Educational-Travel Conference 2011
65
Thinking Like a Traveler: Niche Market Opportunities in Experiential Travel 17 February 2011 Educational Travel Conference Providence, Rhode Island
-
Upload
tourism-cafe-canada -
Category
Travel
-
view
890 -
download
0
description
The 2011 presentation at the Educational Travel Conference in Providence, Rhode Island. A look across Canada at the excellent companies and examples of how we are embracing this level level of opportunity. Canada has been a sponsor of this event, nationally and provincially for over a decade. Many of us gathered for the 25th anniversary of the ETC Conference.
Transcript of Educational-Travel Conference 2011
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!
Twitter/Linkedin: NancyArsenault
“Do what you do best, partner for the rest!™”
Opening Song: The Canadian Tenors
