Experiential Programming for Resorts

Abstract

This study investigates the influence of experiential programs (EPs) on enhancing consumer experience offerings at luxury resorts. EPs encompass a variety of activities, amenities, and services designed to immerse consumers in the local culture, scenery, and authenticity. The research focuses explicitly on EPs related to fitness, evening entertainment, children’s activities, and personalized experiences. By analyzing data from 30 resorts, significant trends and typologies within each category of EP emerged, highlighting the diverse ways in which resorts meet consumers’ desires for immersive and status-enhancing experiences. Valuable insights were gained through semi-structured interviews with two hoteliers, providing a deeper understanding of the strategic integration of EPs. Fitness EPs highlight activities, including hiking and yoga, whereas evening entertainment encompasses experiences like mixology, music, and astronomy education. For children, EPs prioritize cultural immersion through hands-on experiences, while personalized EPs—including romance packages and private dining—allow for consumer exclusivity. The research underscores how these EPs align with contemporary trends in conspicuous consumption, where luxury resorts leverage unique, high-quality, and culturally rich experiences to reinforce affluence and societal standing. The findings emphasize that EPs are a vital strategy for luxury resorts to differentiate themselves in a competitive market, enhancing consumer satisfaction, loyalty, and positive self-image.

1. Introduction

The luxury lodging sector has undergone significant advancements and continuous growth in recent years (Campo et al., 2024). According to Grand View Research (2022), the luxury hotel market was valued at USD 94 billion in 2022, with projections suggesting a compound annual growth rate of 3.8% from 2023 to 2030. Traditionally, luxury has been associated with material possessions; however, contemporary luxury prioritizes the creation of memorable experiences over the accumulation of material goods (Wang & Griskevicius, 2014). The luxury lodging industry is at the forefront of this transition, embracing contemporary luxury through immersive experiences and experiential marketing (Lade et al., 2020).

Luxury hotels, as outlined by the AAA Travel Guide, embody “sophistication and comfort with exceptional physical attributes, personalized service, extensive amenities, and an impeccable standard of excellence” (Petrone, 2019, p. 11). It is essential for luxury hotels, particularly luxury resorts, to continuously enhance their service offerings to deliver superior consumer experiences amid a highly competitive landscape (About Forbes Travel Guide, 2024). Specifically, two types of experiences can be identified: immersive and programming. Immersive experiences relate to the hotel’s esthetic appeal and physical features (Walls et al., 2011). Previous research emphasizes the purposeful nature of immersive experiences, highlighting how ambient conditions—such as space, function, signs, symbols, and artifacts—significantly influence a luxury hotel’s physical environment (Walls et al., 2011). Conversely, programming encompasses adult activities such as organized fitness sessions, daily sports, gaming competitions, guided excursions, dance instruction, entertainment events, and various evening activities designed to enhance vacation experiences (Mikulić & Prebežac, 2011). Deroos (2012) defines programming as the orchestration of events within and around the hotel, which forges connections among different activity areas while allocating appropriate space for these activities.

Of special significance to this study is experiential programs (EPs). Suzuki (2024) states that EPs are immersive offerings emphasizing destination-focused experiences within luxury hotel environments. These programs often include authentic cultural and culinary activities, wellness initiatives, and various recreational pursuits specific to the destination. Mody et al. (2017) underscore the significance of EPs as a vital component of luxury hotel services, positioning them as cultural programming and highlighting the importance of immersing consumers in local music, cuisine, nature, arts, and diverse activities. Luxury hotels manage EPs independently, steering clear of third-party involvement and presenting them as gratuitous amenities designed to enhance the consumer experience through novelty, authenticity, and a personal touch (Mikulić & Prebežac, 2011; Yoon & Lee, 2017).

The central question of this paper is to explore how EPs are designed and implemented in Forbes-rated luxury resorts, and how these programs contribute to enhancing guest experiences and resort marketing strategies. The study aims to provide a nuanced understanding of the unique features and management approaches behind these EPs.

From hoteliers’ viewpoints, there is a significant gap in understanding how EPs contribute to developing immersive consumer experiences. This understanding is particularly crucial given the recent transition from materialism to experiential luxury and the potential implications EPs may have for the well-established hospitality industry. While extensive research has explored the creation of experiences within luxury hotel settings, there remains a considerable lack of studies specifically investigating the effects of EPs.

This study outlines three key objectives:

• The primary objective of this study is to explore the various EPs offered at luxury resorts in the US and develop a typology that enhances understanding of these initiatives.
• Secondly, the study will examine the influence of three elements of contemporary conspicuous consumption—status, quality, and exclusivity—on the effectiveness of EPs.
• Finally, from the perspective of luxury resort managers, examining how these EPs enhance the immersive experiences sought after in today’s luxury market is essential. This exploration will address several key aspects, including the following:
  • Development.
  • Brand contribution.
  • Consumer reception.

1.1. The Concept of Luxury Consumption

Scholars have explored the concept of luxury consumption from various perspectives. Depending on their approach, luxury may be defined as a personality trait that encapsulates distinctive symbolic and functional advantages (Wu et al., 2023). Furthermore, researchers largely agree that luxury is associated with benefits, including experiential enjoyment, symbolism, and an elevated social status (Kapferer & Bastien, 2017; Wu et al., 2023; Yang & Mattila, 2017).

1.2. The Theoretical Basis of Conspicuous Consumption

This study seeks to elucidate contemporary consumer perceptions of luxury, closely tied to Thorstein Veblen’s concept of conspicuous consumption, which refers to acquiring goods to display wealth and prestige (Lai et al., 2022). In 1899, in his book, The Theory of the Leisure Class, Veblen observed that this behavior is grounded in historical practices (Eckhardt et al., 2015). Despite the evolution of luxury products over time, the fundamental nature of luxury consumption remains constant (Eckhardt et al., 2015). Luxury consumption can be divided into two categories: tangible products, such as jewelry and designer clothing (Lee, 2018), and services, including high-end hotels and restaurants (Lee, 2018). Research indicates that luxury experiences provide greater happiness than non-luxury goods (Marder et al., 2019), reflecting a contemporary shift towards experiential purchases. The luxury hotel industry has adapted to this trend (Yeoman & McMahon-Beattie, 2011). An understanding of conspicuous consumption sheds light on society’s ongoing fascination with luxury and transitioning from material goods to experiential offerings, driven by status, quality, and exclusivity (Eckhardt et al., 2015).

