Why ‘Surprise & Delight’ Still Works…When It’s Real

“Surprise & Delight” has been a buzzword in marketing for years. At its worst, it feels like a gimmick: a branded trinket, a one-off gesture, or a campaign tactic that doesn’t go deeper than the moment. But when it’s done authentically, it still has the power to create loyalty and lasting emotional impact.

The Psychology Behind It

Humans remember how experiences make them feel, not just what they do. A thoughtful surprise triggers positive emotion, which our brains store more vividly than routine interactions. It becomes a story people tell long after the moment passes.

What Makes It Work

• Relevance: The gesture matches the person’s needs, preferences, or timing.

• Authenticity: It doesn’t feel forced or transactional—it feels genuine.

• Scalability with Humanity: Even in a digital-first world, brands (and people) can weave small, meaningful moments into everyday interactions.

Travel as a Case Study

A hotel upgrade, a handwritten note, or remembering a guest’s favorite drink at the bar - these are not huge investments, but they transform how the traveler feels about their stay. The experience shifts from “service” to “care.”

The Takeaway

Surprise & Delight isn’t about being flashy. It’s about being human. When it’s real, it’s not just a marketing strategy; it’s experience design. And it still works because people will always remember the moments that made them feel seen.

What’s one of your favorites?