• 5 min read
• Published on 25 July 2025
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View the full Basket:Ephemeral Experiences
I find myself walking down the high street these days and it all feels a bit… quiet. The shops, once temples of consumer desire, now seem to be holding their breath, waiting for a crowd that never quite arrives. Yet, wander past a concert hall, a bustling airport terminal, or a pub with a decent beer garden, and it’s a different story entirely. It seems we’ve collectively decided that owning more stuff is a bit of a bore. What we want now are stories to tell. We’re trading possessions for memories, and for an investor, that’s a rather interesting shift to watch.
View the full Basket:Ephemeral Experiences
This isn’t just a fleeting trend cooked up by millennials. It’s a fundamental rewiring of what we consider valuable. The logic, to me, seems painfully simple. A new watch is lovely, but its appeal fades. The memory of a brilliant festival weekend or a trip that went slightly, comically wrong, well, that lasts a lifetime. It’s social currency. You can’t exactly bore your friends with a detailed account of your new toaster, but a story about seeing your favourite band live? That has legs.
This "experience economy" is powered by a simple human desire for connection and novelty. Companies that have figured out how to bottle and sell this are, in my opinion, sitting on a potential goldmine. They aren’t just selling a product, they are selling an entry ticket to a memory. And people, it turns out, are willing to pay a handsome premium for that.
View the full Basket:Ephemeral Experiences
So, who are the big players in this game? You have giants like Live Nation, which has a rather clever stranglehold on the live music scene. They promote the tours and, through Ticketmaster, they sell you the ticket. It’s a powerful position to be in when the biggest artists on the planet decide to go on the road. Then you have the cruise lines, like Royal Caribbean. They’ve turned a simple mode of transport into a floating, all-inclusive resort. They aren’t selling a boat trip, they’re selling a week of managed, hassle-free fun.
And underpinning it all are the digital platforms. A company like Booking Holdings acts as the global travel agent in our pockets. It’s the indispensable middleman connecting our wanderlust with an actual hotel room or flight. These companies aren't just surviving, they could thrive because they are selling something intangible, something that can’t be packaged in a cardboard box. It's a fascinating collection of businesses, the kind you might find in a thematic basket like the Ephemeral Experiences basket, which groups together these purveyors of fun.
View the full Basket:Ephemeral Experiences
Of course, investing in fun and games comes with its own set of risks. These businesses are selling discretionary items. When economic times get tough, the first things to be cut from the household budget are the holidays and the concert tickets. We saw this with brutal clarity during the pandemic. While tech companies soared, the experience economy ground to a complete halt. A cruise ship is a very expensive piece of metal to have sitting empty in a port.
This sensitivity to the economic climate is a permanent feature, not a bug. These companies are often capital intensive and exposed to all sorts of unpredictable events, from bad weather to global health scares. So, while the upside is clear, the potential for a sudden downturn is something any sensible investor must keep at the front of their mind. The good times can stop rolling very quickly indeed.
View the full Basket:Ephemeral Experiences
View the full Basket:Ephemeral Experiences
View the full Basket:Ephemeral Experiences
View the full Basket:Ephemeral Experiences
View the full Basket:Ephemeral Experiences
View the full Basket:Ephemeral Experiences
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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