This award recognizes leading organisations that have demonstrated excellence across their business, continue to innovate in providing outstanding customer service and have provided a notable contribution to the development of travel retail in the region.

• Demonstrates an overall positive company culture which reflects a healthy work environment and organizational values with clear achievable goals.
• Exhibits success in adopting new systems to improve customer experience such as customer engagement, loyalty management, and advanced rewards schemes.
• Adopts technological advancements to deliver significant impact on cost savings or increased levels of customer satisfaction (e.g., implementing innovative digital strategy and the use of technology to maximises retail channels).