The art of entertaining travelers is now known as “traveltainment” by the trade. The word means anything that gets shoppers pumped up.

It’s key to create a lather of excitement, since these days the penetration rate for travel-retail stores is about 30 percent, while the conversion rate — where people in-store turn into shoppers — is lower, said Israel Assa, executive director of marketing at Estée Lauder travel-retail marketing worldwide for brands such as Aramis and designer fragrances like Bobbi Brown and Kate Spade.

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