Guiding the travellers I Where do I start?
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Semelhante a Guiding the travellers I Where do I start?
Semelhante a Guiding the travellers I Where do I start? (20)
Guiding the travellers I Where do I start?
- 1. A theoretical and empirical overview TAW S I F U D O W L A , 2 0 1 6 G u i d i n g T H E T R AV E L L E R S W h e r e d o I s t a r t ?
- 2. Tourism +You “Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.” United Nations World Tourism Organization (UNWTO) TOURISTS Persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited TOURIST GUIDE A person who guides visitors (Tourists) in the language of their choice and interprets the cultural and natural heritage of an area (place) which person normally possesses an area-specific qualification usually issued and/or recognized by the appropriate authority World Federation of Tourist Guide Associations (WFTGA) A tour guide is an individual in a front-line position who leads participants (individual or groups) on tours, ensures that itineraries are followed, provides commentary in an informative and entertaining manner, and creates positive experiences for tour participants Canadian Tour Guide Associations (CTGA ) of BC
- 3. Tourism + You So What’s TOUR? TOUR is a product is what one can buy? TOUR is an experience is what one remember? Exceptional tour goes beyond the time travellers are with you. Planning and delivering exceptional tour requires considering the entire traveller lifecycle, from the moment they think about travelling until they are sharing stories, photos and videos at home or online. Personalization is key to a great tour EXPERIENCE
- 4. E X P E R I E N C E ? “Live this moment; this moment is Life”
- 6. Economic Distinctions Economic Offerings Commodities Goods Services Experiences Economy Agrarian Industrial Service Experienc e Economic Function Extract Make Deliver Stage Nature of Offering Fungible Tangible Intangible Memorable Key Attribute Natural Standardized Customized Personal Method of Supply Stored in bulk Inventoried after production Delivered on demand Revealed over a duration Seller Trader Manufacturer Provider Stager Buyer Market User Client Guest Source:WelcometotheExperienceEconomybyB.JosephPineIIandJamesH.Gilmore
- 7. Experiential Travel COMMODITIES are things we extract from the ground and sell in market. GOODS are the physical, tangible items we make from commodities, that when sold, generate a higher price point. SERVICES use the commodities and goods to offer differentiated options to customers. EXPERIENCES incorporate commodities, goods and services and use these as elements in developing tourism offers that are designed to create lasting Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
- 8. Experiential Travel DesigningMemorable Experiences Theme the experience Harmonize impressions with positive cues Eliminate negative cues Mix in memorabilia Engage all five senses Source:WelcometotheExperienceEconomybyB.JosephPineIIandJamesH.Gilmore
- 9. Explorer Quotient (EQ) EQ is an innovative market segmentation tool comes from the science of psychographics. Demographics Age Income Gender Family Status Educational Level Psychographics Personal beliefs Social Values World View An evolution of the traditional field of demographics Source:DestinationCanada(CanadianTourismCommission-CTC)
- 10. Crafting a memorable tourist experience • Know your guests Step 1 • Know your community and region Step 2 • Think about the types of experiences Step 3 • Choose a theme or story Step 4: • Plan the experience Step 5 • Establish the flow with the itinerary Step 6 • Deliver and evaluate the experience Step 12 “Be Different or Be Dead. Value is the immunization factor. When there is no difference in value, people buy on price alone” Roy Osing (author), 2009 Step 7: Select partners, suppliers and experience providers Step 8: Think about market positioning Step 9: Set the selling price Step 10: Marketing and communication Step 11: Prepare the team and pilot the Experience Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
- 11. STEP 1: Know Your TRAVELER Authentic Experienc er Cultural Explorer Cultural History Buff Personal History Explorer Free Spirit Gentle Explorer No Hassle Traveller Rejuvenator Virtual Traveller 9 Major Traveler Groups Worldwide Source:CTCBrandStandardsGuideVersion3.1,August2013
- 12. Who are we looking for? Source:CTCBrandStandardsGuideVersion3.1,August2013 THE FREE SPIRIT 13% OF THE GLOBAL MARKET Something of a thrill-seeker Travel to satisfy their infinite need for the exciting and the exotic Like the best of everything and enjoy the company of others (YOURS) who feel the same way Have a lot of energy and want to see and do everything Young, or young-at-heart.Travel for the thrill & emotional charge of seizing Travel for the thrill and emotional charge of seizing the day Group tours and rigid plans are not for them
- 13. Who are we looking for? Source:CTCBrandStandardsGuideVersion3.1,August2013 CULTURAL EXPLORER 12% of the Global Market Seek constant opportunities to embrace, discover and immerse themselves in the entire experience of the culture, people and settings of the places they visit Not content to just visit historic sites and watch from the sidelines Participate in the modern-day culture as well Strike up conversations with locals, attend cultural festivals Go off the beaten track to discover how people truly live Group tours and rigid plans are not for them
