Airports used to be notorious for being terminally boring – not anymore.
From Dubai to Hong Kong to London, airports are spending billions of dollars to spruce up their retail act.
This is good news for Singapore travellers as they can save up to 50 per cent on tax-free branded goods or pick up beauty must-haves that are unavailable here.
One place where you can fly and buy is Dubai International Airport. The city, with its gold-plated buildings and gem-studded window displays, has always been a shopping paradise for chi-chi fashionistas.
Now, they swear by the shopping at its airport as the prices are about 15 per cent cheaper than those in its city.
As a Dubai International Airport spokesman puts it: “People are no longer satisfied with simply lounging around and waiting for their flights.
“They are looking for entertainment and there is no better way to do so than shopping – this is why we dedicate 80 per cent of our real estate to shop space.”
She adds that more airports are spending money to jazz up their shopping belts after the 911 attacks, as tourists end up spending more time waiting there due to more stringent security checks.
Dubai airport, for one, has expanded to soaring success. Its duty-free section posted sales of US$1.1 billion (S$1.5 billion) in the first 10 months of this year, up from US$1 billion for the whole of last year, as it doubled its retail space from 75,000 sq ft to 150,000 sq ft.
London Heathrow Airport and Seoul Incheon International Airport also exceeded US$1 billion in sales in duty-free items last year.
No doubt Heathrow’s new £4.3 billion (S$10 billion) fifth terminal, which opened in March last year, contributed to that figure.
Such investment in airport shopping belts makes business sense. The Financial Times reported that the global duty-free and travel retail business rose to US$37 billion last year, an increase of 8.8 per cent over the previous year.
Of that, airport duty-free sales accounted for US$21.8 billion or nearly 60 per cent.
TRAVEL PERKS
A check with 12 airports revealed that prices of fashion items and beauty products are generally 20 per cent cheaper than those sold at downtown stores.
Visitors will also find popular luxury brands at lower, tax-free prices.
Cat Jordan, Heathrow’s head of commercial communications and public relations, says: “Shoppers will save about 13 per cent at the airport. The only exclusions are newsstands, food stores and pharmacies.”
Luxury products at Heathrow are also about 15 per cent cheaper than London city boutique prices. A Chanel medium classic flap 2.55 handbag will set you back £1,421 (S$3,302) at the airport compared to £1,670 in London boutiques.
The same handbag costs $4,330 here.
Hong Kong International Airport is another popular destination with those who love high-end brands. An Hermes Kelly wallet, for instance, costs HK$19,900 (S$3,569) compared to $4,100 here.
Industry experts say the most popular items are beauty products and perfumes.
In Dubai airport’s duty-free shops, savings for fragrances can be substantial – a Gucci pour homme cologne retails at US$51 (S$70.70), against $98 here. Likewise, the 18 Perfumes & Cosmetics stores run by leading airport duty-free retailer Nuance-Watson in Changi Airport’s four terminals offer great bargains.
Prices on most items are up to 40 per cent cheaper than those sold in city stores. Better yet, they are also lower than those at six Asia-Pacific airports including Hong Kong, Thailand and New Zealand’s Oakland airport. One trick to scooping up bargains is to zero in on local brands there.
For instance, shoppers such as 28-year-old financial accountant Lesley Nathan say they save up to 50 per cent on Korean beauty products at Incheon airport.
“Korean make-up brands like Laneige and The Face Shop are must-buys as prices are 20 per cent cheaper than downtown prices, which are themselves about 30 to 50 per cent cheaper than those in Singapore,” she says.
NOT JUST A PRICE WAR
Prices aside, industry experts note that product variety is another draw.
A spokesman for Hong Kong International Airport points out that its luxury boutiques are well-stocked with a wide variety of styles, colours and sizes.
Shoppers looking for models that are sold out or unavailable in Singapore may be able to find them there.
Beauty junkies will be pleased to note that Dubai airport’s duty-free shops stock brands that cannot be found here, including Ungaro and John Galliano.
Fashionistas who crave obscure labels will also have a field day at airport shops. For starters, Heathrow is home to several native English brands, one of which is Paul Smith Globe, the sister brand of Paul Smith.
Fellow English brands such as LK Benett, well-known for its luxe women’s accessories and elegant dresses, as well as Links Of London, which offers a wide range of sterling silver and gold charms, are also in Heathrow.
A spokesman for Changi airport says good bargains can also be found here.
“The prices at Changi airport are also competitive, thanks to tax rebates. The array of shops is very attractive as they range from mid-range boutiques to high-end luxury brands.
“We are constantly adding new brands to improve the overall shopping experience,” adds the spokesman.
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This article was first published in Urban, The Straits Times.
