2.0 & Partners launches the Middle Eastern Excellence Academy

Travel retail specialists 2.0 & Partners have unveiled the latest addition to their dedicated Academy suite of training solutions for travel retail, the Middle Eastern Excellence Academy.

This new, expert-designed course equips frontline staff with the cultural knowledge, behavioral understanding and practical skills required to elevate the experience they provide for one of the most discerning and high-value audiences in global travel retail.

Middle Eastern shoppers have become a cornerstone of the travel retail sector, combining an appetite for premium products, with a willingness to spend, and deep appreciation for exceptional service. But as expectations around in-store experience continue to rise, these increasingly key travelers now look not just for product excellence but for an interaction that reflects respect for their culture, values, language and way of life. In this context, retailers who fail to deliver risk missing out on significant opportunities for the future.

The Middle Eastern Excellence Academy has been created to meet this need head-on.

Crafted and led by cultural specialists and travel retail experts, the course offers an in-depth exploration of the values, traditions, and behaviors that shape Middle Eastern shoppers’ decision-making. Participants will explore everything from cultural etiquette and communication styles to tailored engagement techniques and sales approaches, ensuring every member of the team can create the warm, respectful and attentive service that the modern Middle Eastern shopper expects.

Amira Slimane, Brand & Training Ambassador at 2.0 & Partners, who oversaw the creation of the Middle Eastern Excellence Academy, said, “Middle Eastern travelers are not just valuable customers; they are sophisticated, brand-literate luxury clients who expect the experience to mirror the refinement of the products they choose.

“Excellence for them is about more than product knowledge – it’s about understanding their world. That means anticipating needs, recognizing cultural codes, and delivering service with the warmth, respect, and attention to detail that make them feel truly seen.”

Delivered online and on-demand, the Middle Eastern Excellence Academy combines high-impact, interactive modules with cultural immersion to ensure that staff anywhere in the world can master these skills quickly and effectively. Participants who complete the course receive a certification recognized around the world, highlighting their specialist ability to engage Middle Eastern clients and elevate the luxury experience in-store.

Erika Giannini, Head of Customer eXperience Management, at 2.0 & Partners, added, “Great service today is about connection, and nowhere is that more vital than in travel retail. The Middle Eastern Excellence Academy gives teams the tools to go beyond transaction and create the level of experience this audience expects. It’s about transforming retail encounters into moments of hospitality, and hospitality into lasting loyalty.”