The document discusses the customer journey in tourism, from initial dreaming about a vacation, to planning, booking, experiencing, and remembering a trip. It outlines the typical steps tourists go through, including searching for inspiration, gathering specific information, comparing options and booking, experiencing destinations and activities, and recalling the experience. It emphasizes that destinations should aim to deliver exceptional experiences and positive memories at each stage to ensure satisfied customers who may return or recommend the area to others.

1. Emotions, Experiences, Memories.
A story to be told
Essentials of Tourism Destination Management

2. The business of tourism is complex and fragmented
and from the time the visitors arrive at the destination, until they leave,
the quality of their experience is affected by many services and experiences,
including a range of public and private services, community interactions, the environment and hospitality.
Essentials of Tourism Destination Management

4. To compete effectively, destinations have to deliver wonderful experiences and excellent value to visitors
Essentials of Tourism Destination Management

5. Sales of experience goods –such as package tours and safaris- increased throughout
the 2000’s, as wealthier consumers maxed out on products
and shifted consumption to experiences.
Essentials of Tourism Destination Management

6. I’ll give you a for instance…
Essentials of Tourism Destination Management

7. Food is an integral component of everyday life…
…but also one of the essential elements of the tourist experience
Essentials of Tourism Destination Management

8. The social and cultural significance of food is finally gaining the recognition it deserves
The media is now full of magazines: Cuisine, Gourmet Traveller, Food & Travel-;
radio shows, television shows,
and even entire “lifestyle channels”, such as the North American Food Channel,
dedicated to food and the places that food comes from.
Essentials of Tourism Destination Management

9. To an extent this is a reflection of changing lifestyles and the role of some goods and
services as status symbols and as signifiers of identity, as well as recognition of
the business opportunities to support such lifestyles.
Essentials of Tourism Destination Management

10. Why and how we eat and drink says something about ourselves and the society we live in.
Essentials of Tourism Destination Management

11. The number five most power luxury brand in the world is Hennessy Cognac.
Since 1987 is part of LVMH Moët Hennessy • Louis Vuitton.
Founded in 1765, the company sells about 50 million bottles a year worldwide,
or more than 40 percent of the world’s Cognac.

12. The number seven most power luxury brand in the world is Moet & Chandon champagne.
The ultimate symbol of wealth and taste.
Founded in 1743, the company sells over 26 million bottles of bubbly annually.

13. Experiences
Destination Marketing as well as Luxury Marketing is a category that is completely
different from traditional brand marketing
because it is in the business of selling fantasy
It is the “Dream Business”
Essentials of Tourism Destination Management

14. The Experiential Destination Value Added
The very underpinning of Madison Avenue is based on the notion that you are really two people:
The person you are, and the person you want to be.
The dreams and fantasies that destination marketing weaves only want to talk to person number two.
Essentials of Tourism Destination Management

15. The Experiential Destination Value Added
The real magic of the experiential destination…
…is how it makes you feel…
…not only good…
…it makes you special
Essentials of Tourism Destination Management

16. Winter holidays in Switzerland
Swiss Hut Magic. Discover coziness and genuineness.
Essentials of Tourism Destination Management

17. Identification is the ultimate goal:
Ads are means to achieve a fantasy, to live a fantasy
Ads are designed for us to immediately identify with the people or values in the ad
Essentials of Tourism Destination Management

18. The Experiential Destination Value Added
And don’t forget…
in marketing the best, and perhaps only way, Prestige can be transferred
is by association…
with a celebrity…
Essentials of Tourism Destination Management

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20. …or the places you travel to
Essentials of Tourism Destination Management

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22. The Experiential Destination Value Added
Travel takes you to a place out your day-to-day existence
Essentials of Tourism Destination Management

23. The Experiential Destination Value Added
One of the key characteristics of the XXI century tourist
is his need to escape from everyday routines and issues
in a bid to achieve some form of fulfillment.
The current trend of tourist experiences include some degree of escapism,
and many people would express the need to “get away from it all” as the main reason for taking a holiday.
Skiing Tourism provides an opportunity for people who are seeking self-fulfillment and excitement
through participating in physically and mentally stimulating activities,
travelling to breathtaking mountainous areas.
Essentials of Tourism Destination Management

24. Winter holidays in Switzerland
Leave all your problems and cares at home and
simply enjoy the beautiful views to be had on
Switzerland's ski slopes.
Essentials of Tourism Destination Management

25. If Tourism is an Experience Industry, Then Deliver Experiences
Essentials of Tourism Destination Management

26. But first you need to Win Your Customer’s Heart…
Because Success in Marketing goes to those who forge the
strongest emotional connection with consumers.
Essentials of Tourism Destination Management

