Obviously, nobody rejects a “good deal and an attractive promotion” but besides the monetary incentives, the search for something special, unique and individual remains the strongest reason for customers to buy in travel retail. However, they also clearly indicated that the availability of sustainable products is of increasing importance to them, creating an opportunity for both Dufry and the brand partners to satisfy this expectation with an appealing assortment of sustainable products.

Safe shopping and working environments
Dufry has a comprehensive Global Health & Safety Protocol implemented throughout all locations, which provides both customers and employees with a safe shopping and working environment. The protocol contains basic health and safety measures defined by the company, but also allows to be enhanced with and adapted to location specific government or airport health and safety regulations. During the pandemic, the protocol has well contributed to make customers perceive airports and other travel locations as safe environments, allowing them to enjoy their trips.

Enjoying shopping in a safe environment.

Fostering experiences and evolving the product assortments
By assessing customers’ expectations, we continue fine-tuning our product assortments and service portfolio to suit the latest needs. We fulfill the current focus on experiences with an array of initiatives, such as airport activations, tastings, beauty treatments, an attractive assortment of novelties and exclusive products, as well as a comprehensive service portfolio. Our well-trained and motivated sales representatives help travelers navigate through a large variety of prestigious brands while providing them with valuable advice and information. For us, a satisfied customer is a customer who can also trust us beyond the mere buying but equally when it comes to product and store safety as well as comprehensive after-sales services.

New sustainable product assortment.

Helping customers to shop considerately
Customers increasingly look for sustainable assortments and Dufry supports them in identifying specific sustainable products. As we do not produce or develop products of our own, in 2021 we closely collaborated with our brand partners to identify a selection of products, which are sustainable under different aspects such as Sustainable, Plastic Free, Recyclable or Refillable, Vegan, Palm Oil-Free or Supporting Communities. These products are marked with dedicated tags and are easily identifiable in our shops or online platforms. Currently the sustainable product selection includes over 550 products from 13 global suppliers covering the main categories – food, liquor, perfumes & cosmetics – and is available in 171 shops across 128 airports, worldwide. A detailed description of this new ESG initiative is available on page 83 of the ESG Report.


Dufry operates in over 420 locations in 66 countries worldwide.


More than 50,000 items are available in our portfolio for our customers to choose from.

Engaging with customers along their whole journey
Every year, we welcome customers of more than 150 nationalities daily. Addressing them in the right language and presenting them with the right products and promotions is key to driving sales. As part of our shopping experience, the New Generation Store and other highly digitalized shops we operate are cornerstones of our retail expertise and shopping experience. We currently have over 50 highly digitalized shops where the shopping environment changes its appearance depending on which nationalities are present at the airport at any given time of the day, based on flight schedules. Displays appear in different languages and show the brands that best fit the respective customer profile.

Providing the right information and helping customers understand the product characteristics in different languages is a considerable challenge as well. Therefore, we keep providing customers with extensive information, ranging from product specific data or allowances at their destination. In selected locations we also offer contactless or online payment devices which eliminate the need to go to the tills.

Reserve & Collect – pre-order at home, pick-up at the airport
Convenience is always a key sales proposition, and thus also a priority for Dufry. We believe that engaging with our customers before they enter our shops and well before they reach the airport, provides them with a great opportunity to pre-order products online before they even start their trip, and collect them conveniently once they are at the airport. Dufry’s “Reserve & Collect” service is already available in 170 locations in 46 countries around the world and new locations are being added constantly.

Red By Dufry
Red By Dufry” is Dufry’s loyalty program working primarily through a mobile application (app) and besides earning points offers exclusive advantages such as discounts at Dufry stores and specific airport benefits. Members of the program are identifiable through the app’s beacon technology once they approach the airport and receive personalized notifications on promotions and offers tailored to their preferences. This allows Dufry to increase conversion of travelers into regular customers and to attract them to the shops. Red By Dufry is live in 239 locations in 48 countries and is being continually expanded to further operations worldwide.

Forum – Social media for brands and travelers
Forum is Dufry’s social media platform that provides stories from bloggers and influencers, as well as background information from brands in an exclusive and aspirational environment. Moreover, Forum by Dufry connects all our other digital initiatives such as Red By Dufry and Reserve & Collect, while initiating the engagement with our potential customers when they are planning their journey or even before that. Forum is designed to position Dufry shops as the place to find the latest trends and novelties for the main product categories – visit Forum here.

