On February 7th, 2018, John Gunter presented on the idea of embracing innovation to build a hospitality business. Topics included included: quickly learning and moving-on from failure; and innovation as it relates to product, operations, marketing, and sales of Frontiers North's tourism experiences.

1. Embracing Innovation
John Gunter

2. We inspire our guests to become invested in the
places we take them.

3. Frontiers North Adventures
• Expert-guided trips in Canada’s north since ’79.
• World-best access to wild polar bears.
• Significant investments in Churchill.
• Based in Winnipeg, Canada.
• One of 11 hand-picked inaugural Canadian
Tourism Commission Signature Experiences.

6. Churchill’s Three Main
Tourism Seasons
• Winter northern lights.
• Summer beluga whales and polar bears.
• Autumn polar bears.

7. Core values
• Above all we are hosts.
• Invested in the communities and environments in
which we operate.
• Passionate to share the resources that have been
made available to us.

8. Important to FNA
• Safety of guests, staff and wildlife.
• Experiences hinged on wildlife as well as culture.
• Answer “why”, not “what”.
• Business built on a solid CSR framework.
• We’re a leisure travel tourism company.

9. Identified Consumer Needs
• To acquire a sense of place.
• To remain safe, engaging, inspired.
• To become invested in their experience with us.

10. 1
2
3 4
5
6
78
9
Advocacy
Aware
On Dream List On Consideration List
Creating a
Vacation
Detailed
Itinerary
Planning
Finalizing
Travel
Arrangements
Booking a Trip
Exploring
Churchill
CONSIDERATION
EVALUATION
PURCHASE
ADVOCACY

13. Embracing Innovation
• Buying friction.
• Evolving guest expectations.
• New Product Development.
• Corporate Social Responsibility.

14. Buying Friction

18. Guest Expectations

34. Product Development

38. Social Responsibility

48. Thank you!
@JohnGunter
FrontiersNorth.com
Who has the
first question?