REPORT

Experiential Trends 2021 An annual report examining trends in the Experience Economy

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What do you get when you analyze 3M experiential records from 400 brands operating in 90 countries?


The Experiential Trends Report, developed by AnyRoad, shares operational and behavioral trends in the Experience Economy. The trends cover in-person and virtual experiences, ranging from in-store appointments and services to activations to tours and classes.

Highlights include:

  • Reopening is accelerating and in-person experiences are booming. For the first time in over a year, in-person experience attendance outpaced virtual events and 68% of experiences in May 2021 were in-person, up from 4% in May 2020.
  • Online experiences remain an effective way to increase geographic reach. One brand analyzed was able to increase its audience size by over 60% by adding online experiences to its portfolio.
  • Consumers are booking ahead and spending more per visit. The average booking window has increased from 11 to 15 days and spend per visit has increased by 4.5x year-to-date as more activities open up.
  • Increased opportunity for add-ons and personalization. Post-COVID consumers are 10-15% more likely to upgrade or personalize their experiences. For example, a brand that offers a distillery tour might generate a lift in sales by offering a limited edition bottle at checkout.

Download the full report for additional key findings.

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