Changi Airport launches annual shopping extravaganza after 2024 concession sales surge

SINGAPORE. Changi Airport has launched the latest edition of its signature annual retail campaign, offering shoppers a chance to win big prizes including luxury travel packages.

Running throughout the year, the Changi Millionaire Experiences promotion rewards quarterly winners with a luxury trip to one of five popular global destinations, accompanied by a companion.

In related news, the airport company revealed that concessions sales climbed by +18% year-on-year in the first 11 months of 2024 (details below).

Under the Changi Millionaire Experiences campaign, winners and their companions will enjoy all-inclusive luxury experiences, from gourmet dining to cultural activities and exclusive tours, with suite-class flights, premium accommodation and personal concierge services.

The travel packages feature a Bahamas getaway, where the winner can swim with dolphins and nurse sharks, and enjoy panoramic ocean views during a private helicopter tour.

A South Africa safari adventure invites the lucky winner to explore wildlife, complemented by luxurious stays in a modern eco-lodge.

Another destination is Finland, where the winner can explore stunning landscapes beneath the Northern Lights, with husky sledding and snowmobiling key highlights.

A winning shopper can also visit Paris with a couture tour of top fashion houses and dining at Michelin-starred restaurants.

A trip to Kyoto offers another winner an experience with Zen temple tea ceremonies, meditation sessions and omakase dining.

All participants who qualify will be entered into a grand draw for the ultimate prize, a Porsche Taycan. Each S$50 (US$37) spent in a single receipt at Changi Airport or Jewel counts as one entry. Purchases made through iShopChangi or Changi Pay double the chances, while Monarch members enjoy four times the chances per entry.

Leveraging promotions to boost sales growth

As passenger traffic numbers continue to recover, Changi noted an +18% year-on-year increase in airport-wide concession sales from January to November 2024.

China, India and Indonesia were the main contributors to this growth, with shoppers from these markets leading retail spend at Changi last year.

Consistent with previous years, luxury, liquor & tobacco and perfumes & cosmetics remained the leading categories driving sales.

Over the past year, Changi awarded over 170 new leases, including 28 new-to-Changi brands and concepts, underscoring the airport company’s focus on elevating the retail experience.

These fresh concepts allow transiting passengers a chance to explore the airport’s local retail and dining experiences with nearly 60 homegrown brands in the transit area, while over 70 Singaporean brands in public areas offer arriving passengers local fare and souvenirs.

Changi Airport Group Senior Vice President for Airside Concessions Chandra Mahtani said: “We are constantly exploring new ways to surprise and delight our customers, and this year’s revamped Changi Millionaire Experiences campaign reflects Changi’s commitment to stay on top of the latest trends in retailtainment.

“As consumers increasingly seek personalised experiences, we have infused the signature Changi touch into a curated selection of luxury travel packages. With five premium options tailored to diverse traveller profiles, shoppers can look forward to even more chances to create unforgettable memories, simply by shopping at Changi.”

Bringing a sense of place to shoppers with Changi Editions merchandise

Additional shopping benefits include the opportunity to purchase a limited-edition item from Changi’s new collectible series, Changi Editions, launched today (15 January), for shoppers who spend a minimum of S$50 in a single receipt.

Partnering with local designer brand Triologie, the collection features travel-inspired prints that capture Singapore’s culture and Changi’s unique character.

Additional items from the collections are scheduled to be released in March.