Trivial Pursuit has created a Trivial-themed hotel outside of Moscow. Guests have to compete to gain access by answering questions to get a free stay. Tourists are seeking new experiences, and the hospitality industry is moving to provide unique stays that meet these changing demands.

Social media – in particular, image-led sites such as Instagram – and the rise in the ‘experience economy’ have had a massive impact on the modern hospitality industry. But why are shareable experiences so highly treasured and how has this changed the way people view and use hotels?

When author Kyle Chayka explored 2010s minimalism inLonging for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full. While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism throughclubbing,extreme tourism, and different kinds ofsensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences likelistening barsandcommunal spas. It signals the emergence of the'Introvert Economy' of cosy, home-adjacent spaces andactivitiesor seeking soothing and quasi-spiritual encounters through hobbies likebirdwatchingandforest bathing. The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world –social media,VR,AR, and evenimage-based interactionsmust now resonate to the same degree, creating truly memorable moments and environments. In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested inexperiential qualities of thingsand consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Since launching in 2013, Marriott’s Travel Brilliantly campaign has been pioneering the future of travel, from mobile check-in to in-room Netflix. Now, guests are able to order exclusive VR content to their rooms. How can travel brands use this tech to boost sales and strengthen consumer loyalty?