{"id":3635,"date":"2026-06-30T14:41:35","date_gmt":"2026-06-30T13:41:35","guid":{"rendered":"https:\/\/staging.echolution.com\/?p=3635"},"modified":"2026-06-30T19:03:55","modified_gmt":"2026-06-30T18:03:55","slug":"duty-free-shopper-has-changed","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/de\/news\/duty-free-shopper-has-changed\/","title":{"rendered":"Der Duty-Free-Kunde hat sich ver\u00e4ndert. Die meisten Marken richten sich jedoch nach wie vor an den alten Kunden."},"content":{"rendered":"<style>\n    @import url('https:\/\/fonts.googleapis.com\/css2?family=Libre+Baskerville:ital,wght@0,400;0,700;1,400&family=Nunito+Sans:wght@400;600;700&display=swap');\n    .echo-post{\n      --teal:#2C4343; --gold:#CAA866; --cream:#F4F2EC; --ink:#2a2f2e; --hair:#e2ddd0;\n      max-width:680px; margin:0 auto; color:var(--ink);\n      font-family:'Nunito Sans',-apple-system,BlinkMacSystemFont,sans-serif;\n      font-size:1.21rem; line-height:1.75;\n    }\n    .echo-post .kicker{ font-size:.74rem; font-weight:700; letter-spacing:.2em; text-transform:uppercase; color:var(--gold); margin:0 0 18px; }\n    .echo-post h1{ font-family:'Libre Baskerville',Georgia,serif; font-weight:700; color:var(--teal); font-size:2.55rem; line-height:1.18; letter-spacing:-.01em; margin:0 0 22px; }\n    .echo-post .standfirst{ font-family:'Libre Baskerville',Georgia,serif; font-style:italic; font-weight:400; color:var(--teal); font-size:1.5rem; line-height:1.5; margin:0 0 28px; }\n    .echo-post .rule{ width:100%; height:1px; background:var(--hair); border:0; margin:0 0 36px; }\n    .echo-post p{ margin:0 0 26px; }\n    .echo-post .lead:first-letter{ float:left; font-family:'Libre Baskerville',Georgia,serif; font-weight:700; color:var(--teal); font-size:3.7rem; line-height:.78; padding:9px 13px 0 0; }\n    .echo-post h2{ font-family:'Libre Baskerville',Georgia,serif; font-weight:700; color:var(--teal); font-size:1.65rem; line-height:1.3; margin:52px 0 18px; }\n    .echo-post blockquote.pull{ margin:46px 0; padding:24px 0 0; border:0; border-top:2px solid var(--gold); font-family:'Libre Baskerville',Georgia,serif; font-style:italic; font-weight:400; font-size:1.65rem; line-height:1.46; color:var(--teal); }\n    .echo-post a{ color:var(--teal); font-weight:700; }\n    .echo-post figure.chart{ margin:40px 0; }\n    .echo-post figure.chart svg{ display:block; width:100%; height:auto; }\n    .echo-post figure.chart figcaption{ margin-top:14px; text-align:center; font-size:.85rem; line-height:1.5; color:#6f6a5d; font-style:italic; }\n    .echo-post .inset{ border-left:3px solid var(--gold); padding:4px 0 4px 22px; margin:32px 0; }\n    .echo-post .inset .kick{ font-size:.72rem; font-weight:700; letter-spacing:.16em; text-transform:uppercase; color:var(--gold); margin:0 0 8px; }\n    .echo-post .inset p{ font-family:'Libre Baskerville',Georgia,serif; font-size:1.18rem; line-height:1.5; color:var(--teal); margin:0 0 6px; }\n    .echo-post .inset .src{ font-size:.78rem; color:#8a8676; font-style:italic; }\n    .echo-post .compare{ display:grid; grid-template-columns:1fr 1fr; gap:0; margin:40px 0; border:1px solid var(--hair); border-radius:4px; overflow:hidden; }\n    .echo-post .compare .col{ padding:22px 22px 24px; }\n    .echo-post .compare .old{ background:var(--cream); }\n    .echo-post .compare .new{ background:var(--teal); color:var(--cream); }\n    .echo-post .compare h3{ margin:0 0 14px; font-family:'Libre Baskerville',Georgia,serif; font-size:1.1rem; }\n    .echo-post .compare .old h3{ color:var(--teal); }\n    .echo-post .compare .new h3{ color:var(--gold); }\n    .echo-post .compare ul{ margin:0; padding:0; list-style:none; }\n    .echo-post .compare li{ font-size:.98rem; line-height:1.5; margin:0 0 10px; padding-left:16px; position:relative; }\n    .echo-post .compare li::before{ content:\"2014\"; position:absolute; left:0; opacity:.6; }\n    .echo-post .compare .new li::before{ color:var(--gold); opacity:1; }\n    .echo-post .close-line{ margin-top:48px; padding-top:30px; border-top:1px solid var(--hair); font-size:1.08rem; }\n    @media(max-width:600px){\n      .echo-post{ font-size:1.12rem; }\n      .echo-post h1{ font-size:1.95rem; }\n      .echo-post .standfirst{ font-size:1.25rem; }\n      .echo-post blockquote.pull{ font-size:1.35rem; }\n      .echo-post h2{ font-size:1.4rem; margin-top:44px; }\n      .echo-post .compare{ grid-template-columns:1fr; }\n    }\n  <\/style>\n<p>Blickwinkel \u00b7 Der Reisende<\/p>\n<h1>Der Duty-Free-Kunde hat sich ver\u00e4ndert. Die meisten Marken richten sich jedoch nach wie vor an den alten Kunden.<\/h1>\n<p>Der Reisende, der heute die Ausgaben am Flughafen t\u00e4tigt, ist j\u00fcnger, digitaler und am Gate schwerer zu erreichen. Die Medien haben sich noch nicht darauf eingestellt.<\/p>\n<hr>\n<p>Jahrzehntelang war der Duty-Free-K\u00e4ufer eine bekannte Gr\u00f6\u00dfe: ein Routinek\u00e4ufer, der sich im Terminal entschied, die vertraute Flasche oder den Duft spontan kaufte und weiterging. Dieser K\u00e4ufer existiert immer noch. Er ist einfach nicht mehr derjenige, der am wichtigsten ist.<\/p>\n<p>Die Reisenden, die diese Kategorie derzeit antreiben, sind j\u00fcnger und geben deutlich mehr aus. Die Generation Z und die Millennials machen bereits den Gro\u00dfteil der Ausgaben im Flughafen-Einzelhandel aus, wobei diese bis 2031 um fast 11% pro Jahr wachsen werden. Zusammen geben sie etwa dreieinhalb Mal mehr aus als die Generation X und die Babyboomer zusammen, und Reisende der Generation Z kaufen zweieinhalb Mal h\u00e4ufiger ein Luxusprodukt als Babyboomer.<\/p>\n<figure>\n    <svg viewbox=\"0 0 700 300\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-label=\"Gen Z und Millennials geben im Flughafen-Einzelhandel etwa 3,5-mal mehr aus als Gen X und Boomer zusammen.\">\n      <line x1=\"70\" y1=\"250\" x2=\"630\" y2=\"250\" stroke=\"#e2ddd0\" stroke-width=\"1\"\/>\n      <rect x=\"180\" y=\"40\" width=\"130\" height=\"210\" fill=\"#2C4343\"\/>\n      <text x=\"245\" y=\"30\" text-anchor=\"middle\" font-family=\"'Libre Baskerville', Georgia, serif\" font-weight=\"700\" font-size=\"30\" fill=\"#CAA866\">3.5\u00d7<\/text>\n      <rect x=\"400\" y=\"190\" width=\"130\" height=\"60\" fill=\"#d9d3c5\"\/>\n      <text x=\"465\" y=\"180\" text-anchor=\"middle\" font-family=\"'Libre Baskerville', Georgia, serif\" font-weight=\"700\" font-size=\"20\" fill=\"#2C4343\">1\u00d7<\/text>\n      <g font-family=\"'Nunito Sans', sans-serif\" font-size=\"13\" fill=\"#2a2f2e\" text-anchor=\"middle\">\n        <text x=\"245\" y=\"272\" font-weight=\"700\">Gen Z + Millennials<\/text>\n        <text x=\"465\" y=\"272\" font-weight=\"700\">Gen X + Boomer<\/text>\n      <\/g>\n    <\/svg><figcaption>Relative Ausgaben f\u00fcr Flughafen-Einzelhandel nach Generation. Quelle: Travel and Tour World \/ DFNI Online, 2026.<\/figcaption><\/figure>\n<h2>Sie kaufen nichts wie der alte K\u00e4ufer ein<\/h2>\n<p>Hier liegt das Problem. Das Verhalten j\u00fcngerer Reisender l\u00e4sst sich mit den alten Strategien einfach nicht erfassen. Eine Studie von m1nd-set ergab, dass nur 41% der Besucher der Duty-Free-Shops aus der Generation Z tats\u00e4chlich etwas kaufen, gegen\u00fcber einem Durchschnitt von 51% \u00fcber alle Altersgruppen hinweg; weniger als ein Drittel hatte vor der Reise \u00fcberhaupt einen Duty-Free-Kontaktpunkt wahrgenommen, gegen\u00fcber 47% bei allen anderen; und weniger als die H\u00e4lfte interagiert mit dem Verkaufspersonal. Sie treffen ihre Entscheidungen fr\u00fcher, auf ihren Smartphones, beeinflusst von Social-Media-Feeds und Gleichaltrigen, und nicht durch die Auslagen am Gate.