Why connection is reshaping the next consumer economy

In 2026, the global travel industry continues to soar, valued at €9.57 trillion ($11 trillion). Despite economic pressures, 88% of travelers still plan to embark on trips, as highlighted in Skift's 2026 State of Travel Report. Across major markets, a significant 67% to 89% of travelers consider travel an extremely or very important part of their lifestyle. The World Cup and "Euro summer" have contributed to this travel renaissance, underlining a broader consumer shift towards prioritizing connection.

The desire for human connection drives travel, as exploring new places and sharing unfamiliar experiences fosters meaningful relationships. As digital interactions increasingly dominate daily life, travelers seek authentic experiences to forge real-world connections. This trend presents an opportunity for startups to design products and services around the human need for belonging.

Traditionally, the consumer economy has emphasized convenience, efficiency, and personalization. However, these fundamentals are giving way to a new social dimension, with people actively seeking social infrastructure to enhance their experiences. Experience design is emerging as the new feature innovation, driven by the global loneliness crisis, with WHO estimating that one in six people worldwide experiences loneliness.

Travel exemplifies how connection is reshaping the consumer economy. Post-pandemic recovery has demonstrated demand resilience, prompting the industry to prioritize experiences over destinations. A Skift report reveals that 43% of travelers consider experiences the most important aspect of travel, with the global market for travel experiences estimated at over €2.6 trillion ($3 trillion). Paid, structured experiences account for €215–€266 billion ($250–$310 billion) of this spending.

The experience economy, a concept introduced by B. Joseph Pine II and James H. Gilmore in 1998, is now predominantly social. Run clubs, supper clubs, and hobby groups are evolving into new social spaces, while digital connection businesses are moving offline. Notable examples include Tinder's IRL events and Airbnb's expansion of Experiences, Strava's one million clubs, and Timeleft's weekly dinner gatherings, all fostering shared experiences.

Designing for belonging is crucial for the next generation of consumer businesses. Encouraging participation, repeated interaction, and shared experiences can strengthen customer relationships over time. While not every company needs to become a community platform, founders should consider how their products can create opportunities for connection and memorable experiences.

In Europe, the existing culture of local communities and experience-led consumer markets gives startups a competitive advantage, with European founders leading the way in building community-driven businesses.