of us naturally think of chocolate eggs, pastel colours and a moment in the calendar that signals both reflection and renewal. But in the world of travel retail, Easter is far more than a seasonal tradition. For the CSS Group and our partners across cruise lines, airlines, airport lounges and duty-free, Easter offers a golden opportunity.  It’s a chance not just to refresh product ranges, but to delight customers and strengthen commercial alignment.

Last year, Easter 2024 coincided with the spring travel surge, leading to a noticeable increase in seasonal engagement. According to the International Air Transport Association (IATA), March 2024 saw global passenger traffic rise by 13.6% compared to March 2023.

That surge aligned perfectly with early Easter travel and resulted in a welcome boost to onboard and in-terminal spending.

That shift in timing brought with it changes in buying behaviour. Travellers started shopping earlier, driven by both convenience and limited availability. And it wasn’t just chocolate they were after. There’s been a notable rise in demand for premium and exclusive beverages, from craft soft drinks to low and no-alcohol options and travel-exclusive spirits. This aligns with insights from IWSR’s 2023 Global Travel Retail report, which highlights a growing appetite for high-quality, differentiated drinks.

What Does This Mean for the Industry?

Let’s start with the obvious. Easter travel isn’t only about families heading off for a break. The traveller profile is evolving. Business travellers are blending work with leisure. Solo adventurers are taking spring escapes. Extended families are meeting in mid-point cities. That brings complexity, yes, but it also opens up opportunity. The key is being prepared.

Making Seasonal Offers Matter

Too often, Easter promotions in travel retail feel a bit predictable. Today’s consumers are seeking more elevated experiences, especially when it comes to food and drink.

With limited shelf space and premium footfall, it’s not about doing more, it’s about doing it better. The right beverage, offered in the right way, can transform a brief pause in the journey into a memorable moment. Think of a beautifully presented botanical tonic served in an airport lounge, or a thoughtfully crafted Easter-themed RTD cocktail on board.

These aren’t just novelties. They’re experiences. They show that operators are thinking creatively about how to combine seasonality with sophistication.

Easter, But Not as You Know It

At CSS, we’re interested in more than what a passenger picks up in a duty-free shop. We’re thinking about the entire travel journey. Take airport lounges. With the right seasonal touch, perhaps a spring-inspired kombucha, a non-alcoholic fizz or a locally produced craft beverage, a wait can become a moment of discovery. On cruise ships, Easter could be marked not just with themed desserts, but with welcome drinks delivered to cabins or interactive mixology events that showcase premium mixers.

Aligning the Supply Chain to Meet the Moment

Easter shifts every year. So should our planning. At CSS, we begin preparing at least six months in advance. And we work closely with our beverage partners to get every detail right. That includes forecasting demand for emerging formats, ensuring labelling compliance, maintaining shelf-life stability and meeting specific transit requirements.

We’re also seeing increased interest in drinks that perform across multiple settings.

They need to be giftable, shareable, indulgent and functional.

Seasonal Trends Worth Acting On

Research from m1nd-set in 2023 found that 42% of global travel retail shoppers are influenced by seasonal promotions. That tells us something important. When done well, seasonal campaigns drive real results. Cruise lines are increasingly looking for drink-led experiences that double as entertainment. Airlines want drinks that deliver a premium feel without operational headaches. And airport lounges need to balance indulgence with hydration before passengers even step onto the plane.

What Can Travel Retailers Do Differently?

Here are five key takeaways for making the most of Easter:

1. Look beyond chocolate. Think drinks with floral botanicals, fruit-forward flavours or limited-edition labels that nod to the season.

   
   

2. Start early. Easter planning should begin in Q3 of the previous year. Partner with suppliers like CSS who can deliver tailored, relevant ranges with agility.

   
   

3. Create moments of surprise. Offer tasting flights of RTDs. Try themed drinks. Refresh minibars with unexpected seasonal treats.

   
   

4. Champion sustainability. Use lightweight, recyclable packaging and low-waste formats. Customers are paying attention and rewarding brands who do it right.

   
   

5. Track and refine. Gather feedback, monitor sales and adjust for what works. Treat seasonal launches as opportunities to test, learn and evolve.

   
   

A Partnership-Led Approach

At CSS, we don’t believe in pushing products just because the calendar says so. We believe in relevance. That’s why we work hand-in-hand with our clients to co-create seasonal beverage programmes that truly resonate. And it’s more than words. From agile warehousing to sourcing limited-edition ranges at scale, we help reduce complexity and boost the value of seasonal activations.

Easter as a Mindset

Easter doesn’t have to be a one-off peak in the calendar. It’s a moment to pause, reflect and refresh your offering. A chance to reimagine familiar formats. And an opportunity to deliver real commercial impact. As an SME embedded in the heart of the travel value chain, CSS Group is ready to help shape that future. Not just for 2025, but beyond. Let’s treat Easter and other seasonal events not as tactical blips but as strategic chances to connect, engage and elevate the traveller experience. Because in travel retail, timing is everything. And when done right, Easter can do more than sell. It can inspire.