Predictions for 2022 in the Leisure Industry
In this article, we underline some of our predictions for 2022 for the attractions industry, but not only.
The year 2022 seems to be a good opportunity to summarise and implement the lessons learned in the previous year. We have experienced changes in our ordinary ways of working, travelling, learning, creating, and collaborating. The new habits and skills that we learned along the way set the road to a continuous journey in reshaping our world.
Hybrid experiences will have a more common presence in themed spaces, cultural institutions, and retail.
The term “hybrid experience” is most certainly not a new one; we have been working with it for many years. However, the concept of this term is gaining new dimensions, especially with the expansion of the “metaverse” and its rising accessibility. Technologies like artificial intelligence, virtual and augmented reality will be more present. As customers own more goods in virtual forms like NFTs and cryptocurrency, they will expect to have more integrated experiences that combine their physical world and digital assets. They will also wish to switch between these two mediums seamlessly.
Creating a sense of public safety will become an advantage for those who succeed to do so.
As more attractions reopen and return to their usual schedules, we assume that they will continue to keep some of the pandemic safety measures for a while. The sense of safety, supported by transparent communication between guests and employees, will become another factor that drives guest experiences.
Employer branding will evolve at a new level, including openness for hybrid work.
The Great Resignation, also called The Big Quit, which is predicted to slow down in 2022, has raised many questions concerning employee experience. Undoubtedly remuneration has been a significant cause; however other factors included lack of communication, work environment, unwillingness from the employer to adopt a hybrid work approach. An elevated employer experience will embrace an extended brand narrative that also covers the employee narrative; it will implement more transparent, cross-departmental communication, deep listening, and hybrid work.
Highly immersive live experiences will lead the competition for guests’ time.
Creating unique visitor experiences with immersive design has been a leading approach in the theme park industry, as well as in retail and museums and cultural heritage. Combining excellent storytelling with spatial design and technology integration, we see the year 2022 producing some of the most remarkable immersive experiences.
We’re expecting to see brilliant examples in the long-awaited Studio Ghibli Park, due to open in Japan later this year, or the Guardians of the Galaxy: Cosmic Rewind opening this summer at Disney’s Epcot theme park.
How character development can elevate your guest experiences
How character development can elevate your guest experiencesGreat character development creates more opportunities for storytelling in projects across different industries.Any story needs characters, and in good stories, they are well-thought and well-designed. They...
There is no such thing as a singular brand story
There is no such thing as a singular brand storyLearn what a brand story is and how multiple narratives form and evolve as part of a storyverseMost probably, you have heard before that a brand is like a person. It has traits that we might like or not; it takes action...
The Power of Mobile Storytelling
The Power of Mobile StorytellingAs we are approaching the spring and summer season for tourism and leisure, we gathered a few insights into mobile-based experience design focusing on storytelling. These guidelines are drawn from some of our current observations into...
Establishing a Creative Strategy
Establishing a creative strategyHow often do you jump to the creative stage of a project, skipping strategy, planning, and even research? We all can be honest and say that we did it at least once. Undoubtedly, creative processes allow us to be free in our thinking,...
IAAPA Expo Europe 2021 Impressions
Impressions from IAAPA Expo Europe 2021In this issue of The Experience Economist, we are making a summary of what we have observed and learnt at IAAPA Expo Europe with relevance to storytelling. IAAPA Expo was an excellent opportunity to finally see old and new...
5 areas where your brand story lives and grows
5 areas where your brand story lives and growsNo matter what industry you are active in, you have a brand, therefore you also have a brand story. It is a continuously living and growing system that can be transformed and influenced either from within or by external...
Article first published on January 27, 2022
in The Experience Economist (AdventureLAB’s newsletter)
Author: Ecaterina Capatina
Concept developer and Brand Manager at AdventureLAB
Do you want to receive similar articles from us every month? Subscribe to our newsletter “The Experience Economist”.