In this essay I will look at the different aspects of leisure and how companies are adapting their products to the global demand for leisure . Given that the UK is a mature online market, with strong online retail sales of £12.3 billion (2011) and growing at a CAGR of 4.3%, I will focus on several emerging economies such as BRIC and I will focus on how this all happened. supported by leisure companies and how they have adapted their current product portfolio to meet these new consumer needs. I will also investigate how these companies are becoming increasingly aware of technology and are using this knowledge to offer the consumer a personalized experience. The leisure industry and the changes brought about in recent times have become global and diverse, for example with the economies of the BRIC countries emerging in the sector. This can be seen through the economy of these countries which are embracing shopping tourism (Global World Travel Market Trends 2012). With residents of these countries traveling the world boosting tourism in Europe, especially with lower import taxes in some countries, they are able to find a larger selection of branded items (Global World Travel Market Trends 2012). When considering the idea of ​​shopping tourism, many shopping villages around the world have now brought in staff who speak a variety of languages, particularly the native languages ​​of BRIC countries. Many have also introduced payment methods such as national credit cards from these countries to help with the economic climate. Also new is BRIC tour operators who are working closely with larger retailer brands to ensure these stores are included in tours. For example… middle of the paper… face to face communication. The trend of offering “technological disruptions” is becoming increasingly known in the travel industry and more and more companies are adapting to this phenomenon (Global Travel Market Trends 2012). After considering the above information, I conclude that the travel market is growing rapidly, uniting people from new regions who are gaining tourism alongside the already established tourism market in some countries. It is proving difficult for long-term established brands to entice the consumer to buy their branded products. They are improving their personalized service by making the customer feel special and making their products easier to use. Technology is the driving force of the future that offers companies the opportunity to create new business models by offering improved buyer experiences (Tingo).