What: Emirates unveils a new experiential retail concept in London, showcasing its premium travel offerings through interactive displays and personalised services.

Why it is important: By creating an immersive physical space, Emirates is strengthening its brand presence and fostering deeper emotional connections with customers, which could lead to increased loyalty and sales in a competitive market.

Emirates has opened its first European 'Emirates World' Travel Store in London's South Kensington, part of a planned global roll-out of 40 experiential stores. The 270 square metre space offers customers a taste of the airline's travel experience, featuring a full-sized A380 Onboard Lounge, a Premium Economy seat, and a First Class private suite. The store includes seven dedicated customer service counters for flight reservations and inquiries, as well as smart technology like self-service screens and a 'selfie mirror' for customers to take pictures against scenic backdrops. Emirates aims to deliver memorable visits through personalised experiences and immersive displays, emphasising the emotional aspect of booking flights and holidays. The store also offers Emirates Official Store merchandise and travel accessories, extending the brand experience beyond air travel.

IADS Notes: The travel retail industry is evolving to remain relevant post-pandemic, focusing on creating unique, experience-driven opportunities to enhance consumer engagement. Examples include Heinemann's digital 'experience space' in Copenhagen Airport and the post-pandemic tourism surge benefiting fashion and beauty retailers. However, spending patterns have tourists favouring domestic or Asian shopping destinations. This trend extends beyond airports, with industry leaders emphasising experiential and community-focused elements in physical retail spaces. Key strategies include creating immersive in-store experiences, developing concept stores, fostering local community connections, and tailoring offerings to specific locations. These innovations aim to provide memorable experiences and engage customers in an increasingly competitive retail landscape.

Emirates unveils new experiential travel store in London