{"id":3635,"date":"2026-06-30T14:41:35","date_gmt":"2026-06-30T13:41:35","guid":{"rendered":"https:\/\/staging.echolution.com\/?p=3635"},"modified":"2026-08-20T19:40:35","modified_gmt":"2026-08-20T18:40:35","slug":"duty-free-shopper-has-changed","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/fr\/news\/duty-free-shopper-has-changed\/","title":{"rendered":"Le voyageur hors taxes a chang\u00e9. La plupart des marques parlent encore \u00e0 l'ancien."},"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>Point de vue \u00b7 Le Voyageur<\/p>\n<h1>Le voyageur hors taxes a chang\u00e9. La plupart des marques parlent encore \u00e0 l'ancien.<\/h1>\n<p>Le voyageur qui stimule les d\u00e9penses dans les a\u00e9roports aujourd'hui est plus jeune, plus adepte du num\u00e9rique et plus difficile \u00e0 atteindre en porte d'embarquement. Les m\u00e9dias n'ont pas suivi le rythme.<\/p>\n<hr>\n<p>Pendant des d\u00e9cennies, l'acheteur hors taxe \u00e9tait une constante : un acheteur routinier qui d\u00e9cidait dans le terminal, ramassait la bouteille ou le parfum familier sur un coup de t\u00eate, et passait \u00e0 autre chose. Cet acheteur existe toujours. Il n'est tout simplement plus celui qui compte le plus.<\/p>\n<p>Le voyageur qui dynamise aujourd\u2019hui ce secteur est plus jeune et d\u00e9pense bien davantage. La G\u00e9n\u00e9ration Z et la g\u00e9n\u00e9ration Y repr\u00e9sentent d\u00e9j\u00e0 la majorit\u00e9 des d\u00e9penses dans les boutiques des a\u00e9roports, avec une croissance de pr\u00e8s de 11% par an jusqu&#x27;en 2031. \u00c0 elles deux, elles d\u00e9pensent environ trois fois et demie plus que la G\u00e9n\u00e9ration X et les baby-boomers r\u00e9unis, et les voyageurs de la G\u00e9n\u00e9ration Z sont deux fois et demie plus susceptibles que les baby-boomers d&#x27;acheter un produit de luxe.<\/p>\n<figure>\n    <svg viewbox=\"0 0 700 300\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-label=\"La g\u00e9n\u00e9ration Z et les Millennials d\u00e9pensent environ 3,5 fois plus que la g\u00e9n\u00e9ration X et les Baby Boomers r\u00e9unis dans le commerce de d\u00e9tail a\u00e9roportuaire\">\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\">G\u00e9n\u00e9ration Z + Millennials<\/text>\n        <text x=\"465\" y=\"272\" font-weight=\"700\">G\u00e9n\u00e9ration X + Baby-boomers<\/text>\n      <\/g>\n    <\/svg><figcaption>D\u00e9penses relatives dans les commerces d'a\u00e9roport par g\u00e9n\u00e9ration. Source : Travel and Tour World \/ DFNI Online, 2026.<\/figcaption><\/figure>\n<h2>Ils ne font pas du tout leurs achats comme le consommateur d'autrefois<\/h2>\n<p>Voici le probl\u00e8me. Les jeunes voyageurs adoptent des comportements que les anciennes strat\u00e9gies ne parviennent tout simplement pas \u00e0 cerner. Une \u00e9tude men\u00e9e par m1nd-set a r\u00e9v\u00e9l\u00e9 que seuls 41% des visiteurs de la G\u00e9n\u00e9ration Z dans les boutiques hors taxes effectuent r\u00e9ellement un achat, contre une moyenne de 51% toutes tranches d\u2019\u00e2ge confondues ; moins d\u2019un tiers d\u2019entre eux avaient remarqu\u00e9 un point de contact \u00ab duty-free \u00bb avant leur voyage, contre 47% pour l\u2019ensemble des autres ; et moins de la moiti\u00e9 interagissent avec le personnel de vente. Ils prennent leurs d\u00e9cisions plus t\u00f4t, sur leur t\u00e9l\u00e9phone, influenc\u00e9s par les r\u00e9seaux sociaux et leurs pairs plut\u00f4t que par les pr\u00e9sentoirs situ\u00e9s \u00e0 la porte d\u2019embarquement.