This research reinforces what many of us in resort operations already know: activities, events, and programming are not “extras”, they are a core driver of guest satisfaction, loyalty, and brand differentiation. The study looked at experiential programming across 30 luxury resorts and found that well‑designed, intentional experiences significantly elevate how guests perceive the resort and the brand overall. 

The authors define experiential programming as structured activities that immerse guests in the resort’s environment, culture, and lifestyle. These programs work best when they feel authentic, personalized, and aligned with what the brand claims to stand for, not generic or transactional.

Key Takeaways That Matter Operationally

Experiential programming is a strategic differentiator. Resorts that invest in intentional activities stand out in a crowded market where rooms and amenities are increasingly similar. Experiences are what guests remember, talk about, and come back for. 

Activities reinforce brand promise in real time. Fitness, wellness, evening entertainment, kids’ programming, and personalized experiences are the moments where guests feel the brand — not through marketing, but through participation. 

Different program types serve different guest needs:

• Fitness & wellness (yoga, hikes, movement) support health‑focused and lifestyle‑driven brands
• Evening entertainment (mixology, music, astronomy) creates emotional connection and memory‑making
• Children’s programming builds family loyalty and longer‑term brand affinity
• Personalized experiences (private dining, romance, custom moments) elevate perceived value and exclusivity

Programming directly impacts loyalty and repeat visitation. Guests who engage in experiential programs report higher satisfaction, stronger emotional attachment to the resort, and a greater likelihood to return or recommend the property.

Why This Matters for Activities & Experience Teams

The study makes it clear that activities teams are brand ambassadors, not just schedule fillers. When experiences are thoughtfully designed and aligned to brand values, they:

• Strengthen guest perception of quality and value
• Create emotional moments that drive loyalty
• Support premium pricing and differentiation
• Turn the resort from “a place to stay” into “a place to remember”

Bottom Line

Experiential programming is one of the most powerful tools a resort has to deliver on its brand promise. When activities are intentional, well‑executed, and brand‑aligned, they don’t just entertain guests, they define the experience and shape how the brand is remembered long after checkout.