1.2.1. Status

As defined in this study, status reflects an individual’s financial strength, influencing their social significance (Savarese, 2024). Veblen proposed that material possessions correlate with social standing, with advertising promoting conspicuous consumption (Kaus, 2013). Luxury goods, like Maserati or BMW, are perceived to enhance self-image and driving consumption (Podoshen et al., 2011). This behavior demonstrates wealth and seeks social recognition. Veblen criticized luxurious items as wasteful, labeling them as conspicuous waste (Yeoman & McMahon-Beattie, 2011). Duesenberry’s bandwagon effect highlights that people often purchase goods to meet societal expectations and boost self-esteem (Podoshen et al., 2011), fostering competition and a culture of conspicuous consumption (Heffetz, 2011).

1.2.2. Quality

Quality in luxury brands is defined by high standards, rarity, and unique symbolism (Lu & Ahn, 2024). These products are designed for durability and esthetic appeal, emphasizing sustainability (Burke, 2013). Luxury brands invest heavily in research and development to improve product longevity (Truong & McColl, 2011). Elevated prices stem from using rare materials that guarantee exceptional quality (Truong & McColl, 2011). Additionally, perceived service quality significantly impacts luxury spending, as consumers value the experiences associated with their purchases (Kastanakis & Balabanis, 2012). This focus on quality encourages consumers to invest in experiential luxury (Luna-Cortés et al., 2022).

1.2.3. Exclusivity

Exclusivity highlights the distinctiveness of a brand, service, or product (Atkinson & Kang, 2021; Kim & Johnson, 2015). Traditional luxury goods are marked by limited availability, high visibility, elevated pricing, and exceptional quality, signaling consumer wealth (Atkinson & Kang, 2021). Rarity enhances the exclusivity of many luxury items (Ordabayeva & Chandon, 2011). Despite the democratization of luxury pricing, high-end products are becoming more accessible, challenging traditional theories (Atkinson & Kang, 2021; Kim & Johnson, 2015). Research shows that consumers’ perceived value—covering experiential, unique, social, and functional aspects—positively relates to brand exclusivity, promoting brand loyalty. Thus, brand exclusivity is vital for the long-term success of luxury brands (Dubois & Paternault, 1995; Xie & Lou, 2020).

1.3. Luxury Hotel Classification

Hotel ratings in the United States (US) can often perplex consumers and professionals due to the absence of a standardized system. Unlike Europe, which has established organizations to award hotel stars, ratings in the US frequently come from third-party booking platforms such as Expedia and Travelocity. Nonetheless, recognized systems, such as the Forbes Travel Guide, which began its evaluations in 1958, and the AAA’s diamond rating system, initiated in 1937, serve as objective benchmarks for quality (Giousmpasoglou & Marinakou, 2024; Mohsin et al., 2022).

The AAA categorizes luxury hotels as the “crown jewels” of hospitality, providing exceptional amenities and experiences for ultimate relaxation (AAA Diamonds, 2024). Their evaluation criteria encompass refinement, comfort, service standards, and the capacity to meet personalized consumer demands, which enrich the modern luxury experience (Chen & Peng, 2014; Petrone, 2019). The Forbes Travel Guide places significant emphasis on consumer experience in its assessments. A total of 75% of its auditing questions focus on personalized service and staff attentiveness, while only 25% pertain to site quality (Kester, 2022). This focus highlights luxury hotels’ need to enhance their service offerings to remain competitive continuously.

Resort Classification

Walker (2023) defines a resort as a specialized hotel that serves as a “destination unto itself”, offering a diverse range of entertainment, recreational activities, meeting spaces, and opportunities for relaxation (p. 42). While “resorts” is often used interchangeably with “hotels”, resorts are primarily distinguished by their superior amenities and facilities. Stringam (2008) points out that resorts utilize these features to gain a competitive advantage. Amenities like swimming pools and spas greatly enhance the consumer experience (Kalgi & Hire, 2024). According to Walker (2023), consumers generally choose resorts for leisure activities, attracted by appealing climates and various recreational opportunities. Additionally, Sangpikul (2021) notes that these accommodations can promote improved well-being due to their calming environments. Furthermore, Conceição and Skibba (2008) highlight that resorts appeal to experiential travelers who wish to engage with local cultures and communities.

1.4. Contemporary Luxury Hotel and Branding Experiences

Conspicuous consumption has transformed since its initial definition in 1899 from emphasizing material possessions to focusing on experiences and situational luxury, particularly within the luxury hospitality sector (Lee, 2018; Luna-Cortés et al., 2022). Consumers are motivated to seek luxury experiences by status, exclusivity, and high-quality service (Lo & Yeung, 2020). For sustainable growth, hoteliers must gain a deep understanding of their target consumers and curate customized experiences (Eckhardt et al., 2015). The affluent often portray their social image through high-end spending, significantly influencing their hospitality preferences (Eckhardt et al., 2015). Effective branding in luxury hotels centers on cultivating strong, two-way consumer relationships to maximize value (Khoi & Le, 2022). This engagement nurtures brand satisfaction, loyalty, and premium pricing as luxury brands enhance their offerings’ emotional and intangible value, ultimately shaping consumer perceptions and decisions (C. H. Liu & Jiang, 2020; Rather et al., 2024).

1.5. Programming Elements as a Form of Contemporary Luxury

Luxury hotels, especially luxury resorts, focus on experiential value by highlighting two unique categories of experiences: immersive experiences and programming experiences. Immersive experiences relate to a hotel’s esthetic and physical characteristics, encompassing ambient elements, spatial configurations, and decorative features (Boo & Busser, 2018; Walls et al., 2011). Conversely, programming experiences involve the various activities and services offered by resorts, facilitating interactions across different sectors and optimizing available space (Deroos, 2012). Mikulić and Prebežac (2011) highlight the importance of consumer programming, which includes an array of adult-focused activities such as fitness sessions, gaming tournaments, and entertainment options. Additionally, Wati et al. (2022) describes resort programming as a systematic organization of activities aimed at enhancing consumers’ enjoyment and overall vacation experience.

