The Hidden Force Reshaping Travel and Consumer Spending

Jan de Vries · 2026-08-28

Let's talk about something that seems obvious but is quietly changing everything. People love to travel. That's not new. But the intensity of that love right now? It's something else entirely. We're looking at a global travel industry worth over $11 trillion. And get this—demand is holding strong even when budgets are tight. Skift's 2026 State of Travel Report shows us the numbers. 88% of people still plan to travel this year. And across major markets, a huge chunk—from 67% to 89%—say travel is "extremely" or "very important" to their lifestyle. It's not just a vacation. It's a core part of who they are. Think about the World Cup bringing waves of visitors to North America. Or how "Euro summer" is now a thing we all say. This isn't a blip. It's a full-blown travel renaissance, and it's pointing to a much bigger shift in how we spend our money and time. ### So, Why Is Everyone Suddenly So Obsessed with Travel? It's a fair question. What's really driving this? I think it comes down to one powerful human need: connection. Travel has always been a fantastic way to create meaningful bonds. You explore a new place, share unfamiliar experiences, and tackle challenges together. That stuff brings people closer in a way that's hard to fake. Here's the thing—our daily lives are getting more digital by the minute. Traditional community spots are fading. And people are getting tired of it. They're actively hunting for experiences that lead to real, in-person relationships. For anyone building a startup or a business, that's a massive opportunity. It's about designing around the deep desire to belong. ### The New Social Dimension of Spending For years, the consumer economy was all about convenience first, then efficiency, then maybe personalization. Those things still matter, of course. But they're now making room for something new: a social layer. People don't just want stuff delivered fast. They want to be brought together. And they'll pay for that feeling. This is where it gets interesting for founders. Think of community as your secret retention weapon. It's what gives customers a reason to come back that has nothing to do with your core product. It works like a flywheel: - Participation leads to relationships. - Those relationships lead to repeat participation. - And that repeat participation turns into genuine advocacy. Suddenly, designing the experience *is* the innovation. It's not just a nice-to-have feature. Honestly, this makes perfect sense when you look around. The World Health Organization says one in six people worldwide feels lonely, with young adults hit especially hard. We're all feeling that digital fatigue, searching for an escape from the constant screen time that often fuels the loneliness in the first place. This creates a wide-open space for businesses that can blend traditional products with real social infrastructure. ### Travel Shows Us How This Works Travel is the perfect case study. Its crazy-fast comeback after the pandemic proved the demand was unbreakable. But it also forced the industry to ask a tougher question: What do travelers *really* want now? The answer is that the journey itself—the experience—is becoming just as important as the pin on the map. Travelers are looking for self-discovery, connection, and a sense of belonging. Back to that Skift report: 43% of travelers say experiences are the most important part of the trip. Consumers aren't just asking *where* to go anymore. They're asking *why* they're going. And more and more, the answer is about forging connections. Let's look at the money. McKinsey pegs the global market for travel experiences at over $3 trillion. Of that, domestic and international visitors spend roughly $1.1 to $1.3 trillion annually. And paid, structured experiences? That's a $250 to $310 billion slice of the pie. This isn't small change. ### The Experience Economy Goes Offline This whole shift builds on an old idea with a new twist. Remember the "experience economy"? It's the concept that experiences themselves hold value. Well, today, the value of an experience is increasingly social. We're seeing run clubs, supper clubs, and niche hobby groups pop up as the new town squares. Even companies born online, like Tinder with its 100 billion matches, are finding ways to create real-world events. The digital is reaching out for the physical. So, what's the takeaway for European startups and founders looking at incorporation? The landscape is shifting beneath our feet. The next wave of successful businesses won't just sell a product or a service. They'll sell membership. They'll sell belonging. They'll design for the moments that happen between people. It's a move from transactions to interactions. And for those ready to build that social layer right into their core, the opportunity is waiting.