This document discusses the importance of focusing on customer experience in tourism. It notes that marketing used to be about what you say but is now about what you do and the experiences you provide customers. The key to success for tourism franchises is providing excellent customer experiences. It also discusses the need for tourism businesses to innovate, focus on the visitor experience, and make experiences hands-on and authentic to stimulate lasting memories.

1. THE EXPERIENCE IS THE PRODUCT

2. FOCUS – INNOVATE – PRACTISE - DELIVER

3. 2 3
KNOW YOU DON’T
KNOW, BUT HAVE
NOT TAKEN
ACTION YET
1 4
UNAWARE AWARE
INACTION ACTION
UNAWARE
ACTION
HABIT
DON’T KNOW YOU
DON’T KNOW IT
KNOW AND ARE
TAKING ACTION
DANGER

4. SETH GOLDIN
MARKETING used to be
what you say.
Now, marketing is what
you do. What you make.
How you act. The choices
you make when you are
sure no one is looking.

5. OUR TOURISM FRANCHISE
FRANCHISOR
SA TOURISM
COACH
Build brand
& strategy
Improve
value
proposition
Vision &
sense of us
FRANCHISEES
BUSINESSES
PLAYERS
100% Sales
growth focus
Enhance
customer
experience
Independent
but team
spirited
TOURISM AUTHORITIES
The key to success of the franchise system is the results &
success of the franchisee businesses, the PLAYERS

6. Competitors initiatives

7. CUSTOMER TRENDS READING FAILURE
“Kodak has failed to innovate, meaning it has not only
failed to stay ahead of the pack, but even to keep up.”

10. The experience
factor
“Viewed from a tourism lens,
it is found that the
experience value
of tourism products
is the overriding factor
influencing customers’
motivation to buy a service”
Brunner-Sperdin & Peters
Innsbruck University School of Management & Hong Kong
University School of Hotel & Tourism Management.

11. Take a great
product…
and innovate to meet the needs
of our customers – REALLY??

12. FOCUS – INNOVATE - DELIVER

19. FRANCHISOR
SA TOURISM
COACH
Build brand
& strategy
Improve
value
proposition
Vision &
sense of us
FRANCHISEES
BUSINESSES
PLAYER
S
100% Sales
growth focus
Enhance
customer
experience
Independent
but team
spirited
TOURISM AUTHORITIES
The key to success of the franchise system is the results &
success of the franchisee businesses, the PLAYERS

20. FRANCHISOR
(SAT)
Build brand
& strategy
Improve
value
proposition
Vision &
sense of us
FRANCHISEES
(BUSINESSES)
100% Sales
growth focus
Enhance
customer
experience
Independent
but team
spirited
TOURISM AUTHORITIES
FRANCHISEES
IN SURVIVAL
Operations
focused
Dated
customer
experience
Exclusive
attitude
MINDSET - SCARCITY ALONE, OR ABUNDANCE TOGETHER

21. Jacki riversdale case study

22. SNAPSHOT OF OUR TEAM PERFORMANCE
1. 87% spend less than one hour a month thinking deeply about their
business, too busy to innovate
2. 79% spend less than 3 hours per month on social media
3. 97% do not brainstorm guest experiences with their staff
4. 82% do not have a written vision
5. 98% have never shared their vision with their staff
6. 99% who have performance guidelines have never shared WHY with
their staff
7. 60% have a negative view of 3rd party referral websites
8. Only 23% encourage guests to rate them on Trip Advisor
9. 97% do not respond to positive guest comments on Trip Advisor
10.Just 3% have actively advertised on social media platforms

23. FIRST
WORD

24. Viewpoints, tasty meals & lightweight talks are no longer
good enough!
It means taking the products & services, which have
traditionally been part of our
SA tourism offering, up a level

27. HUH
?

28. CRAFTING THE
VISITOR
EXPERIENCE

29. Learn something by doing something with someone who
lives there …

30. It is an escape from
the ordinary … a
sense of exhilaration
& enjoyment that
establishes in the
memory of the visitor
as what life should
be like!

32. Our mission is to design and stage authentic and deeply
personal experiences that are carefully choreographed to
induce a lifelong memory…

33. We believe that our most important role
is to create the conditions in which spontaneity
can flourish, for it is in this space where the magic
of re-invention occurs. Enjoying life’s pleasures is
one of the privileges of a productive and hard-working
life. We encourage our travellers to go
beyond the limits of their normal lives, to slow
down, to get lost, to take a risk, to try something
new, and our greatest joy comes from seeing them
re-invent themselves on every journey.

34. Case
studies

35. PRODUCT = Thai Massage
SERVICE = Thai massage at an idyllic beach
EXPERIENCE = Learning to give a Thai Massage

36. STORYTIME

37. 2014 SINGLEHANDED TOURISM

42. FIRST
RECONNECT
WITH YOUR
WHY

43. VISITOR INSPIRED
focused on the visitor & meets their needs

44. HANDS ON
visitors participate vs being a spectator

45. AUTHENTIC
nowhere else on earth

47. STIMULATE
emotions & memories

48. BUILD SHARED
MOMENTS…
into the storyline

50. It’s up to
you, e

60. Make a choice,
yes YOU!

61. Every person matters

62. THEIR
EVERY PERSON MATTERS
Madiba believed that every person is
a valuable being and has something
to bring to the table. Each has
special talents that can add value

63. UNDIVIDED
ATTENTION

64. UNDIVIDED ATTENTION
Madiba focused totally on the person he
was engaging with and made them feel
like royalty

65. 1. Do I know what is expected of me at work?
2. Do I have the materials and equipment that I need in
order to do my work right?
3. At work, do I have the opportunity to do what I do
best every day?
4. In the past seven days, have I received recognition or
praise for doing good work?
5. Does my supervisor, or someone at work, seem to
care about me as a person?
6. Is there someone at work who encourages my
development?
7. At work, do my opinions seem to count?
8. Does the mission or purpose of my company make me
feel that my job is important?
9. Are my coworkers committed to doing quality work?
10.Do I have a best friend at work?
11.In the past six months, has someone at work talked to
me about my progress?
12.This past year, have I had opportunities at work to
learn and grow?
What the
World's
Greatest
Managers Do
Differently

66. INSPIRE THE FUTURE

67. INSPIRE THE FUTURE
Madiba looked forward & focussed the nation
on a clear picture of what could be & gave us
the reasons WHY we should buy into it

68. RESIST CONFORMITY

69. RESIST CONFORMITY
Madiba embraced risk as part of making history.
He constantly built new ways instead of following
the easy paths that most would take

70. THIRST FOR KNOWLEDGE
Madiba encouraged people to see
what they could become through
education & continuous learning

71. INSPIRE HOPE
Madiba inspired hope in us by
confronting our fears &
focussing us on possibility

72. CREATE FOCUS
Madiba was fiercely
Focussed on his vision & never got
distracted. The smile hid the pain!

73. EMPOWER TEAM
Madiba inspired his team by exercising humility
& walking his talk. He was one of those rare
individuals who was not seduced by status

74. SURPRISE YOUR ENEMIES
Madiba endeavoured to turn distrust
into mutual respect

79. COACHING TOUR
• GET TO over 50 towns & cities around SA
FREE, FREE, FREE!
• 3 sessions per destination
• Power Hour for BEE Entrepreneurs
• 150 minute session for all stakeholders
• Tourism office session

80. KNOWLEDGE COACHING MOTIVATING

81. We can create a tourism revolution…