1.5.1. Experiential Programming

Experiential programs (EPs) represent a unique element of programming experiences that this study will explore, encompassing activities, excursions, amenities, and services that showcase local culture, scenery, and authenticity (Mody et al., 2017; Yoon & Lee, 2017). According to Suzuki (2024), EPs are immersive experiences designed to create memorable moments in luxury hotels and resorts. These programs include destination-specific activities, authentic culinary experiences, and wellness options like spa retreats and mindfulness workshops. Unlike other hotel segments primarily focusing on basic conveniences, luxury hotels aim to cultivate emotional connections through thoughtfully curated EPs, often provided as complimentary amenities (Yoon & Lee, 2017). Similarly, Harkison (2016) notes that introducing EPs marks a significant characteristic of luxury hotels, where management seeks to enhance engagement among guests and staff, foster immersion in local culture, and personalize guest experiences. Additionally, these hotels utilize EPs to distinguish themselves from competitors in similar markets, often offering comparable amenities (Hawaiian Cultural Activities, 2024; Planning a Trip to Maui: The Ritz-Carlton Maui, Kapalua, 2024).

1.5.2. Categorization of EPs

The current literature concerning programming classifications in resort environments is relevant to this study and can be effectively applied to EP classifications. From this literature, four distinct categories of resort programming experiences have been identified:

Children

Children’s programming experiences at resorts encompass an array of educational activities, including games and swimming lessons tailored for younger children. In contrast, older children engage in more competitive and recreational pursuits, such as sports competitions, excursions, and evening events like dance clubs and talent shows (Mikulić & Prebežac, 2011). Seraphin and Thanh (2020) emphasize aligning these programs with local culture to enrich children’s experiences and foster connections to the destination. Their programming encompasses various activities, including games, creative pursuits, trips, arts and crafts, and sports for different age groups (p. 10). Angelov (2022) also discusses themed days for younger guests and group activities designed for teenagers (p. 67).

Evening Entertainment

Evening entertainment programming experiences encompass diverse activities, including dance lessons, live musical performances, and various games (Mikulić & Prebežac, 2011). Solas (2023) points out experiential offerings like “Cocktail Evenings” at luxury hotel lobby bars in Madrid, featuring Spanish cuisine, cocktails, and local musicians. Resort amenities may also include mixology classes, performances by local DJs, and scenic evening picnics. Angelov (2022) characterizes these programs as a form of animation, mainly through the diverse “shows” presented to consumers.

Fitness

Fitness programming experiences encompass systematically structured activities, including aerobics, Pilates, Nordic walking, and Tai Chi, in conjunction with daily sports competitions and guided excursions (Mikulić & Prebežac, 2011). M. T. Liu et al. (2017) emphasize integrating local settings with fitness options, including swimming, saunas, water gymnastics, and hiking, to enhance health and sensory experiences. Furthermore, Solas (2023) outlines personal training programs, yoga sessions, performance running, stretching, and various wellness treatments (p. 34).

Personalization

Personalized programming experiences are essential in the hospitality industry, particularly for setting luxury hotels apart, as AAA and Forbes Luxury Travel Guides noted. It involves continuously customizing services to align with consumer preferences and fostering a strong relationship between customers and service providers (Shen et al., 2021). Consumers value recognition, such as staff familiarity with their names and preferences, enhancing their sense of worth (Nyheim et al., 2015; Shen et al., 2021). Unique, memorable service is essential for an exceptional experience (Cetin et al., 2014). Kalgi and Hire (2024) mention that personalized touches, like curated amenities and welcome gifts, can delight guests. For example, special treats for children or romantic gifts for couples enhance their stay (Kalgi & Hire, 2024). Forman and Udvaros (2023) highlight the role of concierge services as personal aides, while Milosh (2023) notes that luxury hotels may offer VIP services, personal chefs, and exclusive entertainment access.

2. Materials and Methods

2.1. Typology

This study comprises two stages: First, developing a typology of luxury hotel EPs, followed by semi-structured interviews to gain deeper insights into contemporary EPs. Developing a typology to present the EPs in a tabular format was considered essential for this study. According to Merriam (2009), a typology arises when topics or variables are interconnected. This process, typologizing, involves mapping the potential outcomes that emerge from combining different variables (Lofland et al., 2022; Merriam, 2009). Such relationships can be effectively illustrated using grids or tables, a method also advocated by Creswell (2014), who recommends comparison tables to emphasize findings and common themes.

Forbes-rated resorts are recognized for their esteemed reputation as leading authorities in the evaluation of luxury accommodations throughout the United States. These distinguished hotels undergo thorough assessments not only of their lavish amenities and services but also of the diversity and quality of EPs they provide to guests. Often, Forbes-rated luxury resorts feature a carefully curated selection of EPs that offer unique experiences designed to elevate the guest stay. These EPs are prominently highlighted and detailed on the Forbes-rating websites, enabling potential visitors to gain a comprehensive understanding of the luxurious offerings available to them and providing a clear means to compare the resorts based on their EPs.

As of 2024, there are only 2018 hotels rated by Forbes worldwide (2024 Star Awards Winners, 2024). According to the 2024 Travel Guide, 421 hotel properties in the US achieved recognition as either Forbes Recommended, 4-Star, or 5-Star in 2024. Since Forbes exclusively rates hotels within the luxury category, the distinctions of Forbes Recommended, 4-Star, and 5-Star are considered equally valuable for the sample hotels in this study. Approximately 100 are classified as “resort” properties among these rated hotels. Resorts were selected for this analysis due to their broader range of amenities and facilities.

A total of 38 out of the 50 states in the US are home to at least one hotel property rated by Forbes, with approximately 19 states featuring a hotel categorized as a “resort”. This study will focus on 30 Forbes-rated resorts nationwide to ensure a consistent analysis. To achieve comprehensive geographical representation, researchers selected at least one resort from each of the 19 states with a Forbes-rated property and examined their EPs. Additional selections were made from states that have a more significant number of resorts. Ultimately, 30 resorts across 17 states provided valuable data for analysis, as the remaining two resorts lacked sufficient EPs to study. For example, Florida is represented by four resorts, Nevada by two, California by three, and Hawaii by five. Each of the 30 resorts was confirmed to offer EPs in all four categories of interest: Fitness, Evening Entertainment, Children’s Activities, and Personalized Programs. Following a thorough review of the resorts’ websites, researchers reached out to the concierge desks of each resort by telephone to gather detailed descriptions of these programs.

2.2. Semi-Structured Interviews

This research aligns with the recommendations of Brinkmann and Kvale (2015), emphasizing the significance of interviews in qualitative exploratory studies for gaining distinct insights. Semi-structured interviews were conducted to explore EPs, allowing participants to elaborate on their perspectives and provide a deeper understanding (Creswell, 2014). This flexible format enables researchers to adapt to the evolving viewpoints of respondents (Merriam, 2009). Purposive sampling was utilized to select interview participants with relevant knowledge and expertise (Creswell, 2014). Engaging multiple hoteliers from a diverse range of resorts offers valuable perspectives on EPs. This study explicitly focuses on resort management employees.

