The experience economy it is essential for service organizations to gain competitive advantage. This is often done through differentiation. The experience economy presents a form of differentiation for the service industry. It allows organizations the opportunity of creating and providing unique experiences that customers have come to value. This can be the source of competitive advantage. Two areas of opportunity to create unique experiences are through the service strategies of “physical evidence” and through “process”.

Discuss these two strategies and give examples of how the hospitality industry creating new and innovative experiences using these ideas.