What is Sales and Marketing Strategy of Avolta Company?

What is Avolta's Sales and Marketing Strategy?

Avolta, formerly Dufry Group, rebranded in October 2023, merging travel retail and F&B to revolutionize the traveler's journey. Operating over 5,100 outlets in 73 countries, the company aims for a seamless, end-to-end traveler experience.

The integrated 'Travel Experience Revolution' strategy has driven strong financial results, with 2024 CORE Turnover reaching CHF 13,473 million and first-half 2025 CORE revenue increasing by 7.1%.

Avolta's sales and marketing strategy centers on its integrated 'Travel Experience Revolution'. This approach combines its extensive travel retail and F&B offerings to create a unified and enhanced experience for travelers. The company leverages its vast global network of outlets, spanning airports, train stations, and other travel hubs, to reach a diverse customer base. Marketing efforts focus on highlighting the convenience and breadth of its combined retail and dining options, often through targeted promotions and loyalty programs designed to engage frequent travelers. Understanding the customer journey is key, and Avolta aims to be present at multiple touchpoints, offering a comprehensive suite of products and services. This integrated model allows for cross-selling opportunities and a more personalized approach to customer engagement, as seen in their Avolta BCG Matrix analysis, which helps categorize and strategize for their diverse product portfolio.

Avolta employs a multifaceted sales strategy, leveraging a vast network of physical retail locations alongside growing digital initiatives to reach travelers worldwide. This approach is designed to capture sales across various travel touchpoints.

Extensive Physical Retail Network

Avolta operates a significant physical presence through duty-free stores, specialty retail, travel convenience outlets, and food & beverage concessions. These are strategically located in high-traffic travel hubs like airports, railway stations, cruise ports, and motorways across 73 countries.

Geographical Diversification and Resilience

The company's business is geographically diversified, with its largest concession representing less than 4% of its operations. This wide distribution, with the top ten concessions accounting for under 18% of 2024 sales, bolsters Avolta's resilience and growth potential.

Hybrid Concepts and Integrated Experiences

Following the 2023 merger, Avolta has pioneered 'hybrid concepts' that merge retail and F&B offerings. Over 20 such stores opened in 2024, with approximately 25% of US tenders in the same year specifying hybrid concepts, signaling a strategic move towards integrated traveler experiences.

Digital Adoption and Omnichannel Integration

Avolta is actively enhancing its digital presence and omnichannel capabilities. Initiatives like 'Reserve & Collect' are expanding its reach and increasing sales influenced by new digital touchpoints throughout the customer's travel journey.

Strategic Partnerships and Market Expansion

Key partnerships and exclusive distribution agreements are crucial to Avolta's growth and market share. The company has secured long-term contracts at major airports, demonstrating its ability to win and retain significant concessions.

• In 2024, Avolta secured an eighteen-year contract for operations at Terminal 6 and multi-year contracts for over 11 years at Terminal 8 of John F. Kennedy International Airport (JFK).
• The company also extended its F&B contracts in JFK Terminal 5 and secured a 15-year F&B contract in JFK Terminal 4 in late 2024/early 2025.
• Avolta expanded its Asian presence by acquiring 100% of the Free Duty concession in Hong Kong in 2024, adding six stores and projected annual sales of CHF 250 million.
• In Q1 2025, Avolta was awarded a multi-store retail and F&B contract at Shanghai Pudong International Airport, further strengthening its position in the Asia Pacific market.

Avolta's market positioning is robust, evidenced by its significant share in the global airport retail market. The company's revenue growth reflects its successful implementation of its Growth Strategy of Avolta.

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Avolta employs a comprehensive marketing strategy that blends digital innovation with traditional engagement to foster brand recognition and drive sales. The company's approach is designed to capture the traveler's attention throughout their journey, from planning to post-trip.

Club Avolta Loyalty Program

Launched globally in 2024, Club Avolta is an industry-first loyalty program integrating duty-free, duty-paid, F&B, brands, airports, airlines, and hotels. This program saw a 30% growth in the first half of 2025, reaching over 13 million members.

Member Revenue Contribution

Club Avolta members were responsible for 5% of the company's revenues in 2024. Their average ticket value is three times higher than that of non-members, highlighting the program's impact on sales.

Digital Engagement

The company focuses on digital engagement across the traveler's journey, emphasizing pre-ordering, mobile app integration, and personalized marketing campaigns. This aligns with its 'Destination 2027' strategy for holistic travel experiences.

Smart Stores and Technology

Avolta is enhancing customer experience through technology, deploying 'smart stores' with advanced features. The company aims to have 88 smart stores by the end of 2024 and over 1,000 locations with activations by 2027.

AI Integration

An internally-fenced AI tool, Avolta GPT, is being utilized to support the company's digital transformation initiatives. This technology aids in data analysis and personalized customer interactions.

Traditional Marketing and Events

Beyond digital efforts, Avolta also engages in traditional marketing through in-store events and activations. Examples include pop-up tastings supported by integrated digital campaigns, enhancing brand visibility.

