I really think Mounts would be an awesome option.. But that you can use everywhere not just towns. I mean make it cool, have to tame the mount, train it ( almost like creating a legendary item just not so expensive and long) the reward of having a mount after putting in the time would be so worth it. And then customisable objects to add to your mount like saddle bags that give access to your bank. You could even stage fun races and stuff!
Alternatively I think further emotes would be great like in GW1.