Educational-Travel Conference 2011

1,295 views

Published on

The 2011 presentation at the Educational Travel Conference in Providence, Rhode Island. A look across Canada at the excellent companies and examples of how we are embracing this level level of opportunity. Canada has been a sponsor of this event, nationally and provincially for over a decade. Many of us gathered for the 25th anniversary of the ETC Conference.

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Educational-Travel Conference 2011

  1. 1. Thinking Like a Traveler:Niche Market Opportunities in Experiential Travel 17 February 2011 Educational Travel Conference Providence, Rhode Island
  2. 2. THE WORLD HAS CHANGEDBanking is different!
  3. 3. Communications are different!
  4. 4. and reading choices are different!
  5. 5. People are living longer so we now have 4 generations travelling together! What’s their ideal experience?
  6. 6. THE BOOMERS ARE HERE!
  7. 7. Yup! Even planning travel has changed! Are you talking their language? In their social space? or where you are comfy?
  8. 8. Time is the New Precious Commodity!How does your ‘invitation’ compete with other customer demands for their time?
  9. 9. But some things don’t change ... Connecting with family & friendshas always been important to travel
  10. 10. These are the big things wedon’t control!
  11. 11. But ... If the world has changed ... and the traveller has changed ...Has your business changed? Enough?
  12. 12. It begins with you, thinking like a traveller!Not like a travel planner, tour operator, DMO, or travel supplier ... but a traveller!
  13. 13. Grab a pen and the piece of paper on your chair.What business are you in?
  14. 14. This is the business we are in! Challenge Unique Engaging Intimacy Moving Unexpected Connecting Captivating Fantasy Laugher Uplifting Inspiring Serenity Realization FreedomMemories Authentic This is what MEMORIES!the traveller is buying!
  15. 15. Is this what you are selling?
  16. 16. If you are packaging, advertising and selling a:5 day visit to ___, staying at the 5-star___, with tickets to _____, and visits to ____; dining at____ and travelling on a _______. All for the low price of $____ . Your’s selling It’ time to focus on the ‘stuff’ the and competing experience on price. and price for value.
  17. 17. Canada is Embracing Learning,Enrichment, Experiential Travel WE TOOK THE PLUNGE 10 YEARS AGO
  18. 18. The Experience Economy Greater Differentiation Higher Yield Transformation Picking Harvest Grapes (Experiences) Wine Tastings Bottled (Services) Wine ROE drives value pricing (Goods) Undifferentiated Grapes • WOW Guest Experiences Lower Yield (Commodity) • Good Partnerships • Word of Mouth and Word of Mouse Value of Economic ProgressionUse Slides 2 and 3 at GMIST 25_26.Create multiple different examples (Slide 3) of the different sectors.ToddHotel (Lodge)Food and Beverage (Ales, Tales & Rails); or GregCelesRetail - Stratford Chocolate TrailProducer -Visual Arts - Pottery/Raku workshopNational ParkTour OperatorsNancyHistoric SiteFestivals & EventsAttractions
  19. 19. YOU HAVE A CHOICE ! Core Business Revenues Service Revenue Experience Revenues 0 150 Hotels & Accommodations Attractions Food & Beverage Festivals & Events Retail Sector Parks & Historic Sites Visual & Performing Arts Producers Tourism OperatorsExamine Revenue OpportunitiesRooms, Food - standard goods and services that are provided within the tourism industryAmenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as adestination.WiFi - the point is that this is a service that no hotel should be charging for; this is part of the value; it should be free. It is not something thatconsumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on afee basis.Experiences - have tremendous potential for new revenues.
  20. 20. Tour Operators/Travel Planners Transportation Accommodations Activities Food and Beverage Experiences Business Product Enhancement TO WHY $0 FROM WHAT $125.00 $250.00 $375.00 $500.00 (c) www.tourismcafe.caExamine Revenue OpportunitiesRooms, Food - standard goods and services that are provided within the tourism industryAmenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as adestination.WiFi - the point is that this is a service that no hotel should be charging for; this is part of the value; it should be free. It is not something thatconsumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on afee basis.Experiences - have tremendous potential for new revenues.
  21. 21. Canada’s Incredible Journey
  22. 22. “A tourism product is what you buy. A tourism experience is what you remember.”
  23. 23. Humor, hospitality, and music!
  24. 24. Adventure Canada Canadian Arctic Experts‣ Once-in-a-lifetime, iconic people and places‣ Intimate expeditions, remote cultures, sacred lands, hidden gemsCanadian Arctic Cruise Expedition Company
