![]() ![]() In the wine trade, it’s usually not so urgent, but we’re still used to catching customers in the holiday mood, ready for impulse purchases. Most of us have begun at least one trip swearing at the airport, forced to buy something you forgot at home. The airport has always been a great place to catch customers off-guard. It also means that marketing strategies can expand to meet the influx: whether it's through entering competitions, targeting your digital adverts or changing your branding narrative, you can capture a new consumer that is more sensitive to your product's global identity. If you want space in your local airport, those conversations will come round quickly (especially in seasonal destinations) so you can start them now. Pushing for the right listings means you can be ready to hit your target audiences when the market has rebounded, rather than playing catch-up. GTR cannot yet bring in 2019 levels of sales, but it could be back to those levels as early as next year. A little relief is deserved, but we're not ready to pop open the Champagne just yet. When asked for their predictions, it's a roughly even split among the UNTWO's experts on whether we will return to pre-pandemic levels before 2024. That’s bound to depress GTR sales.Īs for the future, no-one knows. Even if these facts are reassuring, that same tourism barometer tells us that international tourist arrivals are still 61% down compared to 2019. However, we are not through the crisis yet. ![]() With the Omicron variant still looming over Q1 figures, we can be hopeful that the coming months build on these successes. Europe and the Americas showed the strongest rebound in those months - in fact, the US Travel Association saw higher overall spend on travel in April 2022 than in April 2019. There were nearly three times as many international arrivals in those months compared to the 2021 equivalents. The UNWTO World Tourism Barometer (the data report from the UN's specialised tourism agency) painted a promising picture in the first quarter. After two years of heavily suppressed travel, there's a clear run for people to get away on an old-fashioned summer holiday. It's the obvious takeaway, yes, but no less true. Here are our three key trends you need to know if you’re going to thrive in GTR. We’ve been looking at where the trends are leading, what the market figures are saying and how brands can stay on top. Things are changing in the travel market, and so brands need every tool possible to maximise their returns. ![]() It’s also recognition of a market in flux. This dedicated competition is a chance to celebrate the best wines available in GTR and to help producers recapture this vital market. It’s why we’ve announced our inaugural Wine Travel Retail Masters. The landscape could not be more different than the last two summers. With most COVID-19 restrictions now removed, travel is within reach of the majority. Whatever your stance, you can’t deny is that 2022 is an important year for GTR. But I have struggled with it too: the world of duty-free and on-board drinking is so far away from our usual styles of selling that sometimes it can seem too much before you begin. Wine and spirits was the second largest category in overall GTR in 2018, bringing in new, drinking age customers who might otherwise miss wine brands. I love it, because it’s plainly of great importance to the trade.
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