Airport Aesthetics

Is this the biggest opportunity for any travel brand to grab attention right now?

The ‘airport tray aesthetic’ has exploded in popularity on social channels (more than 16 million posts on TikTok) as people share carefully arrange shots of their belongings, ready to be scanned by security machines.

As CNN points out, “The trend has unsurprisingly been a huge hit with marketing teams around the world, with brands including clothing and homeware retailers Anthropologie and book publishers Faber all posting their stylized boxes.”

Let’s dig in to why this is important…

Anger at Gen Z

As the New York Post says:

“… airport tray aesthetic revelers are volitionally loading up the little boxes with items that haven’t even been flagged by the officials, such as sweatshirts, high heels, designer purses, magazines and mini self-care goodies.”

This level of effort is appreciated by those who see themselves as part of this same group of people, but definitely not by those who just want to get through the bag check as quickly as possible…

Risk Versus Opportunity

Reading through the comments below any of the ‘airport tray aesthetic’ posts and you can see two sides forming.

There are those who are angry at the thought of being delayed. Brands risk alienating this audience by supporting this trend.

On the other side, there are a ton of people who want to know where they can buy the products, which represents an easy retail opportunity.

Like with most short-term trends, it is a mix of risk versus opportunity.

Curate Yourself

As GQ writes, “We can’t curate our entire lives, but we can curate accessories we keep on our person. For a younger generation locked out of the housing ladder, holidays - particularly short holidays, where you only need hand luggage - are one of the few real luxuries within reach. A small suitcase or security tray becomes a place where your life can look coherent and in control.”

That feels like a great summary of where culture is at right now.

What does this mean for marketers?

If you are selling anything travel adjacent or in the fashion or beauty categories, this is an easy way to grab short-term attention.

Digging deeper, the airport tray aesthetic is another example of social flexing.

Brands need to recognise this and support customers who want to show off their products or services. We might be living through an era of ‘quiet luxury’, but do not forget that people still want to signal that they have access to something that others do not.

P.S. This trend is pretty gross when you consider that these trays are dirtier than toilets…