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We examined the state of “enchantment” as a consumer motivator, especially in the context of social and travel restrictions during COVID-19. An online purposive sample ( n = 104) provided narrative data and ratings of past experiences versus future expectations of enchantment. Linguistic cluster analysis revealed five categories of these experiences termed Escapade, Nostalgia, Catharsis, Communion, and Attachment. These categories strongly align to hospitality-tourism offerings, but businesses must help consumers to overcome certain stated barriers (COVID and economic concerns) to future experiences of enchantment. Moreover, people often intend to relive their past experiences of enchantment but will opt for “escapades” when novelty is desired or repeats are unworkable.

Many happy returns: Preliminary study on retrospective and prospective experiences of enchantment