The Hidden Economic Shift Fueling Europe's Next Startup Wave

Jan de Vries · 2026-08-28

Let's talk about something you've probably felt yourself. Travel isn't just a vacation anymore—it's become a $11 trillion global obsession. Even with prices going up everywhere, people just won't stop. Skift's latest report shows 88% of us still plan to travel this year. Think about that. Almost nine out of ten people say travel is absolutely essential to how they live. We saw it with the World Cup bringing massive crowds to North America. We hear the term 'Euro summer' tossed around like it's always been there. It's more than a trend; it's a full-blown renaissance. And it's pointing to something much bigger happening in how we spend our money. ### So, Why Are We All Suddenly So Desperate to Go? Here's the real question. It's not just about seeing new places. Travel has always been one of the most powerful ways we connect. Really connect. Sharing a weird meal, getting lost together, figuring out a train schedule in a language you don't speak—those moments stick. They bond people. Now, our daily lives are flooded with digital noise. Traditional communities aren't what they used to be. So, we're hunting for real-world experiences that lead to real relationships. For founders and startups, that's your opening. It's a chance to build things around our deep-down need to belong. For years, the consumer playbook was all about convenience first, then maybe personalization. Don't get me wrong, we still want things fast and easy. But we're making room for something new: a social layer. People *want* to be brought together. And they'll open their wallets for it. The smart move? Start thinking of community as your retention engine. It's what keeps customers coming back long after the novelty of your product wears off. Participation builds relationships. Those relationships fuel more participation. And that cycle creates loyal advocates who stick around. Suddenly, designing an experience isn't a nice-to-have—it's your core innovation. ### The Loneliness Factor No One Can Ignore This shouldn't shock anyone. We're in a global loneliness crisis. The World Health Organization says one in six people worldwide feels it, and young adults are hit especially hard. At the same time, we're all burned out from screens. Digital fatigue is real, and it's pushing us to find alternatives to our always-online lives. That fatigue is often blamed for making loneliness worse. For founders, this gap is pure opportunity. It's space to build businesses that offer social infrastructure right alongside whatever product or service you're selling. ### Travel Shows Us How This Connection Economy Works Look at travel's crazy comeback after the pandemic. Demand didn't just bounce back; it roared. And it forced the entire industry to listen. Now, the *journey* matters as much as the pin on the map. Travelers are searching for self-discovery, connection, and a sense of belonging. That same Skift report backs it up: 43% of travelers say experiences are the most important part of the trip. We're not just asking 'where?' anymore. We're asking 'why?' And the answer is almost always about connection. McKinsey pegs the global market for travel experiences at over $3 trillion. Of that, about $1.1 to $1.3 trillion comes from spending by visitors. And get this—structured, paid experiences account for $250 to $310 billion of that pie. That's a massive, specific market hungry for meaningful interaction. ### The Offline Pivot of the Experience Economy This whole shift sits on top of the 'experience economy' idea from the late 90s—where the experience itself is the valuable product. But today, the value is overwhelmingly social. - Run clubs and supper clubs are the new town squares. - Hobby groups are forming real communities. - Even apps born for digital connection are rushing to host real-life events. It's a clear signal. The future isn't about replacing human contact; it's about designing for it. For European startups looking at incorporation and scaling, this isn't just a consumer trend. It's a new blueprint for building lasting, resilient companies in our post-digital world. The businesses that figure out how to weave genuine connection into their fabric won't just capture a market—they'll build a community that fuels itself.