Once considered ancillary to core room sales, in-destination experiences are rapidly becoming central to how travellers choose where to go and where to stay. In a recent global survey, 98% of travellers identified experiences as a key factor in selecting a destination. This trend signals a fundamental shift in priorities. As Tony Capuano, CEO of Marriott, once noted: “Travel is about creating memories, not just finding a place to stay. People are looking for experiences that resonate with them on a personal level.”

This shift is also being reflected in consumer spending. In 2019, around a third of the trip budget was devoted to experiences. Today, that figure already stands at 46%, and by 2027, it is expected that more than 50% of the trip budget will be spent on experiences. In response, executive leaders across the hospitality industry are rapidly shifting their strategies from selling rooms to selling experiences.

Brands that are ahead of the game are already reaping the rewards. Few illustrate this better than Four Seasons, where experiences aren’t just an offering—they’re central to the brand’s identity. “Luxury consumers are increasingly seeking meaningful, authentic experiences,” explains CEO Alejandro Reynal.“They align themselves with brands that reflect their values.” This experiential focus translates into tangible business results: Four Seasons’ RevPAR is almost 10 times higher than the industry average.