Participants were recruited from a closed chat group for resort managers, with criteria that included being at least 18 years old, having a minimum of one year of experience managing a luxury resort, and possessing a comprehensive understanding of their property’s EPs. Ultimately, two participants consented to be interviewed. These individuals were leaders from Forbes-rated luxury resorts in the Southwest US: a Marketing Manager who considers EPs vital to marketing strategies and a Guest Relations Manager who actively develops these initiatives. Both managers are involved in daily resort operations and consumer interactions (Japutra & Situmorang, 2021; Situmorang et al., 2019).

The two resorts in question are distinguished, Forbes-rated luxury establishments situated in the Southwest region of the United States. As leading competitors in the hospitality industry, they offer a similar blend of opulence and unique cultural experiences characteristic of this vibrant area. Both resorts feature comparable geographic attributes, enhanced by their stunning natural surroundings, which include dramatic desert landscapes and breathtaking mountain vistas. The cultural offerings at each resort reflect the rich heritage of the Southwest, providing guests with authentic experiences that engage them with local traditions and flavors. This shared cultural framework, along with similarities in operational systems—from guest services to culinary offerings—has streamlined the assessment process for evaluating hotel management scripts. Consequently, it has become significantly easier to draw comparisons and identify best practices between the two establishments.

The selection of participants was not by occasion or convenience but based on purposive sampling to ensure relevance and expertise. The rationale for choosing these individuals was their direct involvement in managing and developing EPs at Forbes-rated luxury resorts, which is central to the study’s focus. Both participants hold management-level positions—specifically, a Marketing Manager and a Guest Relations Manager—ensuring they have strategic and operational insights into the design and execution of EPs. Their management roles guarantee that they possess comprehensive knowledge of their resorts’ offerings and consumer engagement, making their perspectives particularly valuable for this research.

To ensure the privacy of the respondents, their identities will remain confidential. The participants and resorts will be referred to as “Marketing Manager”, employed at “Resort 1”, and “Guest Relations Manager”, employed at “Resort 2”. The names of the EPs mentioned will be slightly modified—for example, “Morning Mountain Hiking” may be referred to as “Mountain Hike”. The interviews, conducted via Zoom, were recorded and transcribed verbatim. Each interview, lasting just over 30 min, focused on open-ended questions regarding the status, exclusivity, and quality of service associated with the EPs. The questions were crafted to align with each manager’s responsibilities while addressing common overarching themes. Please refer to Appendix A for the interview guide.

A thematic analysis was performed, during which the researchers meticulously examined the interview transcripts. This process involved a systematic search for recurring themes, followed by in-depth analyses to refine and elaborate on those themes. Each theme was clearly defined and labeled to capture its significance within the context of the research. This approach ultimately fostered insightful discussions and well-supported conclusions, enhancing the overall understanding of the study’s findings.

3. Results

3.1. Typology Summation

This study has created a typology for EPs.

Table 1. EP categorization.

Location	Resort	Fitness	Evening Entertainment	Children’s	Personalized
1. Arizona	The Canyon Suites at The Phoenician	Camelback Mountain Hike	Tequila Tasting	Phoenician Local Ice Cream Tasting	Ambassador Service Program
2. Arizona	Four Seasons Resort Scottsdale at Troon North	Scottsdale Mountain Biking Tour	Celestial Picnics (starlit picnic)	Desert Scavenger Hunt	In-Casita Private Dinners
3. Arizona	Enchantment Resort Sedona	Mountain Hiking	Candlelight Evening Stretch (wellness session)	Camp Coyote	Private Pickleball Lessons
4. Arizona	The Ritz-Carlton Dove Mountain	Dove Mountain Hiking Trails	Agave Spirit Tasting Experience	Ritz Kids Adventure Package	Guest Relations & Experience Team
5. California	The Biltmore Santa Barbara–a Four Seasons Resort	Santa Barbara by Bicycle	Ty Lounge Local Jazz Performer Entertainment	Kids for All Seasons Program	Romance on The American Riviera Package
6. California	Montage Laguna Beach	Surfing Lessons	Live Local Music	Sunset S’mores	Treasure Island Beach Proposal Location
7. California	The Ritz-Carlton Half Moon Bay	Coastal Trails	Scottish Nights Bayside Bagpiping Experience	S’mores Making at the Firepit	Poppy Petal (California State Flower) Turndown Service
8. Colorado	The Broadmoor	Rock Climbing Classes	Meet The Maker: Sazerac Whiskey	Pellet Gun Class	Colorado Wilderness Experience Packages
9. Colorado	The St. Regis Aspen Resort	Mountain Biking	Apres Ski Cocktail Evenings (ski-slope location)	Snowboarding Classes	Private Charter Flight with Mayo Aviation
10. Connecticut	Mayflower Inn & Spa, Auberge Resorts Collection	Bike Riding	Grain to Glass Washington Hour Distillery Experience	Harvest Moon Bonfire S’more-Making	Friends of the Mayflower VIP Planning Experience
11. Florida	Eau Palm Beach	Beach Boot Camp	The Wellness Cocktail Class	Kids’ Night Out	Private Beach Cabana Services
12. Florida	Four Seasons Resort at The Surf Club	Beach Boot Camp	Orchestra by the Ocean (local musicians)	Kids for All Seasons	“Private Retreats” Weekly Stay Package
13. Florida	Four Seasons Resort Palm Beach	Sunrise Beach Yoga	“Under the Palms” Local Musical Experiences	Florie’s Kids’ Kitchen	The Couples Experience (package)
14. Florida	The Ritz-Carlton Orlando, Grande Lakes	Coastal Wake-Watersports Charter	Blue Martini Local, Live Music	Native Animal Identification	Shingle Creek Everglades Airboat Tour
15. Hawaii	The Four Seasons Hualalai	Bodyweight Beach Burn (class)	Fire Knife Display (fire dancing ceremony)	Ukulele Lessons	Orchid (local flower) Petal Turndown Services
16. Hawaii	Four Seasons Lanai	Koloiki Ridge Hike	Sunset Sail	Kids for All Seasons “Party Night”	Private Catamaran Tour
17. Hawaii	The Ritz-Carlton Maui, Kapalua	Sunrise Yoga	Nightly Sunset Ceremony	Lei Po’o (flower crown-making class)	Private Hula Lessons
18. Hawaii	Four Seasons Resort Ko Olina	Ma’ili Pillbox Hike	Polynesian Navigation Stargazing Experience	Camp Kohola at the Hideaway (Kids-specific activities)	Private Surfing Lessons
19. Hawaii	Montage Kapalua Bay	Rhythm of the Ocean (yoga)	Mixology Class	Turtle Tracking Thursday (turtle educational class)	In-residence Luau
20. Georgia	The Cloister	Electric Foil Board (electric surfing)	Bagpiper at The Lodge (outdoor celebration)	Build Your Own Sea Island Stuffed Sidekick (stuffed animal making)	Private Beach
21. Maryland	Inn at Perry Cabin	Bike Tour	Lakeside Firepit Happy Hour	Oyster Shell Ornament Creation	Tailored Selection of Local Therapeutic Bodywork
22. Massachusetts	Wequassett Resort and Golf Club	Beachside Yoga	Soirée on the Bay (oceanfront happy hour)	Summer Olympics Outdoor Activities	Biologique Recherche-Personalized Facial treatment
23. Nevada	Four Seasons Hotel Las Vegas	Stretch and Stroll (walking tour	Floor-to-ceiling Windowed Strip View Rooms (for nightly light show viewing)	Strip Scavenger Hunt	Personalized Spa Treatment
24. New Mexico	Four Seasons Resort Rancho Encantado Santa Fe	Hike at the Ridge	Mixology Class	Ski Lessons	Guided, Local Signature Experience Packages
25. New York	Inns of Aurora	Aurora Village Walking Tour	Evening Local Wine Samplings	Lakeside S’mores Making	Personalized Spa Treatments for Couples
26. North Carolina	The Ranch at Rock Creek	Horseback Riding	Local Wildlife Viewing	Forest Day (Forest, ranch, and wildlife education classes)	“Personal Oasis” Creekside Hideaway, relaxation areas
27. Oregon	The Allison Inn & Spa	Garden Yoga	JORY Lounge Live, Local Music	Outdoor Walking Trails for Kids	Pinot Therapy (wine-inspired spa treatments)
28. Pennsylvania	Hotel Hershey	Hiking Trails	Hershey’s Character Appearances	Smore’s Making at Firepits	The Chocolatier Restaurant Private Dining Experience
29. Texas	Commodore Perry Estate, Auberge Resorts Collection	Austin Hikes	Vinyl Record Hour (local music)	Plush Local Animals for all arriving children (complimentary amenities)	En Plein Air Estate Art & Craft Classes (local artisans)
30. Wyoming	Four Seasons Resort and Residences Jackson Hole	Rock Climbing Excursion	Stargazing (astronomy lesson)	Kids’ Ranch	Teton National Park Gourmet Picnics

