Experience economy in the digital age

This new report examines how countryside hotels can leverage the digital experience economy to meet evolving guest expectations. It identifies five key trends shaping the hospitality experience and offers actionable insights to help hoteliers develop a tailored digital placemaking roadmap; establishing long-term competitive advantage in a rapidly changing market.

In an era defined by shifting guest expectations and rapid technological acceleration, the ability to deliver exceptional, memorable, and profitable experiences is the baseline for success across the tourism sector. For professionals across the digital innovation and tourism landscapes, this new report ‘Countryside Hotels: Experience Economy in the Digital Age,’ offers a definitive look at how destinations can bridge the gap between traditional hospitality and the modern digital experience economy. While the research focuses on rural retreats, the insights are widely applicable, challenging venues to move beyond simple digital efficiency and toward emotionally resonant, place-based storytelling.

Use of digital technologies in the current hospitality landscape can be broadly divided into two categories: the informative and the interactive. Most venues have mastered the former, providing digital data like room details or menus, and many have embraced the latter through guest reviews and social media engagement. However, the report identifies a significant service gap: a lack of truly immersive experiences.

“By focussing on digital technology to drive a wholly frictionless experience, there is a missed opportunity to use technology to enable the adventures of your guests.”

David Orr, CEO, Resident Hotels, AHC

This “Immersive” tier is where digital placemaking lives, using location-specific technologies to create deeper, more meaningful connections between people and the places they visit. For innovation professionals, this represents the next frontier of differentiation, transforming a stay from a mere service into a transformative adventure.

At the heart of this report are five key trends that are currently reshaping the way travellers interact with their destinations:

• Personalisation has evolved from a luxury to a baseline requirement, with guests increasingly seeking bespoke digital touchpoints that reflect their individual lifestyles and desires.

• Environmental sustainability is no longer just about operational efficiency but is now a core driver of guest choice, as eco-conscious travellers look for locations that demonstrate a visible responsibility to local ecosystems.

• Wellness-centred amenities continue to expand, with high-quality spa facilities and mindfulness programming becoming essential factors in accommodation selection.

• Digital connectedness and presence explores the tension between the need for seamless connectivity and the rising demand for ‘digital detoxes’, revealing how place-based digital tools can actually help guests feel more present in their surroundings.

• Accessibility remains a critical business decision, as venues that prioritise inclusive experiences for those with physical, sensory, or cognitive needs secure a long-term competitive advantage.

To help tourism and placemaking professionals navigate these shifts, the report introduces a strategic Roadmap for immersive digital placemaking. This framework provides a structured pathway, from identifying unique local stories and auditing existing amenities to co-designing experiences with regional stakeholders, while ensuring the destination remains the central anchor point for the guest’s journey. By following this roadmap, destinations can unlock new avenues for engagement, fostering relationships that go far beyond a single booking.

The five themes on the immersive digital placemaking roadmap

The full report is an essential resource for those ready to lead the charge into this new digital landscape. It provides a wealth of deeper explanations, global case studies, and practical checklists designed to turn research into action. Beyond the strategic advice, readers will find inspiration from the award-shortlisted Visit A Venue platform, which demonstrates how immersive storytelling can be scaled and integrated into any destination’s existing operations.

As Jo Reid, CEO of Calvium, notes, “Venues must continually innovate and adapt to meet the evolving expectations of their guests, balancing traditional hospitality with modern digital enhancements.”

Whether you are managing a historic cultural site, a luxury resort, or a growing high street, the principles of the digital experience economy are clear: the most successful places will be those that use technology to enhance connections between people and places.

To discover how to begin your own digital placemaking journey and unlock the potential of your location, download the full report here.