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  • How is National Geographic reframing luxury travel?
  • How is National Geographic reframing luxury travel?
    World Bank, Creative Commons (2007) ©
CASE STUDY

National Geographic: curating a collection of rare retreats

Nearly $1 trillion was spent on luxury experiences in 2012, with travel and hotels accounting for half that figure. National Geographic hopes to appeal to the world-class traveller with its Unique Lodges of the World, but how can it convince HNWIs to ignore the breadth of choices online?