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To create an awards whose judging criteria reflects what would attract the attention of a Travel Retail buyer in 2023 in terms of product section and client services. Therefore, making the effort that goes into creating a successful awards entry beneficial in terms of future marketing, benchmarking and business growth.

Travel Retail
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GO for GOLD awards

TR 'GO for GOLD' awards are solely for products being shown at the Tax Free World Exhibition in Cannes and the people who make them successful.

For the first time, entries are not competing against each other, instead they are striving to receive the TR 'GO for GOLD' award. There are three levels of attainment, bronze, silver and gold.

By evaluating the information submitted year on year, our aim is to establish a robust standard which the industry recognises and values. 


Five quality assurance steps have been put in place to build aspirational value and credibility.​


  1. Judging criteria created by experienced, knowledgeable and respected category experts

  2. 100% confidentiality guaranteed

  3. Industry consultation

  4. Retailer sense-check

  5. Feedback available

The TR 'GO for GOLD' awards are an awards without an awards ceremony. Certificates will be presented on the first day of the TFWA in Cannes, accompanied by a display stand to draw buyer attention to your success. 

We will also be producing a 'map' of award recipients at TFWA for buyers to easily find and recognise your achievement.



Christine started her career in travel as cabin crew with British Caledonian Airways.   Understanding and providing excellent customer service has been at the heart of everything she has achieved.


Being at the helm of Travel Retail Training (TRT) for many years, gave her the opportunity to develop and showcase the talents of cabin crew from around the world and bring airlines and suppliers together to drive standards and recognise excellence in a motivational environment.


Her latest initiative, TR ' GO for GOLD' awards, draws upon her extensive experience which this time focuses on the products, brands and people that go to make Travel Retail the dynamic industry we know and love.

Go for Gold Travel Retail Awards - Christine Martin
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