- 14. Who are we looking for? Source:CTCBrandStandardsGuideVersion3.1, August2013 THE AUTHENTIC EXPERIENCER 9% of the Global Market Appreciate the beauty of natural and cultural environments Enjoy using all of their senses when they explore Really get to know the places they visit Adapt to personal challenges and risks, figuring out how to make the most of every situation Fully immersed in their travel experiences Group tours and rigid plans are not for them
- 15. EXERCISE : What's your travel type? STEP 1 TAKEA QUIZ Source:CTCBrandStandardsGuideVersion3.1,August2013 STEP 2 SAVEYOUR TRAVELTYPE STEP 2 MATCHYOURTRAVELTYPE @ EQ PROFILE Based on your Experience Appeal and Travel Behaviours, please discuss about the 10 activities you’ll be most interested at as a tourist within Metro Vancouver Vancouver Activities List
- 16. STEP 2 (A): Know your community and region Assets: What makes your community special? Why do people like to live here? What do they do that visitors may be interested in seeing, learning about or engaging in? Where are some unique, less-travelled places to go that locals know but visitors may not? Are there any iconic people, places, celebrations, festivals and events that draw visitors regularly? Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
- 17. STEP 2 (A): Know your community and region What types of musicians, artists, chefs, dancers, cultural groups, writers, poets, etc. live in your community? Are there any underutilized buildings, trails, community centres, legion halls, etc. that could be interesting places to host a group activity? Are there any non-traditional tourism business people who could become involved with tourism, such as fishermen, farmers, golf course greens-keepers, carpenters, instrument makers, etc? Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
- 18. STEP 2(B): Know Vancouver More than 9.3 million people visited in 2015 Contributes approximately $ 6.1 billion to the Metro Vancouver economy annually Provides over 66,000 full time jobs Generates approximately $14.6 billion in revenue
- 19. STEP 2(C): Know Tourism Vancouver Dine Out Vancouver Festival * Push Festival * Vancouver International Wine Festival. Cherry Blossom Festival * International Jazz Festival * Bard on the Beach Vancouver Pride Festival * Celebration of Light Fireworks * Pacific National Exhibition The Vancouver Opera * The Vancouver Symphony Orchestra * Arts Club Theatre Company 365 Days a Year Destination
- 20. STEP 3: Experiences that make sense for us When the traveler leaves, what do you want them to be talking about? What pictures do you want them to be posting to Facebook? What do you hope they will be writing about on TripAdvisor? For the community partners who will help you develop and deliver the experience, how do you want them to feel about involvement after the guests depart? What did guests enjoy most about interacting with you? What could be done to enhance the experience next time? Source:AtoolkitforpartnersoftheCTC2ndeditionOctober2011
- 21. STEP 4 (A): Choose a theme or story : UNIQUELY CANADIAN Source:CTCBrandStandardsGuideVersion3.1,August2013 Stories also are a great basis for developing an experience. As Marty Yaskowich of Tribal DDB says, “Not everyone’s a storyteller but everyone has a story” Stories and storytellers can really anchor a traveler in a community because storytellers… Have character Are unique Connect on an emotional level Personal Great for marketing Infor mal Witty Authentic
- 22. STEP 4 (B): Choose a theme or story : UNIQUELY CANADIAN Source:CTCBrandStandardsGuideVersion3.1,August2013 connect people, places, the past and present have characters/ time line that people can relate to evolve over time and can be shared can be told in ways that bring guests into the story, creating connections and personal attachments change with every storyteller who brings his or her own special version to the audience are powerful at triggering emotions that lead to future decision making Storytelling makes a great foundation for creating experiences and bringing them to life, plus it opens up the door to creative thinking. People love it. It’s so much more real than just hearing someone talk about. i.e. Stanley Park is best urban park in the world (Not enough)…So YOU and your STORY should:
- 23. STEP 5 (A): Plan the experience : UNIQUELY CANADIAN 5UniqueSelling Propositions(USP) Vibrant Cities on the Edge of Nature Award-Winning Local Cuisine Connecting with Locals Personal Journeys By Land, Water and Air Active Adventure Among Awe- Inspiring Natural Wonders A Signature Experience is an exceptional travel experience designed and delivered by us, the qualified Canadian-based tourism businesses. It is engaging, immersive, hands-on and connects travellers to the special people, places and cultures in a community or region. Signature Experiences invite visitors to discover, learn and enjoy Canada in ways that are personally relevant and aligned with their motivations to travel. The experience must appeal to one or more EQ segments, be aligned with one of Canada’s five unique selling proposition, and meet a set of criteria that define a signature experience. Source:CTCBrandStandardsGuideVersion3.1,August2013
