Is your travel retail space telling the right story?
As travel demand continues to bounce back across the UK, travel and tourism companies are facing one key challenge: converting footfall into bookings. While many brands focus on digital ads and SEO, they often overlook one of their most powerful tools – in-store displays and windows.
Why it matters:
According to VisitBritain, over 50% of UK residents planned to take at least one holiday in the UK in 2024. Meanwhile, spending on overseas travel by UK consumers increased by 29% YoY (ONS, 2023). But even with this demand, many travel agencies and retail partners still rely on outdated, static POS materials.
75% of consumers say well-designed in-store displays influence their purchase decisions.
Source: POPAI UK & Ireland, 2023
How travel brands can do more at retail:
1. Use your windows as campaign starters
Your storefront is a billboard. Seasonal displays, destination-themed windows, and dynamic lighting create instant emotional connections. Whether you’re promoting “Winter Sun Getaways” or “UK Staycation Rail Passes”, immersive visuals can trigger walk-ins from window-shoppers.
Brands like TUI and Trailfinders have seen uplift by using digital screens and rotating destination visuals to attract interest from passersby.
2. Bring destinations to life in-store
Use point-of-sale displays to highlight curated trips, limited-time deals, or exclusive packages. Think:
– Tactile brochures in premium holders
– Branded floor decals or interactive touchpoints
– Seasonal props that change monthly
(This makes browsing feel like the start of the journey and not just a transaction)
3. Partner with display agencies to maximize your impact
Most travel brands don’t have in-house visual merchandisers. That’s where agencies come in:
– Campaign rollouts across multiple locations
– Modular displays that update easily with promotions
– Installation and compliance with brand standards
In fact, 61% of retailers say outsourcing visual merchandising leads to stronger campaign execution and better sales results.
Source: POPAI UK & Ireland, 2023
The travel sector is built on emotion, aspiration, and experience – all things best conveyed visually. In 2025, smart travel brands won’t just sell holidays.
They’ll stage them – from the window display to the counter.
Is your travel retail space telling the right story?