Redefining Duty Free. This week we take on a very sensitive subject. Doubtless the feature will rattle a few cages. It has been written with only the best intentions and anonymously by a knowledgeable contributor, Pas Encore, which we think is a particularly apt nom de plume, given the subject matter.
We think this issue is worth airing because, post Brexit, it is something the industry should be considering and actioning now in terms of message management. And by ‘industry’ we mean an involvement by all sectors. The Travel Retail business simply cannot allow itself another situation where bad PR damages the integrity of this business even further.
If the travelling passenger is truly at the heart of everything we do, then let’s make it easy for them to understand what they are paying for. If, post Brexit, there is little real value in proferring terms like ‘Duty Free’ or ‘Tax Free’, then perhaps another welcoming phrase that conveys advantage and trust needs to be adopted.