Experiential Programming Amidst COVID-19 Recovery

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.