The LUXE Report 2025 - Report - Page 8
PERSPECTIVES
UNVEILED:
INSIGHTS
FROM LUXE
A
s part of this year’s micebook LUXE
programme, we stepped away from the
meeting room and into the rolling Cotswolds
countryside for a unique “walking think tank.”
In small groups, luxury buyers and partners
followed a curated trail of discussion
topics as they strolled through picturesque
landscapes. These conversations 昀氀owed into
our closing session, o昀昀ering rich perspectives
on what meaningful luxury in events truly
looks like.
Beyond the Event:
Creating Lasting Memories
One of the first questions posed was whether the success of a luxury event
should be judged by the moment itself or the story told afterwards. The
consensus was both. A powerful event experience sparks emotion in the
moment and inspires stories that live on long after.
Delegates shared how sensory cues – a signature scent or taste – can transform
fleeting moments into vivid memories. Playfulness too was celebrated, with
activities like duck herding, which the group took part in at micebook LUXE,
cited as joyful highlights that tapped into delegates’ inner child.
Others reflected on how creativity and storytelling in presentations made them
far more memorable than traditional slide decks. Nostalgia can also play an
important role: toasting marshmallows by the fire at LUXE rekindled childhood
memories for one hotelier attending LUXE, sparking warmth and connection.
“If events tap into positive memories from people’s past, guests instantly feel
at ease — even before the activity begins. It brings positive energy into the
environment, and I think this is something we should consider when choosing
activities for our events.”
