Mod. 5: Emotions, Experiences, Memories. A story to be told.

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Mod. 5: Emotions, Experiences, Memories. A story to be told.

  1. 1. Emotions, Experiences, Memories. A story to be told Essentials of Tourism Destination Management
  2. 2. The business of tourism is complex and fragmented and from the time the visitors arrive at the destination, until they leave, the quality of their experience is affected by many services and experiences,including a range of public and private services, community interactions, the environment and hospitality. Essentials of Tourism Destination Management
  3. 3. To compete effectively, destinations have to deliver wonderful experiences and excellent value to visitors Essentials of Tourism Destination Management
  4. 4. Sales of experience goods –such as package tours and safaris- increased throughout the 2000’s, as wealthier consumers maxed out on products and shifted consumption to experiences. Essentials of Tourism Destination Management
  5. 5. I’ll give you a for instance…Essentials of Tourism Destination Management
  6. 6. Food is an integral component of everyday life……but also one of the essential elements of the tourist experience Essentials of Tourism Destination Management
  7. 7. The social and cultural significance of food is finally gaining the recognition it deserves The media is now full of magazines: Cuisine, Gourmet Traveller, Food & Travel-; radio shows, television shows, and even entire “lifestyle channels”, such as the North American Food Channel, dedicated to food and the places that food comes from. Essentials of Tourism Destination Management
  8. 8. To an extent this is a reflection of changing lifestyles and the role of some goods and services as status symbols and as signifiers of identity, as well as recognition of the business opportunities to support such lifestyles. Essentials of Tourism Destination Management
  9. 9. Why and how we eat and drink says something about ourselves and the society we live in. Essentials of Tourism Destination Management
  10. 10. The number five most power luxury brand in the world is Hennessy Cognac. Since 1987 is part of LVMH Moët Hennessy • Louis Vuitton.Founded in 1765, the company sells about 50 million bottles a year worldwide, or more than 40 percent of the world’s Cognac.
  11. 11. The number seven most power luxury brand in the world is Moet & Chandon champagne. The ultimate symbol of wealth and taste. Founded in 1743, the company sells over 26 million bottles of bubbly annually.
  12. 12. ExperiencesDestination Marketing as well as Luxury Marketing is a category that is completely different from traditional brand marketing because it is in the business of selling fantasy It is the “Dream Business” Essentials of Tourism Destination Management
  13. 13. The Experiential Destination Value Added The very underpinning of Madison Avenue is based on the notion that you are really two people:The person you are, and the person you want to be.The dreams and fantasies that destination marketing weaves only want to talk to person number two. Essentials of Tourism Destination Management
  14. 14. The Experiential Destination Value AddedThe real magic of the experiential destination… …is how it makes you feel… …not only good… …it makes you special Essentials of Tourism Destination Management
  15. 15. Winter holidays in SwitzerlandSwiss Hut Magic. Discover coziness and genuineness. Essentials of Tourism Destination Management
  16. 16. Identification is the ultimate goal: Ads are means to achieve a fantasy, to live a fantasyAds are designed for us to immediately identify with the people or values in the ad Essentials of Tourism Destination Management
  17. 17. The Experiential Destination Value Added And don’t forget…in marketing the best, and perhaps only way, Prestige can be transferred is by association… with a celebrity… Essentials of Tourism Destination Management
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  19. 19. …or the places you travel to Essentials of Tourism Destination Management
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  21. 21. The Experiential Destination Value AddedTravel takes you to a place out your day-to-day existence Essentials of Tourism Destination Management
  22. 22. The Experiential Destination Value Added One of the key characteristics of the XXI century tourist is his need to escape from everyday routines and issues in a bid to achieve some form of fulfillment. The current trend of tourist experiences include some degree of escapism,and many people would express the need to “get away from it all” as the main reason for taking a holiday. Skiing Tourism provides an opportunity for people who are seeking self-fulfillment and excitement through participating in physically and mentally stimulating activities, travelling to breathtaking mountainous areas. Essentials of Tourism Destination Management
  23. 23. Winter holidays in Switzerland Leave all your problems and cares at home and simply enjoy the beautiful views to be had on Switzerlands ski slopes.Essentials of Tourism Destination Management
  24. 24. If Tourism is an Experience Industry, Then Deliver Experiences Essentials of Tourism Destination Management
  25. 25. But first you need to Win Your Customer’s Heart…Because Success in Marketing goes to those who forge the strongest emotional connection with consumers. Essentials of Tourism Destination Management
  26. 26. Identify an emotional benefit important for your customers and own it Our work as marketers is to find the Emotional trigger which is a 3-step process: 1. Why the consumer wants to go to our destination 2. The benefit our destination delivers 3. Why this benefit is important Essentials of Tourism Destination Management
