Avolta breaks down its "win-win-win" strategy in APAC
In November, Avolta secured a long-term partnership at Shenzhen Bao’an, China’s fourth-busiest airport, adding over 1,000 square meters and introducing China’s first Hudson Café hybrid concept
Avolta is accelerating its footprint across Asia Pacific, tapping into one of the most dynamic and complex travel retail markets in the world. Recent contract wins, strategic acquisitions and loyalty advancements showcase how the company is actively responding to the modern traveler’s changing expectations. Driving this momentum is a vision to build a future-ready retail and F&B ecosystem that delivers shared value for not only Avolta, but also airports, brands, and ultimately, travelers.
Freda Cheung, President & CEO of Asia Pacific at Avolta
The appeal of Asia
“APAC accounts for more than 50% of the world’s population, more than 50% of the world’s global trade growth, and more than 50% of travel retail & travel F&B market share, so clearly this region has the highest growth potential,” says Freda Cheung, President & CEO of Asia Pacific at Avolta.
Given the immense scale, rich cultural diversity, and rapidly shifting consumer behaviors, the APAC region demands both agility and long-term vision. Strong economies and booming tourism hubs in the region drive high passenger volumes, but they also invite intense competition. That’s why Avolta embraces a demand-driven approach. “We believe in sustainable growth,” Cheung explains.
In addition to its presence in key markets such as India, Indonesia, Vietnam and Australia, Avolta recently expanded its already existing footprint in China with significant contract wins at Shanghai Pudong International Airport and Shenzhen Bao’an International Airport. These wins bolster its presence in two of Asia’s most vital travel hubs.
At Shanghai Pudong, Avolta now operates over 2,000 square meters of retail and F&B space, featuring notable names such as Wolfgang Puck Kitchen Counter + Bar, HEYTEA, T9 Premium TEA, and Kumo Kumo. Last November, the company secured a long-term partnership with Shenzhen Bao’an, China’s fourth-busiest airport, to add over 1,000 square meters of space, debuting China’s first Hudson Café hybrid concept alongside La Mian Xiao Long Bao from Michelin-starred Crystal Jade.
Further solidifying its presence in the region, Avolta recently acquired Hong Kong-based Free Duty, a leader in border retail, from NWS Holdings. This acquisition connects Avolta to over 150 million travelers across the Greater Bay Area and opens new multi-channel opportunities across air, land, and sea.
Still, the company remains focused and selective when it comes to acquisitions. “We make an acquisition only when we believe that there’s value creation,” says Cheung, emphasizing that Avolta’s growth strategy in APAC is a careful balance of natural expansion and selective partnerships that bring long-term value.
A strategic retail presence at Kempegowda International Airport in Bangalore offers a blend of local and global brands in a design that combines modernity with traditional aesthetics
At Shanghai Pudong, Avolta now operates over 2,000 square meters of retail and F&B space, featuring top names like Wolfgang Puck Kitchen Counter + Bar and T9 Premium TEA
Traveler-centric
The Asia Pacific region offers some of the most dynamic and diverse travel retail opportunities in the world, and Avolta is keen to design its offerings around these fast-evolving expectations. “APAC is a market that treasures convenience, speed, options, and control, mainly due to the fast-paced and sometimes hectic lifestyle,” says Cheung. “That’s why we prioritize technology that enables a traveler-centric journey and delivers all of the above.”
Operating across more than 70 countries, with a growing presence in key APAC markets, Avolta consistently builds around the traveler, not the transaction. “It’s at the heart of everything we do in each of our retail stores and F&B outlets,” says Cheung.
Leveraging its global scale, Avolta ensures brand consistency while still delivering hyper-local relevance. “We are committed to offering travelers whatever it is they want to buy, not what we want to sell,” she adds. This traveler-first philosophy shapes Avolta’s diverse and memorable product assortments. From duck neck in China and bear cookies in Hong Kong to artisan wellness goods in Indonesia, locally produced whisky in India and manuka honey in Australia, Avolta delivers offerings that reflect the culture and desires of travelers in each part of the region.
Store design plays a role in enhancing the overall experience, featuring curated brand selections, immersive entertainment, competitive pricing and localized storytelling. Different markets require different strategies, according to Cheung. Mature markets demand breakthrough innovation, growth markets call for elevating offerings and standards, while infant markets present limitless opportunities to build from the ground up. “As we are the leading global travel retail and F&B player, we offer not only duty free and duty paid but also travel essentials and F&B,” states Cheung. “Therefore, we are flexible in how we match our offers to the needs of each market.”
In APAC, where travel retail often takes the spotlight over travel F&B, Avolta champions hybrid formats that merge the two together. A standout example is the debut of the first Hudson Café at Shenzhen Bao’an, combining the familiar worldwide airport convenience store concept with an innovative café bar twist. Meanwhile, the company is integrating digital touchpoints that put choice and control directly into travelers’ hands, from Reserve & Collect services to QR code menus and self-order kiosks.
At Ngurah Rai International Airport in Bali, Avolta taps into the region’s booming tourism market with an immersive retail and dining experience that blends global favorites with authentic Balinese offerings
Loyalty lifestyle
Avolta’s latest technology-driven innovation, the Club Avolta loyalty program, made its debut last September at the TFWA World Exhibition and Conference in Cannes, France. This announcement was particularly significant for the APAC region, where the impact and importance of loyalty programs are especially pronounced.
In APAC, loyalty programs are omnipresent, spanning from luxury boutiques, convenience stores and fine dining to high-speed rail and ferries. “Loyalty programs are definitely an integral part of everyday life here,” shares Cheung. “This isn’t just because consumers want rewards, but also because they want a sense of belonging and to be part of a community with shared values and common interests.”
At the global level, Club Avolta rewards its members wherever they shop within the company’s expansive network, which spans an impressive 5,000 points of sale across more than 70 countries. The program provides continuity, connecting travelers to a unified ecosystem no matter where their journeys lead. The company views Club Avolta as a “tool that turns a single purchase from a transaction into a habit, and from a habit into a lifestyle,” Cheung notes.
“Club Avolta has been very well-received in APAC,” shares Cheung with enthusiasm. “We’re excited to see how this community of like-minded travelers continues to grow.”
Overall, Avolta’s strategic expansion across APAC, from China and India to Vietnam, Indonesia and Australia, highlights its focus on cultural adaptability and operational excellence, with no signs of slowing down.
“APAC is truly an exciting region,” concludes Cheung. “The sky is the limit.”
