For a long time, hotel success has been primarily measured through metrics like RevPAR (Revenue per Available Room). However, in a context where travelers increasingly value meaningful experiences, properties that focus on offering memorable activities see improvements not only in room revenue but throughout the entire guest relationship.
A recent study by Turneo —highlighted by PhocusWire— reveals that integrating experiences has a positive impact at all stages of the customer journey: before, during, and after the stay. Cancellations drop, daily spend increases, reviews improve, and loyalty grows.
Experiences are no longer a “nice to have” —they’re a strategic asset that transforms stays into lasting memories and strengthens emotional ties with the brand. In this post, we explore how experiences act as a value lever at every stage of the guest journey.
1. Before the stay: Reducing cancellations through emotional value propositions
Booking a hotel is about more than price or location. During the inspiration and planning stage, travelers look for signs that their stay will be special, unique, and authentic. This is where experiences come into play as an emotional trigger.
According to Turneo’s study, hotels that offer experiences during the booking process see a significant reduction in cancellation rates. Why? Because when guests book personalized activities —like food tours, sunrise yoga classes, or cultural walks— they’re not just booking a bed, but committing to a meaningful experience. And experiences create anticipation, excitement, and emotional investment.
Experiences also build a greater sense of anticipation, fueling excitement before the trip. This positive expectation reduces the likelihood of cancellations or changes, since guests feel they’d be missing more than just a night’s stay —they’d be giving up a story already taking shape in their minds.
To maximize this effect, hotels can use destination content tools like interactive planners or event calendars to showcase everything guests can enjoy during their stay. The more personalized and visual the content, the greater the engagement and conversion.
2. During the stay: Maximizing daily spend and satisfaction
Once the guest arrives, the on-site experience becomes key to profitability. Here, experiences play a central role not only in guest satisfaction but also in increasing the average daily spend.
According to the report, hotels that integrate experiences into their value proposition see a rise in guest spending per day. Activities like themed dinners, guided excursions, wellness treatments, or immersive events generate incremental revenue beyond room sales.
But the value is not just financial. Experiences enrich the stay, spark emotions, and create lasting memories. In a highly competitive market, differentiation goes far beyond offering comfort—it’s about crafting a story, a journey within the journey.
For instance, a boutique hotel in a coastal city might partner with local vendors to offer sunset sailing trips. An urban hotel might create walking routes to explore neighborhoods through food or street art. These initiatives not only generate revenue but also position the hotel as a curator of experiences, not just a room provider.
And by facilitating access to these experiences via the front desk, hotel app, or website, usability improves and real-time conversions increase.
3. After the stay: Building loyalty, getting better reviews, and increasing repeat bookings
The customer relationship doesn’t end at checkout. In fact, it’s during the post-stay phase that memories take center stage and true brand loyalty is shaped.
Turneo’s data shows that a carefully curated experience during the stay positively affects guest behavior afterwards: better online reviews, increased loyalty, and more repeat bookings.
Why? Because experiences strengthen the emotional connection. The guest doesn’t just remember the comfort of the room—they remember the sunset bike ride, the wine tasting at a local vineyard, or the rooftop concert. These moments become shareable memories, social media content, and anecdotes that keep the hotel top of mind long after the trip ends.
This emotional dimension leads to something incredibly valuable: authentic recommendations. Satisfied travelers naturally become brand advocates. And if the experience was exceptional, the likelihood of returning increases. This is where rebooking strategies, post-stay emails, and loyalty programs can make a real difference.
4. Experiences as a tool for emotional brand connection
In today’s travel landscape, emotions are as important a KPI as RevPAR. Experiences allow hotels to tell a story, project an identity, and build an authentic connection with their audience.
This strategy goes beyond luxury or budget. A hostel might organize cultural meetups with locals, while a resort may offer wellness retreats. What matters is that experiences are aligned with the brand’s values and the expectations of its guests.
Moreover, integrating these experiences into the digital strategy—through inspiring content, custom planners, or activity marketplaces—positions the hotel as a facilitator of memorable moments, not just a place to sleep.
Ultimately, experiences become the thread that ties the entire guest relationship together: a narrative that starts before the journey and can continue long after, creating long-term brand value.
Conclusion: From selling beds to creating memories
Hotels that understand the power of experiences are making a strategic shift toward a more emotional, sustainable, and profitable model of hospitality. It’s no longer just about optimizing metrics like RevPAR—it’s about enhancing the entire customer relationship.
Experiences reduce cancellations, increase daily spending, boost brand perception, and encourage repeat visits. But above all, they humanize travel and make it unforgettable.
For hotels, integrating experiences is not only a source of extra revenue, but a way to build a soulful brand. And in a world where differentiation is crucial, this can make all the difference.
Platforms like Smartvel or Turneo support this transformation by helping hotels deliver personalized, inspiring, and connected experiences throughout the guest journey.
Are you ready to move from selling rooms to creating unforgettable memories?
