Hong Kong International Airport Enhances Luxury Shopping Experience

Hong Kong International Airport (HKIA) is gearing up to elevate your shopping experience with the launch of exciting new stores in its luxury zone. On September 28, the Airport Authority Hong Kong (AAHK) announced the grand opening of a chic Brunello Cucinelli store, spanning approximately 560 square feet and showcasing a collection of exquisite ‘quiet luxury’ fashion pieces. Hot on its heels, a 370-square-foot Qeelin jewelry store will open soon, further enriching the luxury offerings within the terminal.

Strategic Brand Relocations and Expansions

In a strategic move, existing luxury brands like Tiffany & Co. and Valentino are set to relocate, while the iconic brand Prada is expanding its presence. These enhancements are part of a broader initiative, which also includes the arrival of gourmet options from Bacha Coffee and Venchi, expected to be completed before the festive season.

Attracting High-End Brands

Earlier this year, AAHK had issued a tender for 14 new retail units aimed at attracting high-end brands to its luxury sector, with plans to finalize the remaining tenancies shortly. Most agreements will span five years, while fine food establishments will be on three-year leases.

Curating In-Demand Brands

“Our goal is to curate a selection of in-demand retail and dining brands that resonate with modern consumer preferences,” said Lois Chan, Assistant General Manager of the Retail Portfolio at AAHK. With an eye toward creating a diverse and appealing shopping environment, the airport is clearly committed to enhancing passenger experiences.

Impressive Growth and Digital Services

Notably, HKIA has reported impressive growth, welcoming flagship duplex stores from renowned luxury brands like Hermès, Louis Vuitton, and Chanel in 2022. Travelers can also take advantage of the digital ‘Luxury Concierge’ service, allowing customers to engage with a dedicated team via WhatsApp, WeChat, or video call to explore shopping options before arriving at the airport.

Exclusive Services and Promotions

This online luxury concierge platform features 17 prestigious brands, including Chanel, Bottega Veneta, and Cartier, providing exclusive services such as gate delivery within 90 minutes and complimentary shipping to 15 global destinations for purchases exceeding HK$1,000 (approximately US$128).

Membership Growth and Marketing Engagement

Since the launch of the HKairport Rewards loyalty program in late 2022, membership has soared to over 500,000, fueling targeted marketing campaigns and enhancing customer engagement.

Positive Partner Performance

Chan also highlighted positive news from the airport’s partners: both China Duty Free and The Shilla Duty Free reported strong performance from their Duty Zero and Beauty & You shop concepts, while Heinemann’s Sweet Dreams confectionery offerings are thriving as airport traffic steadily recovers.

Significant Increase in Passenger Volume

With around 4.92 million travelers passing through HKIA in August alone—a remarkable 23% increase year-on-year—the numbers have shown a 43.5% surge in passenger volume over the first eight months of 2023, totaling 34.9 million. Looking ahead, AAHK anticipates that passenger levels will fully rebound to pre-pandemic levels by the end of 2024, with a projected 60 million travelers in 2024.

A New Era of Luxury Travel Shopping

As HKIA continues to redefine luxury travel shopping, travelers can look forward to a truly elevated experience—don't miss out on what's new and exciting at one of the world's busiest airports!