While confirming the trend that has been going strong for several years – affluent consumers are more likely to spend discretionary dollars on travel over hard luxury goods – executives from the company speaking at the International Luxury Travel Market in Cannes, France said in addition to lounging poolside, you want your vacations to be transformative. Enjoyment is no longer enough. You crave enrichment. You don’t want to just discover the world. You want to discover yourself. The challenge for hotel companies is the future will be no longer about just selling you a room with marble bathrooms and bragging about the size of their flat screen TVs. Marriott says as you have become more sophisticated and discerning, you’re growing frustrated by “generic experiences.” This year alone TripAdvisor has added over 30,000 “travel experiences” to its website, many that are perhaps more fluff than substance. Get the full story at Forbes