Will transformative experiences become the “new normal”?
Suddenly, the corona pandemic passed over the world. That our lives were suddenly brought to a halt by an unknown virus was unexpected and very difficult for many people. Yet, as strange as it may sound, many found a kind of inner peace and the way how we live our lives and what we could improve or change in it was constantly evaluated.
New insights on travel
Now a few months later we can evaluate the situation. We see that much of the leisure economy is still suffering from the measures taken by the government to stop the virus, and the end of it is still not in sight. At this moment, we see that all numbers surrounding the virus increase again, including the well-known effects in its wake Although this period will leave its marks, several insights were already obtained, including with regard to our way of travelling. However, many questions still arise:
- How will the travel sector look like after the pandemics?
- How do I want to shape my travel behavior after the pandemic?
- Will I continue to consume?
- Will I still fly to the other side of the world for a bargain price and is that still possible at all?
- Do I want to travel more consciously?
Experience economy in 2020
Before the COVID-19 pandemic, the experience economy was also increasingly provided by meaningful or transformative experiences. A term that gives organisations the opportunity to distinguish themselves from the competition, especially in a saturated market of experiences. Transformation focuses on the realisation of personal ambitions, goals, growth and the creation of a learning climate. Offering personalised, interactive and authentic experiences is the magic word here. Sometimes this is one, but usually several meaningful experiences that lead to emotion, changing sense of time, increased focus and concentration, involvement of all senses and eventually may establish potential altered behaviour and a different way of looking to the world.
In terms of positioning and proposition, offering transformative experiences focuses on the lifestyle and values of a target group and the brand and the words, images and actions are linked to this. An example: employees of clothing manufacturer Patagonia are given time in which they are encouraged to go out into nature. This makes the brand part of the philosophy and breathes the outdoor lifestyle.
We shall see if this crisis will lead to a substantial change in our ways of travelling and if we make a considerable transition in obtaining transformative experiences. What is your opinion about this?1 å