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7/30/2019 Experiential Travel - A Business and Destination Lens
1/17
An Industry Workshop with:
Lesley Anderson, Canadian Tourism Commission &Nancy Arsenault, Tourism Cafe Canada
TIABC Tourism Summit
Vancouver BC
6 November 2012
10:45 - 12:00
Making the Shift to Experiential Travel
Making the Shift toEx eriential Travel
What is experiential travel?
Driving the value proposition up - from a business anddestination lens
Tips from the Canadian Tourism Commissions SignatureExperience Collection Members
7/30/2019 Experiential Travel - A Business and Destination Lens
2/17
Yesterday we heardMinister Bell sa ...
25 years ago we were competing against 10 signifiantdestinations who had 80% of the market
Today 200 destinations! Theres a lot more competition!
We have to differentiate. Experience represents one method that can
generate new revenue and new value.
Experiential product development and marketing
focuses on emotion
7/30/2019 Experiential Travel - A Business and Destination Lens
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Experiential Travel
Engages visitors in a series ofauthentic, memorable travelactivities,revealed over time, that engage the senses,areinherently personal and make connections on a physical,
emotional, spiritual, intellectual or social level.
Edible Canada, Vancouver BC
Source: Nancy Arsenault (2004)
Barkerville, BC
Benefits from Raising the Bar on Engagement,
Personalize, Connections & Value
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
CompetitivePosition
Pricing &Profits
ROI
ROI + ROE
EmotionalEngagement
PhysicalEngagement
Partnerships+&+Connec0ng+
to+People,+Place+&+Culture
Increased+Sales,+Brand+
Strength+&+Advocacy
Market Price Value Price
7/30/2019 Experiential Travel - A Business and Destination Lens
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What business are you in?
Infrastructure
Activities
Programs
Creating Memories
TourismMarketing
Selling Dreams
(Operators)
(Enablers)
Value of Economic Progression
Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
CompetitivePosition
Pricing &Profits
Experiences
Commodities
Activities/
Services
Make
Deliver
Stage
Goods
Increased Sales
Increased Sales
Increased Sales
Low VolumeHigh Yield
High VolumeLow Yield
7/30/2019 Experiential Travel - A Business and Destination Lens
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Fairmont Empress, BC
Edible Canada, BCBarkerville, BC
InfrastructureBased Companies
Inniskillin, ON & BC
Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
Granville Island
Chefs Market Tour
(Experience)
Food ingredients
(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
CompetitivePosition
Pricing &Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
7/30/2019 Experiential Travel - A Business and Destination Lens
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Vegetables: $1 to $3/kg
Olive Oil: $12 to $100
Served Meals: $12 to $23.00+/per person
Commodity:
Goods:
Services:
Off-site CulinaryAdventures:
Chefs Market Tour: $35/pp (2- 8 pax)
Chef s China Town Tours: $40 - 60/pp (2-8 pax)Guest Chef Market Dinner: $100/pp (14 - 24 pax)
Gourmet Kayaking Weekends: $750/pp (8 - 12 pax)
Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
CompetitivePosition
Pricing &Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Raisin
g'the
'Bar'o
n'Eng
agem
ent,'
Perso
naliza
4on,'
Conn
ec4on
s'and
'Value
ROI
ROI'&
'ROE
Sales,'Brand'Strength'
&'Advocacy
7/30/2019 Experiential Travel - A Business and Destination Lens
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Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &
Engagement
Friends of the Empress
(Experience)
Hotel
(Commodities)
Dining, Spa,
Restaurant
(Service)
Retail
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
CompetitivePosition
Pricing &Profits
Fairmont Empress, Victoria, BCwww,friendsoftheempress.ca
Activity BasedCompanies
Snowy Owl Sled Dog Tours, AB
Arctic Range, YK/NWT
Gatheralls Puffin and Whale Watch, NL
Power River Sea Kayak Ltd, BC
7/30/2019 Experiential Travel - A Business and Destination Lens
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Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &
Engagement
Picnic with the Whales
(Experience)
Food ingredients
(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
CompetitivePosition
Pricing &Profits
Gatheralls Pun & Whale Watchingwww.gatheralls.com
Cape Race, NL
Heartland Tours, MB
Program Based
Companies
Experience PEI
Great Spirit Circle Trail, ON
7/30/2019 Experiential Travel - A Business and Destination Lens
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Market Price Premium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &
Engagement
Low VolumeHigh Yield
High VolumeLow Yield
CompetitivePosition
Pricing &Profits
Experience the Past,
Enjoy the Present
(Experience)
(Commodities)
Training & Education
(Service)
(Goods)
Market PricePremium Price
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
Experience
Commodities
Service
Goods
LowVolume
HighYield
HighVolume
LowYield
Competitive
Position
Pricing &
Profits
Think About Back Home!
