Back to agenda Business Travel, MICE & DMCsDistribution channels: OTAs, TTOO and Travel Agencies+2 CEO's & Leadership SummitCMO's & CSO's Agenda When non- travel brands enter the game Wed 22 Oct | 15:30 - 16:15 Main Auditorium Gold Pass Platinum Pass Language: Simultaneus translation A new wave of brands is stepping into the travel arena — and they don’t come from the tourism world. From sports retailers and e-commerce platforms to loyalty ecosystems and lifestyle brands, these players are designing experiences, launching travel products, and building new emotional connections with their communities. In this session, we explore how and why non-travel brands are entering the market — what they bring to the table, how they challenge traditional players, and what opportunities exist for collaboration. Topics include: What drives a non-travel brand to expand into tourism? How do they leverage trust, community, and data to build travel experiences? What does this mean for traditional operators, DMOs and OTAs? What types of partnerships and models are emerging?