Today’s travel brands are pushing to break out of their traditional categories. A hotel doesn’t want to be seen just as a place to stay any more than an airline wants to be seen just as transport from A to B. The new name of the game is experience: evolving core propositions to better cater for customers’ broader travel needs, growing touch-points, data capture, and most importantly, share of wallet. Consumers are increasingly choice-rich, time-poor and unwilling to compromise. Those brands offering the most relevant and enjoyable experiences hold the aces in the pack.