- 24. STEP 5 (B) : ExperientialTravel Greatcustomer experiences exceeding physical and emotional expectations differentiated by stimulating emotion enabled through inspirational leadership and facilitated by culture designed from the outside in, rather that the inside out an embodiment of our brand “Seeing the sights is no longer enough. Experiential travellers want to venture beyond the beaten tourist paths and dive deeper into authentic local culture, connecting with people from other cultures in deep and meaningful ways, the arts, architecture and music, cooking and food, sports, adventure and nature, language, history, economics and literature, philanthropy and a desire to “give back.” More than ever before, people are travelling their passions.” Joe Diaz, Co-founder Afar Magazine Experiential travel involves a customer- centric approach to planning travel, communicating with visitors and delivering programs that are aligned with what visitors are interested in experiencing Source:CTCBrandStandardsGuideVersion3.1,August2013
- 25. STEP 5 (C) Experiential Travel Experiential packaging and programming begins with: What makes our community special (e.g. people, places, stories, traditions, activities)? What memories do we want our visitors to leave with? What traveller interests are aligned with what we have to offer? Who do I need to collaborate with to craft a relevant, engaging visitor experience? Which experiential programs exist, or could be developed, to form the foundation of a package or elements of a package? How can the experience be personalized? What unique, authentic and local treasures can be celebrated, showcased or engaged in? “Experiential packaging focuses on choreographing a series of encounters, interactions and moments that are revealed over time to evoke emotions and leave travellers with lasting memories.” Source:CTCBrandStandardsGuideVersion3.1,August2013
- 26. STEP 5 (D) Experiential Travel Source:CTCBrandStandardsGuideVersion3.1,August2013 STORY TELLIN G Be true to our personality Remember what makes us unique Keep it simple Say it with feeling For Story ideas surrounding Vancouver please check Tourism Vancouver’s M E D I A K I T
- 27. Step 6: Establish the flow with the itinerary Set the itinerary with meticulous attention to detail and personalize it: Consider where guests have been and where they will be going relative to your experience. Time the experience in small increments. If it is a two- hour program, think in 10- to 20-minute intervals; if it’s a full day, then 30- to 45-minute increments. Allow time for transitions between places, activities, guest delays and to let people meet and connect. Break down each experiential component into small, simple pieces and ensure that every detail is thought through. Think about “positive cues”—elements in the environment that reinforce the experience. Review all safety matters, plan for them and have a contingency plan. Consider weather and have backup plans Consider if any guest limitations could impact the experience, such as fear of heights, physical or auditory limitations, dietary restrictions, etc. “Pay attention to detail. When you charge a premium, you must ensure the smallest details are taken care of. The importance of this can’t be overstated in planning, delivery and follow-up”. Source:CTCBrandStandardsGuideVersion3.1,August2013
- 28. STEP 12 : Deliver and evaluate the experience Set the stage for people to meet each other and to make personal connections straight away to increase their comfort and create the atmosphere. Provide any information guests need up front. Have a plan to ensure their psychological comfort can be set. Deliver the program as planned but be flexible and adapt the delivery to adjust to how the visitors are reacting and engaging with the activities. Pay attention to detail en route—remember special things guests say and work them into the conversation. Have a post-guest communications strategy in place Monitor what is said (WOM) about your company in your guest book and on social media Connect with suppliers and people who delivered the experience to get their insights, reactions and ideas Source:CTCBrandStandardsGuideVersion3.1,August2013
- 29. Sources and References Canadian Tour Guide Association of BC www.ctgaofbc.com Destination Canada http://en.destinationcanada.com Tourism Vancouver www.tourismvancouver.com World Federation of Tourist Guide Associations www.wftga.org World Tourism Organization (UNWTO) www.unwto.org Photo Credit: Tawsif S t a y i n t o u c h E m a i l : t a ws i f _ d o w l a @ o u t l o o k . c o m L i n k e d I n : www.linkedin.com/in/TawsifDowla
Notas do Editor
- “Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.” United Nations World Tourism Organization (UNWTO) . Tourism is defined by the activities of a particular type of Consumer, and not by a particular type of Supplier. This is a demand side definition, not a supply side definition. TOURISTS: Persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited. TOURIST GUIDE: A person who guides visitors in the language of their choice and interprets the cultural and natural heritage of an area which person normally possesses an area-specific qualification usually issued and/or recognized by the appropriate authority.
