Dennis Moseley-Williams is an Experience Economy expert. In this interview, Dennis walks us through the progression of economic value, and focuses specifically on the difference between service and experience. While service is defined by saving guests time, experiences are about making the time well spent. Specifically, what exactly is the product that your guests are buying? In the attractions industry, you don’t quantify the value of the experience based on how much the guest has done, but rather how they feel at the end of it. Dennis presents a compelling case that your experience focus should be based on how you want your guests to feel after their experience, rather than if they adequately got their transactional exchange.