Travel accessories specialist Go Travel has revealed its new Concept X store format at Hong Kong International Airport (HKIA).

The company has run a Go Travel branded store at HKIA for ten years. It has now renovated its original landside location and opened a 60sq m airside shop.

“Both stores benefit from the more interactive and immersive retail experience Concept X delivers,” Go Travel said.

Go Travel introduces its Concept X format at Hong Kong International Airport.

The stores feature an ‘In-flight Experience Zone’ which simulates the aircraft cabin experience and “allows travellers to take a seat and tailor the environment to suit their personal needs”. An interactive display offers access to destination weather and news and highlights destination-specific products.

Go Travel Sales Director Steve Worden noted the efforts of Andrew Choi and Colin Chan from Design Go Asia in renewing the HKIA contract and developing the X Concept.

He said the new format showcases Go Travel products and encourages direct feedback from consumers.

Go Travel will share knowledge gained in the In-flight Experience Zone with its global partners to expand their understanding of pre-flight consumers, Worden added. It will also use insights to help develop its international range.

A Singapore special: Go Travel introduced a new Memory Dream travel pillow at this month’s TFWA Asia Pacific Exhibition.

Go Travel introduced a new Memory Dreamer travel pillow, developed in collaboration with Discover Singapore (run by Lagardère Travel Retail), at this month’s TFWA Asia Pacific Exhibition.

The pillow features postage stamp images of the island’s main landmarks including Changi Airport Tower, the Merlion and Marina Bay Sands Singapore.

Worden said Go Travel was keen to secure similar retail partnerships in other regions.

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