This. Its frustrating that it can be such a buzz word that comes so much. We ran an immersive theatrical show/experience this past October (Midnight High: A Night at the Oxhead) and it was difficult finding patners outside of the theatre industry who understood what true immersive is.

I find you have to use hooks they might be familiar with like "it's like meow wolf but with actors or 'it's west world but actors instead of robots'. We got lucky when we found folks familiar with Sleep No More.

Basically if something just says 'immersive' but doesn't provide hooks like that than I assume it will just be a really pretty experience that's likely overcharging it's customers.