The Hidden Shift Powering the Next Wave of Consumer Spending

Jan de Vries · 2026-08-28

Let's talk about travel for a second. It's nothing new, right? But in 2026, the love for it feels different, bigger somehow. We're looking at a global industry worth a staggering $11 trillion, and here's the kicker—demand just won't quit, even with everyone watching their budgets. Skift's 2026 State of Travel Report really drives this home. It says 88% of people still plan to travel this year. Prices are up, plans are being tweaked, but the desire? Unshakable. Across the board, from 67% to 89% of travelers call it "extremely" or "very important" to how they live. Think about the World Cup crowds in North America or the whole 'Euro summer' phenomenon. It's more than a trend; it's a full-blown renaissance. And it's pointing to something much deeper happening with how we spend our money. ### So, Why Is Everyone Suddenly a Traveler? It's a fair question. At its heart, travel has always been one of the best ways to connect. Really connect. New places, shared challenges, unfamiliar experiences—they have a way of bringing people together that's hard to replicate. And maybe that's the point. As more of our lives move online and old community hubs fade, we're all searching harder for those real-world relationships. We're craving belonging. For founders and startups, that's not just a social observation—it's a massive opportunity. It's a chance to build products and services around this fundamental human need. For years, the consumer playbook was all about convenience first, then maybe personalization. Those things still matter, of course. But they're now making room for a third, powerful dimension: the social layer. People aren't just buying things; they want to be brought together by them. And they'll pay for the privilege. You can almost think of community as your new retention engine. It's what keeps customers coming back long after the novelty of your product wears off. It creates a flywheel: participation builds relationships, those relationships fuel more participation, and that cycle turns customers into advocates. Suddenly, designing experiences isn't a nice-to-have—it's your core innovation. ### The Numbers Behind the Loneliness Economy This shift makes a lot of sense when you look at the data. The World Health Organization says one in six people globally experiences loneliness, with young adults hit particularly hard. Pair that with widespread digital fatigue—the burnout from constant screen time—and you've got a population actively seeking alternatives. It's a two-sided problem creating one big opportunity. The market is wide open for businesses that can weave social infrastructure into their traditional offerings. ### Travel Shows Us How It's Done Look at travel's explosive comeback. It proved demand is resilient, but it also forced the industry to ask a new question: What do travelers *really* want now? The answer is shifting from the 'where' to the 'why' and the 'who with.' It's not just about the destination anymore; it's about the experience. Self-discovery, connection, belonging—these are the new currencies. Skift found that 43% of travelers say experiences are the most important part of the trip. The journey itself is becoming the point. McKinsey puts some eye-watering numbers on this. The global market for travel experiences is worth over $3 trillion. Of that, domestic and international visitors account for about $1.1 to $1.3 trillion in annual spending. Structured, paid experiences alone make up a $250 to $310 billion slice of that pie. ### The Offline Pivot of the Experience Economy This all builds on an old idea with a new twist. Remember the 'experience economy' concept from the late 90s? It said experiences themselves hold value. Well, today, that value is overwhelmingly social. We're seeing it everywhere: - Run clubs and supper clubs turning into vital social hubs - Hobby groups forming new kinds of community - Even digital-first companies, born online, are creating real-world events and meetups It's a clear signal. The future of spending isn't just about what you get, but who you become—and who you connect with—along the way. For anyone building a business, that's the thread to pull.