CONX 2025: Non-travel brands in the travel industry. Interview with Emilie Dumont
At ConX 2025, one of the most insightful moments came during the round table discussion “How Non-Travel Brands Are Entering the Travel Industry,” where Emilie Dumont, CEO of Digitrips, joined Ada Xu, Director of International Affairs at Fliggy and moderated by Kate Harden, editor at Travolution, to explore a key trend reshaping the market.
In this interview with our media partner EFE, Dumont offered a comprehensive view of the strategic and financial drivers pushing non-travel brands into the travel space, and what that means for the future of customer experience.
Strategic Moves into Travel
For Dumont, the motivations behind this shift are clear. Travel remains a significant area of consumer spending, even in times of economic or geopolitical uncertainty. Non-travel brands, especially those with strong customer bases and digital reach, are increasingly seeing travel as an avenue to deepen engagement and drive incremental revenue. She explained how adding travel offerings can help these companies capture a greater share of their existing customers’ wallets.
Customer Loyalty and Smart Partnerships
Loyalty programs were a key point in Dumont’s remarks. She emphasized how travel rewards and exclusive offers tied to travel purchases can become powerful tools for driving loyalty. Whether it’s through credit card point redemption, exclusive access, or added services, these rewards are becoming integral to customer retention strategies.
Another strong focus was on partnerships. Dumont highlighted how non-travel brands can collaborate with travel industry players—ranging from tech companies and content providers to regulation experts and payment platforms—to create seamless, competitive offerings. These partnerships can eliminate operational friction and enable faster market entry, something many non-travel brands need to stay ahead.
Changing Consumer Behavior
Citing recent research from Skift, Dumont noted that consumer behavior is evolving: a growing number of travelers are booking through credit card platforms and loyalty ecosystems rather than traditional online travel agencies (OTAs). This shift in purchasing patterns opens new doors for non-travel brands to enter the market through financial products and customer ecosystems they already control.
This evolution in behavior is also being felt in traditional retail travel channels. Dumont acknowledged the transformation of travel agencies, which are adapting to digital trends while still maintaining the human relationship that many customers continue to value. The blend of digital convenience and personal service is likely to be a winning formula going forward.
Differentiation Through Experience
A recurring theme in Dumont’s interview was the need for differentiation through customer experience. With more players entering the travel space, standing out will require brands to offer unique, value-driven experiences that align with their core identity. Understanding what customers want—and delivering it seamlessly—will be a critical success factor.
Looking Ahead
Emilie Dumont’s insights at ConX 2025 underscored the growing convergence between travel and other sectors. The opportunity for non-travel brands to play a role in the travel industry is not only real, it’s expanding—especially when driven by strategic partnerships, tech integration, and a focus on customer value.
ConX 2025 continues to be a hub for forward-thinking dialogue on the future of travel, bringing together leaders from across industries to shape what’s next. Dumont’s contribution was a reminder that innovation often comes from the edges—and the brands that recognize this early are poised to lead.