Above and beyond the product, consumers are moving towards an experience. Physical luxury brands are looking for the enhancement of the retail experience to create unmatched experiences that could cement the relation with their affluent consumers. The hospitality and tourism industry has experienced a transformational change decades ago. With affluent consumers looking for services and experiences, only a few brands mastered the art of experience and rolled it on the global level. What happens when the first-mover advantage is matched by the other? How do you create a unique experience for your consumers when all brands promise the same?