How to Leverage experiences to drive adr, room demand & loyalty
Experiences are the ultimate status symbol for the modern traveler
In this on-demand webinar, Way joins leaders at esteemed luxury properties—including Alila Ventana Big Sur (Hyatt Hotels), The Charleston Place, and Southall Farm & Inn—that are designing transformative guest experiences to enhance ADR and distinguish themselves in a competitive landscape.
Gain perspective from seasoned hospitality experts as they discuss how an experience-led brand strategy delivers tangible returns beyond bookings.
Highlights:
- Why leading hospitality brands invest in experiences
- How to create authentic experiences that elevate your brand and drive ADR
- Justifying premium rates through unique programming
- Tips for making it easy for guests to discover and book experience itineraries online
- Experiences as a brand awareness strategy
Why Leading hospitality brands invest in experiences
In this on-demand webinar, Way joins leaders at esteemed luxury properties—including Alila Ventana Big Sur (Hyatt Hotels), The Charleston Place, and Southall Farm & Inn—that are designing transformative guest experiences to enhance ADR and distinguish themselves in a competitive landscape.
Gain perspective from seasoned hospitality experts as they discuss how an experience-led brand strategy delivers tangible returns beyond bookings.
More travelers today prioritize meaningful experiences over material goods, seeking authenticity, enrichment, and connection as they explore the world.
As expectations evolve, hospitality brands can differentiate by delivering immersive, place-based programming. These offerings go beyond amenities, creating emotional resonance and lasting guest loyalty.
At Alila Ventana Big Sur, The Charleston Place, and Southall Farm & Inn, a blend of curated experiences, both complimentary and premium, transforms each stay into a highly personalized journey.
“Today’s guests want to be immersed, not just accommodated,” said Julia Chaland, Resort Manager at Alila Ventana Big Sur. “They’re drawn to the environment, rejuvenation, and connection.” Guided hikes through redwoods, foraging excursions, and nature-driven rituals reflect the soul of California’s coast.
“We give our guests the keys to Charleston,” said Catherine Woods, Director of Marketing at The Charleston Place. Exclusive experiences like private jewelry appointments and chef-led culinary tours position the hotel as a gateway to the city’s cultural life. “We aim to be the brand locals recommend.”
Southall Farm & Inn in Tennessee roots its strategy in the land itself. “Our goal is immersion,” said Kate Halvey, Director of Guest Experience. “Guests harvest honey, explore our farm, and reconnect with the rhythm of nature.” The result is both distinctive and memorable.
These brands redefine luxury as forging meaningful connections through a strong sense of place, in turn elevating the guest journey and standing apart in a discerning market.
How to create authentic experiences that elevate a brand & drive ADR
How to build an effective experiential program:
- Know your audience and what they want
- Focus on quality over quantity
- Showcase your brand’s unique identity
- Leverage hosts to expand your expertise
- Test, refine, and scale
Crafting an experiential program that aligns with a property’s location and resonates with guests requires a thoughtful approach to authenticity and quality. Here’s how:
Understand the target audience & their preferences:
Establishing meaningful guest connections begins with a clear understanding of who they are and what they value. As Kate Halvey, Director of Guest Experience at Southall, shared, “The most important thing that we’ve learned is to truly know who we are, but also who our guest is and what they want.” Properties that remain attuned to guest preferences are better positioned to design offerings that foster loyalty and repeat visits.
Prioritize quality over quantity:
A select number of intentional, well-executed experiences often deliver greater impact than a broad, less cohesive array. “Remember that it’s quality over quantity,” said Julia Chaland, Resort Manager at Alila Ventana Big Sur. “We didn’t start with 40 programs. You don’t need to have a certain number to be competitive… it’s meaningful quality experiences over how many you can actually achieve.”
By focusing on carefully curated activities such as guided hikes, foraging excursions, or sunset meditations, Alila Ventana Big Sur creates guest experiences that feel immersive, intentional, and aligned with the natural environment.
Highlight the brand’s distinctive identity:
Authenticity remains central to a successful experiential program. Each offering should reflect the property’s unique character—through storytelling, local partnerships, or traditions rooted in the surrounding environment. At Southall Farm and Inn, many experiences revolve around the working farm. As Halvey explains, “Whether it is a wellness activity, in our spa or an adventure activity, a culinary program… we like to focus on our harvest and make [the experience] seasonal to always keep it fresh.”
Leverage expert hosts to deepen guest engagement:
Partnering with local hosts can add depth and originality to an experiential program while reducing the operational burden for onsite teams.
