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This paper aims to provide a holistic understanding of the user experience of push notifications, and the challenge brands face in managing them effectively.

A grounded theory (GT) approach was chosen to analyze the subjective interpretations of the 21 participants in the study. Unstructured interviews were conducted with the help of a set of nine intentionally developed push notifications prototypes.

Push notifications are a powerful communication tool with great scope to deliver value to the user that would consequently increase brand attachment. However, the risk of mismanagement due to inappropriate timing of message delivery, lack of perceived value, inappropriate content or excessive frequency of messaging can make them intrusive, annoying and unwelcome, thus reducing brand attachment.

GT has the ultimate goal of building a theory based on the data obtained. To improve theoretical sensitivity throughout the analysis related theories have been considered to obtain a deep and broad understanding of the phenomenon under study.

The design of user experience with push notifications is both a tactical decision focused on timely content and a strategic decision that may influence users’ brand attachment.

A better understanding of user experience with push notifications is strongly needed since users receive an average of 63 push notifications per day being eventually disruptive and distractive.

A user experience model of push notifications is proposed and expressed in a set of tentative hypotheses contributing to the scarce and fragmented literature on this subject.

This chapter explores in-depth the particularities of the luxury travel industry during the coronavirus pandemic. The chapter begins with a literature review on the concept of the experience referred to as luxury travel, followed by a brief overview of the measures adopted globally in the tourism sector for the prevention of COVID-19. Due to the impact of the crisis, high-net-worth individuals (HNWIs) have changed their motivations, preferences and behaviour. To meet the new demands prompted by the pandemic, the luxury travel industry has adopted a wide range of strategies that have been classified into three groups: (1) reducing new moments of friction; (2) experiencing protection and (3) building new memorable experiences. A selection of examples from the luxury travel industry illustrates each category. The chapter ends with a case study that describes the strategy adopted by Fiji to respond to the pandemic. The manner in which Fiji has tackled the pandemic may be inspiring for other tourism-dependent destinations as Fiji has been able to protect the health and safety of the inhabitants of its islands while preserving the local economy, which relies on tourism.