Bitcoin, like fiat currency, is just a vessel of value. How high a value that it'll encapsulate will depend on its utility and rarity. The more it's accepted, used and cycled, the higher users would place value in it. Hence the demand. Holding on to it may increase rarity and maybe push the price up a bit, but the moment somebody decided to unload, the price will plummet. So the best is increase its utility. The value will follow.

Just my 0.000000000002btc...