From incentive travel to transformational travel: Six paradigm shifts for industry success

In the world of travel and experiences, the transition from incentive to transformational travel represents not just a trend but also a fundamental shift in consumer expectations and business opportunities.??

In his keynote at SITE Global in Istanbul recently, Claus Raasted , Director at The College of Extraordinary Experiences & Chief Learning Officer at Academics Academy, gave us six learning outcomes offering invaluable insights for those looking to navigate this change and capitalize on the burgeoning immersive experiences market.??

1. Understanding Transformational Travel?

At the heart of transformational travel lies the concept of journeying not just physically but emotionally and spiritually, reaching a deeper understanding of oneself and the world. Raastad emphasizes the importance of grasping the basics of this concept to truly differentiate and elevate the offerings in the incentive travel sector.?

Carina: Climbing has become a similar source of transformation for me, be it the challenge of a new indoor bouldering wall or climbing rock towers in the Italian Dolomites. Although these weren’t incentive experiences, each time I climb, I learn something about myself, be it mental fortitude – pushing fear aside – or physical, in that I discovered I was stronger than I thought! ?

I suspect one of the challenges of this kind of transformational incentive is ensuring people feel psychologically safe enough to try (and potentially not succeed) in front of their colleagues or peer group. If this can be achieved, the transformational benefits will extend beyond the individual to the team and business.?

2. The Immersive Experience Trend?

Despite being in its infancy, immersive experiences represent a golden opportunity for early adopters to make a significant impact. By tapping into this trend, businesses can create unique, memorable offerings that resonate on a more personal level with consumers.?

Carina: By their nature not all immersive experiences can be inclusive, especially for people who are neurodivergent. This isn’t necessarily a barrier, but I can see that the storytelling and positioning around the experience needs to be handled sensitively. I’m thinking particularly of those who are susceptible to sensory overload, strobe lighting, loud noises, physically disorientating experiences or simply strong smells.??

3. The Economic Potential?

Transformational and immersive experiences aren't just about creating memories; they're also lucrative business opportunities. With examples ranging from immersive art installations to live-action role-play, Raastad points out the vast economic value and potential for profitability in guiding personal transformations.?

Carina: This reminds me of the work of Joe Pine and James Gilmour (authors of The Experience Economy) who now contend that consumers expect companies and brands to offer – and fulfil - a transformational promise. It’s no longer enough to simply provide an experience, we expect the brands we engage with to give us growth, community, recognition, motivation and a range of other long-term benefits. It’s no small order!??

4. Prioritizing Design Over Production?

Investing in the design of the experience, over and above production, is critical. A design-led approach enhances the depth and quality of the experience in a way that production on its own can’t match. Raastad quoted the McKinsey Design Index 2018 as evidence that a design led approach is essential to hold a top spot in your sector.?

Carina: I’ve seen the proof of this within IMEX. We’re now familiar and comfortable with the practice and language of UX (user experience) but it was originally forced on us during the pandemic when we pivoted into online events. The customer journey and experience design lessons crossed over into the physical experience of the show and have transformed the way we approach the design of Messe Frankfurt Hall 9 especially, this being where most of our education and activations take place at IMEX Frankfurt.??

5. Creating Site-Specific Experiences?

The ability to craft experiences tailored to specific sites is a powerful tool for standing out. This doesn't necessarily require large investments but rather creativity and the willingness to transform ordinary spaces into extraordinary settings for transformational encounters.?

Carina: I love this idea. It reminds us that those places blessed with natural beauty, resources and exceptional facilities don’t have to get all the glory, or the business. Creativity is the key to unlocking potential and that, together with a tight budget, can sometimes become an asset rather than a constraint.??

6. Embracing Change Without Fear?

Change can be daunting, yet it's essential for innovation. Raastad encourages taking bold steps, experimenting with new ideas, and engaging with unfamiliar perspectives to drive change. The pandemic has shown that adaptation and innovation can happen rapidly when necessary, proving that now is an opportune time for radical innovation in the travel industry.?

Carina: I can testify to the disruptive but positive impact of the pandemic.? Without that forced break in our cycle of two large, annual global trade shows, it would have taken us a lot longer to act on the enterprise-wide changes we’ve now undertaken. The lesson? They’re hard work but ‘the right time’ never comes so we must get used to disrupting ourselves, and to failing fast and moving on.??

Final Thoughts: Embrace the Journey Within?

Raastad's insights remind us that in the quest for transformational travel, the ultimate destination is not a place but a deeper understanding of oneself. By investing in immersive experiences, design, and innovation, while embracing change fearlessly, industry professionals can lead the way in shaping a future where travel is not just a journey but a source of transformation.?

In essence, this paradigm shift towards transformational travel offers a blueprint for success in the modern experience economy. It's a call to action for those in the incentive travel and business events industry to innovate, inspire, and transform—not just the journeys they create but also the lives they touch.?

Find out more about Claus Raasted - https://www.dhirubhai.net/in/clausraasted/?originalSubdomain=dk??

For more experience design thought leadership and inspiration look out for our IMEX Frankfurt education program launch in early April, we have a whole track dedicated to Experience Design.?

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