How Italian Travel Retail is Redefining Consumer Behavior in 2026

Italian travel retail is undergoing a transformation, with consumers seeking emotional connections through shopping during their journeys

The landscape of travel retail in Italy is evolving rapidly, with consumers increasingly viewing shopping during transit as an essential part of their journey experience. Recent research from Nomisma for ATRI reveals fascinating insights into this shift, highlighting how modern travelers are seeking emotional fulfillment through their purchases in airports, train stations, and service areas.

In 2026, 57% of Italians plan to embark on special trips, with experiential spending becoming a priority. This trend is reshaping the travel retail sector, which generated over €3.1 billion in direct revenue in 2026, serving approximately one billion passengers across national hubs.

The Rise of Emotional Shopping in Transit

The research underscores a significant shift in consumer behavior, with 25% of purchases made primarily for personal pleasure and gratification. This emotional connection to shopping is driving demand for high-quality experiences, with 64% of respondents prioritizing time with loved ones and 55% considering travel their top spending priority.

Stefano Gardini, president of ATRI, emphasizes the strategic importance of this sector: “The travel retail ecosystem is a powerhouse of innovation and employment, offering Italian consumers a premium shopping experience that enhances their journey.”

Consumer Preferences: From Food to Fashion

Food and beverages remain the top category for travel retail purchases, with 45% of Italians frequenting bars and restaurants during transit. This is followed by cosmetics and perfumes (43%), souvenirs (42%), and editorial products (38%). Fashion and accessories attract 26% of shoppers, while 25% purchase wines and spirits.

Technology products account for 21% of purchases, primarily among male travelers with higher spending power. Interestingly, only 13% buy strictly functional travel items, indicating a clear preference for emotionally driven purchases.

Generational and Demographic Insights

The research reveals distinct generational patterns in travel retail shopping. Millennials lead the way with 56% engaging in transit shopping, followed by Generation Z at 52%. In contrast, only 45% of baby boomers and 42% of Generation X shop during their travels.

From a socioeconomic perspective, 66% of frequent travel retailers belong to high-income brackets, while 45% are from the middle class. This data underscores the sector’s focus on premium products and impulse purchases with high emotional value.

The travel retail landscape in Italy is no longer just about convenience—it’s about creating memorable experiences that enrich the journey from start to finish.