CEETRA Travel Retail Marketing Committee
Connecting People. Sharing Knowledge. Driving Growth.
A new platform for collaboration in Central and Eastern Europe
The CEETRA Travel Retail Marketing Committee is a new initiative bringing together marketing, communications and business development professionals from airports, travel retail operators and brands across Central and Eastern Europe.
Our ambition is to create a collaborative platform where industry professionals can exchange knowledge, explore changing passenger behaviour, share effective marketing practices and develop practical initiatives to support the growth of the travel retail sector.
This is more than another industry event. We aim to build a long-term network that connects people, encourages cooperation and turns ideas into concrete actions.
Partners:
Our Objectives
The Committee aims to strengthen cooperation and marketing effectiveness across the travel retail ecosystem.
Strengthen Industry Collaboration
Build closer relationships between airports, travel retail operators and brands, encouraging joint initiatives and more effective communication.
Understand the Changing Passenger
Explore passenger behaviour, shopper profiles and evolving consumer expectations to identify new commercial opportunities.
Share Knowledge and Best Practices
Exchange successful marketing strategies, practical case studies and experience from different markets across the region.
Drive Commercial Growth
Identify marketing solutions that improve customer engagement, increase conversion and support non-aeronautical revenue growth.
Turn Ideas into Action
Define shared priorities and develop concrete projects that deliver value to CEETRA members and the wider travel retail community.
Who Should Join?
The CEETRA Travel Retail Marketing Committee welcomes professionals working in marketing, communications, commercial development and business development across the travel retail ecosystem.
- Airports
Commercial, marketing and route development teams. - Travel Retail Operators
Retail, commercial and marketing professionals. - Brands
Brand managers, marketing teams and business development professionals. - Industry Experts
Marketing agencies, consultants, researchers and technology providers.
INAUGURAL MEETING
8–9 October 2026
Join Us in Budapest
Free Participation for CEETRA Members
Advance registration is required.
Budapest will host the inaugural meeting of the CEETRA Travel Retail Marketing Committee, marking the beginning of a new chapter in industry collaboration across Central and Eastern Europe.
Over two days, participants will have the opportunity to connect with industry peers, gain insights from expert presentations, exchange experiences and actively contribute to defining the Committee’s future direction.
The programme combines strategic discussions, practical marketing case studies, networking opportunities and an interactive workshop focused on developing shared priorities for 2027.
Venue
Budapest Marriott Hotel
Budapest, Hungary
Have any questions or need a special accommodation offer?
Please contact us at info@ceetra.org.
Event Agenda
Thursday, 8 October 2026
19:00–22:00
Networking Dinner
An opportunity to meet fellow industry professionals, exchange ideas and build relationships ahead of the inaugural Committee meeting.
Friday, 9 October 2026
Budapest Marriott Hotel
09:00–09:30
Registration / Coffee / Networking
09:30–10:00
Kick-off: Establishing Goals and Framework for the CEETRA Travel Retail Marketing Committee
Introduction to the CEETRA Committees concept and the Travel Retail Marketing Committee, followed by a discussion about its objectives, priorities, participants and future working format.
10:00–10:45
Marketing Communication across the Travel Retail Ecosystem
Airport – Travel Retail Operator – Brand
A discussion about cooperation and marketing communication between the three key stakeholders in the travel retail business.
10:45–11:15
Coffee Break
11:15–12:15
Brand Perspective: How Is Marketing in Travel Retail Different?
How promotional and marketing activities in travel retail differ from traditional retail and what brands expect from airports and operators.
12:15–13:15
Networking Lunch
13:15–14:00
From Passenger to Customer
13:15–13:35
From Online Discovery to Airport Shopping: How AI Is Changing the Passenger Journey
The role of generative AI in shaping passenger decisions and connecting digital discovery with onsite retail opportunities.
13:35–14:00
From Campaign to Conversion: What Actually Works in Travel Retail?
Practical examples and case studies from airport, operator and brand perspectives.
14:00–14:45
Workshop: Defining Our Collaborative Agenda
An interactive group discussion to establish 3–5 key priorities for the Committee in 2027 and agree on actionable next steps to drive our shared objectives forward.
Shaping the Future Together
The Budapest meeting is the starting point for a long-term initiative.
By bringing together different perspectives from across the travel retail ecosystem, the Committee aims to identify common challenges, develop shared solutions and build a network of professionals committed to supporting the sector’s growth.
The final workshop will provide an opportunity for participants to actively contribute to the Committee’s future programme and define its priorities for 2027.
Your experience, ideas and involvement will help shape this new CEETRA initiative.
Have any questions or need a special accommodation offer?
Please contact us at info@ceetra.org.
See You in BUDAPEST
Bianka Pivarcsi (Budapest Airport)
Pawel Kranc (CEETRA)