Data-Driven Personalization

Avolta's marketing strategy is deeply rooted in data-driven insights, customer segmentation, and personalization. This approach is fundamental to its 'Destination 2027' plan, aiming to deliver unique travel experiences tailored to individual customer needs.

• Leveraging customer data for targeted campaigns.
• Enhancing customer acquisition through personalized offers.
• Improving customer retention via tailored loyalty benefits.
• Optimizing the sales funnel through data analysis.

The company's commitment to understanding and catering to its customer base is a key element of its Marketing Strategy of Avolta, driving its overall Avolta business strategy and market positioning.

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Avolta's brand positioning is centered on creating a unified and enhanced travel experience, aiming to make travelers happier by maximizing every moment of their journey. This strategy was solidified with its rebranding in October 2023, merging the strengths of its predecessor entities into a singular powerhouse in travel retail and F&B.

Unified Travel Ecosystem Brand Positioning

Avolta stands as the first company to integrate travel retail, convenience, and F&B at scale, offering a unique synergistic operational and commercial strategy. This approach combines retail, F&B, experiences, and entertainment to create a multi-faceted value proposition for travelers.

Symbolic Brand Name and Core Message

The name 'Avolta' draws from Latin for 'to fly' and Italian for 'from time to time,' symbolizing its airport origins and transcendence across borders. Its core message, 'make travelers happier by maximizing every moment of their journey,' underscores its commitment to enriching the travel experience.

Market Leadership and Innovation Focus

Avolta's brand perception is reinforced by its return to the number one ranking among the world's top travel retailers and F&B players by turnover in 2023. The company emphasizes innovation, convenience, and a strong sense of place through immersive store concepts and customized offerings.

Commitment to Sustainability and Brand Consistency

Sustainability is a key element of Avolta's 'Destination 2027' strategy, including initiatives like biofuel use for sea transport. Brand consistency is maintained across its over 5,100 outlets in 73 countries, ensuring a unified customer experience while allowing consumer-facing brands to retain their identities.

Understanding Avolta's go-to-market strategy reveals a deliberate effort to leverage its integrated model for competitive advantage. This approach aims to drive Avolta revenue growth by capturing a larger share of the traveler's spend by offering a comprehensive suite of services and products. The company's focus on enhancing customer acquisition and retention is intrinsically linked to its ability to deliver a superior and seamless experience across all touchpoints.

Integrated Offering

Avolta's primary competitive advantage in sales stems from its unique position as the first to combine travel retail, convenience, and F&B at scale. This integration allows for cross-selling opportunities and a more comprehensive customer engagement.

Customer Experience Enhancement

The company's marketing strategy focuses on creating immersive store concepts and customized offerings to enhance the overall customer experience. This commitment aims to foster stronger customer relationships and loyalty.

Brand Building and Awareness

Avolta's approach to brand building and awareness is evident in its unified identity and clear messaging. The company actively promotes its role as a leader in the travel retail and F&B sector, as highlighted in its Brief History of Avolta.

Market Share Growth

Avolta's strategies for increasing market share are driven by its ability to offer a complete travel journey solution. By optimizing its operational and commercial strategies, the company aims to capture a larger portion of the traveler's spending.

Sales Funnel Optimization

While specific details on sales funnel optimization techniques are not publicly detailed, the company's integrated model suggests a focus on guiding travelers through various stages of engagement, from initial awareness to purchase and repeat business.

Sustainability Integration

The integration of sustainability into its core business strategy, such as using biofuel for sea transport, contributes to its brand image and appeals to an increasingly environmentally conscious consumer base.

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Avolta's sales and marketing strategy is characterized by a series of impactful campaigns designed to drive customer engagement, expand market presence, and foster brand loyalty. These initiatives highlight a multi-faceted approach to achieving revenue growth and strengthening its market positioning.

Club Avolta Loyalty Program

Launched in 2024, Club Avolta is an industry-first loyalty program aimed at deepening traveler engagement across all Avolta services. By the first half of 2025, it had grown by 30%, reaching over 13 million members.

Concession Wins and Expansions

Strategic concession wins and expansions bolster Avolta's physical footprint and market presence. Notable examples include long-term contracts at JFK Airport and significant expansion in the Asia Pacific region, including a 2024 acquisition in Hong Kong expected to generate CHF 250 million in annual sales.

Brand Collaborations: 'Share the Mana' Campaign

The 'Share the Mana' campaign with Teremana tequila, running through September 2025, aims to build awareness for the tequila category and drive sales. It features pop-up activations and integrated digital campaigns exclusively with Club Avolta members.

Social Responsibility and Sustainability Initiatives

Avolta's commitment to social responsibility is evident in its 'Captain Dufry' charity initiative, which donated over CHF 9.7 million in 2024. The partnership with Oceana for marine habitat protection further underscores its sustainability focus.

These campaigns collectively illustrate Avolta's comprehensive sales and marketing strategy, focusing on customer loyalty, strategic growth through new concessions, impactful brand partnerships, and a strong commitment to corporate social responsibility. Understanding these efforts provides insight into Competitors Landscape of Avolta and how Avolta approaches sales and marketing.

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