  27. 27. It’s not about facts and tangiblesCompetition can easily match our proposal based on facts Our proposal needs to be uniqueWe need to offer a Unique (Emotional) Selling Proposition Essentials of Tourism Destination Management
  28. 28. "Smoke Gets in Your Eyes“ Mad Men Episode 1 Lucky Strike PitchEssentials of Tourism Destination Management
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  30. 30. The model for Don Draper the adman in this case is Rosser Reeves, the Ted Bates copywriter who invented the idea of the Unique Selling Proposition. The key to Don Draper the character, however, is that speech about happiness. Don Draper emerges in this episode with a master stroke. “Advertising is based on one thing,” he says. “Happiness.” If all tobacco is deadly, then why address the issue in the first place? Rather, Draper suggests that, while all other tobacco is poisonous, Lucky Strike is “toasted.” He address the problem simply by ignoring the elephant in the roomAll that Draper is doing in this scene is defining marketable uniqueness. His statement in this scene, “We have six identical companies making six identical products. We can say anything we want”,leads us to believe that the bad publicity directed toward tobacco distribution has left Lucky Strike with the challenge of establishing more value to their brand rather than remaining /just another/ cancer-inflicting cigarette company. So Draper spotlights the method in which the tobacco is prepared. “It’s toasted.” Essentials of Tourism Destination Management
  31. 31. Heart vs MindBecause you can’t logic your way to into an audience heart Essentials of Tourism Destination Management
  32. 32. The Customer Journey Essentials of Tourism Destination Management
  33. 33. The Customer Journeyis a helpful framework for understanding the experience of the customer: from first thinking about a vacation or business trip through to planning, booking, experiencing and recalling the experience. Essentials of Tourism Destination Management
  34. 34.  Dreaming. The customer is considering a vacation.They may have an idea of when they will travel, for how long and how much they mightspend, but they have not yet decided where they will go or what they will do.They will be looking for inspiration, ideas and recommendations.Decision making will probably begin at a general geographic level, as different countriesare considered. Essentials of Tourism Destination Management
  35. 35.  Planning. The customer may have a clearer idea of where and what they want.They will be looking for further, specific information about their choice such as transportand accommodation options, things to do, “must sees”, events, the weather, etc.The decision making may be narrowed down to regions and/or destinations in the countryof choice. Essentials of Tourism Destination Management
  36. 36.  Booking. The customer may make comparisons of best values –price may be themain priority followed by convenience and security.The booking may be made through an intermediary –a tour operator, travel agent, bookingagent or DMO or directly with individual providers (e.g. transport and accommodationproviders). Essentials of Tourism Destination Management
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  41. 41.  Remembering. The customer will recall their journey and will assess whether itwas good or bad.The experience at every step of the journey will inform this decision.If the experience was good, then the customer may recommend to others, or returnthemselves.If the overall experience was bad then the customer will not return, will not recommend toothers, and may well speak badly of the destination.The DMO can keep the memory of the good experience fresh in the mind of the visitorthrough the good practice of Customer Relationship Management (CRM). This “satisfactiondividend” is reaped through the destination’s marketing. Databases of past customers andfollow-up database/e-database marketing should be maintained on an ongoing basis. Essentials of Tourism Destination Management
  42. 42. Remember you pay not for the product but for the story You have great pleasure when you purchase it, when you experience it, and in the retelling of the story in years afterwards Of course your product must be of superior quality……but you need to understand that the most important feature is emotional Essentials of Tourism Destination Management
  43. 43. The Customer Journey CLC: Communications Life Cycle DA: Destination Action Experience Remember Dream Book CLC: Ensure quality of Plan experience -facilities, CLC: Maintain theCLC: Create awareness, CLC: Enable Booking services, "public realm", relationship through emotional interest, CLC: Provide "hard" info information, booking research (behaviour, specific ideas and follow-up action) DA: Visitor Services DA: Destination DA: Visitor Services Promotion DA: Managment of the Destination, Visitor DA: CRM Services Essentials of Tourism Destination Management
  44. 44. The Success Cycle Unique Emotional Experiences SellingPropositionA Story to be Memories told Essentials of Tourism Destination Management
  45. 45. The Experiential Destination Message:Provide an exceptional experience to destination guests Essentials of Tourism Destination Management
  46. 46. Next Generation Heli-Ski Trips Share the passion of Skiing with the Next Generation (up to age 25)!An amazing video sharing a families experience heli-skiing together at CMH Heli-Skiing. The Next Generation trip allows you to share the fun & excitement of Heli-Skiing with your children! Essentials of Tourism Destination Management

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