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.

Executives at World Duty Free agree, and to that end they’re renovating three Heathrow terminals.

The World Duty Free beauty business now rings up 51 percent of its overall sales — or $316.6 million, or 190 million pounds — but that number is expected to be notched up to 53 percent ultimately.

In 2008, World Duty Free will inaugurate Terminal 5, scheduled to contain 250,000 square feet of retail space.

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