Experiences constitute the essence of the tourism industry. While the literature has recognized the recent impact of technology on experiences, its empirical exploration remains scarce. This study addresses the gap by empirically exploring five leading industry cases to generate a holistic understanding of technology‐enhanced tourism experiences. The main contribution of this paper lies in the development of a nine‐field experience typology matrix based on the increasing intensity of co‐creation and technology implementation. The final contribution of this study is the development of an experience hierarchy and discussing its relevance for experience enhancement in tourism research and practice. Copyright © 2013 John Wiley & Sons, Ltd.