The U.S. travel retail beverage alcohol market has rebounded, with IWSR projecting global travel retail to grow at an 8.2% CAGR between 2025 and 2030. In 2023 alone, volumes in the channel rose 5% while value jumped 21%, pushing revenues 14% above pre-pandemic levels.
Across North America, operators are turning to interactive brand experiences, trade-up opportunities, and consumer perks to boost margins at airports and cruise lines. Whisky, tequila, and sparkling wine are the segments driving the most interest. Premium-plus spirits already account for nearly half of global travel retail sales, and that share is set to rise further by 2028.
Experts emphasize the importance of blending technology and showmanship to create compelling shopper experiences in major U.S. travel hubs. As Zamora Company’s Ruben Canabal notes, offering exciting and engaging moments in airports and lounges will be crucial to sustaining momentum and driving higher-value purchases for brands in the years ahead.
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