The thriving travel sphere provides a perfect case study of the experience economy’s growing success. In a recent study sponsored by Expedia, 49% of millennials and Gen Z self-reported that they would sell their clothes or furniture to travel, while 71% of Gen Z would get a part-time job to save up for a leisure trip.[11] And, in response to desires for personalised, unique trips that live up to such expectations, a host of tour operators and experience providers are stepping up. Experience-driven platforms include EatWith, which invites travellers to dine with locals in their homes, and Vayable and Airbnb Experiences, both of which let visitors book one-on-one, local-led experiences, from samurai training in Tokyo to night photography tours of Paris. Intrepid types now also have a range of opportunities at their fingers, from IGO Adventures—which hosts active getaways in far-flung locales from Montana to Morocco, and aims to connect consumers with “true adventure” – to Rapha Travel, an arm of the cycle apparel company that sees biking enthusiasts take to the saddle in scenic locations from Tuscany to Colorado. The desire for rich travel experiences isn’t only driven by the goal of creating treasured memories, however. Today’s consumers, particularly millennials, are inhabiting a world where “Facebook and Instagram likes and creative snaps are now the ultimate social currency,” as McKinsey notes.[12] “The quest for likes requires a constant stream of new shareable content in the form of stories and pictures,” and travel delivers – particularly those experiences with impressive optics and unique cachet. In lieu of conspicuous consumption, aspirational living is the new way for consumers to build envy and status amongst their cohorts.