Changi’s WOWS event elevates luxury TR with artistry & exclusive experiences
(Left to right) Chandra Mahtani, CAG Senior Vice President, Airside Leasing. Yam Kum Weng, CEO Changi Airport Group. Karuna Tuli. Pek Hoon Lim, CAG EVP, Commercial. Jeffrey Loke, Senior Vice President of Pricing & Commercial Strategy
As luxury spending shifts, Changi airport partnered with LOTTE Duty Free to create a signature experiential event at the National Gallery, captivating travelers with premium wines, spirits and immersive performances. In this exclusive interview with Jeffrey Loke, Senior Vice President of Pricing & Commercial Strategy, he shares insights on Changi’s evolving strategies to stay competitive and foster loyalty through curated, memorable experiences.
The World of Wines & Spirits (WOWS) event recently transformed Singapore’s National Gallery into a luxurious, immersive showcase of premium spirits, all orchestrated by Changi Airport in collaboration with LOTTE Duty Free.
A captivating violin and ballet performance adds a touch of elegance to WOWS, illustrating Changi and LOTTE’s commitment to creating unforgettable, culturally rich experiences for its guests
Designed to highlight Changi’s status in the luxury sector, WOWS brought together a curated selection of over 100 rare wines and spirits from renowned brands like The Macallan and Martell. With exclusive tastings, vibrant ballet and violin performances, and captivating chocolate art installations by Janice Wong, the event underscored Changi's approach to experiential retail.
Loke emphasizes WOWS as a core element in maintaining Changi’s competitive edge in luxury retail. “This is a marquee event to maintain our position in premium liquor,” he notes.
Shifts in luxury spending
While the WOWS event celebrates luxury, Changi is keenly aware of shifts in spending patterns. Chinese travelers, who traditionally led luxury purchases, currently show a decrease in spending by 20-25%.
A celebration of 200 years, The Macallan TIME: SPACE Mastery is encased in an exquisite origami-inspired display, unveiling rich layers of dried fruit, honeycomb, and subtle spice—an iconic blend of heritage and elegance
“They outspend everyone [else] five to one,” Loke observed. To adapt, Changi has focused on cultivating other customer demographics, particularly Indian travelers, who are now Changi’s third-largest segment by sales. With expanded flight routes to second- and third-tier cities in India, Changi is strategically positioned to attract a growing segment of high-spending Indian travelers.
Changi’s role
At its core, WOWS exemplifies Changi’s strategy of partnering with retailers to create exclusive, experiential events that drive engagement and enhance the overall airport experience. Changi takes an active role in bringing unique experiences to life, collaborating closely with retailers such as LOTTE and premium brands. “We have a very close relationship,” Loke shared. “Getting involved in aspects such as inventory, ensuring stocks are maintained. We look at Changi First products and work with the retailers to launch the brand. So, we have a good tripartite relationship: the retailer, the brand, and ourselves.”
Crafted over 54 years, this Highland Park single malt is an ode to Orkney’s ancient cliffs, rich with deep autumnal hues and layers of sweet, aromatic flavors—a rare piece of whisky history, with only 225 bottles in existence
This collaborative approach allows each event to resonate deeply with the audience, providing an added layer of connection to the products on display. For WOWS, invited guests from Changi Rewards, LOTTE, and other partners enjoyed a personalized, immersive experience that sets Changi apart from other airports.
Building loyalty
In response to evolving customer expectations, Changi has also enhanced its loyalty program with the Monarch tier, which caters to high-spending, frequent travelers. To qualify, members must spend at least SGD 25,000 (US$ 19,130) annually and consistently engage with Changi’s offerings. Unlike other loyalty programs, which may reward one-time high spenders, Changi’s approach focuses on nurturing long-term relationships with repeat customers. This strategy is crucial for fostering loyalty among Changi’s most valued patrons, who are invited to exclusive events like WOWS and receive benefits tailored to their preferences.
Marking its 200th anniversary, The Glenlivet 55 is a masterpiece of elegance, encased in a rose gold and enamel decanter, with only 100 bottles worldwide—a true collector's treasure, crafted over five decades
Additionally, Changi’s Shopping Concierge service exemplifies its dedication to a personalized customer experience. With this service, travelers can make purchases from any terminal and have them delivered directly to their departure gate, allowing them to enjoy a seamless shopping experience while maximizing their time at the airport.
Looking to the Future
WOWS illustrates Changi Airport’s innovative approach to luxury retail, setting a benchmark for how travel retail can evolve in response to changing demographics and customer preferences. By combining cultural artistry, exclusive products, and immersive experiences, Changi has built an environment that attracts high-spending travelers and keeps them engaged.
Janice Wong’s edible installation brings an artistic dimension to WOWS, blending culinary craftsmanship with visual allure to create an immersive experience
As Jeffrey Loke noted, “Events like WOWS allow us to engage our premium buyers while giving brands the opportunity to tell their stories. We find that nothing sells better than having brands share their heritage and history directly with consumers.” Through such events, Changi continues to redefine the travel experience, making the airport not just a transit point, but a destination in its own right.
