Spotlight on what’s next: Trends shaping experiences, retail, and attractions
At Stephen Spencer + Associates, we keep our fingers firmly on the pulse of the cultural, retail, and attractions sectors. Our Associates have been reflecting on the standout trends, emerging ideas, and shifting behaviours they’re seeing on the ground. From immersive wellness to sustainability, here’s what they think you should be watching next, and how these insights could help you create experiences that are memorable, meaningful, and commercially smart.
We've just had IAPPA Barcelona and IAPPA US, the world’s largest attractions trade show and conference, is quickly approaching so that's on the horizon for me - a big date for large commercial attractions. These events are where the future of attractions is previewed, partnerships are forged, and the big ideas shaping next season take centre stage.
For me it's the immersive wellness from both the staff and visitor perspective. Immersive wellness is transforming attractions into places where visitors don't just come to be entertained but to truly recharge, by blending calming soundscapes, gentle lighting, soothing scents and guided moments of relaxation, these experiences create a sense of escape from the stress of daily life. It's important because today's audiences are actively seeking experiences that support their wellbeing, not just their curiosity or thrill seeking. Offering immersive wellness makes an attraction more memorable, more shareable, and more relevant, tapping into the booming demand for wellness tourism while showing visitors you care about their minds and bodies as much as their enjoyment. This aligns with the growing trend in corporate wellness that supports the delivery of the experiences.
For me it's the evolution of immersive experiences. From the raft of digitally led or exclusively digital propositions we've seen in recent years, to how far a particular place, time or idea can be brought to life using all the senses, blended with digital as an enabler rather than the sole component. I've seen a few experiences recently doing this partially. I think whoever goes all in will reap the rewards! This is not new - Disney, Universal, they've been doing it for decades, however I think small to medium sized operators need to appreciate that using all the senses can be a really cost effective way to maximise impact, engagement and revenue.
One trend I’m keeping a close eye on is immersive experiences that engage all the senses. They don’t just entertain, they invite visitors to explore, interact, and really connect with a brand, site, or story. By combining sight, sound, touch, scent, and taste, these experiences encourage curiosity and deeper investigation, creating memorable moments that stick and meaningful engagement that lasts long after the visit.
Shoppers are increasingly drawn to nature-inspired products, highlighting the importance of environmental responsibility and community engagement. This fosters a personal connection with pre-loved goods and encourages more mindful, conscious consumption.
Sustainability and responsible sourcing are now expected, not optional. Guests are increasingly conscious of the environmental footprint of their food, valuing local, seasonal, organic produce, reduced food miles, and ethical farming and fishing practices.
Want to explore these trends further? Whether it’s immersive experiences, mindful retail, or sustainability in action, our Associates are here to help you turn insight into impact. Get in touch to discuss how we can help you create experiences that delight your visitors, engage your teams, and drive commercial success.