The Rise of the Experience Economy

REI brings back guided travel, betting that memories matter more than stuff.

By David Gladish January 13, 2026

Five hikers with backpacks walk uphill on a grassy mountain trail with snow-covered peaks visible in the background under a clear sky.

Annapurna Base Camp Trek in Nepal

Photo by Intrepid

In my household, with two young boys under the age of five, we often have to remind them to take things back. Did you really mean to tell dad that his dinner isn’t good? You might want to take that back. Did your brother deserve to be hit? Let’s rethink that one. Extreme analogies aside, starting in January, REI, the largest consumer co-op in the U.S., is giving back a long-valued part of its business by offering travel experiences once again—as if to say, we didn’t mean it when we did away with our trips.

This time, REI is partnering with Intrepid Travel, one of the world’s leading adventure travel companies. Intrepid Travel CEO James Thornton is confident that this partnership with REI will last. “Together we can tap into this opportunity,” Thornton says. When I spoke with him from his office in Melbourne, Australia, I could tell that he is passionate about the outdoors and the chance to partner with the biggest outdoor retailer in the U.S. We bonded over our shared love of getting our kids outside and exposing them to international trips from a young age.

For Thornton, there’s a growing desire among people to buy less stuff and do more meaningful things. “I really believe in the rise of the experience economy,” Thornton says. Whether you’re an REI member or not, you can book trips through REI to destinations all around the world. From Japan to Africa, U.S. national parks to Costa Rica, there’s something for all types of travelers. Thornton suggests Peru as a great option for Seattleites. It’s only a three-hour time change, and it offers sun along with a rich and diverse culture.

Three people stand outdoors on a balcony, laughing together with mountains and a town visible in the background.

Urubamba, Peru.

Photo by Matt Cherubino / Intrepid

Panoramic view of Machu Picchu, showing ancient stone ruins surrounded by lush green mountains under a clear sky.

Aguas Calientes, Peru.

Photo by Matt Cherubino / Intrepid

One reason Intrepid Travel wants to partner with REI is their shared values. “We want to work with brands that put people and the planet first,” Thornton says—something REI also strives to do, including its lofty goal of reaching net-zero greenhouse gas emissions by 2050. Similarly, according to Intrepid Travel’s website, in 2025, the company “shift[ed] away from carbon offsetting and the Science Based Targets initiative toward a $2 million Climate Impact Fund and an accelerated decarbonization plan.” It’s fair to say that both companies are prioritizing the planet, not just profits.

Neither REI nor Intrepid Travel has fully revealed all itineraries or destinations yet; that will come in January. For my money, I’d jump on a trip to Patagonia, one of the places already announced and a bucket-list destination for me. As a rock climber, the granite monoliths are the holy grail, and even hiking among them would be a thrill.

Every holiday season, I wonder whether I’d rather have more stuff or more things to do, and like many people, I reflect on the past year. The experiences always outweigh the material things. Similarly, Thornton is excited to be “offering iconic adventure around the world,” in real life, not behind a screen. In 2026, I plan to travel to Ireland and China. Where will you go? Maybe a trip with REI and Intrepid Travel is the kick in the pants you need to get you out the door.

Let’s go.