The Experience Economist - Europe 2025

LDP recent project mix

The Instagram and TikTok generations have made the visual appeal a crucial factor of visitation, and cultural attractions are embracing it.

24% Resorts, clusters and mixed use

21% FECs, indoor parks & play

19% Theme parks

Natalia Bakhlina shares development trends Expert view

6% Museum & gallery, science centre

5% Sports entertainment

5% Viewing attractions

Variable & dynamic pricing under scrutiny

Optimising pricing and enhancing admission yield (or in other words – reducing the level of discounting) by encouraging more price sensitive customer groups to visit during less popular times, and those who can afford it – to pay a premium for prime time sounds like a no brainer. Digital art and experiential attractions have employed a dynamic price algorithm by using event- focused ticketing platforms, theme parks such as PortAventura and Disneyland introduced complex variable pricing, Merlin Entertainments use surge pricing for selected attractions, and even some educational and cultural sites have stepped onto this path. However, the results have been mixed. By taking away transparency and predictability, the approach has created a feeling of unfair treatment among some visitors and, as a result, higher levels of dissatisfaction. Aided by high-profile fiascos, such as the Oasis reunion where a dynamic pricing algorithm inflated ticket costs severalfold, the reputation has been tarnished. We expect high levels of scrutiny going forward. In some cases, less is more. Premium is gaining momentum In the aftermath of COVID lockdowns, VIP experiences and upcharges have strengthened the revenue streams for many attractions. As COVID has made the rich richer, and many others to place higher value on time and experience, the premium sector has seen growth. By constantly innovating and offering limited-time experiences, special events and pop ups, attractions create a sense of urgency and exclusivity. This drives consumers to make decisions based on a fear of missing out (FOMO), especially in the age of social media, where everyone wants to be part of the latest trend. Providing value for visitors

4% Immersive

4% Water parks

4% Heritage

De Efteling, Netherlands

3% Wildlife, nature and botanic

3% Event venue or show

2% Workplace brand centre or hall of fame

Experience economy in full swing Whilst not a new trend, it keeps diversifying the industry. In addition to very successful competitive socialising, the trend has bred group games, quest attractions, and experiential retail and dining. Food is particularly important. Not only good quality food is becoming a basic expectation, there are increasing demands for an experiential or instagrammable offer. The projects that embrace this trend are likely to tap into the opportunity to substantially boost visitor revenue. Temporary / touring experiences prominent in the creative output The fast pace of life, shortening attention span, demand for high octane and branded experiences have made it challenging to create repeatable and financially viable permanent attractions. However, the post COVID world has fuelled a wave of creativity in the temporary immersive space. Horizon of Khufu roaming VR; Squid Game: The Experience; Tutankhamun: The Immersive Exhibition; Peaky Blinders: The Rise; Le Rêve du Gladiateur, touring digital art and black box venues hosting a range of rotating immersive experiences (e.g. Lightroom)

are just a few. However, inconsistencies in quality vs admission fees, as well as misplaced marketing messages at times, have created confusion among visitors and mistrust of the sector. Given the progress in tech, the expectations are high, and better-quality experiences will do extremely well whilst ‘immersive washing’ will result in a loud backlash (ex. Willy’s Chocolate Experience). The temporary nature has also touched retail and dining with an expanding offering in experiential popups. Immersive wellness / sensory spa is on its way Immersive wellness creates a counter trend to the fast life. Using similar tech to immersive attractions, these are more niche, lower capacity projects. Light and sound therapy, personalised massage and meditation pods, projection mapping around themes of nature, water simulation and generative AI are utilised, often with no water, to slow down, take a break and improve our mental health. More prominent in North America, the concept is still in its infancy in Europe and no successful business model has yet been established. But it is likely to come fast. Key to success will be the inability to recreate the experience at home and capacity planning.

69%

23% 5% 3%

Feasibility

Enhancement Strategy/other Due Diligence

remains vital. Associated with increased capex and maintenance costs this should of course be carefully planned for, especially when retrofitted. Cultural attractions reinvented The Instagram and TikTok generations have made the visual appeal a crucial factor of visitation, and cultural attractions are embracing it. Among recent striking openings are FENIX Museum of Migration in Rotterdam and V&A East Storehouse in London. Would the next step be an occasional sensitive integration of technology in educational attractions to enhance educational experience and information retention? We certainly hope so.

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