displays a representation.

Table 1 depicts four categories of EPs in 30 different luxury resorts in the United States.

3.2. Fitness EP Typology

Table 2. Fitness EP typology analysis.

Activity	Programs (#)	Programs (%)	Examples and Notes
Hiking and Walking	12	40	A prime example is the “Camelback Mountain Hike” at Canyon Suites, which showcases local wildlife and breathtaking views.
Bicycling	4	13.33	A noteworthy option is the “Mountain Biking” experience at The St. Regis Aspen Resort, where consumers can rent bicycles to explore recommended trails.
Yoga	4	13.33	The “Sunrise Yoga” session at The Ritz-Carlton Maui, Kapalua, offers a serene morning practice on Fleming’s Beach.
Beach Boot Camp	3	10	A standout example is the oceanfront, “Beach Boot Camp” at Four Seasons Resort at The Surf Club, which focuses on strength and endurance training.
Others	7	23.33	This features diverse experiences such as “Surfing Lessons”, “Rock Climbing Classes”, and “Horseback Riding”.

and Figure 1 depict Hiking and Walking EPs as the most prevalent Fitness Experiential Programming activities at 40%.

3.3. Evening Entertainment Typology

Table 3. Evening Entertainment EP Typology Analysis.

Activity	Programs (#)	Programs (%)	Examples and Notes
Music	9	30	One notable example is the “Vinyl Record Hour” at Commodore Perry Estate, where consumers can enjoy a complimentary drink while spinning vinyl records that celebrate local musicians.
Mixology & Alcohol Sampling Education	8	26.66	For example, at the Inns of Aurora, consumers can indulge in the “Local Wine Sampling”, which features selections from the nearby Finger Lakes vineyards.
Astronomy	3	10	At “Polynesian Navigation” at Four Seasons Ko Olina, consumers collaborate with a local astronomer to observe celestial wonders.
Happy Hours	3	10	The “Apres Ski Cocktail Evenings” at The St. Regis Aspen Resort showcases local beverages alongside breathtaking mountain vistas.
Others	7	23.33	This features a variety of unique activities, such as the “Candlelit Evening Stretch”, “Fire Knife Display”, and the “Nightly Sunset Ceremony”.

and Figure 2 depict Musical Entertainment EPs as the most prevalent Evening Entertainment Experiential Programming activities at 30%, followed closely by Mixology & Alcohol Sampling Education at 27%.

3.4. Children’s EP Typology

Table 4. Children’s EP typology analysis.

Activity	Programs (#)	Programs (%)	Examples and Notes
Daytime Facility	17	56.66	Typically presented as “Kids’ Clubs”, these programs aim to immerse children in the local culture. For instance, “Camp Kohola at the Hideaway” features activities like lei-making and beachside movie screenings.
Food-related	6	20	It includes enjoyable activities such as “S’mores Making” at Hotel Hershey, where consumers can spend their evenings crafting s’mores with on-site Hershey’s chocolate.
Animals	5	16.67	This features EPs highlighting local wildlife through events like “Plush Local Animals for all arriving children” at Commodore Perry Estate, where children receive plush toys representing native Texas animals.
Others	2	6.67	This consists of engaging activities such as “Kids for All Seasons Party Night” and “Kid’s Night Out”.

and Figure 3 depict Daytime Facility EPs as the most prevalent Children’s Experiential Programming activities at 56%.

3.5. Personalized EP Typology

Table 5. Personalized EP typology analysis.

