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The Future of Experiences

(Extracts from

In 2019, billions of consumers live inside a supercharged merry-go-round of human experience.

And it isn’t just traditional experience providers that are fueling these new expectations. Today, it can feel like every pet shop, dentist and local accountant are competing to win in the Experience Economy. If you’re not including extraordinary experiences in to your brand, you will get left behind.

WTF happened? And in this environment, where do you start when it comes to delighting your guests, diners, shoppers, passengers, visitors (need we go on)?

Always different, always the same…

The highly evolved Experience Economy of 2019 might feel dizzying. But press pause for a moment and it’s possible to get a handle on it. That starts with seeing how it’s founded on a few core, eternal truths about human nature.

Driving the endless search for new in-person experiences are a set of basic human needs that are as old as human beings themselves. The human needs for play, community, personalization, authenticity and more.

And, of course, the need for status. You can see that status quest – for a special story to tell oneself, and the crowd – in the frenetic search for yet another experience that is fresh, unique, cultured, anything to make people take notice. You can see it in the half a billion daily active users that Instagram Stories racked up in January 2019.

But once you understand that this avalanche of experiences all revolves, in the end, around basic human needs, you have the not-so-secret code. Then the question becomes: how can you create experiences that will tap into and serve those needs?

Let’s run through the well-worn trends. Ethical travel, immersive dining, and peer-led urban tours.

We all know t