27. Identify an emotional benefit important for your customers
and own it
Our work as marketers is to find the Emotional trigger
which is a 3-step process:
1. Why the consumer wants to go to our destination
2. The benefit our destination delivers
3. Why this benefit is important
Essentials of Tourism Destination Management

28. It’s not about facts and tangibles
Competition can easily match our proposal based on facts
Our proposal needs to be unique
We need to offer a Unique (Emotional) Selling Proposition
Essentials of Tourism Destination Management

29. "Smoke Gets in Your Eyes“
Mad Men
Episode 1
Lucky Strike Pitch
Essentials of Tourism Destination Management

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31. The model for Don Draper the adman in this case is Rosser Reeves,
the Ted Bates copywriter who invented the idea of the Unique Selling Proposition.
The key to Don Draper the character, however, is that speech about happiness.
Don Draper emerges in this episode with a master stroke.
“Advertising is based on one thing,” he says. “Happiness.”
If all tobacco is deadly, then why address the issue in the first place?
Rather, Draper suggests that, while all other tobacco is poisonous, Lucky Strike is “toasted.”
He address the problem simply by ignoring the elephant in the room
All that Draper is doing in this scene is defining marketable uniqueness. His statement in this scene,
“We have six identical companies making six identical products. We can say anything we want”,
leads us to believe that the bad publicity directed toward tobacco distribution has left Lucky Strike
with the challenge of establishing more value to their brand
rather than remaining /just another/ cancer-inflicting cigarette company.
So Draper spotlights the method in which the tobacco is prepared. “It’s toasted.”
Essentials of Tourism Destination Management

32. Heart vs Mind
Because you can’t logic your way to into an audience heart
Essentials of Tourism Destination Management

33. The Customer Journey
Essentials of Tourism Destination Management

34. The Customer Journey
is a helpful framework for understanding the experience of the customer:
from first thinking about a vacation or business trip
through to planning, booking, experiencing and recalling the experience.
Essentials of Tourism Destination Management

35.  Dreaming. The customer is considering a vacation.
They may have an idea of when they will travel, for how long and how much they might
spend, but they have not yet decided where they will go or what they will do.
They will be looking for inspiration, ideas and recommendations.
Decision making will probably begin at a general geographic level, as different countries
are considered.
Essentials of Tourism Destination Management

36.  Planning. The customer may have a clearer idea of where and what they want.
They will be looking for further, specific information about their choice such as transport
and accommodation options, things to do, “must sees”, events, the weather, etc.
The decision making may be narrowed down to regions and/or destinations in the country
of choice.
Essentials of Tourism Destination Management

37.  Booking. The customer may make comparisons of best values –price may be the
main priority followed by convenience and security.
The booking may be made through an intermediary –a tour operator, travel agent, booking
agent or DMO or directly with individual providers (e.g. transport and accommodation
providers).
Essentials of Tourism Destination Management

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42.  Remembering. The customer will recall their journey and will assess whether it
was good or bad.
The experience at every step of the journey will inform this decision.
If the experience was good, then the customer may recommend to others, or return
themselves.
If the overall experience was bad then the customer will not return, will not recommend to
others, and may well speak badly of the destination.
The DMO can keep the memory of the good experience fresh in the mind of the visitor
through the good practice of Customer Relationship Management (CRM). This “satisfaction
dividend” is reaped through the destination’s marketing. Databases of past customers and
follow-up database/e-database marketing should be maintained on an ongoing basis.
Essentials of Tourism Destination Management

43. Remember you pay not for the product but for the story
You have great pleasure when you purchase it, when you experience it,
and in the retelling of the story in years afterwards
Of course your product must be of superior quality…
…but you need to understand that the most important feature is emotional
Essentials of Tourism Destination Management

44. The Customer Journey
CLC: Communications Life Cycle
DA: Destination Action
Experience
Remember
Dream Book CLC: Ensure quality of
Plan experience -facilities, CLC: Maintain the
CLC: Create awareness, CLC: Enable Booking services, "public realm", relationship through
emotional interest, CLC: Provide "hard" info
information, booking research (behaviour,
specific ideas and follow-up action)
DA: Visitor Services
DA: Destination DA: Visitor Services
Promotion DA: Managment of the
Destination, Visitor DA: CRM
Services
Essentials of Tourism Destination Management

45. The Success Cycle
Unique
Emotional
Experiences
Selling
Proposition
A Story to be
Memories
told
Essentials of Tourism Destination Management

46. The Experiential Destination Message:
Provide an exceptional experience to destination guests
Essentials of Tourism Destination Management

47. Next Generation Heli-Ski Trips
Share the passion of Skiing with the Next Generation (up to age 25)!
An amazing video sharing a families experience heli-skiing together at CMH Heli-Skiing.
The Next Generation trip allows you to share
the fun & excitement of Heli-Skiing with your children!
Essentials of Tourism Destination Management