How WonderDays brings you the most exciting and innovative experiences. 

Today, we are in conversation with our Partnerships Manager, Abi Sadler. Abi has been part of the WonderDays team from its early seedling days, long before our launch back in the summer of 2022. Years in the making, Abi was part of a team that analysed and procured the very first exciting experiences we offered our customers. Now, her role has grown so much that she leads a dedicated team of experience procurement specialists, all sharing her passion for discovering and delivering amazing experiences. Today, we’re taking a closer look at what drives Abi and offering an insider’s view into her role as Partnerships Manager. 

What’s the most rewarding aspect of building partnerships with experience providers, and how do you select the perfect partners? 

The most rewarding aspect of building partnerships with experience providers is creating memorable and unique experiences that resonate with our customers. It’s incredibly fulfilling to see these partnerships transform into something that brings joy, adventure, and special moments for people. Additionally, it’s exciting to work with passionate providers who share our enthusiasm for delivering something out of the ordinary. 

When selecting the perfect partners, I focus on quality, uniqueness, and alignment with our brand values. Providers must offer experiences that are not only well-executed but also innovative, ensuring they match our goal of offering something truly extraordinary. Customer feedback, reliability, and a shared vision of customer satisfaction are also key factors in choosing the right partners. 

What challenges do you face when negotiating and maintaining partnerships, and how do you overcome them? 

One of the main challenges when negotiating and maintaining partnerships is ensuring that both parties' expectations align, particularly when it comes to pricing, customer experience, and operational logistics. Providers may have differing views on how to deliver their services in a way that maintains the quality we promise to our customers. 

To overcome this, I focus on open communication and establishing a collaborative approach from the start. Transparency is key—being upfront about expectations, performance metrics, and customer feedback ensures that both sides are clear on what success looks like. Flexibility is also important, especially when negotiating terms like pricing or availability. By demonstrating a willingness to adapt and find solutions that work for both parties, it's easier to build long-lasting partnerships. 

Another challenge is ensuring consistent quality over time, particularly when providers are managing high demand or expanding their operations. To mitigate this, I regularly check in with partners, review customer feedback, and keep an open dialogue to address any issues before they escalate. Building strong relationships based on trust and mutual respect helps maintain these partnerships and ensures we both remain committed to delivering exceptional experiences. 

Abi, how do you and your team stay ahead of trends and ensure we offer fresh, innovative experiences to our customers? 

Staying ahead of trends and ensuring we offer fresh, innovative experiences requires a proactive and dynamic approach. As a team, we consistently monitor industry developments, customer feedback, and emerging lifestyle trends, both locally and globally. Here’s how we stay ahead: 

1. Market Research: I regularly analyse market trends and customer behaviour, using data to identify what’s becoming popular. Whether it's wellness, adrenaline activities, or cultural experiences, staying informed about the shifting demands helps to anticipate what customers will want next. 
2. Networking and Industry Events: Attending trade shows, networking events, and industry conferences allows me to connect with potential partners and see what’s happening in the broader experience industry. It’s also an opportunity to spot up-and-coming providers who are offering something fresh and unique. 
3. Collaborating with Providers: Our experience providers are often at the forefront of their niche. By maintaining strong relationships and having regular conversations with them, I can learn about new services they’re developing or changes they’re seeing in their field. Many providers are eager to innovate, and we can co-create or refine experiences to keep them fresh. 
4. Customer Feedback: Keeping an ear to the ground through customer reviews and feedback is vital. It helps us understand what experiences are resonating and where there’s demand for something new. I regularly review customer input to identify gaps or potential enhancements to our existing offerings. 
5. Spotting Global Trends: I pay attention to global trends that may not have fully reached the UK yet. Experiences that are popular in other countries, such as immersive dining or extreme wellness activities, can be introduced locally to give us a competitive edge. 
6. Experimentation and Flexibility: I’m always open to trialling new ideas, whether it’s a quirky experience, a seasonal offering, or an emerging trend. Piloting smaller-scale experiences allows us to gauge interest before rolling out a full product, ensuring we keep our portfolio fresh and exciting. 

By combining these strategies, we can consistently bring new, cutting-edge experiences to our customers, keeping our brand at the forefront of the experience industry. 

What’s been your favourite experience or activity to secure for the company, and why does it stand out to you? 

My favourite experience to secure for the company has to be the immersive dining experiences we partnered on, particularly one centred around a theatrical, interactive dinner that blends storytelling, fine dining, and live performances. This experience stands out because it’s not just about the meal; it engages all the senses and creates a truly unforgettable evening for participants. 

What made such partnerships so special was how it tapped into the growing trend of immersive events. The combination of high-quality food and live, interactive theatre appealed to a wide audience—from food lovers to theatre enthusiasts—which gave it broad appeal. It also perfectly aligned with our brand’s mission of offering unique, memorable experiences. 

Seeing how excited our customers became about this concept was incredibly rewarding, and the feedback we received reinforced that it was something truly special. It continues to be one of our most talked-about and sought-after offerings. 

Let’s get some serious insider knowledge then Abi, in our Quickfire Round!  

• What's the first thing you do when you walk into the office? The heating, summer or winter, I’m usually freezing!  
• Coffee or tea to kickstart the day? Coffee, any day and time! 
• How do you deal with a last-minute crisis? (In five words or less!) Always Write Things Down. 
• What's your go-to motivational song when you're powering through a tough day? It’s a Eurovision song called Queen of the Kings; I love this song! 
• What’s the most random request you've ever received from a colleague? Well, it was a marital request from a colleague from Facebook. It wasn’t what it seemed though, as a colleague had pulled a prank and put us as married on Facebook.  
• How do you unwind after a long day of meetings? I love taking the kids to the Golf Range.  
• Morning person or night owl – when are you at your most productive? Always night owl, I am not a morning person!  
• What's one task you secretly enjoy, even though it's part of the job? Reports and data, boring to some but I love it!