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1) Social media is full of people talking about "free" trips they took. It is free, very effective advertising for travel cards.
2) There are points cards you can redeem for "experiences." I can redeem my SSFCU card points for cruises, sky diving, cooking lessons, etc. My old ScoreCards CU card can be redeemed for MLB, European Soccer, NFL, Wrigley Field Rooftop, Masters Golf, Preakness, Stanley Cup finals, SuperBowl tickets, etc. I don't see music concerts, but I do see things like "American Music Rewards" show. You can also redeem points for movie tickets, white water rafting, etc.
There are plenty of similar points programs. They used to be much more popular before cash back.