The Hidden Shift in Consumer Spending That's Fueling a Travel Boom

Jan de Vries · 2026-08-28

It's 2026, and honestly, we've never loved to travel more. That's the simple truth. Even with budgets feeling tighter, travel is now an $11 trillion global industry. And demand? It's not budging. People are finding a way. Skift's 2026 report tells a clear story: 88% of folks still plan to travel this year. For most of us, between 67% and 89% depending on where you are, travel isn't just a nice-to-have. It's become absolutely central to how we live. Think about it—phrases like "Euro summer" are just part of the conversation now. This isn't a blip. It's a full-blown renaissance pointing to something bigger. ### Why We're All Chasing Connection So, what's really going on here? Why is everyone so determined to get on a plane? Well, let's be real. Travel has always been one of the best ways to forge real bonds. You share new places, you tackle unfamiliar challenges together—it just brings people closer. And right now, that seems to be exactly what we're craving. Our lives are increasingly digital, and old-school community spots are fading. We're actively hunting for experiences that lead to actual, in-person relationships. For anyone building a startup, that's a massive signal. The opportunity is to design around this deep human need to belong. For years, the consumer economy was built on a simple formula: convenience first, efficiency second, then maybe a dash of personalization. Those things still matter, of course. But they're making room for a new, social layer. People want to be brought together. And here's the kicker—they'll pay for it. Think of community as your secret retention weapon. It's what gives customers a reason to stick around long after they've bought your product. It's a virtuous cycle: participation leads to relationships, those relationships lead to repeat visits, and that loyalty turns into powerful, community-driven growth. In short, designing great experiences is the new feature innovation. This makes perfect sense when you look at the global loneliness crisis. The World Health Organization says one in six people worldwide feels lonely, with young adults hit especially hard. At the same time, we're all burnt out on screens. Digital fatigue is pushing us to find alternatives to our online lives. For founders, this opens up a whole new space: businesses that blend traditional products with real social infrastructure. ### Travel Shows Us How It's Done Travel gives us the perfect blueprint. Its crazy-fast comeback after the pandemic proved just how resilient the demand is. But it also forced the industry to listen. What do travelers really want now? It's not just the destination. It's the *experience*—the chance for self-discovery, connection, and a sense of belonging. Skift's data backs this up: 43% of travelers say experiences are the most important part of the trip. We're not just asking *where* to go anymore. We're asking *why*. And more often than not, the answer is about connection. The numbers are staggering. McKinsey estimates the global market for travel experiences is worth over $3 trillion. Of that, visitors are spending between $1.1 trillion and $1.3 trillion annually. And a huge chunk of that, about $250 billion to $310 billion, goes specifically to paid, structured experiences. ### The Offline Pivot of the Experience Economy This whole shift sits on the shoulders of the "experience economy," an idea from the late '90s where the experience itself becomes the product. What's new today is that the value is overwhelmingly social. Run clubs, supper clubs, hobby groups—they're the new town squares. Even apps born for digital connection are racing to create real-world events. It's a fundamental rethinking of value. We're trading some convenience for something that feels more meaningful. And that's a trend that's just getting started. The businesses that figure out how to build genuine community, not just transactions, will be the ones that thrive in this next chapter.