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.

1. Thinking Like a Traveler:
Niche Market Opportunities in Experiential Travel
17 February 2011
Educational Travel Conference
Providence, Rhode Island

2. THE WORLD HAS CHANGED
Banking is different!

3. Communications are different!

4. and reading choices
are different!

5. People are living longer so we now have 4
generations travelling together!
What’s their ideal experience?

6. THE BOOMERS ARE
HERE!

7. Yup! Even planning travel has changed!
Are you talking their language? In their
social space? or where you are comfy?

8. Time is the New Precious
Commodity!
How does your ‘invitation’ compete with other
customer demands for their time?

9. But some things don’t change ...
Connecting with family & friends
has always been important to travel

10. These are the
big things
we
don’t control!

11. But ...
If the world has changed ...
and the traveller has changed ...
Has your business changed?
Enough?

12. It begins with you,
thinking like a traveller!
Not like a travel planner, tour operator, DMO, or
travel supplier ... but a traveller!

13. Grab a pen and the piece
of paper on your chair.
What business are you in?

14. This is the business we are in!
Challenge Unique
Engaging Intimacy
Moving Unexpected
Connecting Captivating
Fantasy
Laugher Uplifting Inspiring
Serenity
Realization Freedom
Memories
Authentic
This is what
MEMORIES!
the traveller is buying!

15. Is this what you are selling?

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. Canada is Embracing Learning,
Enrichment, Experiential Travel
WE TOOK
THE PLUNGE
10 YEARS AGO

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 Progression
Use Slides 2 and 3 at GMIST 25_26.
Create multiple different examples (Slide 3) of the different sectors.
Todd
Hotel (Lodge)
Food and Beverage (Ales, Tales & Rails); or Greg
Celes
Retail - Stratford Chocolate Trail
Producer -
Visual Arts - Pottery/Raku workshop
National Park
Tour Operators
Nancy
Historic Site
Festivals & Events
Attractions

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 Operators
Examine Revenue Opportunities
Rooms, Food - standard goods and services that are provided within the tourism industry
Amenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as a
destination.
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 that
consumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on a
fee basis.
Experiences - have tremendous potential for new revenues.

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.ca
Examine Revenue Opportunities
Rooms, Food - standard goods and services that are provided within the tourism industry
Amenities = conference space, events, spas, restaurants, retail, guest services, and many other things that are already doing very well as a
destination.
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 that
consumers see as wanting to have to pay for. Free WiFi should simply be part of what you provide. Other components should be provided on a
fee basis.
Experiences - have tremendous potential for new revenues.

21. Canada’s Incredible Journey

22. “A tourism product is what you buy.
A tourism experience is what you
remember.”

23. Humor, hospitality, and music!

24. Adventure Canada
Canadian Arctic Experts
‣ Once-in-a-lifetime, iconic people and places
‣ Intimate expeditions, remote cultures, sacred
lands, hidden gems
Canadian Arctic Cruise Expedition Company

25. Adventure Canada
Canadian Arctic Experts
pserience
hi xp
nsities, e
tio un
la, commviders
e
R uests o
pr
g
ith
-w
Canadian Arctic Cruise Expedition Company

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. The Fairmont Empress
British Columbia
ab les
E n
e nt
na gem
Ma
An international, flagship heritage hotel, in Victoria BC

28. Dinosaurs in Alberta
‣ Discovery, ed-venture
‣ Be an archeologist!
The Tyrell Museum
Provincial government park/ attraction

29. Dinosaurs in Alberta
or y!
St er!
ar ed es
pa rtn ght!
s - - insi
Sh
sin ests
bu gu
een your
tw
Be n to
te
Lis

30. The Historic
Reesor Ranch
Saskatchewan
‣ Stories and poetry
through the eyes of
a rancher.
‣ Intimate settings,
vast lands to roam
Local ranchers, land-owners and folks who love to share their home and their stories!

31. The Historic
Reesor Ranch
Saskatchewan
ion ith
gw
Pa ss con
n ect
in
to .
lity ellers
ua av
ke yq tr
The

32. Earth Rhythms
Manitoba
‣ Authentically us!
‣ Intimate learning
adventures in nature
‣ Connecting with people
and communities
Touch & Smell
Learn
Taste - Mead
Tour operator who operates
as an experiential broker

33. Earth Rhythms
Manitoba
ne rs -
art d the
ty P an ge
uni understbetter e nga
mm em
Co help th an c
ot hey hem.
le r, s with t
travel

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. Northern Edge Algonquin
ms.
Ontario
roo
s, not what
pro gramguest forience.
Sell
eth per
vide nt to ex
Pro wa
they
Eco-lodge operator

36. Quebec
‣ Taste
‣ Traditions
‣ Great stroies
‣ Pride and passion of
the Quebec people
Maple Tree Farmer - Retailer

37. Quebec
en ses
es
e th
n gag
E

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. Experience Collection
Child’s Play Culture & Customs Comfort & Contemplation
Call of the Wild Celebration Challenge Cuisine
A Provincial DMO- Destination Marketing Organization

40. Experience Collection
Gro wth
ora tive tner
s
b Culture &keting par the
olla n mar erstand
Child’s Play Customs
C o d
ti nati you un r.
Des help lle
ca n t rave

41. A Provincial DMO- Destination Marketing Organization

42. ingn
ain i
Tr esses growal
st isn busin h provinci
nve i m
I pin
r
g tou igned wi
t
- Hel s that al jectives.
way ob

43. Briarcliffe Inn
Prince Edward Island
‣ Meet the islanders
‣ Behind the scenes
‣ Engage in activities
A xxx room country Inn

44. Briarcliffe Inn
Prince Edward Island
.
visitors ent
to the d
mop
evel .
en of product re ideas
Listource nd futu
ts ka
- Bes feedbac

46. s
el ler
et rav
en gag
ie s to
ls tor
Tel

47. Trails Tales & Tunes

48. One Woman’s Vision
Now an Invitation to the world!
Shirley
Montague
Her music based on a love the place ... to
celebrating culture ... to a festival!

49. Use of Themes!
Trails in Gros Morne National Park - UNESCO World
Heritage Site

50. Layering
Experiences
Tales

51. The Voices of
the People!
Tunes

52. One Woman’s Vision
Now 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

53. 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!

54. Tip #1:
Dare to be
different.

55. Tip #2: Know
your ideal
guests.
“It’s no longer good enough
to ‘think about your
guests’ ... you have to
think like your guests!

56. Tip #3: Find the
characters!
From school teacher,
to story teller to
radio hosts! Every
community has these
special characters!

57. Tip 4: Stay
true to your
brand.

58. Tip #5: Design
memories, rather
than package tours.
Manitoba
New Brunswick

59. Tip #6: Immerse
the traveller in
local culture.

60. Tip #7: Don’t be afraid
to make mistakes.
Invest in your people
and their ideas.

61. Tip #8: Start small and build
out as your knowledge,
partners, and capacity is
refined.

62. Tip #9: Plan for
engagement and
pride vs. an ‘event’
or tour.’

63. Tip #10: Have
fun with the
travellers!

64. If you think like a Traveller ...
imagine the possibilities
this holds for the future!

65. Opening Song: The Canadian
Thank you ETC! Tenors
nancy@arsenaultprojectsolutions.ca
www.tourismcafe.ca
Twitter/Linkedin: NancyArsenault
“Do what you do best, partner for the rest!™”