The stereotypical image of a holiday masks a much larger variety of desires and options, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with white sands and blue sea?

Impersonal, generic guidebooks are a thing of the past. Four Seasons is curating unique, personalised travel recommendations on Pinterest, extending its culture far beyond its physical walls.

As experiences – 'memorable events that engage people in inherently personal ways' – become the predominant economic offering, what are the implications for businesses and organisations?

Much of the appeal of holidays lies in the fact that they present us with opportunities for being who we want to be for a short time, rather than who we feel we must be. This helps towards the creation of modern, faceted identities.