Artistic Fusions: When Guest Satisfaction Comes from Surprise

In the tourism sector, the word “experience” has gained unprecedented significance in recent years. Guests are in search of meaningful moments, unexpected emotions, experiences that linger in memory. This shift has marked a turning point in the hotel industry and set the foundation for a major trend going forward. It’s particularly relevant to tourist entertainment, a key element in enhancing guest satisfaction and building loyalty.

At Acttiv, we’ve witnessed this industry shift first-hand. That’s why we understand that hospitality businesses must constantly innovate their entertainment offerings if they want to stand out in a highly competitive market. This leads us to an important question: how do you truly surprise a guest who’s seen it all? Enter artistic fusions, an innovative approach that blends in-house creative talent with external artistic inspiration, resulting in unique, tailor-made experiences that elevate every guest’s stay.

A Paradigm Shift: From Services to Experiences

Traditionally, tourist entertainment meant evening shows, poolside games and children’s activities. While these remain essential, the current trend focuses on creating holistic experiences where every detail is carefully designed to evoke emotions and lasting memories. This is where innovation becomes essential.

At Acttiv, we’ve spent two decades convinced that innovation in tourist entertainment isn’t just a choice, it’s a strategic necessity.

Hotels that consistently surprise guests are those that understand the importance of evolving alongside changing expectations. Innovation brings added value that sets one venue apart from the rest—leading to greater loyalty and more word-of-mouth recommendations.

Artistic Fusions: The Key to Distinctive Tourist Entertainment

The concept of artistic fusions is emerging as an avant-garde and effective strategy to innovate in tourist entertainment. But what does it actually involve?

Artistic fusions are about integrating external artists, musicians, acrobats, or performers of any kind, with a hotel’s entertainment team. The goal is for them to work together, in the same space, under a unified artistic direction.

When implemented, every fusion becomes a one-of-a-kind event: guest artists bring vision and talent, while the entertainment team contributes insider knowledge of the venue and its audience. This synergy turns a standard activity into an extraordinary experience.

Here are some of the benefits of including artistic fusions in your entertainment programme:

• Tailored experiences. We offer a broad portfolio of shows, allowing each venue to choose the ones that best align with their identity, values and guest preferences.
• Ongoing innovation. Incorporating a variety of artistic disciplines enables constant renewal. New artists and styles can be introduced to keep repeat guests engaged.
• Competitive edge. In a market where many venues offer similar entertainment, artistic fusions act as a differentiator. Visually impactful and relatively rare, they help position your hotel as a trendsetter.
• Cultural enrichment. These fusions don’t just entertain, they can also serve as a channel to bring local culture closer to guests.
• Higher guest satisfaction. By offering creative experiences that leverage the element of surprise, venues are likely to increase satisfaction, leading to stronger reviews and higher ratings.

What Does It Take to Make Artistic Fusions a Success?

There’s no doubt about the potential of artistic fusions for any type of venue. But to deliver results, they require thoughtful planning and flawless execution. From our experience in tourist entertainment, here are the key success factors:

• Guest insight. Understand your guest profile and what type of experiences they’re looking for. Surveys, data analysis and market research are essential.
• Artist selection. Choose artists who can adapt to a hospitality environment, very different from a theatre or circus. They must be prepared to collaborate closely with the entertainment team.
• Artistic direction and supervisors. An artistic director is essential for cohesive production, bringing together various disciplines. Supervisors ensure quality and guide onsite implementation.
• Flexibility and adaptability. Artistic fusions must suit different audiences, contexts, settings and seasons. That may require adjusting the show to fit the moment.
• Ongoing evaluation and improvement. Track performance with regular reviews. Measure guest satisfaction and impact on results. This helps refine the strategy as needed.

Some Examples of Artistic Fusions

Many hotels and resorts have successfully implemented artistic fusions, surprising guests and gaining a leadership position in the tourist entertainment sector. Here are some of our proposals:

Magic Punk Circ

The thrill of circus meets the wonder of magic in a bold punk atmosphere. Lights, acrobatics, big hair and surprises, all driven by a blazing electric guitar.

El Rey Bufón

A perfect example of interactive entertainment. A vibrant comedy filled with jumps, laughter, music, dance, acrobatics and joy that spreads to every spectator.

Aborigen

A celebration of Canary Islands roots, from Guanche origins to today’s multicultural society. Tribal rhythms, acrobatics, dance and lighting effects create an immersive, participatory journey rich in culture, magic and fun.

Expert Opinion: The Future of Tourist Entertainment

Demand for unique, memorable experiences will only grow in the years ahead. To stay competitive, hotels and campsites must constantly innovate their entertainment offers, and artistic fusions are a powerful tool to achieve this.

By blending the talents of external artists with the creativity and dynamism of in-house teams, it’s possible to design experiences that not only surprise but also forge emotional connections between the guest, the venue and its surroundings. That emotional bond is what ensures guests want to return again and again.

As professionals in tourist entertainment, we have both the responsibility and the opportunity to lead this change, to explore new ways of surprising and delighting our guests. Artistic fusions are just the beginning of what could be a revolution in how we design and deliver entertainment in the hospitality sector.