Tim Forster is a food writer and editor. He was an editor for international food news site Eater for four years but brings academic knowledge in film, political science, and music history. He has worked as a parliamentary reporter in Canada, published essays and treatises on all sorts of popular culture, and produced an audio documentary about queer spaces in contemporary North American cities. With this kind of all-around expertise, he has deep cultural insight to inform his commentary on the food and drink and hospitality sectors and the ways they intersect with technology and popular culture.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

Dr. Chris Gibbs is an associate professor of hospitality and tourism management at Toronto Metropolitan University. His past research has investigated Airbnb’s pricing strategy and its impact on the Canadian hotel industry.

Europe

Finland

Travel and Leisure

Hotels and holidays

Tech.eu

EU Startups

Business Insider

Interview with Dr. Chris Gibbs conducted by the author

Allied Market Research

ET Hospitality World

Boatsetter

Life of Sailing

Drive A Boat Canada

Skipperi

NMMA

CBS News

Ipsos

Skipperi has entered the sharing economy with a platform for boats, enabling owners to lease crafts for a day, a week, or more. After a successful launch catering to adventure-seekers in Scandinavia, the company has expanded internationally. So, what can brands learn from this rental model?