The Hidden Shift in Consumer Spending That's Redefining Travel

Jan de Vries · 2026-08-28

Let's be real—people have always loved to travel. But in 2026, it feels like we've hit a whole new level of obsession. We're talking about an $11 trillion global industry, and the demand? It's not budging, even with budgets feeling tighter for everyone. According to Skift's 2026 State of Travel Report, 88% of folks still plan to get away this year. Sure, rising prices might change *how* they travel, but not *if*. Across the board, between 67% and 89% of travelers say hitting the road is "extremely" or "very important" to their lifestyle. That's a powerful statement. We saw it with the World Cup pulling massive crowds to North America. We hear it in phrases like "Euro summer" becoming everyday talk. This isn't just a rebound; it's a full-blown travel renaissance. And it's pointing to something much bigger happening in how we spend our money. ### Why Connection Is Suddenly Everything So, why is everyone so desperate to travel? At its heart, travel has always been one of the best ways to forge real connections. New places, shared adventures, even the little challenges—they all pull people closer together. Here's the thing: as our screens eat up more of our day and old-school community spots fade, people are craving experiences that lead to actual, in-person relationships. For startups and founders, that's a massive opportunity. It's a chance to build products and services around a basic human need—the need to belong. For years, the consumer economy was built on a simple formula: convenience first, efficiency second, maybe a little personalization on top. Those things still matter, don't get me wrong. But they're now sharing the stage with a new, social dimension. People actively want to be brought together, and they're opening their wallets to make it happen. The real opportunity here is to think of community as your retention engine. It's what gives customers a reason to stick around long after they've bought your product. Participation leads to relationships. Those relationships lead to people coming back. And that repeat participation? It fuels organic advocacy and loyalty that you just can't buy. Suddenly, designing the *experience* is the most important feature you can add. - **The Loneliness Factor:** It's no secret we're in a global loneliness crisis. The WHO says one in six people worldwide feels it, with young adults hit particularly hard. - **Digital Fatigue:** Constant screen time is often blamed for the epidemic, and it's driving a genuine search for offline alternatives. This creates a clear opening for founders: businesses that weave social infrastructure into their core offering, right alongside the traditional product or service. ### Travel Shows Us How It's Done Travel gives us a perfect blueprint for this connection-first model. Its crazy-fast comeback after the pandemic proved the demand was ironclad, but it also forced the industry to ask: what do travelers *really* want now? The answer is that the journey itself is becoming as important as the pin on the map. Travelers are looking for self-discovery, connection, and a sense of belonging. Backing that up, Skift's report found that 43% of travelers now see experiences as the most important part of their trip. Consumers aren't just asking "where should I go?" anymore. They're digging deeper with "*why* am I going?" And more and more, the answer is about a deep-seated desire for connection. McKinsey pegs the global market for travel experiences at over $3 trillion. Of that, domestic and international visitors account for roughly 30%, or between $1.1 trillion and $1.3 trillion in annual spending. Structured, paid experiences alone make up a slice worth $250 billion to $310 billion. ### The Experience Economy Goes Offline All of this builds on the "experience economy" idea from the late '90s, where the experience itself holds the value. The twist today is that the value is overwhelmingly *social*. We're seeing run clubs, supper clubs, and niche hobby groups pop up as the new town squares. Even businesses born online, like Tinder with its 100+ billion matches, are experimenting with real-world events to foster those connections. It's a clear signal: the digital world is reaching out for a handshake. This shift means founders need to look beyond the transaction. The next wave of successful companies won't just sell a thing or a service; they'll facilitate a sense of community and belonging. They'll be the architects of connection in an increasingly disconnected world. For European startups looking at incorporation and scaling, this isn't just a trend—it's a fundamental redesign of the consumer economy's playing field. Building with this social layer isn't an add-on; it's becoming the core.