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?

In the past, people used to travel on a cruise ship and return with nothing more than a tan. Now cruise liners are giving people the chance to learn and accomplish something during their trip, whether it’s learning about local wines or how to prepare typical local dishes.

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?