Topic 3: Find out more about how to identify experiential opportunities within your business and how to create an experiential travel experience for the Experience Fishing program.

1. CULTURAL AWARENESS,
DIVERSITY AND YOUR
CUSTOMER
EXPERIENTIAL TRAVEL
PACKAGING
TOPIC 3
BUILDING EXPERIENTIAL PACKAGES

2. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
IDENTIFY EXPERIENTIAL OPPORTUNITIES WITHIN YOUR BUSINESS
Consider your business and identify what makes it different or
unique and how you can integrate what you have to offer into a
unique offering.
What types of experiences do you offer?
What infrastructure do you have that attracts travelers (e.g. lakes,
sauna, trails)?
What stories can be told about your operation and the
experiences available?
What methods can you adopt to make personal connections with
your visitors?
What current programs, activities, meals, learning experiences,
events can combine to make a total vacation experience?

3. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
IDENTIFY EXPERIENTIAL OPPORTUNITIES WITHIN YOUR BUSINESS
When developing experiential packages for the Experience Fishing
program, keep in the mind target markets and what drives them to
travel.
Activities to enrich experiences:
Nature/scenic boat rides
Hiking
Shore lunches
Fire pit storytelling
Tell them your
story, the history
of the business
and the families
associated with it.

4. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
KNOW YOUR COMMUNITY
Consider opportunities that exist in your community that can
enhance products by creating fully immersive experiences:
What makes your community special?
What is the story behind the name of the lake that you are on?
Where are the unique, less travelled places that the locals go to?
Who are the iconic people, local Elders, fishing legends to meet?
What celebrations or events happen regularly?
What musicians, artists, chefs, cultural groups etc. live in
your community?
Are there non-traditional tourism businesses that could
become involved?

5. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
KNOW YOUR COMMUNITY
Building upon community assets and local business offerings will
create an enhanced experience for your guests as well as showcase the
uniqueness of Northern Ontario communities.
The Experience Fishing program may include a day of fishing packaged
with other activities for guests to enjoy during the rest of their stay.
Some examples could include:
Indigenous
workshops
(beading, drum
making, traditional
ceremonies)
Local Tours
(museums,
art galleries,
historical sites
and monuments)
Culinary
classes and
other local
cuisine
experience
Paint nights
and other
artistic
experiences

6. ACTIVITY
Please scroll down, download, save
and complete the “Building Experiential
Packages” activity handout below.
EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages

7. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
SET THE PRICE
Visitors are willing to pay extra for an experiential travel package.
Companies in the experiential travel business are able to price on value.
The price reflects the commodities, goods, services and experience.
This combination elements creates a unique offer that can’t be found
elsewhere.
Research pricing of other businesses that offer customers
similar experiences
Provide different price points with opportunities for guests to
upgrade and pay a higher fee for an enhanced experience

8. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
SET THE PRICE - TRAVEL TRADE
If working with the travel trade, price your experience so that your
travel trade sales partners can earn a commission.
Typically, the travel agent will sell your experience at full price to the
consumer, but only pay you a net fee of 80% of the price charged to the
customer.
You earn an income without spending money on advertising.
The 20% commission rate allows the travel agent to invest in marketing,
promoting and selling your experience.
For additional resources about international travel trade visit the
Tourism Excellence North website.

9. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
SET THE PRICE - COST-BASED PRICING
This type of pricing involves establishing the base costs you incur
to offer the product.
The price should include overhead costs, goods, services, and
experience.
This typically includes your fixed and variable costs.
Once this figure is known, an additional amount or a percentage of the
total is added to the total cost to determine the selling price.

10. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
COST-BASED PRICING
$25
$45
$45
$58.50
$20
30%
Fixed cost
Cost
Cost to offer the product
Selling Price
Variable Costs
Margin

11. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
SET THE PRICE - VALUE BASED PRICING
This also begins with determining the
base costs to your organization.
The selling price, however, is based on the
perceived worth to customers.
Setting prices based on value requires a
strong understanding of:
Your customers
Your competition
Your experience positioning
(differentiation, brand, service
quality, etc.)

12. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages
VALUE-BASED PRICING
$25
$45
$45
$67.50
$20
30%
20%
Fixed cost
Cost
Cost to offer the product
Selling Price
Variable Costs
Margin
Premium

13. ACTIVITY
Please scroll down, download, save and
complete the “Determining the Price of your
Experiential Packages Worksheet”
activity handout below.
EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 3: Building Experiential Packages