Thinking Like a Traveler:Niche Market Opportunities in Experiential Travel

17 February 2011Educational Travel Conference

Providence, Rhode Island

T H E W O R L D H A S C H A N G E D

Banking is different!

Communications are different!

and reading choices are different!

People are living longer so we now have 4 generations travelling together!

What’s their ideal experience?

THE BOOMERS ARE HERE!

Yup! Even planning travel has changed!

Are you talking their language? In their social space? or where you are comfy?

Time is the New Precious Commodity!

How does your ‘invitation’ compete with other customer demands for their time?

But some things don’t change ...

Connecting with family & friends has always been important to travel

These are the big things

we don’t control!

But ...

If the world has changed ...and the traveller has changed ...

Has your business changed?Enough?

It begins with you,

thinking like a traveller!

Not like a travel planner, tour operator, DMO, or travel supplier ... but a traveller!

Grab a pen and the piece

of paper on your chair.

What business are you in?

This is the business we are in!

This is what the traveller is buying!

Memories

Engaging

SerenityLaugher

Connecting

Challenge

Fantasy

Realization

Intimacy

Authentic

Captivating

Uplifting

Moving

Unique

MEMORIES!

Freedom

Unexpected

Inspiring

Is this what you are selling?

If you are packaging, advertising and selling a:

It’ time to focus on the

experience and price for value.

Your’s selling the ‘stuff’

and competing on price.

5 day visit to ___, staying at the 5-star___, with tickets to _____, and visits to ____; dining at____ and travelling on a _______. All for the low price of

$____ .

W E T O O K T H E P L U N G E1 0 Y E A R S A G O

Canada is Embracing Learning, Enrichment, Experiential Travel

Bottled Wine(Goods)

WineTastings

(Services)

Picking Harvest Grapes

(Experiences)

GreaterDifferentiation

Higher Yield Transformation

Grapes(Commodity)

Undifferentiated

Lower Yield

Value of Economic Progression

• WOW Guest Experiences• Good Partnerships• Word of Mouth and Word of Mouse

ROE drives value pricing

The Experience Economy

Use Slides 2 and 3 at GMIST 25_26.

Create multiple different examples (Slide 3) of the different sectors.

ToddHotel (Lodge)Food and Beverage (Ales, Tales & Rails); or Greg

CelesRetail - Stratford Chocolate TrailProducer - Visual Arts - Pottery/Raku workshopNational ParkTour Operators

NancyHistoric SiteFestivals & EventsAttractions

0150

Hotels & Accommodations

Attractions

Food & Beverage

Festivals & Events

Retail Sector

Parks & Historic Sites

Visual & Performing Arts

Producers

Tourism Operators

YOU HAVE A CHOICE !Core Business Revenues Service Revenue Experience Revenues

Examine Revenue OpportunitiesRooms, Food - standard goods and services that are provided within the tourism industryAmenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as a destination.WiFi - the point is that this is a service that no hotel should be charging for; this is part of the value; it should be free. It is not something that consumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on a fee basis.Experiences - have tremendous potential for new revenues.

$0 $125.00 $250.00 $375.00 $500.00

Transportation Accommodations ActivitiesFood and Beverage Experiences

FROM WHAT

(c) www.tourismcafe.ca

BusinessProduct

Enhancement

Tour Operators/Travel Planners

TO WHY

Examine Revenue OpportunitiesRooms, Food - standard goods and services that are provided within the tourism industryAmenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as a destination.WiFi - the point is that this is a service that no hotel should be charging for; this is part of the value; it should be free. It is not something that consumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on a fee basis.Experiences - have tremendous potential for new revenues.

Canada’s Incredible Journey

“A tourism product is what you buy. A tourism experience is what you

remember.”

Humor, hospitality, and music!

Adventure CanadaCanadian Arctic Experts

‣ Once-in-a-lifetime, iconic people and places

‣ Intimate expeditions, remote cultures, sacred lands, hidden gems

Canadian Arctic Cruise Expedition Company

Adventure CanadaCanadian Arctic Experts

Canadian Arctic Cruise Expedition Company

Relationships

- with guests, communities, experience

providers

The Fairmont EmpressBritish Columbia

‣ Engaging culinary and spa experiences and other cool things!

