Customers of all ages, from older “bucket-listers” to the young and increasingly important Millennial generation of customers, crave adventures and discoveries, whether epic or everyday. The more stimulating and surprising an environment, an experience, a “movie” you can create for your customers to engage with, the more your customers will want to text, Facebook, and talk about your business.
Virgin America: Consciously Creating a Tweetworthy Airline
This is a powerful phenomenon. Think about how much people love to tell/tweet/FB their friends that they’re flying Virgin America, because the airline is intentionally providing an experience that’s worth talking about.
The details crafted by Virgin America offer a story that people want to retell: purple lighting, wildly catchy dance-based safety videos, abundant TV options, leather seats, great waiting rooms and the “Here on Biz” app that lets you meet other passengers with similar interests. These details make people talk, tweet, post and write about Virgin, because of the distinction and immersion of the experience the airline has created for them.
Smart Hospitality Operators Are Learning This Lesson
The more forward-thinking operators in the hospitality and travel industries have, perhaps not surprisingly, embraced this message more quickly than have other industries. For example, Dove Mountain Resort, a new and relaxed Ritz-Carlton property in the Sonoran desert outside Tucson, where adventures range from those you can engage in while seated to those that challenge all of your muscle groups and mental acuity.
The adventure starts, in a sense, with the design of the hotel, a conscious effort to bring guests outdoors through large windows and doors that invite them to wander everywhere without interruption from visible and obtrusive barriers.
As the sun starts to set, guests hear a Native American musician playing wooden flute on a nearby hill, playing modal melodies that echo off the surrounding mountains in a way that gives you an auditory impression of the unique landscape in which the hotel is sited.
In the morning, guests are challenged to pick their adventure: trail riding or Addle Addle lessons (addle addle is an ancient form of projecting arrows that predates the invention of bows) or a hike to learn about the prehistoric petroglyphs in the land trust property through which the resort and its guests have a protected right of way.
Maybe this doesn’t sound like it applies directly to your business, your entrepreneurial pursuits, but I suspect you’re wrong. This craving for adventure, even for “danger” (more about that in a moment) can be made use of in many, if not most, industries and business niches.
When shopping, for example, many customers (including the majority of younger customers — the millennial generation) prefer what’s known as an “experiential lifestyle environment”_ (a retail environment where shopping is not just a transaction and the pleasure of being in the store isn’t limited to the goods customers take home). And when dining out, more people than ever before are looking for something exotic, adventuresome, memorable or new to explore during their dining experience. Especially among younger food enthusiasts, this has helped transform cuisine searches (“tastespotting”) into an adventure—and food truck-following (a concept sure to evoke fears of stomachache in some of their elders) into its own culture.
Many customers — primarily younger — even say that they are are willing “to encounter danger in pursuit of excitement,” according to research by Barkley. This may sound irrelevant to you as a businessperson if you don’t sell bungee ropes or the like, but consider the idea of “danger” more broadly than actual risk to life or limb. For a customer, “embracing danger” can mean traveling across the city for artisanal cupcakes, knowing that there’s a high risk of disappointment since the bakery famously sells out each day before 10 a.m., or shopping, as a lark, at a popup store with no history and nothing but word of mouth to recommend it.