March 4 2025  |  Retailers

Enrique Urioste, President & CEO LATAM & Caribbean, is spearheading Avolta’s transformation across Latin America and the Caribbean, from pioneering store concepts to leading community initiatives

In the heart of the Amazon, a retail revolution is taking shape. As Avolta’s first integrated duty free and duty paid store opens its doors at Manaus Airport, it marks more than just another pin in the company’s expanding map – it represents a carefully orchestrated strategy to redefine travel retail across the Americas.

“The Avolta team continues to work in close collaboration with key airport partners, as we work towards broadening our presence in airports in which we operate, as well as maximizing the potential offered by new locations,” says Enrique Urioste, Avolta President & CEO, LATAM & Caribbean. This methodical approach is already bearing fruit, with robust growth in passenger spend and notably improved customer satisfaction levels.

The Manaus opening, with three additional locations set to complete in Q1, isn’t just about expanding square footage – it’s about reimagining what an airport store can be in one of Brazil’s most culturally significant regions.

Beyond borders

As Brazilian travelers increasingly embrace retail opportunities during trips between Mercosur countries, the border store market is entering a new phase of maturity. This evolution is particularly evident in the southern regions, where cross-border shopping has become an integral part of the travel experience between Brazil, Argentina, Paraguay and Uruguay.

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Yet Avolta’s vision extends far beyond traditional retail metrics. In developing markets like Brazil, the company has pioneered a different kind of investment – one measured in human capital rather than just financial returns.

“For more than 20 years, Avolta has been sponsoring a social promotion program in Rio de Janeiro aimed at improving the skills of young people and hence improving their employability,” Urioste explains. This initiative, which provides education and training to young adults from communities surrounding RioGaleão Airport, has proven so successful that it’s now being replicated at Sao Paulo Guarulhos International Airport in partnership with the airport team and JTI.

Digital horizons

Throughout Latin America, and particularly in Brazil, arrival duty free stores have long been crucial revenue generators. But Avolta is transforming these traditional retail spaces with a suite of digital innovations that are reshaping the customer journey.

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From Reserve and Collect services to pre-payment options and home delivery, these digital touchpoints are driving both penetration rates and average ticket values. The company’s loyalty program, Club Avolta, has found particularly fertile ground in Brazil, where participation rates rank among the highest globally.

This digital transformation goes beyond mere convenience features. “These types of technology are central to Avolta’s overall strategy as they help us to enhance the customer journey by delivering seamless, tailored, and efficient experiences,” Urioste explains. “AI can analyze customer data to provide more personalized recommendations, and it can help us adapt our offer to suit local preferences.” The integration extends throughout the shopping experience: “We are also able to integrate in-store and online channels to offer the convenience of pre-ordering, and self-service checkouts, while targeted notifications and digital tools help to drive engagement and sales. Together, these technologies bridge the gap between physical and digital retail, aligning with Avolta’s mission to innovate and to make travelers happier.”

Spirit of place

Nowhere is Avolta’s commitment to local authenticity more evident than in its Manaus Airport development. As a gateway to the Amazon, these stores demand a different approach – one that honors the region’s cultural heritage while advancing modern retail practices.

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“First and foremost, Avolta is committed to incorporating cultural and sustainability themes into our business operations in Brazil,” Urioste says. “By aligning our store designs with the spirit of the Amazon, we aim to create a sense of place that resonates with both local and global travelers, and in turn, inspires meaningful connections and increased levels of environmental awareness.”

Setting sail

Avolta’s growth story isn’t limited to airports. “Since the creation of Avolta, we have continued to consolidate and expand our cruise business, with a strengthened partnership with Norwegian Cruise Line (NCL) as a cornerstone of our strategy,” says Urioste. After successfully transitioning operations on four ships from previous operators last year, Avolta is now preparing to open stores on four brand-new ships between 2025 and 2027.

This maritime expansion aligns perfectly with Avolta’s broader vision. “The development of our F&B and convenience business is an intrinsic part of our Destination 2027 strategy and is particularly relevant in Brazil,” Urioste notes.

“Avolta, as the evolution of Dufry and Autogrill, combines the strengths of both travel retail and F&B to redefine the travel experience,” he continues. “Our cruise partnerships are a testament to the unique benefits we offer through our focus on innovation, operational excellence, and traveler engagement.”