Q&A: Experiential Retail Becomes One of Travel’s Biggest Untapped Assets

SKIFT TAKE

Experiential retail is becoming a powerful, yet overlooked driver of tourism. Retail spaces that combine food, music, art, and local culture are becoming vital touchpoints in the modern travel journey.

Travel has a blind spot, and it’s hiding in plain sight. While the industry focuses on flights, hotels, and loyalty programs, there’s a white space in the luxury experience economy that remains largely unrecognized: the discovery-led retail moments that let travelers engage with a destination the same way they engage with its food, art, or history.

New data suggests this space is no longer a niche behavior. According to a Marriott survey, nearly 60% of travelers reported booking a short luxury experience as part of a longer trip, and 1 in 5 did so in the past year. This indicates that travelers are carving out space for high-value experiences that extend the journey. These moments are increasingly shaping how travelers choose to engage with a place, and experiential retail is emerging as one of the most overlooked levers of connection. It has the potential to serve as both a cultural entry point and a commercial engine, making it one of the most under-leveraged opportunities in modern travel strategy.

SkiftX spoke with Desirée Bollier, chair and global chief merchant at The Bicester Collection, to understand the opportunity retail presents in the future of luxury tourism.

SkiftX: What changes in traveler behavior have you seen in recent years regarding how they engage with a destination?

Desirée Bollier: Travelers today approach trip planning with far more intention, as they now have access to a wealth of information at their fingertips. They’ve started to spend a lot more time researching what a destination has to offer and what they can look forward to upon arrival. Their searches focus heavily on discovery and immersive experiences that feel rooted in the place they’re visiting. 

Younger travelers are leading this shift, and they’re very clear about what they want — to discover new experiences that make them feel something, teach them something, and give them a story to share with friends and communities.

What opportunity does experiential retail present for the travel industry, and why do you think it matters now?

Experiential retail has become part of what travelers look for when they choose a destination. People seek out places that feel connected to their surroundings, and retail environments that reflect local culture help create that sense of connection. At The Bicester Collection, we’ve built our destinations with a strong sense of place. Every location has its own unique architecture, personality, and relationship with the surrounding community. That’s what attracts the over 50 million guests who visit our Villages across Europe, North America, and China each year.

Our newest destination, Belmont Park Village, takes this idea to its fullest expression. It sits at a remarkable convergence point beside New York’s historic Belmont Park racetrack, next door to UBS Arena, just a 15-minute drive from John F. Kennedy International Airport (JFK), and 30 minutes from Manhattan. This means guests can discover world-class fashion and dining in the Village and then walk directly into a concert or hockey game, with their shopping bags delivered straight to their seats. We saw exactly that when we hosted the MTV Video Music Awards at UBS Arena this fall. It’s a true immersion in fashion, food, hospitality, sport, and entertainment that reflects the future of how travelers want to experience a destination. 

What makes The Bicester Collection different from traditional shopping models?

The first point of difference is the open-air environment. Each Village is a bucolic destination, where we intentionally care for every detail. It is anything but a traditional mall. 

We focus intensely on our gardens and the atmosphere they create. We don’t use loud music or anything that overwhelms the senses. We want guests to walk through the Village, hear the birds, feel the air, and take a moment to slow down. 

In a world that feels increasingly noisy and fast-paced, our Villages offer a pause and a sense of oasis. You can see it the moment a guest walks in: their shoulders drop, breathing settles, and they ease into the experience. The discovery of fashion, art, and restaurants is all part of the journey, but the real point of difference is the sense of retreat. 

The Bicester Collection has positioned itself around a five-star hospitality mindset. What does that look like in practice?

We want the entire journey to feel effortless and welcoming, and that requires a hospitality mindset in addition to a retail one. Our teams train with the leading hospitality school, Ecole Hôtelière de Lausanne, so they think like hoteliers. Our butlers, concierge staff, and Hands-free Shopping teams carry themselves like they belong in a luxury hotel. They guide guests, answer questions, and handle sign-ups through an iPad. Even our gardeners play a role. Guests often stop them to ask about caring for their plants, creating a very human moment that you would never expect in a typical retail environment. 

We call this approach “Unreasonable Hospitality,” a phrase we borrowed from our partner, the renowned restaurateur Will Guidara. He says customer service is black and white, and hospitality is color. We’re obsessed with bringing color into our guests’ lives. That’s what makes a destination memorable and keeps guests coming back.

How intentional is The Bicester Collection’s localization strategy, and why is “place” so central to the experience?

Before we even break ground, we study the community we’re entering: its architecture, gardens, cultural heritage, and the details that allow us to blend respectfully with the place. Every Village reflects its surroundings. In Italy, the Fidenza Village draws inspiration from the nearby birthplace of Giuseppe Verdi, and each pathway feels like a series of opera sets. In Suzhou Village, the architecture is inspired by Marco Polo and the Silk Road. 

Architecture sets the foundation, but we go further and curate the brands. Guests will always find well-known luxury names, but we want them to discover local gems unique to the destination. Our guests in Madrid may come to Las Rozas Village for Loewe, but they often discover niche Spanish brands like Ecoalf along the way.

Food is another piece of the puzzle, whether it’s the first Ottolenghi outside London at Bicester Village or Barcelona’s most beloved family-run tapas at La Roca Village. Art adds another layer through pop-ups and installations, showcasing the region’s best. At Kildare Village, this winter’s “So Irish” season brings together designers, makers, and artists to create a distinctly Irish atmosphere. Each Village must be globally relevant, but locally specific. 

What makes a location the “right” fit for a Bicester Collection village?

The right location begins with proximity to a major capital city. Accessibility is essential. Guests should be able to reach us easily, whether by train, motorway, or from a major international airport. We work closely with tourism partners, airlines, travel agents, and transport networks to create an ecosystem that supports seamless access. 

What does a successful partnership look like for the company, and how can travel brands work with you to create value for their customers?

A successful partnership begins with shared values and a relentless commitment to the traveler. We work with many travel partners across the United States, Europe, China, and beyond, and we’re always seeking that alignment. When both sides deliver the same level of care and intent, the partnership has the power to deliver real value for the guest. 

One example is our partnership with Trip.com Group. Their audience spans everyone from high-net-worth travelers to young people on a budget. They express hospitality through exceptional speed and efficiency of service. On the other hand, our partner Virtuoso defines hospitality through thorough personalization and attention to each traveler’s preferences.   Hospitality may look different for each of our partners, but the underlying mindset is the same: a genuine commitment to each guest

What role do you believe experiential retail will play in the wider tourism economy in 5 to ten years? 

Experiential retail will feel fully embedded rather than treated as an add-on. Travelers will increasingly choose destinations that offer a blend of hospitality, culture, entertainment, and retail in a way that feels seamless and rooted in a sense of place.

AI will continue to accelerate this shift. It will enable far greater personalization and eliminate many of the logistical frictions that travelers encounter today. However, technology’s role is to support the journey, not to replace the human touch. If AI can handle the practicalities, our teams can focus on the emotional side of hospitality — the part that delivers joy, creates memories, and generates loyalty. 

To learn more about The Bicester Collection, visit thebicestercollection.com 

This content was created collaboratively by The Bicester Collection and Skift’s branded content studio, SkiftX.