<\/p>\n<h3>Le vieil acheteur<\/h3>\n<ul>\n<li>D\u00e9cide dans le terminal<\/li>\n<li>Ach\u00e8te par impulsion et par habitude<\/li>\n<li>Fid\u00e8le aux marques famili\u00e8res<\/li>\n<li>Arriv\u00e9 \u00e0 la porte<\/li>\n<li>Le prix et l'exclusivit\u00e9 font vendre<\/li>\n<\/ul>\n<h3>Le client qui compte d\u00e9sormais<\/h3>\n<ul>\n<li>D\u00e9cide avant qu'ils ne s'envolent<\/li>\n<li>Recherches sur un t\u00e9l\u00e9phone<\/li>\n<li>La loyaut\u00e9 se m\u00e9rite.<\/li>\n<li>Contact\u00e9 sur les r\u00e9seaux sociaux et en transit<\/li>\n<li>L'exp\u00e9rience et l'authenticit\u00e9 font vendre<\/li>\n<\/ul>\n<h2>Le d\u00e9calage qui co\u00fbte de l'argent<\/h2>\n<p>Cela ne signifie pas pour autant que le terminal ait dit son dernier mot. Environ 70% des achats effectu\u00e9s \u00e0 l\u2019a\u00e9roport restent des achats impulsifs, et moins d\u2019un sur dix est influenc\u00e9 par une pr\u00e9commande en ligne (DFNI Online, 2026). C\u2019est toujours le magasin qui conclut la vente. Le probl\u00e8me, c\u2019est que la d\u00e9cision est de plus en plus souvent prise avant m\u00eame que le voyageur n\u2019y arrive, alors que la plupart des marques continuent de consacrer la quasi-totalit\u00e9 de leur budget aux derniers m\u00e8tres et presque rien \u00e0 la fen\u00eatre o\u00f9 le voyageur, plus jeune et plus d\u00e9pensier, forme son intention d\u2019achat.<\/p>\n<blockquote><p>La vente se conclut toujours \u00e0 la porte. La d\u00e9cision est prise bien avant.<\/p><\/blockquote>\n<p>O\u00f9 la d\u00e9cision a \u00e9t\u00e9 prise<\/p>\n<p>Les r\u00e9seaux sociaux constituent d\u00e9sormais le canal le plus important du parcours d'achat du jeune voyageur, devan\u00e7ant tous les points de contact traditionnels.<\/p>\n<p>    McKinsey State of the Consumer, 2026<\/p>\n<h2>Que faire \u00e0 ce sujet<\/h2>\n<p>La solution n'est pas d'abandonner l'a\u00e9roport. C'est d'arr\u00eater de supposer que l'a\u00e9roport est l'endroit o\u00f9 la d\u00e9cision se prend. Rejoignez le jeune voyageur plus t\u00f4t et sur ses propres appareils, lors des moments de R\u00eave et de Planification, gr\u00e2ce aux r\u00e9seaux sociaux payants, \u00e0 la t\u00e9l\u00e9vision connect\u00e9e et \u00e0 l'attention captive de <a href=\"\/fr\/inflight-wifi\/\">la cabine connect\u00e9e<\/a>, avec un message li\u00e9 \u00e0 l'endroit o\u00f9 ils se rendent r\u00e9ellement. Laissez ensuite le terminal faire ce qu'il fait vraiment de mieux : finaliser une vente que le voyageur avait d\u00e9j\u00e0 l'intention de conclure.<\/p>\n<p>C'est vraiment un argument en faveur de la planification autour de l'ensemble du parcours du voyageur plut\u00f4t que de l'a\u00e9roport seul, ce qui est un sujet en soi. Nous avons \u00e9crit s\u00e9par\u00e9ment sur <a href=\"\/fr\/blog\/traveller-journey\/\">les cinq moments qui fa\u00e7onnent un achat de voyage<\/a> et comment planifier les m\u00e9dias sur ces derniers.<\/p>\n<p>Chez Echolution, nous aidons les marques \u00e0 cibler le voyageur qui g\u00e9n\u00e8re r\u00e9ellement des d\u00e9penses aujourd'hui, tout au long de son parcours et pas seulement \u00e0 la porte d'embarquement. <a href=\"\/fr\/travel-retail-media\/\">Voyez comment nous y pensons<\/a>, ou <a href=\"\/fr\/contact\/\">entrer en contact<\/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":"","_members_access_role":[],"_members_access_error":""},"categories":[49,237],"tags":[22,21,233],"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","tag-travel-retail-media","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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