7/30/2019 Experiential Travel - A Business and Destination Lens
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Developing Experiences
Tips fromMembers in
the Collection
as a
destination
YourCompany
YourCityDMO
YourRegionalDMO
YourProvincialDMO
TheCTC
TheCustomer!
TheCustomer!
Making theShift
7/30/2019 Experiential Travel - A Business and Destination Lens
11/17
Dawson Creek, BC
Mile 0 of the Alaska Highway
Your JourneyStarts
HereTeam Tourism DawsonCreek embarks on a journey
of re-discovery and re-invention
Shift #1:
From aninfrastructurefocus on iconsand roads
To understanding the
touring experience from avisitors perspective
7/30/2019 Experiential Travel - A Business and Destination Lens
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Bragging
Rights
Linking toHistory
Sharingthe
Culture
Feeding
theCurious
Mind
All needan
anchor
Engaging Visitors in the Story
From promoting routes,icons, 17 things to do:
To becoming the hub for city andregional experiential itineraries
targeted to specific traveller types.
Authentic Experiencer Cultural Explorer Free SpiritUnderstand destination Journeys w/ likeminded people sampler
Explore history Enjoys ancient & modern indulgent
Personal control over lives Learn about place, time, culture Constant explore
Retired, not time stressed Like to & will participate in localculture
Journey w/ likeminded people
Seek self improvement Off beaten track analytical
Ethical, eco-conscious Free and easy
Personality: Ethical Eco-conscious Curious Open minded discreet
Personality: Positive Open minded Curious Risk taker Flexible Easy going energetic
Personality: Open minded Ambitious Enthusiastic Fun Adventurous social
Seen @ Nature reserves World heritage Hiking trails museums
Seen @ Heritage sites Cultiural events Museums festivals
Seen @ Tourism hotspots Top restaurants Luxury hotel Night clubs
Identifying Our Traveler Types & Finding Commonalities
Based on CTC Traveller Types
Putting The
Traveler Types
in Context
with theMile 0 Post
Photo
Opportunity
7/30/2019 Experiential Travel - A Business and Destination Lens
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7/30/2019 Experiential Travel - A Business and Destination Lens
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Making the DestinationShift in Marketing
!
Identifying the Iconic
Enriching local flavors
Revealing the story
Expanding personal horizonsBuilding authenticity
NewExperience-Based
Themes
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Good bye to heavy place-based textand place based imagery
Hello experience and leading with 44 pages of
regional experiences to enjoy the destination... before the details on geography andtraditional information
We are now working with 30 experience partners;companies that have a mutual respect for the
customer and the caliber of the experiences theyare seeking ..
It used to be that tourism entities viewed their
neighbors as competitors. Now we have a chanceto deepen our understanding of the travellertogether and help Canada compete for visitors.
Ingrid Jarret, Watermark Beach Resor t
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Marketing Experiences
Tips fromMembers in
the Collection
New Signature Experience Collection
Case Studies
http://www.canada.travel/SEC
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Thanks!
www.tourismcafe.org
604.638.8364http://caen.canada.travel/