Activity	Programs (#)	Programs (%)	Examples and Notes
Outdoor Recreation Play	8	26.66	This includes a “Private Hula Lesson” at The Ritz-Carlton Maui, which provides an engaging cultural experience distinct to the locale.
Romance Packages	4	13.33	A standout offering is the “Wilderness Experience Package” at The Broadmoor, which includes a customized 7-night stay across four distinct properties in Colorado, with transportation provided.
Private Dining	4	13.33	This comprises unique culinary offerings, such as the “In-residence Luau” at Montage Kapalua Bay. This unique experience requires a month’s notice for a private luau, with tailored food and beverage options and personal butler service to enhance the occasion.
Personal Assistant	4	13.33	This includes the “Guest Relations & Experience Team” at The Ritz-Carlton Dove Mountain. This dedicated team curates personalized itineraries and remains available daily, even during holidays.
Spa	4	13.33	It features exceptional romantic massages at The Inns of Aurora, utilizing locally sourced ingredients like apples and white wine for a unique touch.
Others	6	20	This consists of offerings such as the “Treasure Island Beach Proposal Location” and “Private Beach Cabana Services”.

and Figure 4 depict Outdoor Recreation Play EPs as the most prevalent Personalized Experiential Programming activities at 27%.

4. Discussion

While the typology reveals common patterns in EP offerings across luxury resorts, there are notable differences in strategy and implementation that merit reflection. For instance, Hawaiian resorts exhibit a stronger emphasis on cultural immersion and nature-integrated experiences, such as the Polynesian Navigation Stargazing and Lei Po’o classes, reflecting a destination-specific branding approach that leverages indigenous traditions. In contrast, Florida resorts tend to focus on family-oriented activities and fitness programs that maximize their coastal geography (e.g., Beach Boot Camps and Kids for All Seasons). Mountain resorts like those in Colorado and Arizona emphasize outdoor adventure and wellness, often featuring hiking, mountain biking, and mixology events tailored to the natural environment and high-altitude climate. This suggests a geography-driven customization strategy where Experiential Programming aligns with regional strengths and target market expectations. These strategic differences reflect not only localized operational considerations but also broader branding approaches that aim to deepen guest engagement by delivering context-specific luxury experiences.

4.1. Relation to Conspicuous Consumption

The Marketing Manager and Guest Relations Manager describe programming components that reflect contemporary conspicuous consumption, focusing on experiences over materialism, as introduced by Veblen in 1899. The Marketing Manager identifies the target consumers as “world travelers” eager for local engagement, while the Guest Relations Manager portrays them as “group and leisure consumers in the luxury market” who appreciate holistic well-being and cultural immersion during their stays.

The “Diplomat Program” at Resort 1 represents the contemporary luxury market, where status is crucial. With average room rates starting at USD 700.00 per night, it caters to affluent consumers, aligning with Rao and Schaefer’s (2013) findings that luxury resorts symbolize higher social class and often a higher perception of wealth. The desire for status drives luxury spending, enhancing one’s positive self-image. Diplomats serve as “private diplomats” for consumers, providing concierge-style services that shape their resort experience. They focus on unique local adventures, such as the “Mountain Hike”, which is health-oriented, engaging, and sustainable. This distinctive experience, available at only two resorts in the Southwest US, allows consumers to connect with guides, observe local wildlife, and enjoy refreshing local juices like agave and prickly pear.

The “Alcohol-Tasting Experience” at Resort 1 emphasizes contemporary consumption through an experiential approach. Consumers enjoy a selection of regional spirits, including tequila and craft liquors, local craft beers, and exclusive Champagne, available only at the resort. To enhance the experience, the luxury resort showcases its unique barrels of each liquor for consumers to admire.

The Guest Relations Department at Resort 2 facilitates the development of distinctive local experiences consistent with prevailing trends in the luxury resort sector, where status plays a pivotal role. The Guest Relations Manager underscores that EPs are practical marketing tools for luxury resorts by highlighting authentic consumer testimonials, which often communicate more than traditional websites can. These exclusive activities set the resort apart from midscale competitors and enhance the overall consumer experience, instilling a perception of rarity and value associated with such luxuries. In alignment with Podoshen et al.’s (2011) conceptualization of status, EPs promote a favorable self-image, nurturing a profound sense of well-being, tranquility, and refinement.

When discussing quality of service, the Guest Relations Manager highlights the importance of sustainability in designing EPs while keeping them manageable for the resort and engaging for consumers. Although the activities and amenities are timeless, they may be adjusted during extreme weather. For example, in the hot summer months in southwestern USA, outdoor activities like “Desert Yoga” may move indoors for safety. While the core experience remains the same, changing the setting can impact the ambiance and immersive quality of the EP. This approach aligns with Burke’s (2013) definition of sustainability, which posits that luxury products and services should be crafted with a focus on durability and esthetic appeal.

At Resort 2, the Guest Relations Department emphasizes exclusive experiences that showcase local culture and geography. The “Property Cactus Tours” is a standout offering, described by the Guest Relations Manager as flexible and deeply engaging with the environment. These tours connect consumers with resort staff while exploring the area’s unique wildlife and vegetation. The Guest Relations Manager highlights that the desert landscape shapes activities like nature walks, cactus presentations, yoga, and sound healing, ensuring consumers feel welcomed into a distinct environment.

Property maps, refreshing beverages such as agave-infused water, and towels are provided to enhance the overall guest experience. The Guest Relations Manager articulates, “Our objective is to customize each experience for the individual consumer. This underscores our dedication to ensuring they have an extraordinary stay. By implementing additional perks and thoughtful touches, we aim to foster a sense of value among our guests. Ultimately, we strive to secure their loyalty by creating an experience that aligns with their specific needs, desires, and preferences”. This approach aligns with Dubois and Paternault’s (1995) research, which indicates that guest experiences are positively correlated with brand exclusivity, perceived value, and overall customer loyalty, contributing to the long-term success of luxury brands.

It is crucial to acknowledge that the exclusivity associated with luxury resorts, including their EPs, can lead to significant negative repercussions. One notable consequence is the potential for consumers to display elitism, which may adversely influence the perceptions of both the Guest Relations Manager and the Marketing Manager. Guests who engage in these exclusive experiences may develop a sense of superiority over those who do not, complicating the dynamics of guest relations and overall brand perception.

Moreover, the high nightly rates for such luxury accommodations often render these EPs inaccessible to a considerable segment of potential guests. This financial barrier can deter individuals who would otherwise be interested in participating in these unique offerings but find it difficult to justify the cost of the accommodations. Consequently, the perceived value of the EPs may decrease, creating a divide among guests based on their economic capabilities.

