How the Search for Connection is Quietly Reshaping the Economy

Jan de Vries · 2026-08-28

Let's talk about something we all feel. In 2026, a love for travel isn't new, but the sheer intensity of it is. It's become an $11 trillion global industry, and here's the kicker: demand just won't quit, even with everyone watching their wallets. Think about that. According to Skift's latest report, 88% of people still plan to travel this year. Prices are up, plans are shifting, but the desire is rock solid. Across the board, from 67% to 89% of travelers say hitting the road is absolutely core to how they live. Major events like the World Cup flooded North America with visitors, and phrases like 'Euro summer' are just part of the conversation now. We're not just bouncing back from the pandemic; we're in the middle of a full-blown travel renaissance. And it's pointing to a much bigger shift in what we, as consumers, truly want. ### The Real Reason We're All Going Somewhere So, why is everyone so desperate to get out there? It's worth asking. Travel has always been a powerful way to forge real connections. New places, shared challenges, unfamiliar experiences – they naturally pull people closer. Here's the thing. As digital life eats up more of our day and old-school community hubs fade, people are hunting harder for experiences that build actual, in-person relationships. For startups and founders, that's a massive signal. It's an open invitation to design products and services around this deep human need to belong. We built so much of our economy on convenience first, then personalization. Don't get me wrong, those are still huge. But they're now making room for a third, social dimension. People are actively seeking to be brought together. And they're willing to pay for it. The real opportunity? Start thinking of community as your retention engine. It's what gives customers a reason to come back that has nothing to do with your core product. - Participation builds relationships. - Those relationships drive repeat visits. - Repeat visits turn into advocacy and loyalty that runs deeper than any discount. Suddenly, designing the experience isn't a nice-to-have; it's the core innovation. ### The Loneliness Factor and the Founder's Opening This shouldn't shock anyone. We're in a global loneliness crisis. The WHO says one in six people worldwide feels it, with young adults hit particularly hard. At the same time, we're all burned out on screens. Digital fatigue is pushing people to look for alternatives to the online grind, which many blame for the loneliness epidemic in the first place. For founders, this cracks open a huge space. There's room for businesses that don't just sell a thing, but that build the social infrastructure around it. ### Travel Shows Us How This Works Travel is the perfect case study. Its crazy-fast comeback proved the demand was always there, but it also forced the industry to listen. The destination still matters, sure, but the *experience* is climbing to equal importance. Travelers are looking for self-discovery, connection, a sense of belonging. Back to that Skift report: 43% of travelers now say experiences are the most important part of the trip. We're not just asking 'where should I go?' anymore. We're asking 'why am I going?' And more and more, the answer is about connection. The numbers are staggering. McKinsey pegs the global market for travel experiences at over $3 trillion. Of that, a huge chunk—between $1.1 and $1.3 trillion—comes from spending by visitors. Structured, paid experiences alone account for $250 to $310 billion of that pie. ### The Experience Economy Gets Real (Literally) This whole shift sits on the shoulders of the 'experience economy,' an idea that's been around since the late 90s. The concept was that experiences themselves become valuable products. Today, the value of an experience is increasingly measured by its social weight. We're seeing it everywhere. Run clubs, supper clubs, niche hobby groups—they're the new town squares. Even companies born digital, built for connection online, are figuring out how to step into the real world. It's a clear sign: the future isn't just digital or physical. It's a blend where real-world connection is the premium feature.