As news of Thomas Cook potentially going bust in the next 48 hours dominates the headlines, the travel industry should pause to think what retailers could do differently in the future.
If this were to happen to one of the world's oldest travel companies, over 180,000 customers would potentially be stranded abroad and there would be a huge number of jobs at risk.
The high street is under remorseless pressure from online retailers, traditional stores are being replaced; those that can deliver great products and give customers a reason to go in-store for an experience can still generate a buzz.
If the traditional travel agent is to stay relevant, they need to capture online behaviours and translate them into the types of offline buying experiences that will drive customers into store.
For the brands who will continue to have a store presence, could those travel brands look to create immersive experiences for customers who visit their store? This would enable them to increase their offering and give more of an incentive for customers to come to their store.
The 178 year old travel firm is facing a £200million black hole and could go bust as early as this weekend.