Topic 4: This presentation outlines how you can effectively develop and share the story of your experiential travel packages with your customers

1. CULTURAL AWARENESS,
DIVERSITY AND YOUR
CUSTOMER
EXPERIENTIAL TRAVEL
PACKAGING
TOPIC 4
HOW TO COMMUNICATE
EXPERIENTIAL PACKAGES

2. EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 4: How to Communicate Experiential Packages
COMMUNICATING THE EXPERIENCE
Use storytelling to create memorable experiences instead of listing
things to do and see. Brainstorm, then pick a theme or story around
which the experience will be built.
Think about a theme—something on which to anchor the development
of an experience. This is key, so as the experience is developed,
everything is aligned.
Stories can really anchor a traveller in a community because they:
Have character
Are unique
Connect on an emotional level
Are personal
Are great for marketing

3. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
COMMUNICATING THE EXPERIENCE
GET HOOKED
ON FISHING
� �
� PARTICIPATE
in an interactive activity
that builds confidence
and patience
� CREATE
memorable moments
with your children,
family and friends
� EXPERIENCE
an authentic Canadian
tradition safely with
professional instruction
� DISCONNECT
from technology and
reconnect with nature
and the outdoors
Star
» experiencefishingon.ca
When telling the story of the Experience Fishing
program you could include some of the following
statements/words about the program:
EXPERIENCE an authentic Canadian tradition safely
with professional instruction
DISCONNECT from technology and re-connect with
nature and the outdoors
PARTICIPATE in an interactive activity that builds
confidence and patience
CREATE memorable moments with your children,
family and friends

4. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
COMMUNICATING THE EXPERIENCE
Make sure to highlight
any complementary
experience within
your messaging.
Try to build in video
testimonials from
participants sharing
their experiences and
emotions throughout
their stay at your
operation.

5. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
COMMUNICATING THE EXPERIENCE
At first, I was nervous booking a stay at a fishing
lodge, but there are so many activities to do
outside of fishing! We started our vacation by
learning how to fish off the dock followed by an
evening of storytelling around the fire pit. The next
day we spent the morning with our fishing guide
for our first fishing excursion in a boat and my
son caught his first fish! The look on his face was
unforgettable. That afternoon we went for a walk
with a local forager who helped us pick foods used
in our evening meal. This experience was beyond
what I imagined, and my son is so excited to come
back and try other activities and more chances at
catching a bigger fish!

6. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
VISITOR EXPERIENCE STATEMENT
VISITOR EXPERIENCE
STATEMENT
EXPERIENTIAL PACKAGING
When developing your visitor experience statement remember the following things:
Use this information to build your visitor experience statement using the matrix on the
following page.
EXPERIENCE FISHING - EXPERIENTIAL PACKAGING TRAINING
www.experiencefishingon.ca
TITLE:
Three to five words that catch the attention of your prospective customer. This invites
your customer to read on, click through and take action, moving them along the path-to-
purchase.
LURE STATEMENT:
It must be short, clever and alluring. Think of it as an “elevator statement,” the punchy sound
bite that triggers interest and action. Keep it to a 50-word maximum.
EXPERIENCE DESCRIPTION:
The descriptive paragraph that provides details about the experience and describes the
physical and emotional elements. Incorporate key words that are alluring to your audience
and important to website search engines. Keep it concise — no more than 150 words.
DECISION INFORMATION:
If you’ve held the readers’ attention, they will now want specifics on when, where, how
much, with whom, etc. This will vary per experience and whether you are selling direct to
consumer or via the travel trade. For example, price will be included for B2C but not always
for the travel trade B2C as the commission is negotiable and costing decisions come later.
A visitor experience statement (VES)
succinctly describes the experience
that has been designed for travellers
and is written to ignite interest and
inspire action.
Think through and write down the
physical and emotional connection
with visitors you have worked so
hard to design into the experience.

7. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
VISITOR EXPERIENCE STATEMENT
Select words that appeal to your customers and differentiate you
from other similar businesses
Describe more than the traditional “same old, same old” features
and benefits
Ensure that the person/team who creates the experience is
involved in describing and incorporate first-hand knowledge into
the visitor experience statement
Avoid simply handing the visitor experience statement off to
the marketing department who may not have been involved in the
development nor ever experienced the product first-hand

8. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
VISITOR EXPERIENCE STATEMENT
Title:
3-5 words maximum
Catch the attention of prospective customer
Include call to action to move customer along the path
to purchase
Lure Statement:
50 words maximum
Short, clever and alluring
Similar to “elevator statement”
Punch sound-bite that triggers interest and action

9. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
VISITOR EXPERIENCE STATEMENT
Experience description:
150 words maximum
Provides details about the experience
Describes physical and emotional elements
Incorporate keywords for audiences and searches
Decision information:
Provides the specifics
When, where, how much, with whom
Varies per experience and market

10. TOPIC 4: How to Communicate Experiential Packages
EXPERIENCE FISHING - Experiential Travel Packaging
EXAMPLE: ALPINE RAFTING, B.C.
ELEMENT STATEMENT
Title (3-5
Words)
A wild and scenic Rocky Mountain paddle
Lure
statement
(Up to 50
words)
Immerse yourself in the scenery of Yoho National Park and
experience a guided ...
Experience
description
(Up to 150
words)
... is a 5 hour, 9 KM stand-up paddle board tour through Yoho
National Park via the Beaver and Kicking Horse Rivers ...
Decision
information
(As Needed)
Alpine Rafting provides all equipment, a picnic lunch. You need to
be moderately physically fit.

11. ACTIVITY
Please scroll down, download, save and
complete the “Visitor Experience Statement ”
activity handout below.
EXPERIENCE FISHING - Experiential Travel Packaging
TOPIC 4: How to Communicate Experiential Packages