It’s been more than two decades since the term “experience economy” first appeared in the common lexicon, and it has since come to define the modern approach to living.

While consumer culture is still alive and well, as a whole, millennials and Gen Zers are valuing “things” less and “doing stuff” more - especially when we travel. Today, it’s often perceived to be more valuable or more meaningful to meet with locals and break bread than it is to buy a bunch of souvenirs from them.