Offline experiences are gaining ground
Recent research shows that about half of the Dutch want to consciously engage in more offline activities this year. The cause lies mainly in the growing digital burden of daily life. Technology plays an increasingly larger role at work and in private life, leading to a greater need for attention, peace, and real interaction.
This shift is also visible in spending behavior. A large group of consumers wants to spend more money on experiences than last year. It's not just about relaxation, but especially about connection. Activities where people come together, make new contacts, or consciously set aside time for personal attention are becoming more popular.
Interestingly, recommendations from friends, family, and acquaintances are trusted more often than algorithmic suggestions. While AI is getting better at predicting behavior, consumers seem to value human choices and personal experiences again.
Being outside and experiencing together becomes more important
The most popular activities this summer clearly show where that need comes from. Traveling is high on the list, as are outdoor activities like hiking, biking, and walking. Culinary outings remain popular, from food festivals to unique restaurants and small-scale tastings.
What these activities have in common is that they revolve around presence and experience. Not endlessly scrolling, but actually being somewhere. Not looking at others' experiences, but experiencing them yourself.
For entrepreneurs in hospitality, recreation, retail, and events, this offers opportunities. Consumers seem less sensitive to purely digital temptations and are looking for brands, locations, and concepts that feel authentic. Smaller experiences with a personal character may therefore become more attractive than large-scale, fully optimized concepts.
Why a backlash is emerging now
The trend fits within a broader societal movement where people are more conscious of technology. In recent years, AI tools, automation, and digital platforms have been rapidly integrated into work processes and daily routines. This leads to efficiency but also causes mental pressure and constant stimuli.
It is precisely because of this that space is created for a backlash. Analog experiences are regaining attractiveness: vinyl bars, unplugged evenings, train journeys, communal dinners, and small-scale events where attention is more important than speed.
Consumers are not simply longing for the past. They are mainly seeking balance. Technology remains important, but leisure time is increasingly filled with experiences that are hard to replace digitally.
What does this mean for entrepreneurs?
For companies, this is more than a lifestyle trend. The shift towards offline experiences impacts marketing, customer loyalty, and positioning.
Consumers increasingly expect:
- personal attention instead of standard automation;
- small-scale and authentic experiences;
- a sense of community around brands;
- physical meetings and events;
- human communication over optimized funnels.
This does not mean that digitization becomes less important. However, its role is changing. Technology increasingly supports the experience rather than forming the experience itself.
This creates new opportunities for entrepreneurs, such as physical events as an extension of online communities, small-scale brand experiences, exclusive offline networking events, local collaborations, and hospitality concepts where peace and attention are central.
Brands that understand why consumers seek temporary distance from screens can differentiate themselves with experiences that truly resonate.
From digital efficiency to human value
The most striking development behind this trend may be that consumers are not massively against technology. They are looking more critically at the role technology plays in their lives.
Efficiency remains important, but not at the expense of attention, peace, or connection. As a result, the value of products and services is increasingly shifting towards experience and human contact.
This leads to an important strategic question for entrepreneurs: how do you create experiences in a digital world that feel personal, credible, and memorable?
Organizations that find a convincing answer to this can benefit in the coming years from a consumer who has less need for more screen time and values real moments more.
