Episode 368 - Impressions of Immersion from Italy

2024-09-24

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What does “immersive experience” actually mean? In the attractions industry and across various realms of themed entertainment, the concept of immersion has been a hot topic in recent years, with no sign of slowing down. However, immersive experiences aren’t new, and they don’t require state-of-the-art technology to meet the definition. On a recent trip to Italy, Matt encountered several moments that qualify as immersive, leading to key takeaways for attractions industry leaders. In this episode, Matt shares lessons from Italy along with his evolving definition of immersive experiences.

Evolving Definition of Immersion

"It's an experience that is so compelling that you actually change behavior or your outlook. You try to fit in and assimilate and you actually take on characteristics of the surroundings."

Matt starts by sharing his evolving definition of immersion, describing it as an experience so engaging that it changes behavior or outlook. Whether it’s trying to blend in with the local culture or adopting new habits, immersion goes beyond just being in a place—it’s about truly becoming a part of it. This concept of immersion is increasingly relevant in the attractions industry, where creating an environment that fully engages guests can lead to a deeper and more memorable experience.

Immersion Leads to a Desire to Be Immersed More

"What I noticed is that the more I was immersed, the more I wanted to be immersed."

Matt discusses how his experiences in Italy made him crave deeper immersion. Whether it was listening to Italian violinists or being surrounded by centuries-old architecture, the more he was immersed in the culture and environment, the more he wanted to continue that experience. This is a crucial insight for attractions, where the goal is to create such compelling experiences that guests naturally want to delve deeper and engage more fully with the environment.

Immersion Changing Your Behaviors

"I'm not a wine drinker, I'm not a coffee drinker, but I drank wine and I drank coffee in Italy."

Immersion can lead to unexpected changes in behavior, as Matt discovered when he found himself drinking wine and coffee—things he normally wouldn't do—just to fully experience Italian culture. This change is significant because it highlights how a well-crafted immersive experience can influence guests to step outside their comfort zones and try new things, adding another layer of engagement and personal growth.

Immersive Experiences Should Focus Your Attention

"If you are creating an immersive experience, you've really got to take care of every little detail so that one little thing doesn't pull you out."

The conversation turns to the importance of directing attention in immersive experiences. Matt recalls a moment during a tour of The Last Supper where a distraction pulled him out of the experience, emphasizing how crucial it is to control the environment to maintain immersion. This serves as a reminder for attractions industry leaders to meticulously plan every detail to ensure guests' attention is focused on the intended elements, keeping them fully engaged.

Immersive Experiences for Employees

"Are we creating an immersive enough experience for our employees so that they want to embrace our culture, so that they are so compelled to be a part and assimilate to the world that we've created?”

Matt extends the concept of immersion to employee experiences, suggesting that the same principles used to create guest immersion should be applied to team members, aligning with our recurring theme of the intersection of the guest and employee experience. By fostering a compelling work environment that employees want to assimilate into, companies can create a culture where team members are fully engaged and aligned with the brand’s values. This approach not only enhances employee satisfaction but also improves the overall guest experience.

Don't Underestimate the Planning

"Don't underestimate the amount of time, effort, and energy that people put into the planning because that's contributing as much to the expectation as your advertising and their previous experiences."

Finally, Matt discusses the often-overlooked importance of planning in creating immersive experiences. The effort put into planning a trip—or any experience—can set the tone for how that experience is received. In the context of attractions, this means understanding the expectations that guests bring with them and ensuring that the experience lives up to or exceeds those expectations, which can be as critical as the experience itself.

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