Experiential Programming Amidst COVID-19 Recovery

Abstract

This study examines the evolution of experiential programs (EPs) at luxury resorts in the United States following the COVID-19 pandemic. EPs, essential to resort competitiveness, have experienced significant transformations to address post-pandemic demands for safety, authenticity, and local experiences. The study utilizes a typology framework to analyze EPs at 38 luxury resorts across 19 states. Data were collected through resorts’ brand.com websites and phoning luxury resort concierge desks to inquire about on-site EPs, compiling a list of EPs for comparison. The findings indicate that while many resorts provide similar EPs–such as guided hikes, mixology classes, and cultural workshops–some destinations, like South Carolina, offer more distinctive and innovative options. Resorts in Arizona, Florida, and Hawaii, in particular, often feature similar programming, indicating industry-wide challenges in differentiating EPs. This study is novel in demonstrating that EPs have evolved from mere marketing add-ons into fundamental brand elements and tools for cultural preservation within luxury resorts. It presents empirical evidence of resilience and adaptation in EPs post-pandemic, challenging previous findings that indicated a decline in guest experiences during the COVID-19 pandemic. Additionally, it highlights a burgeoning trend of EP homogenization across various resort contexts, exposing a disparity between authentic local storytelling and standardized programming.