Despite these challenges, the ongoing allure of luxury hotels—particularly in the post-COVID-19 pandemic travel landscape—suggests that the potential negative implications of exclusivity may not significantly impact the sustainability or success of these properties or their EPs. The sustained popularity indicates that many guests continue to seek out and invest in luxury experiences, often prioritizing them over concerns of inclusivity. This trend highlights a complex relationship among exclusivity, guest experience, and long-term viability within the luxury hospitality sector.

4.2. EP Impact

4.2.1. Development

At Resort 1, the design of EPs emphasizes captivation, intrigue, and memorability. Catering to “world explorers”, this resort appeals to adventurous and sophisticated travelers searching for immersive luxury experiences. Nestled in a mountainous location, it offers unique programs, such as the health-oriented “Mountain Hike”, which aims to deepen consumers’ connections with the local environment. Personalized services, exemplified by the “Diplomat Program”, assign personal assistants to enrich consumer interactions and honor the local culture. Wildlife, including desert rabbits and scorpions, inspires experiences like the “Golf Course Tour”, where knowledgeable guides highlight native species. The Sales and Marketing Department plays a pivotal role in developing these offerings, employing special events to test new programs and gather consumer feedback before wider implementation, such as introducing local Champagne in the weekly “Alcohol-Tasting Experience”.

At Resort 2, the Guest Relations Manager underscores the meticulously curated EPs prioritizing holistic wellness, mindfulness, and the integration of local culture. Acknowledging the demographic of luxury leisure consumers is pivotal in providing a service level that meets their elevated expectations, thereby ensuring a tranquil and seamless stay. The resort offers a diverse array of EPs, including “Botanical Gardens”, “Property Cactus Tours”, “Sound Healing”, “Desert Yoga”, and “Wellness Nature Walks”. Each activity is designed to be both enjoyable and immersive, cultivating relaxation while enhancing the connection to local culture. For example, the “Botanical Garden” experience allows participants to explore a garden dedicated to nurturing edible plants utilized in the resort’s culinary offerings. Engaging in activities such as “Hummingbird Feeding”, leisurely strolls through the garden, and educational sessions on local flora and fauna led by the gardener, guests can appreciate the serene ambiance. Furthermore, these EPs appear to significantly enhance the overall resort experience, characterized by Walker (2023) as a specialized hotel functioning as a “destination in itself”.

4.2.2. Brand Contribution

The EPs at Resort 1 significantly influence the resort’s overall brand within the larger hotel corporation. The Marketing Manager emphasizes that consumers are attracted to specific branded properties, highlighting the importance of innovative programming to uphold a positive brand image. Meanwhile, at Resort 2, the Guest Relations Manager characterizes it as a flagship resort renowned for its elegance and extensive size, particularly regarding room count and convention space. The marketing imagery frequently showcases the local desert and aspects of the Property Cactus Tour, illustrating how Resort 2’s branding enhances the resort’s reputation and positively impacts the regional hotel industry.

4.2.3. Consumer Reception

At Resort 1, the Marketing Manager recounted a memorable experience encompassing captivation, intrigue, and memorability. One morning, a distressed child in the dining room caught the attention of a server, who creatively fashioned a fruit sculpture resembling a desert tortoise. This thoughtful gesture delighted the entire family and transformed their experience, making breakfast an eagerly anticipated event for the boy each day. At Resort 2, the Guest Relations Manager underscored the significance of consumer feedback in refining their experiential offerings. Most reviews have been positive, particularly highlighting unique experiences such as feeding hummingbirds. The Guest Relations Manager pointed out that when children have memorable vacations, they are often eager to return, prompting parents to consider a revisit.

4.2.4. Discussion and Conclusion

The insights gathered from both the typology analysis and the semi-structured interviews offer a deeper understanding of how EPs are conceptualized and operationalized within luxury resort settings. The typology helped illustrate the diversity and strategic alignment of EP offerings, while the interviews added rich, contextual layers to the data—highlighting the intentionality behind these programs and their evolving role in luxury hospitality.

Notably, the perspectives of the Marketing Manager and Guest Relations Manager reflect a shared emphasis on personalization, exclusivity, and value creation through EPs. Their narratives suggest that EPs are not merely supplementary amenities, but core components of branding, customer retention, and guest satisfaction strategies. For instance, the Marketing Manager emphasized how EPs are used as marketing differentiators, while the Guest Relations Manager detailed how EPs are adapted based on direct consumer feedback. This alignment between strategic intent and guest engagement illustrates the increasing integration of EPs into the operational identity of luxury resorts.

At the same time, the self-reported nature of the data provided through interviews invites thoughtful consideration. Because these insights originate from individuals in leadership roles, they are shaped by professional experiences, organizational goals, and perhaps a desire to present their properties in a favorable light. This does not detract from the value of their contributions but rather highlights how managerial perspectives are inherently intertwined with broader branding and service delivery narratives. Their accounts may reveal not only how EPs are executed but also how they are ideologically positioned within the luxury market.

In this context, the process of engaging with resort managers as knowledge holders reveals important nuances. Their reflections are not just operational summaries but interpretations influenced by strategic priorities and customer expectations. This provides a unique window into how EPs are perceived at the managerial level—an angle that is particularly relevant when considering how luxury experiences are curated and communicated to discerning clientele.

Furthermore, the interview format allowed for adaptive and responsive dialog, enabling participants to explore both practical and philosophical dimensions of Experiential Programming. Their responses highlighted not just the logistical considerations (e.g., staffing, scheduling, and demand), but also emotional and symbolic dimensions—such as the goal of fostering connection, memory-making, and a sense of place.

Overall, this stage of the study reinforces the notion that EPs in luxury hospitality are multifaceted constructs—designed not only to entertain but to embody brand values and cultivate lasting impressions. The narratives shared by resort managers enrich our understanding of these programs as dynamic tools for both marketing and guest engagement, while also subtly inviting further exploration into how other stakeholders—such as guests or front-line staff—might interpret and experience these offerings differently.

This study contributes to the growing body of literature on experiential consumption by illustrating how luxury resorts strategically design and implement EPs to cater to consumers engaged in conspicuous consumption. Drawing on Veblen’s theory, the research underscores that today’s affluent travelers increasingly seek experiences that signal status, identity, and cultural capital, rather than relying solely on material displays of wealth. Through in-depth analysis of selected resort offerings, the findings reveal that EPs rooted in authenticity, personalization, and sustainability not only enhance the perceived value of the brand but also serve as critical tools for differentiation in an increasingly competitive market.

