The first-class economy

Outside of the tech-sphere, people in the real world wanted to have that unforgettable experience. Remember how “revenge shopping” and “revenge travel” captured the minds, wallets, and Instagram feeds of post-pandemic consumers? While those trends have faded a bit, their thirst for spending hasn’t fizzled. Instead, it’s taken on something of a new form: premiumization, particularly for experiences.

Take Ticketmaster owner Live Nation, which reported record-breaking attendance in its latest quarter. CEO Michael Rapino credited its premium experiences as “a big underpin” to growth, with VIP ticket revenue at major festivals up more than 20% compared to last year, and Eras Tour attendees spending hundreds, if not thousands, to see Taylor Swift live.

The allure of premium offerings has also gone skyward.

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