"Whatever you said to our commercial team about experience design.. it worked"

That’s the real unlock many large tourism businesses are chasing: where experience + commercial teams invest in the guest experience together and both see results.

One way to begin is with a simple question:

“How did you exceed guest expectations today?”

Make it a daily check (eg in the logbook, daily runsheet/record) that must be filled out.

Then take those stories and repurpose them for organic content: Instagram, facebook, TikTok, YouTube, email etc.

This becomes a loop:
→ Exceed expectations
→ Capture stories
→ Share stories
→ Attract more guests / Manage demand / Increase pricing ... whatever results you're trying to acehive.

(The opposite is also true: don't exceed expectations, struggle to share authentically, spend more on marketing to make up for bad experience, less guests, bad reviews, compete on price...)

That’s how experience connects (or not) to the P&L.