• 5 min read
• Published on 25 July 2025
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View the full Basket:Experience Economy
Let’s be honest, have you ever seen someone post a rapturous, multi-paragraph ode to their new kettle on social media? I thought not. A sunset from a clifftop in Santorini, however, or a blurry video from the front row of a concert, that’s a different story. It seems we’ve collectively decided that the path to happiness is paved not with more stuff, but with more stories to tell. I think the pandemic simply put a fine point on it. After being stuck indoors, the allure of a new sofa faded rather quickly compared to the burning desire to just be somewhere else, doing something interesting.
This isn’t just some fluffy, feel-good observation. It’s a seismic economic shift. People are consciously funnelling their disposable income away from things that gather dust and towards experiences that create memories. What’s fascinating to me is the durability of it all. A new car starts losing value the moment you drive it off the forecourt. A memory of a brilliant holiday, on the other hand, arguably appreciates over time. It becomes a part of your personal narrative, a currency in social situations. And for the companies that sell these experiences, that psychological stickiness is worth its weight in gold.
View the full Basket:Experience Economy
At the heart of this revolution, you find the digital gatekeepers. These are the platforms that have made planning an adventure as easy as ordering a takeaway. Take a company like Live Nation. They don't just sell you a ticket to a gig. Through their sprawling empire, which includes Ticketmaster, they have a hand in promoting the tour, managing the venue, and selling you the merchandise. They’ve positioned themselves so that every time someone chooses a live show over a new gadget, they stand to benefit. It’s a rather clever way to capture a slice of the entire experience.
Then you have the travel titans, like Booking Holdings. They own the digital real estate where our holiday dreams begin. Whether you’re using Booking.com, Priceline, or Kayak, you’re feeding into their ecosystem. They’ve become the indispensable middlemen for a world desperate to get away. Their global reach is staggering, meaning a heatwave in Europe pushing people to cooler climates or a new travel trend in Asia could both, in theory, work in their favour. They aren't betting on one destination, they are betting on the very human desire to travel itself.
View the full Basket:Experience Economy
Now, you might think that in tough economic times, holidays and concerts would be the first things on the chopping block. And you wouldn’t be entirely wrong. But here’s the curious part, they are often the last things people are willing to give up. Cancelling a trip you’ve been looking forward to for six months feels like a much bigger loss than postponing a kitchen renovation. There’s an emotional investment there, a fear of missing out, that just doesn’t apply to most material goods.
This doesn’t make these companies recession-proof, of course. Nothing is. A severe downturn will undoubtedly see people cut back. But the reluctance to do so suggests a certain resilience that you might not find in traditional retail. People will fight tooth and nail to protect their planned experiences, which could provide a degree of stability for the companies involved.
Of course, investing in this trend isn't without its own set of challenges. The sector is sensitive to everything from geopolitical shocks that ground flights to the simple fact that consumer tastes can change. Success relies on brand loyalty in a very crowded marketplace. It's why looking at a collection of these companies, like those in the Experience Economy basket, can offer a broader view of the sector, but it certainly doesn't erase the inherent risks. An investor must always weigh the potential against the very real possibility of turbulence.
View the full Basket:Experience Economy
View the full Basket:Experience Economy
View the full Basket:Experience Economy
View the full Basket:Experience Economy
View the full Basket:Experience Economy
View the full Basket:Experience Economy
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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