Over the past years, society has increasingly acknowledged the importance of wellness and the need to invest time focusing on our physical, psychological and even spiritual well-being. This shift has led to a greater focus on improving our daily regimen, eating healthier foods and accessing various forms of therapy.

We are moving away from traditional notions of accomplishment. In fact, for nearly seven out of 10 high-net-worth individuals, personal fulfilment is the top measure of success. This shift from material to experiential goes beyond wealthy individuals, with over 77% of U.S. Millennials saying that live experiences create irreplaceable memories and make them feel more connected.

The increasing desire for personal enrichment, self-direction and community has further enabled the travel and tourism sector, as experiences are at the core of the sector’s value proposition.

Download: World, Transformed: Megatrends and their implications for travel & tourism