Shelf Discovery: Is Retail the Next Frontier for Guest Experience?

There was a time when convenience stores and supermarkets were simply places to pick up daily necessities. But today, many travellers see them as a great way to experience everyday local life. According to the National Association of Convenience Stores (NACS), there are more than one million convenience stores worldwide, forming one of the largest retail networks across the globe.

Whether it's heading to a 7-Eleven in Japan for a ume onigiri, browsing Hong Kong's Sa Sa for popular beauty products, or searching for Trader Joe's signature canvas tote bags in the United States, these seemingly ordinary retail experiences become memorable parts of the journey, and travellers are finding enjoyment in exploring the products that locals buy every day.

Skyscanner has identified this behaviour as Shelf Discovery, describing a growing interest in exploring local supermarkets, convenience stores and neighbourhood retailers as part of the travel experience. According to the company's research, 39% of travellers visit local grocery stores to discover new food and drinks, while 34% look for international brands or products that are unavailable in their home markets. Meanwhile, 31% are interested in seeing how familiar products are adapted to local tastes, offering another perspective on a destination's culture.

For hotels, this trend broadens the definition of a local experience and creates new opportunities to connect guests with the surrounding community.

One opportunity is to position the hotel as a gateway to neighbourhood food culture. Rather than encouraging guests to dine exclusively within the hotel, lifestyle and boutique properties may help visitors explore the surrounding community by curating neighbourhood grocery maps, recommending favourite bakeries and local markets, organising guided supermarket or food market walks, or replacing imported minibar items with locally produced snacks and beverages. These small touches can help guests discover a destination through its everyday food culture while strengthening the hotel's connection to its local community.

Shelf Discovery also aligns with the growing popularity of self-catering luxury. For guests staying in villas or serviced residences, shopping for local ingredients can be part of the holiday itself. Resorts may support this experience by offering well-equipped designer kitchens, concierge-curated grocery routes, pre-arrival stocking services featuring locally sourced produce, or visits to artisan food producers and specialty retailers. Beyond simply providing meals, these experiences invite guests to engage more actively with the destination.

Shelf Discovery is unlikely to replace traditional sightseeing or destination dining, nor is it intended to appeal to every traveller. However, for those seeking a deeper understanding of local culture through everyday experiences, the supermarket aisle or neighbourhood convenience store can be as revealing as a museum or landmark. As travellers continue to look beyond conventional attractions, hotels that embrace and facilitate these authentic local encounters may be well positioned to meet the expectations of this emerging niche.