Patricio Robles says, “Consumers increasingly desire experiences over things, but companies that sell physical products aren’t out of luck. In fact, many are capitalizing on consumers’ taste for experiences to make their products more appealing and bolster their brands.

Take, for example, Leica, the German manufacturer of high-end cameras. It’s getting into the travel business to engage photography enthusiasts.

In partnership with Momenta, a photojournalism non-profit that offers workshops around the world, Leica is inviting individuals who love photography the rare opportunity to travel to India or Myanmar later this year with professional photograhers as part of its new Destinations program.

The two trips, which take place in October and November, consist of “off-the-beaten-path” journeys “without tour buses or large groups.”

The professional photographers will serve as tour leaders and be available for “one-on-one private editing sessions” with participants. Participants do not need to own Leica equipment”.

Why brands are increasingly creating experiences & adventures to woo consumers

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