<\/p>\n<h3>Der alte Eink\u00e4ufer<\/h3>\n<ul>\n<li>Entscheidet im Terminal<\/li>\n<li>Impulsk\u00e4ufe und Gewohnheitk\u00e4ufe<\/li>\n<li>Markentreu<\/li>\n<li>Am Tor angekommen<\/li>\n<li>Preis und Exklusivit\u00e4t verkaufen<\/li>\n<\/ul>\n<h3>Der K\u00e4ufer, der jetzt z\u00e4hlt<\/h3>\n<ul>\n<li>Entscheiden, bevor sie fliegen<\/li>\n<li>Forschung auf einem Telefon<\/li>\n<li>Loyalit\u00e4t muss verdient werden<\/li>\n<li>Erreicht in sozialen Netzwerken und unterwegs<\/li>\n<li>Erlebnis und Authentizit\u00e4t verkaufen sich<\/li>\n<\/ul>\n<h2>Die kostspielige Diskrepanz<\/h2>\n<p>Das bedeutet jedoch nicht, dass der Terminal bereits fertig ist. Rund 70% der Eink\u00e4ufe am Flughafen erfolgen nach wie vor spontan, und weniger als jeder zehnte wird durch eine digitale Vorbestellung beeinflusst (DFNI Online, 2026). Der Verkauf wird nach wie vor im Laden abgeschlossen. Der Haken daran ist, dass die Entscheidung zunehmend bereits getroffen wird, bevor der Reisende den Laden \u00fcberhaupt erreicht, doch die meisten Marken investieren nach wie vor fast ihr gesamtes Budget in die letzten Meter und so gut wie nichts in den Bereich, in dem der j\u00fcngere, umsatzst\u00e4rkere Reisende seine Kaufabsicht entwickelt.<\/p>\n<blockquote><p>Der Verkauf findet immer noch am Tor statt. Die Entscheidung wird lange vorher getroffen.<\/p><\/blockquote>\n<p>Wo die Entscheidung hingeht<\/p>\n<p>Soziale Medien sind nun der wichtigste Kanal im Kaufprozess j\u00fcngerer Reisender, noch vor jedem traditionellen Kontaktpunkt.<\/p>\n<p>    Quelle: McKinsey State of the Consumer, 2026<\/p>\n<h2>Was ist dagegen zu tun<\/h2>\n<p>Die L\u00f6sung ist nicht, den Flughafen aufzugeben. Es ist, nicht mehr davon auszugehen, dass der Flughafen der Ort ist, an dem die Entscheidung getroffen wird. Treffen Sie den j\u00fcngeren Reisenden fr\u00fcher und auf seinen eigenen Ger\u00e4ten, in den Momenten \"Dream and Plan\", \u00fcber bezahlte soziale Medien, Connected TV und die gefesselte Aufmerksamkeit von <a href=\"\/de\/inflight-wifi\/\">die verbundene H\u00fctte<\/a>, mit einer Botschaft, die sich auf ihr tats\u00e4chliches Reiseziel bezieht. Dann lassen Sie das Terminal das tun, worin es wirklich gut ist: einen Verkauf abzuschlie\u00dfen, den der Reisende ohnehin beabsichtigt hatte.<\/p>\n<p>Das ist wirklich ein Argument daf\u00fcr, die gesamte Reise des Reisenden zu planen, anstatt nur den Flughafen, was ein eigenes Thema ist. Wir haben separat dar\u00fcber geschrieben <a href=\"\/de\/blog\/traveller-journey\/\">die f\u00fcnf Momente, die einen Reisekauf pr\u00e4gen<\/a> und wie man Medien \u00fcbergreifend plant.<\/p>\n<p>Bei Echolution helfen wir Marken, Reisende zu erreichen, die heute tats\u00e4chlich Geld ausgeben, und zwar \u00fcber die gesamte Reise hinweg und nicht nur am Gate. <a href=\"\/de\/travel-retail-media\/\">Sehen Sie, wie wir dar\u00fcber denken<\/a>, oder <a href=\"\/de\/contact\/\">kontakt aufnehmen<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Point of View &middot; The Traveller The duty-free shopper has changed. Most brands are still talking to the old one. The traveller who drives airport spending today is younger, more digital and harder to reach at the gate. The media hasn&rsquo;t caught up. For decades the duty-free shopper was a known quantity: a routine buyer [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3641,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[49,237],"tags":[22,21],"class_list":["post-3635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-duty-free-shopping","category-travel-retail-media","tag-duty-free","tag-travel-retail","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How the Duty-Free Shopper Has Changed | Echolution<\/title>\n<meta name=\"description\" content=\"The duty-free shopper is younger, more digital and decides before they fly. 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