Thursday 18 September 2025

Sydney Airport has today launched a Luxury Digital Concierge - a new online reservation and retail service that allows passengers travelling through the T1 International terminal to connect directly with their favourite luxury brands before they fly.

Hosted on the Sydney Airport website, Luxury Digital Concierge allows passengers to, chat with store teams, check availability, and reserve products ahead of their journey making it easier than ever to shop tax-free with certainty and convenience.

Global luxury brands featured on the Luxury Digital Concierge include Balenciaga, Bottega Venetta, Burberry, Celine, Dior, Loewe, Moncler, Prada, Saint Laurent and Tiffany & Co.

Mark Zaouk, Group Executive Commercial at Sydney Airport, said: “Luxury Digital Concierge marks a new era for passengers at Sydney Airport and is the next step in creating a world-class airport experience that reflects the future of omnichannel retail.

“The new service allows travellers to curate their own shopping experience before they arrive at the terminal making it easier than ever to shop tax-free, enjoying a more seamless and personalised journey than ever before.

“We’re also really proud to launch Luxury Digital Concierge with such premium global brands as Loewe, Bottega Venetta, Tiffany & Co, Saint Laurent and Moncler and I want to thank the teams for their support as we roll out this new service.”

Launching in time for Golden Week, the new service will highlight participating stores and enable a direct line of communication between customers and retailers via their preferred platform (WhatsApp or WeChat), while all transactions, including collection, returns, and cancellations, will be managed directly by each retailer, ensuring a personalised and brand-specific experience.

To bring this concept to life, Sydney Airport partnered with digital agency Polaris to deliver an influencer and KOL campaign, collaborating with Sydney-based Asian Key Opinion Leaders to target key Asian markets (including Chinese and Indonesian) across Redbook, TikTok and Instagram.

The new Luxury Digital Concierge forms part of Sydney Airport’s broader commercial strategy to deliver world-class retail experience that enhances the passenger journey.

For more information visit Sydney Airport Luxury Digital Concierge.

Notes to Editor

How Luxury Digital Concierge at Sydney Airport works:

• Customers visit the Luxury Digital Concierge page to browse from the selection of luxury retailers
• Once a customer identifies a luxury brand, they can connect directly to the store team via their preferred channel e.g., WhatsApp or WeChat
• The customer chats directly with the retailer to identify products they’re seeking
• Once an item is confirmed, a customer can reserve the item
• On the day of departure, a customer will visit the physical retail store at Sydney Airport’s T1
• International terminal to collect their item

Digital agency: Polaris

• Head of Strategy - Rihanna Duan
• CEO of Polaris Talent - Yolanda Wu
• Account Manager -Melody Chen
• Account Lead - Irene Jin