Chapter 10: In Search of Multisensorial Airport Experiences: The Case of Luxury Travel Shopping

The distribution of luxury products has become increasingly omnichannel and phygital, and airports are now considered full-fledged distribution channels for the luxury industry. Hence, this study focuses on airports as strategic and commercial deployment locations for major luxury brands. Qualitative methodology involving practical cases, highly informative case interviews, and narratives from mystery shoppers is employed. The results show a true deployment toward the airport market within groups, multisensory pathways and processes to enhance and intensify customer experiences, and targeted commercial and marketing policies for traveling customers.