If you’ve travelled through Dubai or Abu Dhabi International Airport recently, you may have noticed something striking—airport shopping no longer feels like a rushed duty-free run for chocolates, fragrances, or souvenirs. Instead, it is evolving into a luxury retail experience designed to rival some of the most prestigious shopping destinations in the world. A new report by CXG highlights why airports, especially in the UAE, are reshaping their approach to retail and what this means for travellers.

Why Airports Are Rethinking Shopping

Global air traffic is expected to reach 9.9 billion passengers in 2025, surpassing pre-pandemic numbers. However, while more people are flying, spending per traveller has actually declined. Since 2019, the average airport spend has dropped by around 15%, prompting airports to innovate and reimagine retail to attract and retain shoppers.

Airports in the UAE, home to some of the busiest international hubs, are leading this transformation. Instead of focusing solely on tax-free deals, they are creating immersive shopping environments that blend luxury, convenience, and entertainment.

Luxury Beyond Duty-Free

The new generation of airport retail resembles a high-end shopping mall. At international hubs like London Heathrow, travellers can browse flagship boutiques from brands like Louis Vuitton, complete with in-store luxury cafés. Similarly, UAE airports are introducing premium retail zones with designer fashion, jewellery, beauty, and lifestyle stores that mirror their city counterparts.

Travellers can now expect to find more than just perfume or tobacco counters. They can enjoy Michelin-starred chef cafés, luxury spas, beauty lounges, and flagship stores where the atmosphere is curated to encourage browsing and indulgence.

Personalised Shopping Experiences

Another major shift is the rise of personalisation. Some airports are introducing pre-bookable personal shoppers, AI-powered beauty consultations, and curated experiences for premium travellers. Shoppers can even test products that are not yet available in city stores—making airport retail an attractive option for those who value exclusivity and early access.

This trend resonates strongly with UAE travellers, many of whom place a premium on luxury goods and personalised service.

Blending Shopping with Culture and Leisure

Globally, airports are reimagining themselves as lifestyle hubs. Singapore’s Changi Airport is famous for its butterfly garden and immersive light shows, while Doha’s Hamad International Airport integrates art installations and wellness centres into its design.

The UAE, known for combining travel with luxury and culture, is following suit. Expect to see more cultural showcases, art installations, and themed shopping zones in airports like Dubai and Abu Dhabi, giving travellers a sense of place before they even step outside the terminal.

Convenience and Technology First

In addition to luxury, convenience is key. With time being a scarce commodity for most travellers, airports are turning to technology to simplify shopping. Robotic coffee stations, self-checkout boutiques, AI-driven recommendations, and automated customs clearance are increasingly common.

For the tech-savvy UAE traveller, this means less queuing and more time exploring the retail, dining, and leisure options inside airports.

Why This Shift Matters for UAE Travellers

For residents and frequent flyers from the UAE, airport shopping is no longer just about saving money on duty-free goods. It’s about enjoying a holistic travel experience.

Exclusive launches: Many luxury brands now introduce products at airports before global rollouts. This allows UAE travellers to be among the first to access limited-edition collections.

Cultural enrichment: From art displays to themed architecture, airports are becoming mini destinations that reflect local and global culture.

Luxury as lifestyle: For UAE travellers, who are already accustomed to high-end shopping malls and premium services, airports are extending that same lifestyle into the travel journey.

The Road Ahead

The CXG report also highlights a challenge—domestic luxury boutiques still outperform airport stores in delivering “exceptional experiences.” Closing this gap is a priority for airport authorities worldwide, including in the Middle East.

If airports successfully blend luxury, convenience, culture, and exclusivity, they can transform the perception of airport shopping. No longer just a waiting area before a flight, airports will become destinations in themselves.

For UAE travellers, this evolution means more than shopping. It means turning every trip into an opportunity to explore, indulge, and experience luxury—even before boarding the plane.