The time factor is part of what drew luxury tourism executive Philippe Bourgignon to World View, but he’ll be bringing his wife, their two grown children, and his son-in-law. For him the balloon trip is spiritual, or perhaps sentimental: Pressed for time by his job, Bourgignon agreed to take several trips a year with his family to share incredible experiences together. His interest has nothing to do with thrill-seeking. “I would never do the rocket ride,” he says. That’s a good sign that World View and Zero2infinity are reading the market right. But how many Philippe Bourgignons are out there, and what is their attention span? Bourgignon admits he also wants to be one of the first to experience it—“It’s important to do it before it becomes kind of a normal thing.”