Consumer preferences and tastes in personal experiences have changed. Digitally trained individuals have gotten accustomed to accessing what they want, when they want it, and that perspective has spread beyond the online realm and into the physical world. Consumers want access to unique places, such as private clubs, that provide opportunities to meet old friends and find new ones. They want to feel good about having “special” access to restaurant reservations, and they want access to comfort and ease when traveling through airports. Also, they seek services that provide for their well-being and bolster their self-worth, and they want those services in their housing complexes. These recently elevated preferences come from individuals seeking even momentary refuge from a confusing and uncertain world, and these new wants and needs provide opportunities to companies that can meet them.