The virtual shopping bag is judged by putting the self in situations that will reveal something of themselves. Now this is not something that can be authentically or easily represented in conventional media and creative. A beautiful video and elegant words will describe the opportunity but it will always be presented from the outside looking in – which misses the trick completely. This is a group of people who want to feel it first hand; want to feel inspired. It’s not just about staying at a fabulous hotel, it’s about creating a bespoke trip that feels crafted for you. Prescient brands understand this nuance and its ability to attract an otherwise difficult and always demanding customer. Get the full story at The Drum