As the experience economy grows—the travel and tourism industry now comprises one-tenth of global GDP—brands that sell travel-specific products are re-orienting themselves to be more than just consumer goods vendors. Whether a brand is building a media strategy around travel culture or turning their stores into shoppable destinations, these players are working to become purveyors of experience, built off the back of and invigorating the travel economy. However, because many of these companies are selling commodities, they will need to stay on their toes, anticipating changing consumer needs and attracting new customers to prevent sales from flattening and rendering themselves obsolete.

This section of Points of Departure: How brands, retailers and real estate developers are meeting customers on the go accompanies:

Visit the Insight Collection to explore how companies are embedding themselves in the experience economy, specifically when it comes to travel. You can also access a Playbook, How to embed your company in the experience economy , which provides actionable questions to take back and apply to your own business.

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