Furthermore, the integration of marketing and guest experience teams in the development of these programs highlights the importance of internal collaboration in delivering coherent and impactful brand narratives. The study offers practical implications for luxury hospitality providers aiming to align their experiential strategies with evolving consumer values—emphasizing emotional engagement, social signaling, and transformational leisure. Future research may expand upon these insights by exploring the long-term brand equity effects of EPs and examining consumer responses across diverse cultural and geographic contexts.

4.3. Implications

4.3.1. Theoretic Implications

The effectiveness of immersive consumer experiences in luxury resorts, particularly concerning EPs, remains largely underexplored. This research aims to fill this gap while contributing to the increasing academic interest in experience-centric luxury, shifting focus away from traditional materialistic perspectives. The collaboration between the Guest Relations Manager and the Marketing Manager in implementing EPs suggests significant potential for value co-creation. Future studies that leverage value co-creation could further enrich these findings.

The research expands on Veblen’s theory of conspicuous consumption by emphasizing experientialism within luxury contexts. It identifies status, quality, and exclusivity as fundamental drivers of EP effectiveness. The study redefines service quality by emphasizing personalization, sustainability, and cultural immersion. Connecting marketing with consumer psychology uncovers the psychological motivations behind luxury consumption, such as the affirmation of social status and self-image enhancement, which align closely with experiential marketing strategies.

Additionally, this study makes a notable contribution to the sustainability literature, illustrating how luxury brands can incorporate responsible practices into their offerings. It provides valuable insights into status-driven consumption, cultural immersion, and experiential marketing in the luxury sector. It also explores the deeper issue of aligning consumer self-perception with brand identity to foster loyalty and differentiation.

4.3.2. Industrial Implications

During an interview with the Marketing Manager, it was highlighted that the Mountain Hike is the most marketable EP at Resort 1. At the same time, the Guest Relations Manager emphasized the Property Cactus Tour as the standout EP at Resort 2. This research aims to assist luxury hoteliers in developing sustainable initiatives without imposing substantial financial burdens. Potential offerings include hiking tours, golf cart excursions, wildlife activities, scavenger hunts, or self-guided property explorations. These options can help reduce staffing costs while generating indirect revenue.

A notable example is The Ritz-Carlton Half Moon Bay in California, where guests can partake in the “Scottish Nights Bayside Bagpiping Experience”. At sunset, a bagpiper beckons consumers outside their guestrooms to showcase Coastal California sunsets and seasonal southward whale migration views from the oceanfront resort. This enchanting setting is enhanced by happy hour at The Ocean Terrace Bar, which offers exceptional wines from Northern California’s Wine Country at discounted prices.

Additionally, this study seeks to deepen knowledge within the service industry by providing insights into experiential service design in luxury resorts through various design tools. Hospitality managers and designers can gain valuable lessons on the importance of crafting immersive experiences. For instance, the “Ski Lessons” EP at Four Seasons Rancho Encantado in New Mexico demonstrates innovative design possibilities for ski-in and ski-out resorts. While many Marriott Resorts managers might be unfamiliar with EPs, the initiatives from Four Seasons could inspire other hospitality leaders to adopt similar strategies, ultimately enhancing winter resort experiences for consumers.

Furthermore, the design and execution of these EPs can motivate consumers to engage in marketing efforts. Online Travel Agencies (OTAs) such as TripAdvisor and Expedia encourage users to share reviews about resorts, and social media also plays a vital role. For example, a consumer at Wequassett Resort participating in “Beachside Yoga” may post a photo with hashtags like #yogawequassett, making this content easily accessible through a simple Google search.

4.4. Limitations and Future Study

The research findings exclusively concern luxury resorts in the United States, limiting their relevance to the broader lodging industry. Future investigations should encompass international establishments and examine lower-rated accommodations with similar programs to enhance generalizability. Furthermore, the methodology was constrained because only two interviewees were secured for participation. This limitation challenges the applicability of the findings to the broader lodging sector. While the study is based on a limited sample of two interviews, this approach is justifiable within the framework of exploratory qualitative research. The aim of this research is not to generalize findings across the entire luxury hospitality industry, but rather to gain in-depth, contextualized insights into how specific resorts design and implement EPs to appeal to conspicuous consumers. The two interviewees were purposefully selected based on their extensive managerial experience and direct involvement in curating guest experiences, which lends credibility and depth to the data collected. Moreover, in qualitative inquiry, depth is often prioritized over breadth. The richness of the interviews, combined with supporting evidence from resort offerings and online content, enables a nuanced understanding of strategic decision-making processes. In addition, this research is novel as it includes both a front-of-house perspective (Guest Relations Manager) and back-of-house perspective (Marketing Manager). Nonetheless, the limitation is acknowledged, and future research with a broader sample is encouraged to validate and expand upon the preliminary insights generated in this study.

These individuals were selected for their extensive experience and senior roles within luxury resort management, providing rich, in-depth insights that are highly relevant to the research focus. The semi-structured nature of the interviews allowed for detailed exploration of strategic perspectives on EPs, which complemented the quantitative data collected from 30 resorts. Although the small interview sample restricts the generalizability of findings, it enhances the validity of the qualitative insights by ensuring they come from authoritative sources deeply familiar with the implementation and strategic considerations of experiential offerings in luxury resorts.

Additionally, this study does not incorporate consumer perspectives, as the interviews are conducted solely with resort managers, providing a one-sided view. This limitation may hinder a comprehensive understanding of the impact of EPs. Future research could benefit from including quantitative data—such as customer satisfaction or financial outcomes—to complement and enrich the qualitative analysis.

Additionally, there is an increasing interest in eco-friendly initiatives among business travelers; however, leisure travelers continue to be the primary focus of this research. Future studies could assess the impact of these programs specifically on business travelers by employing qualitative methods such as interviews or focus groups tailored to this demographic. Finally, the study exclusively explores managerial perspectives, which offers only one side of the experiential equation. Future research could enrich this analysis by incorporating consumer viewpoints to assess how guests perceive, interpret, and value these curated experiences. Including both managerial and consumer perspectives would provide a more holistic understanding of EP effectiveness and the alignment (or misalignment) between what is offered and what is experienced or valued by the clientele.