Designing attractive experiences and promoting them through the right channels creates encounters between product, culture, and audience. This not only diversifies revenue streams but also increases brand awareness and builds long-term loyalty.
Designing attractive experiences and promoting them through the right channels creates encounters between product, culture, and audience. This not only diversifies revenue streams but also increases brand awareness and builds long-term loyalty.
The art of hospitality has thus become an advanced marketing tool, one that meets the needs of today’s emerging culture. It represents a vital shift from cultural marketing to experiential and relationship marketing.
When the experience is truly valuable, visitors are no longer just consumers: they become stakeholders, brand ambassadors, and guardians of the identity of the winery or agri-food business.
The experience begins long before the actual visit to the winery or stay at the resort, continues throughout the visit, and can last indefinitely if nurtured through digital engagement, follow-up strategies, or the creation of a Wine Club or community around the product.
According to UNWTO, the market for experiential tourism will grow by 57% by 2030.
(Sources: UNWTO)
Millennials:
58% choose destinations based on exclusive, well-communicated experiences.
Gen Z:
85% seek authentic, shareable experiences.
(Sources: Expedia 2023 – Eventbrite 2023)
The art of hospitality has thus become an advanced marketing tool, one that meets the needs of today’s emerging culture. It represents a vital shift from cultural marketing to experiential and relationship marketing.
When the experience is truly valuable, visitors are no longer just consumers: they become stakeholders, brand ambassadors, and guardians of the identity of the winery or agri-food business.
The experience begins long before the actual visit to the winery or stay at the resort, continues throughout the visit, and can last indefinitely if nurtured through digital engagement, follow-up strategies, or the creation of a Wine Club or community around the product.
According to UNWTO, the market for experiential tourism will grow by 57% by 2030. About 26% of travel budgetsare already dedicated to these types of activities—and for short stays like weekends, that number rises to 31%.
(Sources: UNWTO, 2023)
Millennials:
58% choose destinations based on exclusive, well-communicated experiences.
Gen Z:
85% seek authentic, shareable experiences.
(Sources: Expedia 2023 – Eventbrite 2023)