BREAKING NEWS & VIEWS

Travel + Leisure Takes Off as Airport Retail Brand
Friday, July 10, 2009
Steve Smith

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Most airport travelers are used to seeing American Express Publishing’s Travel + Leisure magazine at retail newsstands, but now the brand will become the store itself. Travel + Leisure is partnering with newsstand company Hudson Group to create a new travel retail experience. Starting with a Vancouver International Airport that opened on June 18, the companies are launching a “Travel + Leisure” chain of stores that will carry luggage and travel accessories, travel guides, maps and the current issues of Travel + Leisure as well as American Express Publishing sister publication Food & Wine.

New stores will be opening soon at Halifax and JFK airports and as stores-within-stores in Hudson’s retail galleries at some other airports. Hudson has helped other brands such as MSNBC, CNN and CMT create media-branded stores in airports. Hudson operates more than 500 newsstands and shops in 70 airports in the U.S. and Canada.

The Travel + Leisure stores underscore two ongoing efforts by magazine brands in recent years: extending beyond print and getting their businesses closer to the retail revenue stream. The traditional role of magazines in driving product awareness and sales generally has been removed from the retail experience itself. As the ad environment and tectonic shifts in media usage disrupt magazine business models, many brands are trying to insinuate themselves further down the purchase funnel and retrieve some of the revenue their companies are helping to generate for third parties. This evolution in models has been most apparent online, where magazine brands are partnering with e-retailers to move people from an editorial experience directly into a buying experience at the click of a "Purchase This" button.

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