Experiential Travel:
Partnering and Package for Success
Salt Spring Island, BC May 2005
Presented by:
The Division of Tourism and Outreach
Dr. Nancy Arsenault
Ms. Patricia Hatchman
Ms. Beverly Booth
Nancy Arsenault
Director of Tourism & Outreach
A New Buzz Word in Tourism
Traveler’s desire to
experience history
and culture, stronger Experiences!
than ever.
TIA (Sept, 2003) the
Next Generation
of
Travel Products
Sophisticated Baby
Boomers will have to be sold
J. Veneto @ NTA 2003
a unique experience, as
opposed to a product.
CTC: The American Tourism Market,
Evolution to 2010
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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The Next Generation of Travel Products
The London School of Business
A key innovation in today’s business is experiences. In today’s
environment of ever more sophisticated consumers, those who
deliver memorable customer experiences consistently create
superior value and competitive advantage.
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
Halifax Citadel National Historic Site
What is an Experience?
An experience is something that is:
– personally encountered;
– lived through, and
– affects you.
It may be active, passive, planned,
opportunistic, personal or shared.
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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Earth Rhythms Learning
Travel Program
Experiential Travel
Engages visitors in a series of memorable activities,
revealed over a duration of time, that are inherently
personal, engage the senses, and makes
connections on an emotional, physical, spiritual or
intellectual level.
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
4 Economic Offers
1. Commodities
2. Goods
3. Services
NEW!
4. Experiences
“Services become engaging experiences when you layer them
with sensory phenomena” Pine & Gilmore (1999).
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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With Patricia Hatchman,
Manager of Visitor Experiences
EXPERIENCE IT!
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
Beverly Booth,
Sales & Marketing Manager
Products
Series of events
+ participatory activities
+ engage senses
+ personal connections
Marketing
Market dreams Results
+ position themes Create
+ attach personal Memories!
relevance
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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Packaging for success
– Build theme-based itineraries, layer experiences &
sequence & personalize events (PARTNER!)
– Invest in, train & retain excellent staff- ‘talented actors’
– Pay or reward specialists – ‘more talented actors’ (PARTNER!)
– Allow for free-time
– Optimize the element of surprise (PARTNER!)
– Use cues and memorabilia to build a connection & emotional
attachment
– Sell dreams, deliver experiences
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
“Experiences respond to our
personal passions, are recorded by
our senses, and are stored in
our hearts and our minds!” Secrets to Success
Kim Whytock &
Associates
(2003)
Treat ‘customers’ as guests
Personalize events & mix in memorabilia
Stage activities that engage visitors
Theme experiences & use talented ‘actors’
Draw people in with participatory activities
Engage all five senses
Market dreams & deliver memories
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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If you don’t – your competitor will …
Why do it?
Competitive,
differentiating
advantage
Shift the selling price –
attract new markets
Build communities, showcase hidden treasures
Word of mouth advertising benefits, free media
Attract higher yield customers
Be your own demand generator for repeat business
Lots of fun, but more demanding
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
www.canadatourism.com
Study conducted by
Dr. Nancy Arsenault
Download for Free!
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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Members of our Royal Roads University
Tourism Industry Training Team
Dr. Nancy Arsenault, Ms. Beverly Booth Ms. Patricia Hatchman
Director Sales and Marketing Visitor Experiences
Dr. Nancy Arsenault, Royal Roads University & Hatley Park National Historic Site
250.391.2666 www.royalroads.ca www.hatleypark.ca
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