Who knew that luxury retailers such as L’Oreal and Pernod Ricard consider travel their ‘sixth continent’?
We certainly didn’t.
But glancing through the numbers in this piece (for example, apparently half of France’s €16bn luxury goods sector is dependent on tourism) it seems to make sense.
As the international tourism market continues to grow, we think retailers are likely to have work harder to lure weary consumers into spending their holiday dollars. As a result, we think that serious, grown-up experiential marketing could be about to come of age.