  25. 25. Adventure Canada Canadian Arctic Experts pserience hi xp nsities, e tio un la, commviders e R uests o pr g ith -wCanadian Arctic Cruise Expedition Company
  26. 26. The Fairmont Empress British Columbia‣ Engaging culinary and spa experiences and other cool things!‣ Whether you stay here or not!An international, flagship heritage hotel, in Victoria BC
  27. 27. The Fairmont Empress British Columbia ab les E n e nt na gem MaAn international, flagship heritage hotel, in Victoria BC
  28. 28. Dinosaurs in Alberta ‣ Discovery, ed-venture ‣ Be an archeologist! The Tyrell MuseumProvincial government park/ attraction
  29. 29. Dinosaurs in Alberta or y! St er! ar ed es pa rtn ght! s - - insiSh sin ests bu gu een your tw Be n to te Lis
  30. 30. The Historic Reesor Ranch Saskatchewan ‣ Stories and poetry through the eyes of a rancher. ‣ Intimate settings, vast lands to roamLocal ranchers, land-owners and folks who love to share their home and their stories!
  31. 31. The HistoricReesor Ranch Saskatchewan ion ith gw Pa ss con n ect in to . lity ellers ua av ke yq tr The
  32. 32. Earth Rhythms Manitoba ‣ Authentically us! ‣ Intimate learning adventures in nature ‣ Connecting with people and communities Touch & Smell Learn Taste - MeadTour operator who operatesas an experiential broker
  33. 33. Earth Rhythms Manitoba ne rs - art d the ty P an ge uni understbetter e nga mm emCo help th an c ot hey hem. le r, s with ttravel
  34. 34. Northern Edge Algonquin Ontario ‣ Escape, tranquility ‣ Reflection, peacefulness ‣ Greg and his “to die for” home grown, home cooked meals in an oven built by the chef himself!Eco-lodge operator
  35. 35. Northern Edge Algonquin ms. Ontario roo s, not what pro gramguest forience.Sell eth per vide nt to ex Pro wa theyEco-lodge operator
  36. 36. Quebec ‣ Taste ‣ Traditions ‣ Great stroies ‣ Pride and passion of the Quebec peopleMaple Tree Farmer - Retailer
  37. 37. Quebec en ses es e th n gagE
  38. 38. Add a historian or two with an intimate knowledge of the people - past and present ... et voila!A niche market, cultural tour operator
  39. 39. Experience Collection Child’s Play Culture & Customs Comfort & ContemplationCall of the Wild Celebration Challenge Cuisine A Provincial DMO- Destination Marketing Organization
  40. 40. Experience Collection Gro wth ora tive tner s b Culture &keting par the olla n mar erstand Child’s Play CustomsC o d ti nati you un r. Des help lle ca n t rave
  41. 41. A Provincial DMO- Destination Marketing Organization
  42. 42. ingn ain i Tr esses growal st isn busin h provinci nve i mI pin r g tou igned wi t- Hel s that al jectives. way ob
  43. 43. Briarcliffe Inn Prince Edward Island ‣ Meet the islanders ‣ Behind the scenes ‣ Engage in activitiesA xxx room country Inn
  44. 44. Briarcliffe InnPrince Edward Island . visitors ent to the d mop evel . en of product re ideas Listource nd futu ts ka- Bes feedbac
  45. 45. s el ler et rav en gag ie s to ls torTel
  46. 46. Trails Tales & Tunes
  47. 47. One Woman’s VisionNow an Invitation to the world! Shirley MontagueHer music based on a love the place ... to celebrating culture ... to a festival!
  48. 48. Use of Themes!Trails in Gros Morne National Park - UNESCO World Heritage Site
  49. 49. Layering ExperiencesTales
  50. 50. The Voices of the People! Tunes
  51. 51. One Woman’s VisionNow an Invitation to the world! e id re pr tu he ul o ft c n ce & tio la b ra , p le ple Ce eo p i n
  52. 52. Why is this Important to Travel Planners, Tour Operators and DMOs?Once you start thinking like a traveller - crafting meaningful experiences gets a whole lot easier!
  53. 53. Tip #1:Dare to bedifferent.
  54. 54. Tip #2: Know your ideal guests.“It’s no longer good enough to ‘think about your guests’ ... you have to think like your guests!
  55. 55. Tip #3: Find the characters!From school teacher, to story teller to radio hosts! Everycommunity has these special characters!
  56. 56. Tip 4: Staytrue to your brand.
  57. 57. Tip #5: Design memories, ratherthan package tours. Manitoba New Brunswick
  58. 58. Tip #6: Immerse the traveller in local culture.
  59. 59. Tip #7: Don’t be afraid to make mistakes.Invest in your people and their ideas.
  60. 60. Tip #8: Start small and build out as your knowledge, partners, and capacity is refined.
  61. 61. Tip #9: Plan for engagement andpride vs. an ‘event’ or tour.’
  62. 62. Tip #10: Have fun with the travellers!
  63. 63. If you think like a Traveller ... imagine the possibilities this holds for the future!
  64. 64. Opening Song: The CanadianThank you ETC! Tenorsnancy@arsenaultprojectsolutions.ca www.tourismcafe.caTwitter/Linkedin: NancyArsenault “Do what you do best, partner for the rest!™”

×