The Power of Place: Why Localised Offerings Matter in Global Travel Retail.

Step into any international terminal or board a luxury cruise liner, and you’ll witness a complex ballet of global movement. Every traveller brings with them unique tastes, expectations and cultural cues. Yet for too long, travel retail has leaned towards uniformity; the same shelves, the same brands, the same uninspired choice. That’s changing. And fast.

At CSS, we believe the future of travel retail lies in the power of place. In recognising

that a one-size-fits-all approach doesn’t meet the nuanced needs of today’s traveller.

In understanding that people want something more meaningful than duty-free predictability. They want discovery. They want relevance. They want a sense of

where they are... or where they're going.

According to research by m1nd-set (2023), 61% of international shoppers are more likely to make a purchase when the product feels relevant to the local destination. That’s not just a preference, it’s a commercial opportunity. Tailoring product selections to regional tastes doesn’t just improve customer experience; it drives conversion, increases average transaction value, and builds brand loyalty.

So, what does that actually look like in practice?

Our team work closely with our airline and cruise clients to build product ranges that feel right. That speak to the cultural pulse of the passenger profile. For an airline operating routes across Asia, that might mean incorporating premium Japanese whisky or South Korean soju alongside global staples. For a Mediterranean cruise line, the range might feature boutique Sicilian liqueurs, Catalan vermouths or small-batch Greek spirits.

It’s not about abandoning the big names, far from it. Global brands play a vital role in anchoring consumer trust. But when combined with carefully selected local and challenger labels, they create a sense of narrative. Of journey. Of something you can’t get at home.

This is especially relevant in the alcohol sector, where regional expression and provenance matter deeply. There's a rising appetite among consumers to explore beyond the familiar. And challenger brands are leading the way with bold flavour profiles, sustainability stories and a willingness to do things differently.

Take the sober-curious movement, for example. It’s shifting the dynamics of how we consume alcohol and what we expect from it. Innovative low-and no-alcohol options, crafted by independent producers, are gaining ground. These aren't afterthoughts. They're high-quality, taste-forward products designed with purpose. CSS helps partners identify

and source these kinds of forward-thinking brands that reflect changing tastes and broaden appeal.

Our role is part curator, part connector. We listen. We research. We engage with producers, distillers and trendsetters. We monitor emerging markets. And we apply that insight directly to product strategy, working hand-in-hand with procurement, marketing and retail teams to ensure assortments aren’t just compliant, but compelling.

One area of huge opportunity is supporting lesser-known, local producers to scale into the travel space. These brands often lack the distribution networks or regulatory know-how to navigate complex logistics. That’s where we come in. CSS acts as a trusted partner, bridging the gap between brand and buyer. We help ensure all products meet import standards, labelling compliance and performance expectations. And crucially, we help tell their stories. Because in travel retail, story matters. A beautifully crafted spirit from a Cornish micro-distillery means more when a customer understands where it came from, who made it and why it’s different. That context turns a bottle into a memory. And a memory into a repeat purchase.

So how can travel retailers adapt?

First, be bold in assortment planning. That means going beyond volume-based procurement and thinking in terms of relevance and range. Second, engage with data. Route-specific sales trends, passenger demographics, even cultural holidays can inform smarter decisions. Third, build in flexibility. Travel trends change. Passenger flows shift. Having a partner who can pivot with you matters.

At CSS Group, we specialise in ambient, pre-packaged products. No repackaging, no raw goods. That makes us fast, agile, and low risk.  It means we can move quickly on new product introductions, support testing and limited editions, and respond in real time to feedback. We also provide complete transparency across sourcing, labelling, and traceability, which gives confidence to procurement teams navigating increased regulatory scrutiny. Our independence means we're not bound to specific suppliers or commercial constraints. We can recommend what's right, not just what’s available.

This isn’t just about better products. It’s about better partnerships. Ones built on curiosity, collaboration, and commercial savvy. Ones that reflect the evolving expectations of travellers who are more informed, more discerning, and more open to new experiences

than ever before. We’re not saying every bottle on the shelf should be a niche oddity. But we are saying there’s value in variety.  In using space to surprise as well as satisfy. In making travel retail not just a transaction, but a moment of discovery. That’s what we believe at CSS Group. And we’re ready to help you bring it to life.