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Experiential Travel

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  • 1. 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 1
  • 2. 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 2
  • 3. 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 3
  • 4. 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 4
  • 5. 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 5
  • 6. 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 6
  • 7. 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 7

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