The Hidden Force Driving Europe's Next Wave of Consumer Startups

Jan de Vries · 2026-08-28

Let's talk about something that seems obvious but is actually changing everything. Everyone's traveling these days. I mean, really traveling. It's not just a vacation anymore—it's become a core part of how people live. We're looking at an $11 trillion global industry, and the crazy part? Demand just won't quit, even when budgets get tight. Think about that for a second. According to Skift's latest report, 88% of people still plan to travel this year. Prices go up, plans adjust, but the desire to go doesn't disappear. Across major markets, between two-thirds and nearly 90% of travelers say it's "extremely" or "very important" to their lifestyle. That's not a trend—that's a fundamental shift in what people value. You've seen it yourself. "Euro summer" is now a thing people actually say. Major events like the World Cup flooded North America with visitors. We're in a full-blown travel renaissance, but here's what most people miss: this isn't really about travel. It's about something deeper. ### Why Everyone's Suddenly Craving Real Connection So why is everyone hitting the road? The simple answer is connection. Travel has always been one of the most powerful ways people create meaningful bonds. New places, shared challenges, unfamiliar experiences—they naturally pull people closer. But there's more to it. Our digital lives are taking over. Traditional communities are fading. And people are getting tired of screens. They're actively hunting for experiences that lead to real, in-person relationships. For founders and startups, that's a massive opportunity staring us right in the face. For years, we built the consumer economy on convenience and efficiency. Personalization came next. Those things still matter, of course. But they're making room for a new, social layer. People don't just want things delivered faster; they want to be brought together. And they'll pay for it. Here's how one expert put it: "Community is the new retention infrastructure." It's what gives customers a reason to come back, beyond your product or service. Participation leads to relationships. Those relationships lead to repeat business. And that cycle builds genuine advocacy. Suddenly, designing experiences isn't a nice-to-have—it's your core innovation. ### The Loneliness Crisis Creates a Market Gap This shift makes perfect sense when you look at the numbers. The World Health Organization says one in six people worldwide experiences significant loneliness. Young adults are hit hardest. At the same time, digital fatigue is pushing people to seek alternatives to their always-online lifestyles. It's a perfect storm. The very technology that promised to connect us is often what's leaving us isolated. That creates a wide-open space for businesses that can provide social infrastructure. Think about it: alongside your actual product, you're offering a way for people to belong. Travel shows us exactly how this works. Its explosive comeback after the pandemic proved demand is rock-solid. But it also forced the industry to ask a new question: What do travelers really want now? The destination still matters, but the experience matters just as much. People are looking for self-discovery, connection, and a sense of belonging. Skift found that 43% of travelers now see experiences as the most important part of the trip. They're asking "why am I going?" not just "where am I going?" The financial opportunity here is staggering. McKinsey estimates the global market for travel experiences is worth over $3 trillion. A huge chunk of that—between $250 and $310 billion annually—is spent on paid, structured activities. That's not just tourism; that's people buying connection. ### Building the Next Generation of Social Businesses This builds on an old idea called the "experience economy," where the experience itself creates value. What's new is that the value is now overwhelmingly social. Run clubs, supper clubs, hobby groups—these are the new social hubs. Even apps born for digital connection are rushing to create real-world events. The lesson for European founders is clear. The next wave of successful startups won't just sell a better widget. They'll design their entire offering around facilitating human connection. They'll understand that in a lonely, digital world, the most valuable thing you can provide might just be a sense of community. It requires a different mindset. You're not just building features; you're designing spaces—physical or metaphorical—where relationships can form. Your product's utility gets people in the door, but the community you foster is what keeps them there. So, what does this mean for you? If you're working on a startup, ask yourself these questions: - Does my product or service naturally bring people together? - Can I design an experience around it, not just a transaction? - What would "community as retention" look like for my business? The answers might just define your next big opportunity. Because right now, people aren't just buying things. They're buying belonging.