Trending Now: Whimsy in Travel & Hospitality

This article originally appeared in The Storied Experience newsletter. Subscribe here.

Whimsy is having its moment. Let’s talk about it.

⚠️ Warning! Your logical mind will try to reason away whimsy. It will tell you that whimsy has no place in a luxury experience, that you yourself are not whimsical, and that it definitely doesn't belong in your business. It will scream that it's unrealistic, frivolous, and maybe even a little too weird. Proceed with caution.

At the end of last week’s email I included a link to an Instagram Reel that explored why whimsy is so important. And I wasn’t planning on expanding any further on this, but since then I’ve seen whimsy pop up everywhere, from Subtack’s Weekender entitled “A museum heist is so deliciously whimsical” to Eater’s article & post on the death of minimalism (thank god, RIP).

Whimsy celebrates the peculiar whims & curious nuances of humanity in the most delightful way possible. It is unusual, quaint, or amusing in a playful and often unpredictable way. It is often associated with colors & organic shapes, the mystical side of nature, and frivolous, fanciful creativity. Whimsy knows no age, no gender, no country, it is the universal language of joyful wonder.

Why is it making a splash now?

When the world is overly serious and the future is unpredictable (as it is for so many people around the world today) we enter a state of survival. Every interaction can feel challenging, every decision is rife with conflict.

Whimsy is the anecdote to this. It lightens up the vibe, and signals to guests that it’s okay to get out of their solemn slump, if just for a moment. It is an invitation for curiosity, play, and imagination - all essential for signaling psychological & physical safety to your guests.

I’m not sure when the hospitality & tourism industry abandoned whimsy, but it was probably around the time that people defined luxury as cold and sterile. I wrote about this many years ago when I was frustrated with beige taking over the world of hospitality and the lack of personality.

Yes, minimalism may be “inoffensive” but it’s also void of enrichment. There is nothing in the space or experience that gets guests reflecting, musing, connecting, growing, feeling…

Whimsy is more than just décor, it is truly a feeling. Like Wes Anderson's Grand Budapest. It’s in the way people express themselves… it’s in the way information is presented… it’s in the little gratuitous details that aren’t at all necessary but make something so much sweeter…

“I sing a personalized version of ‘be our guest’ to my dogs when I’m getting their dinner ready.”

“I do a jedi hand wave when approaching automatic doors.”

“I have a concrete goose on my porch. Her name is henrietta and I dress her in thematic outfits.”

“I wash dishes by candlelight, listening to medieval tavern music, and pretend I’m a tavern wench.”

"I pay bills on the 14th of every month and call it Valentine's Day and have a fancy dinner."

These were some of my favorite responses to ‘whimsy’ threads that made me laugh out loud. Isn’t it amazing how some people are able to bring a bit of magic to the mundane?? And oftentimes with nothing but their imagination…

Maybe you think these people are weird or eccentric, or that whimsy is overtly feminine, but these people have learned that a playful life is a more peaceful life. “The happiest people romanticize their life because they know magic exists where they choose to find it.”

It's almost impossible to be angry, sad, bored, or uptight when whimsy enters the chat. It's like that friend who's lively presence picks you up out of a dark place and makes you feel warm & fuzzy.

In a world where people have been taught to suppress their weirdness and quirks, we are seeing the highest rates of self-silencing ever. Nearly two thirds of people admit they self-silence due to fear standing out, being judged, or going against the grain.

Self-silencing is not only exhausting, it is also associated with higher rates of heart disease, stroke, and autoimmune disease. And it's only getting worse, with Gen Z reporting the highest rates of keeping quiet.

I believe a whimsical life is the unburdened way we would all live if we were truly free, stripped of expectations, shame, and all the 'shoulds' that hold us back. And I have zero doubt that society would benefit from more whimsy in the world.

What if your property or experience was a safe haven for people to explore their whimsical, playful side? How can you go about introducing more whimsy into your guest journey?

Consider how decor, sensory details, interactions, and experiences could go from 0 to 5, 7, or even 10 on the whimsy scale. I'm not saying you HAVE to integrate whatever you dream up, but this act of imagination is so important to stretch your idea of what's possible.

You can create your own rules for whimsy for your business - it doesn't have to look like how it looks on Instagram and Pinterest. And if you need help, give me a shout and we can figure out what YOUR brand of whimsy looks like.