TREX Awards 2026 Spotlights Travel Retail Exclusivity as Entry Deadline Nears

With just three weeks remaining before entries close, the TREX Awards 2026 is intensifying its call for submissions, placing travel retail exclusivity firmly at the center of industry attention. At a time when ecommerce, cross-border shopping and downtown retail are competing aggressively for consumer spend, the awards platform is positioning channel-specific innovation as the defining benchmark of excellence.

Owned and created by The Moodie Davitt Report, the TREX Awards recognises brands and partners that develop products and campaigns designed specifically for travel retail. The focus is clear: not minor packaging tweaks or simple size variations, but genuinely exclusive launches that deliver meaningful differentiation for travelling consumers.

In today’s retail environment, airports and travel hubs are no longer insulated marketplaces. Digital commerce has eroded traditional advantages, while downtown flagships increasingly replicate duty free assortments. Against this backdrop, exclusivity has become more than a marketing claim — it is a strategic imperative. Products conceived solely for the travel retail channel can transform airport environments into discovery zones rather than mere points of transaction.

The awards celebrate collaborations and launches that offer surprise, value and distinction — concepts that cannot be found elsewhere by definition. For brands, this is also a test of leadership. Travel retail has long been a laboratory for premiumisation, limited editions and cross-category partnerships. The TREX platform now seeks to formalise and elevate those efforts.

The judging panel underscores the initiative’s credibility. The awards are led by Martin Moodie, Founder and Chairman of The Moodie Davitt Report and creator of the TREX Awards. He is joined by Tim Young, Founder and Managing Director of Young Spirit Consulting, and Hong Kong-based travel retail authority Canny Kwok. Together, the panel represents deep expertise across aviation, beauty, and global travel retail strategy.

Each category will name a Winner representing the strongest embodiment of travel retail exclusivity. Gold, Silver and Bronze honours may also be awarded where merited, allowing broader recognition of high-performing concepts.

For brands operating in airport and border retail environments, participation carries strategic weight. Winning or even shortlisting at TREX signals commitment to channel-specific innovation — a message that resonates with landlords, operators and investors alike. In an era when physical retail must constantly justify its relevance against digital alternatives, travel retail needs to articulate a clear value proposition.

From an outdoor advertising perspective, the emphasis on exclusivity also reinforces the importance of high-impact environments. Airports remain one of the most powerful media ecosystems globally, combining premium dwell time with affluent, mobile audiences. Exclusive product launches supported by strong in-terminal media amplification can create immersive brand moments that extend beyond the shelf.

As the deadline approaches, the TREX Awards 2026 is not simply inviting entries. It is challenging the industry to prove that travel retail can lead rather than follow — and that true innovation still belongs in the terminal.