Tourism Packaging Workshop


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Tourism Packaging Workshop
What is a package?
A bundle containing a least two tourism products, services and/or activities for a single price that can be offered during a specific period of time.

Price of bundled products, if broken out individually, should not equal more than the package price.

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  • 357 November 30th Ongoing
  • The size of the bubbles indicates the number of visitors in each segment, which is similar to the size of the pie slice in the last slide. We can see here that the pleasure and VFR segments have the biggest bubblesThe bottom axis shows the average length of stay. Here – VFR and pleasure have the longest LOS because they are farthest rightThe side axis indicates how much the average travel party spends during their trip. As shown, pleasure visitors spend the most because appear higher than the othersVFR 41%Pleasure 34%Business 20%Other 5%
  • Along the top moving left to right are the Big Spenders (purple bubble) or those spending over $250 per per/per day, along with three enthusiast groups – cultural, culinary and outdoor Enthusiasts. As we’ll see shortly, these groups were highly motived by these product areas with above average participation rates.In the middle on the left, the red bubble illustrates the Urban Experiencers – those who only overnight in Halifax, and the light green bubble tucked underneath represents Festival & Event Enthusiasts – or those who are here specifically to attend Festival and Events. The Family Segment is the large, light-blue bubble in the middle of the chart – and it represents families who travel with children 19 and under.Along the bottom are the Winter Segment, the Young Singles and Couples including visitors without children who are 34 years and under, and Lone Travellers.
  • See page 33: Toolkit There are a few guiding principles with respect to experiential tourism. They include: (see slide)How can you stage an amazing adventure for your visitor that connects with our core experiences?DON’T DISCOUNT / VALUE-ADDEXAMPLES:Food and Wine – White Point Beach Resort. Packages including value-added activities and experiences such as classes with the chef and meet and greets with food producers generate demand during the shoulder seasons.Culture – Celtic Music Centre (Judique). Lunchtime ceilidhs and other interactive components introduced at the centre in recent years have allowed the centre to extend its season 7 weeks and doubled visitation / attendance.Outdoor Adventure – Hike the Highlands Festival (Cape Breton). Add value to visitors’ hiking experiences by drawing on local expertise. Introduce new hikes each year to encourage return visitation. Continue to make the connection using social media.
  • Participate in the programs offered by our Sales and Partnerships section to offer your experience to the travel trade (if that is the direction you want to go) (PLUG: new travel trade guide) or offer your product to visiting media through our Media FAM tour program (received more than $10 million worth of exposure through this program in 2009). Take advantage of social media and have testimonials from your clients. Them sharing their experiences can be as powerful, sometimes even more powerful than a purchased advertising campaign.There are lots of directions to take, recommend you take advantage of existing sales channels. THINK FREE! FREE! FREE! On the table, we have our Nova Scotia Tourism partnership opportunities guide. And, info on DSWN is available.
  • How can the experience be booked? Give details in all publications (direct, partner, online, phone, etc.).Develop cancellation policies and payment policies for guests and provider.Determine availability, confirm booking, and confirm payment. Are procedures needed for going back and forth between broker and provider, and back to guest? YES! So that it is clear to all partners involved.What does the visitor get to confirm their booking? Return email is a good idea. LEAD IN...that wraps up our workshop, we’re happy to work with you one on one after you’ve had more time to think, or stay for the next hour and we’ll show you how to upload content to and answer and questions. Look forward to working with you further. There are tools online, or you can contact us.
  • Everyone gets paid!Development costs (research, salaries, equipment, materials, trial insurance, marketing)Fixed costs (salaries, facility rental, facility costs, transportation, insurance)Variable costs (providers – meals and accommodations, participants – materials, entrance fees, food and bev)Administration feesCredit Card charges Commission / broker feeProfitTaxRetail price (rounded up or down)
  • You can add an experience, package or deal to We’ll can take a closer look after the workshop wraps up, but here’s a quick look. Keep these categories in mind when creating your experience. Notes from Michelle….So in the top half of the Travel Package and Deal manager we have:Package name – make it catchyType: Is it a Package or a Deal?Categories: What does your package involve – Accommodation? Romance? Outdoor Adventure? – choose up to 3 related categoriesValid start and end date: when is this package or deal available? Website display date: select it to start today! You never know when viewers are trip planning. Duration: Choose the closest time range to your offering. It will not interfere with the start, end and display dates that you set for your deal or package.Package Description: Here you have room for 1000 character to fully explain the elements of your travel package or deal. Affiliation: If you are members of an association, Check In Nova Scotia, etc. choose it from the list.Package Summary – this is the catchy summary of your package that will appear underneath your main title in a travel package or travel deal search. Package conditions – This is where you will add in your policies that surround this package – price per person, cancellation, grats & tax not included in the price, additional night price, etc.
  • The second half of the manager captures your business details. Be sure to include the website and email address of the person/business that the package can be purchase from.Be sure to add a picture that captures the package and gives your viewers something to think about. Whale watching tour – how about a whale watching picture?
  • Tourism Packaging Workshop

