Feeling connected with others can spark peak experiences / Photo: disney david roark
Peak experiences, as defined by psychologist Abraham Maslow, are rare, exciting, deeply moving, exhilarating, elevating moments of wonder and awe. These memorable moments stand out from the everyday – if a visitor has a peak experience in your attraction, they will never forget it. The advantages of providing the right environments to spark these moments are obvious. The question is, how? Are there certain elements that increase the likelihood of such experiences? Is there a science to it all?
Chip and Dan Heath, authors of The Power of Moments, sum up the elements that make moments special – elevation (of the senses), pride, insight (learning something new) and connection. According to the Heath brothers, peak experiences require at least one of the four elements, with the best having all four.
In our feature on peak experiences on page 60, Nathaly Kambakara, associate director at consumer insight consultancy BVA BRDC explains that recent research shows that while visitor attractions are excellent at delivering moments of insight and elevation, they’re not always so good at creating feelings of pride (which comes when visitors feel valued and recognised) and connection.
When it comes to helping visitors feel recognised and part of something bigger, emotion is key. As BRC’s Christian Lachel says: “In crafting unforgettable moments... the industry must evolve to deliver experiences that resonate on a deeper emotional level.”
A sense of connection is vital as well – whether that’s Harry Potter fans finding their community at the Warner Bros Studio Tour or museums connecting deeply with the communities they sit in.
My own peak experience moment came during a visit to Anne Frank’s house in Amsterdam when I was 14. There, in the place she had hidden for more than two years, I felt something shift. It hit me in a visceral way – this wasn’t some abstract story from history. This was a real girl, like me, who had lived in this actual place. I felt my neck tingling; everything else faded away. That moment will stay with me forever.
You can’t make visitors have a peak experience with you, but you can create the conditions that make it more likely. Then, whether they have a peak experience or just an amazing, memorable time, it’s a win-win for everyone.
Interview: Sabrina de Carvalho
Changes are coming for Italian theme park Gardaland, with the launch of a major new attraction and an upcoming milestone. Its CEO lets us into the plans
Theme parks: Adventure unleashed
Some seriously exciting new rides and theme parks are taking shape across the globe. We highlight a few of our favourites
Immersive attractions: Sam Bompas
From fireworks displays that you can taste to a breathable cocktail cloud, Bompas & Parr redefine immersive experiences. We hear about their latest project
Technology: Beyond the rides
How can holographic technology be used to wow visitors and connect with audiences? We get an expert opinion
Talking point: Peak experiences
People are increasingly searching for experiences that transcend their daily lives. How can attractions create environments that spark joy and transformation?
Immersive attractions: Tom Lionetti-Maguire
In 2015, an unemployed actor caught the public mood when he launched the Crystal Maze Live Experience. Now the CEO of Little Lion is moving into the world of live video games
First person: Mastering the magic
When it comes to using architecture to evoke emotion in theme park design, none do it better than Disney, argues Justyn Smith. Here’s what we can learn from the magic-makers
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
Feeling connected with others can spark peak experiences / Photo: disney david roark
Peak experiences, as defined by psychologist Abraham Maslow, are rare, exciting, deeply moving, exhilarating, elevating moments of wonder and awe. These memorable moments stand out from the everyday – if a visitor has a peak experience in your attraction, they will never forget it. The advantages of providing the right environments to spark these moments are obvious. The question is, how? Are there certain elements that increase the likelihood of such experiences? Is there a science to it all?
Chip and Dan Heath, authors of The Power of Moments, sum up the elements that make moments special – elevation (of the senses), pride, insight (learning something new) and connection. According to the Heath brothers, peak experiences require at least one of the four elements, with the best having all four.
In our feature on peak experiences on page 60, Nathaly Kambakara, associate director at consumer insight consultancy BVA BRDC explains that recent research shows that while visitor attractions are excellent at delivering moments of insight and elevation, they’re not always so good at creating feelings of pride (which comes when visitors feel valued and recognised) and connection.
When it comes to helping visitors feel recognised and part of something bigger, emotion is key. As BRC’s Christian Lachel says: “In crafting unforgettable moments... the industry must evolve to deliver experiences that resonate on a deeper emotional level.”
A sense of connection is vital as well – whether that’s Harry Potter fans finding their community at the Warner Bros Studio Tour or museums connecting deeply with the communities they sit in.
My own peak experience moment came during a visit to Anne Frank’s house in Amsterdam when I was 14. There, in the place she had hidden for more than two years, I felt something shift. It hit me in a visceral way – this wasn’t some abstract story from history. This was a real girl, like me, who had lived in this actual place. I felt my neck tingling; everything else faded away. That moment will stay with me forever.
You can’t make visitors have a peak experience with you, but you can create the conditions that make it more likely. Then, whether they have a peak experience or just an amazing, memorable time, it’s a win-win for everyone.
Interview: Sabrina de Carvalho
Changes are coming for Italian theme park Gardaland, with the launch of a major new attraction and an upcoming milestone. Its CEO lets us into the plans
Theme parks: Adventure unleashed
Some seriously exciting new rides and theme parks are taking shape across the globe. We highlight a few of our favourites
Immersive attractions: Sam Bompas
From fireworks displays that you can taste to a breathable cocktail cloud, Bompas & Parr redefine immersive experiences. We hear about their latest project
Technology: Beyond the rides
How can holographic technology be used to wow visitors and connect with audiences? We get an expert opinion
Talking point: Peak experiences
People are increasingly searching for experiences that transcend their daily lives. How can attractions create environments that spark joy and transformation?
Immersive attractions: Tom Lionetti-Maguire
In 2015, an unemployed actor caught the public mood when he launched the Crystal Maze Live Experience. Now the CEO of Little Lion is moving into the world of live video games
First person: Mastering the magic
When it comes to using architecture to evoke emotion in theme park design, none do it better than Disney, argues Justyn Smith. Here’s what we can learn from the magic-makers
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
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Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
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Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
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The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
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Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
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The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
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Hotel in St Albans, UK.
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Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Le Atelier by C.O.D.E. doesn't offer a standard bespoke service, it provides a highly
customised approach to designing massage beds and loungers in high-end wellness
environments. [more...]
