Customizing new-age hospitality: An exploratory study of Sedona

As there is increasing interest in New Age ideas, the New Age market segment deserves more attention in the field of hospitality studies than it currently receives. This exploratory study examines a New Age destination, Sedona (Arizona, USA), to determine how products and services are customized to meet the needs of this specialized market. It considers whether New Age hospitality exists as a definable experience and concludes that the heterogeneity of the phenomenon makes it difficult for a range of hospitality providers to meet individual needs in a specialized domain. The results of this study should be of interest to providers of New Age products and services, who are likely to find the observations and customization ideas useful. The study should also prove useful to hospitality researchers interested in the New Age phenomenon and customization.