    1. 1. Creating Your Experience Package
    2. 2. DSWNA & NSTA: Partners
    3. 3.        DSWNA Packaging & Sales Tour Operator Restaurant Tourism & Hospitality Marketing & Communications Crazy Seafood Lover
    4. 4.         Development Officer, NSTA Outdoor Product, Halifax, South Shore Tourism Development Investment Fund Experience Development Marketing & Communications Local food fan Proponent of pedal power
    5. 5.         Market Ready Package by EOD NSTA Travel Packages & Deals DSWNA Travel Offers Your website, your partner’s website Ferry opportunities Going Local Experiences Social Media Print
    6. 6.   A bundle containing a least two tourism products, services and/or activities for a single price that can be offered during a specific period of time. Price of bundled products, if broken out individually, should not equal more than the package price.
    7. 7. A travel deal provides an incentive for a visitor, such as:  Overnight stay with wine and flowers  Ski hill ticket, buy one get one ½ price  Free dessert with purchase of entree.
    8. 8.   Offers consumers convenience, additional travel options and activity ideas The potential to increase room nights and time spent in your region  Packages provide value  Grow your audience (partners)
    9. 9.     Leverages market dollars Packages receive a large push via partners, such as and through monthly email campaigns Listing packages/deals on is easy and free – visit Low-risk
    10. 10.      Just the two of us 47% Vacation with friends 10% Family vacation w children/teenagers Multi-generational Other 18% 8% 17%
    11. 11.  Who are the target markets and the type of experience they are looking for?  CTC-EQ  NSTA: Outdoor, Cultural & Culinary Enthusiasts  Local Marketplace
    12. 12. Source: 2010 Visitor Exit Survey
    13. 13. $2,000 Party Spend ($) $1,500 Pleasure $1,000 Business Other VFR $500 $0 2 3 4 Length of Stay 5 6 7
    14. 14. • • • • • • • • • Why are we different here? Think unique and authentic What story do we want to tell the visitor? Business assets/Partners in area Backstage pass or exclusive access Hands-on What will the visitor learn? Engage the senses Unexpected or surprise elements Focus on value-add (not discount) Learn something by doing something with someone who lives here Page 31 in Toolkit
    15. 15. Who is your ideal guest?  What are you hoping to achieve?  • Make the goal measurable • Make it more specific Page 34: Toolkit
    16. 16. Destination Assets + Goals + Ideal Guest + … Planning & Logistics  Theme  Memories or learning  Timing/Advanced Prep  Souvenir  Active/passive : balance  Special training, skills or permits required  Safety Pages 40-41in Experience Toolkit
    17. 17. • How to chose your experience provider ◦ exclusive ◦ partner • • • • • • Roles and responsibilities Partnership agreement Risk management plan Insurance Regulations, permits and licenses Evaluation and Communication
    18. 18. • • • • • • • • Images and copy – we can help! & DSWN website Travel Trade Local tourism operators Social media Media VIC staff (FAM tours) Partnerships
    19. 19. • How can the experience be booked? • Develop a cancellation policy, a payment policy (for guest and provider) • Determine availability, confirm booking, and confirm payment (are procedures needed?) • How is visitor’s booking confirmed? • How is booking confirmed with your partner(s)?
    20. 20.  Destination  Goals  Ideal Assets Guest  Planning & Logistics
    21. 21.          Requirements: All photos must be in jpeg (.jpg) format. Ideal photo resolution/quality is 140 dpi. Photo with portrait orientations must be a minimum of 1500 px in width. Photos with landscape orientations must be a minimum of 2000 px in width. Each photo must have an associated title and description. Both the titles and descriptions are limited to 160 characters, including spaces and punctuation. Requirement: minimum of one (1) photo and a maximum of ten (10) NSTA staff will crop your photos to ensure the best possible photo is displayed in your listing. For more information, visit our Digital webpage, or download the operator photo guide.
    22. 22.          Hike, Bike & Skinny Dip Forager’s Guide to Beaches Crazy Lobster Love History on the Harbour Boots, Paddles & Tires The Art of Doing Nothing From Shovel to Fork Love Songs & Beer Unplugged Family Fun
    23. 23.           Package idea or title Core Experience? Partners? What is included? Valid-Seasons-Dates Conditions How to book Cancellation/Refund Policy How do we get paid? Package Description
    24. 24.        The Unplugged Package Image Conditions Educate your staff Market Market Market Evaluate-how will you measure success Refine
    25. 25.      Content is King Video is the medium Images Customer Service and social media Mobile
    26. 26.        Jan. 01,2013- September 24,2013. Unique visitors: 1,149,511 Total visitors: 1,662,282 Top 5 Cities: Halifax, Toronto, Dartmouth, Montreal, Ottawa Top 5 Referral sites:,,, google.c a, Top 5 Page views: Homepage, Things to See & Do, Order Your Travel Guides, Places to Stay, Our Regions
    27. 27.         Review sites Yelp, Trip Advisor, Forsquare Facebook page-local business type with address Google+ Pinterest Youtube Twitter Instagram
    28. 28.        Facebook....................93.0% Twitter........................42.1% Other..........................38.6% Youtube........................36.3% Blog..............................15.8% Pinterest......................15.8% IG...................................3.5%
    29. 29.       Halifax Bridgewater Toronto Montreal Ottawa Of note 6th New Brunswick
    30. 30.             70% of first time sales are from curb appeal 86% trust peer reviews (i.e. Trip Advisor) in making decisions 35% trust advertising Website is your #1 marketing tool Marketing Budget 45% digital (internet, social, peer, etc) 20% PR – articles/Fams 20% advertising – drive to site to close the sale 10% print material 5% signage, trade shows, etc Video is the future – 30 seconds to 2 minutes
    31. 31.  With Heather
    32. 32. • • • • • Everyone gets paid! Development costs Fixed costs Variable costs Administration fees
    33. 33. Package/Deal title Type: deal or package Category Related categories Start & end dates, website display date Package description (1000 characters) Affiliations Package summary Package conditions
    34. 34. Your business details, inclu ding website and email. Upload an image Click checkbox and ‘OK’.
    35. 35.       Heather Yule Monica MacNeil All photos can be emailed to to the attention of Hannah Crawford (424-0939). Photo Deadline: January 15, 2014. (Note: photos can be accepted at any time but due to the volume of photos, all photos received prior to January 15, 2014 will be guaranteed to be on the new website in March 2014).
    36. 36.      Heather Yule 424-4646 Monica MacNeil