Hotels and the rise of the experience-driven guest
Why curated moments matter more than rooms, rates and amenities
Hotels are facing a major shift as travelers increasingly seek meaningful, memorable and lifestyle-driven experiences rather than standard lodging. The discussion at the Phocuswright Conference 2025 underscored that modern guests evaluate hotels by the emotional value they deliver — from local immersion to wellness and community experiences — not just by price or comfort.
The rise of the experience economy requires hotels to think beyond product and operations, designing touchpoints that feel personal, distinctive, and connected to place. Success will come from marrying technology, culture and service to deliver experiences that resonate on a human level and differentiate the brand.
Key takeaways
- Experience as competitive advantage: Hotels that offer curated cultural, lifestyle or wellness experiences stand out more effectively than those competing primarily on room features or rate.
- Meaningful immersion matters: Travelers increasingly want to feel part of a destination through local partnerships, storytelling, community activities or authentic culinary experiences.
- Lifestyle relevance is rising: Fitness, wellness, nature, sustainability and creative pursuits give hotels new ways to build emotional loyalty and deepen guest value.
- Technology amplifies experiences: AI, data and digital platforms can help personalize itineraries, recommend local activities and remove friction so experiences feel smooth and intentional.
- Value is emotional, not transactional: Guests are willing to spend more for experiences that enrich them, inspire them or help them feel connected, making experience design a revenue strategy, not a cost.
- Brand identity must reflect experiences: Successful hotels align design, storytelling, service rituals and partnerships around a lifestyle vision — making the brand feel like a place to belong rather than a place to sleep.
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