The Human Ingredient: Leveraging Culinary to Design Experiences People Will Pay More For

Premium isn’t about price; it’s about connection. As culinary tourism matures, the most successful experiences aren’t just well-produced – they’re deeply personal and emotionally resonant. This session explores how operators can design offerings that justify premium pricing by focusing on connection: with people, culture, and shared moments around food. We’ll unpack what premium audiences actually value, how personalization drives willingness to pay, and how to translate “hospitality” into scalable experience design. Expect practical frameworks for elevating your product, strengthening perceived value, and building experiences that guests remember, and recommend.