This document summarizes experiential trends in 2021 based on data from over 400 experience providers. It finds that 85% of experience providers have reopened for in-person experiences, with 68% of experiences in May being in-person. Consumers are booking experiences further in advance and spending more per visit. Online experiences have become mainstream, with similar customer satisfaction levels to in-person experiences. The document provides insights into operational metrics, consumer behaviors and sentiments, and concludes with key takeaways around reopening, upselling premium experiences, making online experiences impactful, and communicating COVID safety guidelines.

1. Experiential Trends 2021
JULY 2021
An annual report examining trends in the Experience Economy

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SOCIAL
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Housekeeping

3. Content
Definitions
Operational Insights
Sentiment and Behaviors
Takeaways
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4. Experiences
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#EXPERIENTIAL

5. Executive Summary

6. Executive Summary
Reopening is accelerating.
85% of AnyRoad customers have reopened for in-person
experiences.
In-person experiences are booming.
68% of experiences in May 2021 were in-person.
Consumers are booking ahead and spending more.
Average booking window has increased from 11 to 15 days and
spend per visit has increased by 4.5x YTD as more experiences
and retailers open up.
Online experiences have become mainstream.
Post-experience NPS for online and virtual experiences (80 NPS)
is increasing to levels seen for in-person experiences (82 NPS).

7. Where does the data come from?
400+ AnyRoad customers engaging
consumers from 90 countries (US and UK
primary markets)
3M+ unique experiential records
Behavioral + sentiment insights - from
experience types, NPS surveys, open text
feedback analyzed via NLP, etc.
Operational analytics - guest volume,
experience types, services and bookings
revenue, revenue per visit, etc.

8. Definitions

9. DISTILLERY TOURS
IN-STORE SERVICES
ONLINE TASTINGS
FACTORY TOURS
IN-STORE SAMPLING
FIELD ACTIVATIONS
What are branded experiences?

10. 0 6 7 - 8 9
DETRACTOR
Actively spreads negative word of mouth
PASSIVE
Neutral
PROMOTER
Actively refers friends
How likely are you to recommend [brand] to a friend or colleague?
10
The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of
customers to recommend a company’s products or services to others. It is used for gauging the
consumers overall satisfaction with a company’s product or service and their loyalty to the brand.
What is Net Promoter Score (NPS)?

11. Brand Conversion
41%
of attendees are
not promoters
37%
additional attendees
converted to
promoters
41%
37%
= 90%
What is Brand Conversion?
% of Guests whose perception
increases significantly
POSITIVE Brand Conversion
% of Guests whose perception
decreases significantly
NEGATIVE Brand Conversion
A leading indicator of the impact of
experiences on brand perception,
loyalty and behavior.
How is it calculated?

12. Paid Experiences and Services
EXPERIENCE ECONOMY INSIGHTS - JUNE 2021
80% of experiences and services offered by AnyRoad customers are paid.
These experiences typically fall into two categories:
Events, Tours and Classes
E.g. In-store classes, tours, live events.
Services and Appointments
E.g. Appointment shopping, personal styling, in-store services.

13. Operational Insights

14. 75% of Brands have Re-launched In-Person Experiences
0% 20% 40% 60% 80%
Reopened
In-Person Experiences
Not yet offering
In-Person Experiences
75%
% of Brands that have Re-launched In-Person Experiences
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021

15. 0% 50% 100%
>9 in 10 Consumers attended Online Experiences in May 2020
3 in 10 Consumers attended Online Experiences by May 2021
May 2020
May 2021
% of Consumers attending In-Person vs. Online Experiences
96% Online
32% Online
68% In-Person
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021

16. Online Experience Attendance peaked in July ‘20, and
In-Person Experience Attendance exceeded Online in May ‘21
# of Consumers attending Online vs. In-Person Experiences
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
May ‘20 Jul ‘20 Sep ‘20 Nov ‘20 Jan ‘21 Mar ‘21 May ‘21
Online In-Person

17. The audiences of online experiences are more distributed.
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
In-person Experience Audience Online Experience Audience
By adding online experiences to its portfolio, one AnyRoad customer was able to increase its
audience size by over 60% and connect with a more distributed audience.

18. Behaviors and Sentiment
The post-COVID consumer is emerging

19. Online Experiences now have a similar impact on brand
perception as In-Person Experiences
82 NPS
In-Person Experiences
80 NPS
Online Experiences
100
75
50
25
0
May ‘20 Aug ‘20 Nov ‘20 Feb ‘21 May ‘21
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
Net Promoter Score (NPS) by Experience Type: In-Person vs. Online

20. Post-COVID, consumers are planning ahead
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
0 5 10 15
2020
2021
In-Person Experiences
Online Experiences
# of Days Booked in Advance of the Experience
Note: In 2019, In-Person Experiences were
booked an average of 11 days in advance.

21. ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
Paid experiences
Consumers spent >4.5x in May vs. Jan 2021
Average spend per visit MoM YTD
Jan Feb Mar Apr May
2021

22. Post-COVID Consumers are 10-15% more likely to upgrade or
personalize their experiences
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
2019 vs. 2021 In-Person Experiences - % of Bookings Purchasing an upgrade / Add-on

23. Zoom fatigue is real:
Only 1 in 3 consumers show up to Online Experiences.
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
0% 25% 50% 75% 100%
Industry Average
% Guest attendance for low-cost and free online Experiences
Top Performer
67% Do Not Attend 33% Attend
65% of Guests Attend

24. Consumers are concerned about COVID safety.
Handling it well can increase NPS.
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021
% of concerns about COVID safety Sentiment of Safety comments & associated NPS
85 NPS
78 NPS
Group A
Group B

25. Takeaways

26. Reopen. Quickly.
Brands that are open today are getting more
engagement, data and insights. Furthermore, those that
offer paid experiences and services are seeing
meaningful revenue growth.
Takeaways
Upsell and offer premium products.
When it comes to paid experiences and services,
consumers are spending more on premium experiences and
are more likely to respond positively to upsells and offers.
Ensure your paid experiences and services provide
opportunities to upsell.
Make an impact online.
The data shows that online experiences are here to
stay, however, attendee turnout rates are low. It's worth
investing in content to make more impactful online
experiences.
Have clear safety guidelines.
COVID anxiety is beginning to fall but brands must play a
role in educating consumers about safety protocols and
vaccination benefits. It will directly impact brand
perception and NPS.
ANNUAL EXPERIENTIAL TRENDS - JUNE 2021

27. Thank you!
experiences@anyroad.com