Maximise non aeronautical revenue and take your customer experience to new heights

Duty Free and Travel Retail is an industry which has unique challenges and consumer shopping behaviour. The Professional Certificate in Duty Free and Travel Retail equip staff at all levels in the Commercial Division of your airport with all the skills and knowledge they need to work with your retail partners to deliver the best customer experience and maximise revenue. As the course is delivered online it offers ultimate flexibility to fit around professional commitments.

Flexible online learning. Access anytime

CPD points & industry accreditation

Enrolment price
from €575
per student

How will this benefit my organisation, our brands and people?

The course is ideal for staff already operating in the Commercial Department or those transferring from another department in the airport.  Developed by subject matter experts the course marries theory with practical application.  Every lesson and module will direct the student to reflect and plan how they will implement their learning in their own role to benefit your organisation.

Develop the best customer experience

By gaining an in depth understanding of the shopper behaviour and challenges will enable the student to see how the customer experience can be improved across the whole airport

Deliver winning commercial partnerships

A solid understanding of the market will enable students to build winning commercial partnerships with your concessionaires that will maximise commercial revenue.

A cost effective talent development solution

The Professional Certificate in Duty Free and Travel Retail provides an efficient and cost effective talent development solution which gives your people a globally recognised qualification. Online learning platform provides the ultimate flexibility to fit study around other professional commitments

Module 1

The Duty Free and Travel Retail Industry

Introduces the learner to the Duty Free and Travel Retail industry, its history, key players, current challenges and opportunities. Examines the role of the retail sales professional and introduces the DFWC industry professional standards.

Module lessons

  • An introduction to and history of travel retail
  • An overview of the industry and concession business model
  • Key retailers, suppliers and brands
  • Current industry challenges and opportunities
  • Travel Retail as a career and The DFWC industry professional standards

Module 2

Driving Customer Engagement​

Articulates the key difference between the travelling consumer and domestic consumers in terms of behaviours, barriers and drivers to purchase. In addition it defines the differences between consumers within the Duty Free and Travel Retail environment and how to adapt style to best engage these consumers.

Module lessons

  • The Duty Free and Travel Retail customer profile
  • Customer behaviour, motivations and expectations
  • Adapting customer service to different types of customer
  • Case study on converting passengers to shoppers

Module 3

Delivering Excellence

Defines the key marketing and sales promotion techniques, introduces the principles of category management and merchandising and outlines customer service and selling techniques to deliver the optimal customer experience and revenue. It will also explore retail innovations and how they can best be applied in the learner’s own business.

Module lessons

  • Marketing, merchandising and category management
  • Customer service techniques that make shopping easier for Duty Free and Travel Retail customers
  • Selling tools and techniques that increase sales
  • The future of Duty Free and Travel Retail

Mentors Guide

Mentors Guide

The Mentors module and guide is designed to provide an opportunity for high potential employees to develop their coaching skills. The guide provides an overview of the course and highlights the role of the mentor and provides tools for tracking progress and giving feedback. Those undertaking the mentor role will receive CPD points as well.


  • Introduction to the Certificate in Duty Free and Travel Retail
  • Improving sales, retaining staff and staff career development
  • The role of the “mentor”
  • Tracking progress – reports and feedback
  • Implementing knowledge into practice

Resource Library

Students will have 12 months access to the resource library which contains a wealth of consumer, market and industry reports, articles, case studies and expert interviews to further enhance student’s knowledge compiled by leading industry partners.

"Helped me significantly in my role"

"This course provided essential information about the background of the Travel Retail industry which helped me significantly in my leadership role. It's great value for money and the learning management system was easy to access on my computer and phone so I could complete it on the go"​
Nikolett Huszak​
Senior Retail Marketing Manager at Budapest Airport

& delivery

During the course the learner will be required to complete online tests and assessments to achieve certified qualification. These online assessments will cover all modules and will test their understanding of the course. Each module must be successfully completed before progression to the next module. The Certificate is delivered online through our Learning Management System and will be available across all devices: laptop, pc, tablet, phone.

Quizzes & assignments following each course module

Access to video based lessons and training modules

Industry accreditation & 30 CPD Points

Downloadable training resources

Links to relevant and useful industry research & resources

Industry case studies

Recommended reading lists

Access to a community of travel retail industry professionals and course alumni

Fully Accredited

The fully accredited by the International Career and Professional Development Standards Office and allows anyone who completes the course to obtain 30 globally recognised CPD credits.

Enrolment Pricing

All enrolments will receive our new "Duty Free and Travel Retail - Return to work training" which has been developed to enable a safe return to work in light of Covid 19 and the new Duty Free and Travel Retail environment we operate in.​


Per person (1-5 enrolments)

Exclusive TFWA
Member Pricing €500


First 5 enrolments €575
From 6 - 20 Enrolments €250
Bonus Mentors Guide
Course for every 5 enrolments

Contact us

For more organisations that would
like to enrol more that 20 people

Special offer

€50 for the first 50 enrolments

Offer ends soon! Don't miss out