There are very few categories with as much depth and richness as one connected to travel. Its benefits go beyond pure enjoyment. Travel builds understanding and empathy. It unleashes creativity. Even more importantly, travel improves our mental health, reduces stress levels and can be an act of self-care. And in that way, travel can (and should) be one of the ‘must-have’ products, not just this year, but every single year.

Stories are today’s social currency. And every travel experience offers a new one. Whether it’s a story about a new acquaintance made on an airplane, a different culture that has changed your perspective or a place to stay that’s offered the space to connect with those around you — every part of travel offers an opportunity to tell a story.

A recent Skift article reinforced the power of storytelling for destinations specifically. And while that’s something we’ve embraced for years, we believe that applies to all travel brands — not just destinations. There’s a story in every hotel, every airplane seat, at every airport, in every meeting, in every city, state, and country throughout the world. The challenge is finding the unique stories, the meaningful and motivating stories that encourage others to create their own.

That means digging for the soul of a destination, the emotional impact of a meeting, the lasting benefit of a hotel or airline. It means understanding the personal impact of travel, but also how those stories build into a powerful collective experience. It means crafting stories that balance inspiring a dream of travel with a reason that instigates that trip now.

Those are meaty opportunities. So while every brand and product has its unique benefits that offer their own opportunities for stories, the benefits of travel have the potential to stick with you long after you’re done ‘using’ the product.’

What could be better than that?