Wragge Lawrence Graham, Birmingham, United Kingdom
This desire for customization extends to all facets of life. Some people like to shop in brick and mortar stores where they can handle a physical item; others prefer to order it online their color from their favorite brand. But everyone at least wants the option to choose between online shopping and the in-store experience. At sporting events, discriminating fans look for more than just a seat in the arena—they want a customized experience that provides a litany of food options to choose from, and (for a price) allow greater access to the players. When traveling, people want to be able to choose between five-star brand hotels, comfortable-but-affordable boutiques hotel, or the budget-friendly option of a unique home or apartment via Airbnb. Travelers also customize their vacations online by perusing a host of discounted airfares, tours and attractions and then choosing what best suits their unique itinerary.