Simplified customer service access.

True global return guarantee
Dufry is the only global travel retailer in the industry to offer a true global return guarantee. No matter whether you purchase something in Milano, Phnom Penh, St. Petersburg, Chicago, Rio de Janeiro, Marrakesh or elsewhere in any other of our shops in the world: if there is a problem with any product that you purchased at a Dufry store, we will replace, refund or exchange your product within 60 days of purchase. In 2021, Dufry’s customer service representatives, who can be reached in several languages by phone, email or online chat, attended 80,025 customers (see further details here). To help customers in contacting our dedicated customer service team, we have further simplified the online platform for worldwide support.

Customer Satisfaction & Product Safety
Customer satisfaction and safety is our first priority. We ensure that all products comply with health and safety regulations. Dufry complies with legal requirements at every location in which we operate and takes a proactive approach, working with governments and regulators to clarify any concerns. Through active membership in the industry’s trade associations, Dufry helped shaping robust Codes of Conduct (e.g. UK Code of Conduct on disruptive passengers, UK Code of Conduct on VAT, ETRC Code of Conduct on Sale of Alcohol, DFWC Code of Conduct on Sale of Alcohol). Moreover, Dufry has defined its own Supplier Code of Conduct and in 2021 shared it with its supplier community in the context of the 3-year recertification. More details are available in the ESG Report.

Responsible marketing & customer communications
When it comes to marketing and advertising initiatives, Dufry applies the same responsible stance that it shows in all its other activities. We commit to comply with marketing and advertising regulations in customer-oriented communication in the countries where we operate. We also expect the same behavior from our suppliers when using the space that we make available in our stores and on our online channels for advertising and promotions. This also applies to product labeling, where we ask our suppliers to comply with the regulations of all the Dufry locations where their products are sold. Given that our stores operate in an environment where we serve many nationalities speaking different languages every day, we are proactively engaging with our industry trade associations to find off-the-label solution.

Customer privacy & data protection
In line with the expansion of its online activities and the increased use of digital applications involving customer data, the management and protection of customer privacy in the processes involving the handling of client information is an area of growing importance for Dufry. Moreover, as a requirement of customs and airport authorities as well as for contractual reasons, the customer’s personal data is collected, processed and retained in accordance with the privacy statement listed on Dufry website here.

The company’s “Reserve & Collect” and “Red By Dufry” services, require additional personal customer information to provide them with newsletters and marketing & advertising materials. To protect customer data and ensure it is handled correctly, Dufry applies highest security standards securing compliance with different legal frameworks. The company operates a number of systems and security processes, including a robust cyber security system, a data protection policy as well as internal procedures and policies, which follow relevant laws and regulations. Dedicated trainings are executed on a regular basis for employees dealing with personal information. 

In this context, since 2018, Dufry has continuously reviewed and adjusted its processes to secure the alignment of our operations in accordance to the EU General Data Protection Regulation (GDPR). Specifically, this work involved expanded documentation and information requirements, privacy risk assessments and ensuring the right of individuals (customers, employees, partners and suppliers) to request access to, or to correct, delete, object to processing of their own personal data, and to request data portability. Dufry keeps monitoring new developments of data protection regulations and will adapt accordingly where required.

Moreover, the Group also undertakes internal Data Protection Audits and intrusion tests, on top of permanently discussing and improving the protection of customers’ personal data in dedicated meetings held quarterly. For any customer, employee or third party who wishes to report a grievance or who has questions regarding Dufry’s data privacy, there is a specific compliance address to contact the company, with respective inquiries being coordinated by the Compliance and the Global Internal Audit & Investigations Department here.

Dufry’s expertise recognized by the industry
In 2021, Dufry’s customer focus and retail excellence has been recognized by different industry partners again. A complete list of the 2021 awards is available here.

More about Dufry

These sections might also be of interest to you:

Retail Brands Our Retail Brands

You may know of Dufry through one of our many other retail brands. If you would like to connect directly with one of these, please see the below links to our entire portfolio.

Contact Information