More and more, consumers are indulging in products and services purely for their hedonic benefits. To explore consumer value in hedonic consumption experiences, the Consumer Value Typology (Holbrook 1986, 1995), in conjunction with the Subjective Personal Introspection approach, is applied to pleasurable experiences captured in travel photographs. Results show that hedonic consumption is much more than self-indulgence and immediate gratification. Certainly, play and aesthetics are valued, but so are competency, effort and efficiency. Relationships and sharing, as well as individual growth and development, are all important aspects of pleasure.