By collaborating with Croghan’s Jewel Box, an iconic Charleston jewelry store, The Charleston Place created an exclusive shopping experience. “The family members who own the store are the hosts, which builds our brand expertise and introduces our guests to the community,” Woods explained. These collaborations not only enrich the guest experience but also extend brand reach through shared audiences and meaningful local connections.
Test, refine, and scale:
Launching new experiences does not require an extensive portfolio from the outset. By piloting a select number of thoughtfully designed programs and expanding those that resonate, hospitality brands can refine their offerings with intention. Testing different experiences enables properties to identify what drives engagement and loyalty, paving the way for sustainable growth.
With Way, properties can track performance analytics in real time and confidently scale the initiatives that deliver results.
Support premium rates through unique programming
For leisure travelers at high-end resorts, perceived value is essential. To support premium rates, properties such as Alila Ventana and Southall offer a refined mix of included and premium experiences that enhance each stay.
“At Alila Ventana, we’re an all-inclusive resort,” said Julia Chaland, Resort Manager. “When guests arrive, they are here to stay, not to explore off property. What matters with today’s traveler is the perception of value.
”Alila Ventana offers complimentary experiences such as foraging hikes and artisan-led workshops like “sharpen the blade.” “Guests take home a piece of Ventana,” Chaland added, whether it’s a handcrafted item or a keepsake shaped by the landscape.
Southall takes a similar approach, combining inclusive wellness programming with premium options. “We have a higher ADR, and while our guests are prepared to pay that rate, they’re still looking for value for money,” noted Kate Halvey, Director of Guest Experience. Activities like yoga, sound bathing, and lake access are built into the resort fee, creating a well-rounded stay while inviting guests to explore elevated offerings.
Craft a seamless digital journey for guests to discover & book experiences
Today’s travelers value personalization and autonomy. Properties such as Alila Ventana and Southall are adopting digital tools to allow guests to shape their stays through curated experiences that add meaning and ease.
“Guests want to be in control. They want to book their own experiences,” said Kate Halvey, Director of Guest Experience at Southall. To meet this demand, Southall uses Way’s white-label booking platform, enabling guests to explore, reserve, and purchase activities in advance.
From wellness sessions such as yoga and sound bathing to distinctive offerings like falconry and mountain biking, guests are invited to engage on their own time. “By making everything accessible online, guests can craft their itineraries at their own pace,” Halvey added. This approach fosters engagement and allows travelers to arrive with a clear sense of what to expect.
At Alila Ventana, guests similarly explore a variety of offerings through a digital interface that aligns with their interests. “Once they book one experience, we see strong momentum,” noted Resort Manager Julia Chaland, emphasizing how intuitive booking platforms inspire deeper guest participation.
ways to empower guests to book their itineraries online:
Digital touchpoints should do more than inform. They should inspire action and enable seamless, guest-led planning at every stage.
Understand the target audience & their preferences:
Establishing meaningful guest connections begins with a clear understanding of who they are and what they value.
- Make experiences easily discoverable
Feature experience prominently on your homepage to capture guest interest early. - Enable direct booking
Allow guests to book experience through your website for a seamless user experience. - Use engaging visuals
Include high-quality images that inspire guests to explore and book. - Promote across channels
Share experiences regularly on social media and email marketing to reach guests at every touchpoint. - Display QR codes on-property
Showcase experiences to encourage spontaneous bookings and enhance guest engagement.
Establishing signature, recurring experiences can be a highly effective strategy for cultivating brand recognition and guest loyalty. At The Charleston Place, the annual Let It Snow event has evolved into a defining holiday tradition, attracting both guests and members of the local community.
This initiative has distinguished the property in a saturated market, while also creating a reliable point of connection that draws repeat engagement year after year. In just two seasons—2022 and 2023—the event generated over 50,000 bookings, with more than 20,000 reservations placed in a single day.
“The results were clearly quantifiable. Even if there’s no dollars and cents that you can specifically track to a free snowfall experience, there are absolutely ways you can not only differentiate your brand [through experiences] but really help contribute to the bottom line as well,” said Catherine Woods, Director of Marketing at The Charleston Place.
The impact of this programming has been substantial. Between 2022 and 2023, the property saw a $1M+ increase in total holiday revenue—growth largely attributed to experiential offerings. A recent guest survey further underscored the value of this approach, with 95% of participants indicating they were more likely to return after attending Let It Snow.