‣ Whether you stay here or not!

An international, flagship heritage hotel, in Victoria BC

The Fairmont EmpressBritish Columbia

An international, flagship heritage hotel, in Victoria BC

Management Enables

Dinosaurs in Alberta

‣ Discovery, ed-venture

‣ Be an archeologist!

The Tyrell MuseumProvincial government park/ attraction

Dinosaurs in Alberta

Shared Story!

Between business - partner!

Listen to your guests - insight!

The Historic Reesor Ranch

‣ Stories and poetry through the eyes of a rancher.

‣ Intimate settings, vast lands to roam

Saskatchewan

Local ranchers, land-owners and folks who love to share their home and their stories!

The Historic Reesor Ranch

Saskatchewan

Passion

The key quality to connecting with

travellers.

Earth RhythmsManitoba‣ Authentically us!

‣ Intimate learning adventures in nature

‣ Connecting with people and communities

Tour operator who operates as an experiential broker

Touch & Smell

Taste - Mead

Learn

Earth RhythmsManitoba

Community Partners -

help them understand the

traveller, so they can better engage

with them.

Northern Edge AlgonquinOntario

‣ Escape, tranquility

‣ Reflection, peacefulness

‣ Greg and his “to die for” home grown, home cooked meals in an oven built by the chef himself!

Eco-lodge operator

Northern Edge AlgonquinOntario

Sell programs, not rooms.

Provide the guest for what

they want to experience.

Eco-lodge operator

Quebec

‣ Taste

‣ Traditions

‣ Great stroies

‣ Pride and passion of the Quebec people

Maple Tree Farmer - Retailer

Quebec

Engage the senses

Add a historian or two with an intimate knowledge of the people - past and present ... et voila!

A niche market, cultural tour operator

Experience Collection

A Provincial DMO- Destination Marketing Organization

Child’s Play

CuisineChallengeCelebration

Comfort & ContemplationCulture & Customs

Call of the Wild

Experience Collection

Child’s Play Culture & Customs

Collaborative Growth

Destination marketing partners

can help you understand the

traveller.

A Provincial DMO- Destination Marketing Organization

Invest in Training

- Helping tourism businesses grow in

ways that aligned with provincial

objectives.

Briarcliffe InnPrince Edward Island

‣ Meet the islanders‣ Behind the scenes‣ Engage in activities

A xxx room country Inn

Briarcliffe InnPrince Edward Island

Listen to the visitors.

- Best source of product development

feedback and future ideas.

Tell stories to engage travellers

TalesTrails Tunes&

One Woman’s VisionNow an Invitation to the world!

Her music based on a love the place ... to celebrating culture ... to a festival!

Shirley Montague

Use of Themes!

Trails in Gros Morne National Park - UNESCO World Heritage Site

Layering Experiences

Tales

The Voices of the People!

Tunes

One Woman’s VisionNow an Invitation to the world!

Celebration of th

e pride

in people, place & culture

Why is this Important to Travel Planners, Tour Operators and DMOs?

Once you start thinking like a traveller - crafting meaningful experiences

gets a whole lot easier!

Tip #1: Dare to be different.

Tip #2: Know your ideal

guests.

“It’s no longer good enough to ‘think about your

guests’ ... you have to think like your guests!

Tip #3: Find the characters!

From school teacher, to story teller to

radio hosts! Every community has these

special characters!

Tip 4: Stay true to your

brand.

Tip #5: Design memories, rather

than package tours.Manitoba

New Brunswick

Tip #6: Immerse the traveller in local culture.

Tip #7: Don’t be afraid to make mistakes.

Invest in your people and their ideas.

Tip #8: Start small and build out as your knowledge,

partners, and capacity is refined.

Tip #9: Plan for engagement and

pride vs. an ‘event’ or tour.’

Tip #10: Have fun with the travellers!

If you think like a Traveller ...

imagine the possibilities this holds for the future!

Thank you ETC!

nancy@arsenaultprojectsolutions.cawww.tourismcafe.ca

Twitter/Linkedin: NancyArsenault

“Do what you do best, partner for the rest!™”

Opening Song: The Canadian Tenors