In 2019, billions of consumers live inside a supercharged merry-go-round of human experience.
You know how it goes. Yet another immersive, compelling, unique, in-person experience is launched. Cue yet more pictures, videos, stories, status updates. And each one a token that feeds the machine. Around we go again.
It used to be that going to a new restaurant or trying a new business class cabin was exciting. Now people are going skiing in the middle of Copenhagen on top of the world’s most advanced urban clean energy plant (more on that later).
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.
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?
In this report we’re not going to run through the well-worn trends. You already know about ethical travel, immersive dining, and peer-led urban tours.
Instead, here are three powerful, actionable trends that give you a handle on where in-person customer experiences are heading next. Each one is a practical innovation opportunity. And each one could see you delight customers in the months ahead.
1. AUTOMATION THEATER
In 2019, automation and magical in-person customer experiences collide!
2. VILLAGE SQUARED
In-person experiences that repair and reimagine the social fabric.
3. END OF EXCESS
Amazing experiences, minus the guilt.
Ready for an experience of your own? Let’s do this 🚀💪