- What is the difference between a tourism product and a tourism experience? A tourism product is what you buy. A tourism experience is what you remember. The Canadian tourism industry has the ability to build on the excellent goods and services currently available to visitors and to create new experiential products that respond to new marketplace demands. Success will be a result of everyone’s involvement in tourism as we focus on “Why visit Canada” rather than merely where to go and what to do. Tourism destinations and businesses have traditionally marketed themselves as a series of products or commodities—hotel rooms, picturesque views, generic activities such as museums, sports, dining out, etc. They focused on the physical attributes of the landscape. In developing tourism experiences the focus is on the emotions, feelings and sensations the travellers will have on their journey, the stories they will learn about at the destination, and the connections they will make. Experiences tap the hearts and minds of curious travellers, inviting them to connect with Canada’s people, culture and geography through personal exploration. At the core of an exceptional visitor experience is your company’s ability to purposefully and thoughtfully combine your physical assets (buildings, buses, etc.) with the emotional interactions (passion, excitement, awe-inspiring moments) that travellers experience. Exceptional visitor experiences go beyond the time guests are with your business. Planning and delivering exceptional visitor experiences requires considering the entire customer lifecycle from the visitor’s perspective, from the moment they think about travelling until they are sharing stories, photos and videos at home or online. Word of mouth is a strong marketing tool. Provide an exceptional experience and travellers will share their stories... your stories. Personalization is key to a great visitor experience. The majority of Canada’s tourism businesses are SMEs (small and medium enterprises) that can be found in every corner of the country. SMEs have strong local-area knowledge, community connections and personal relationships that can accelerate creating personalized travel. Experiences October 2011, p. 13
- What is the difference between a tourism product and a tourism experience? A tourism product is what you buy. A tourism experience is what you remember. The Canadian tourism industry has the ability to build on the excellent goods and services currently available to visitors and to create new experiential products that respond to new marketplace demands. Success will be a result of everyone’s involvement in tourism as we focus on “Why visit Canada” rather than merely where to go and what to do. Tourism destinations and businesses have traditionally marketed themselves as a series of products or commodities—hotel rooms, picturesque views, generic activities such as museums, sports, dining out, etc. They focused on the physical attributes of the landscape. In developing tourism experiences the focus is on the emotions, feelings and sensations the travellers will have on their journey, the stories they will learn about at the destination, and the connections they will make. Experiences tap the hearts and minds of curious travellers, inviting them to connect with Canada’s people, culture and geography through personal exploration. At the core of an exceptional visitor experience is your company’s ability to purposefully and thoughtfully combine your physical assets (buildings, buses, etc.) with the emotional interactions (passion, excitement, awe-inspiring moments) that travellers experience. Exceptional visitor experiences go beyond the time guests are with your business. Planning and delivering exceptional visitor experiences requires considering the entire customer lifecycle from the visitor’s perspective, from the moment they think about travelling until they are sharing stories, photos and videos at home or online. Word of mouth is a strong marketing tool. Provide an exceptional experience and travellers will share their stories... your stories. Personalization is key to a great visitor experience. The majority of Canada’s tourism businesses are SMEs (small and medium enterprises) that can be found in every corner of the country. SMEs have strong local-area knowledge, community connections and personal relationships that can accelerate creating personalized travel. Experiences October 2011, p. 13
- A Macro Perspective Reference Welcome to the Experience Economy by B. Joseph Pine II and James H. Gilmore B. Joseph Pine II and James H. Gilmore are cofounders of Strategic Horizons LLP, based in Cleveland, Ohio. They are coauthors of The Experience Economy: Work Is Theatre and Every Business a Stage, to be published by the Harvard Business School Press in April 1999. They are the authors of “The Four Faces of Mass Customization” (HBR January–February 1997) and can be reached at pine&gilmore@cus- tomization.com.
- http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf (p. 10)
- We expect that experience design will become as much a business art as product design and process design are today. Indeed, design principles are al- ready apparent from the practices of and results obtained by companies that have (or nearly have) advanced into the experience economy. We have identified five key experience-design principles.
- EQ is an innovative market segmentation tool comes from the science of psychographics – an evolution of the traditional field of demographics. Instead of defining people based on age, income, gender, family status or education level – all of which is valuable information – psychographics look deeper at people's personal beliefs, social values and view of the world. It's a major leap forward, because these factors are what drive real people to seek out certain types of experiences. This award-winning, proprietary tool is changing the way travel experiences are developed, marketed and sold in Canada. If you operate a small or large tourism-based enterprise, it promises to give you a serious advantage in the competitive global travel market.
- A toolkit for partners of the CTC 2nd edition October 2011 (pp. 21-30) http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
- Who we’re talking to The idea behind Keep Exploring is to speak to the curious traveller, inviting them to live a life less ordinary in a land defined by geographic, cultural and personal exploration. In addition to traditional demographic tools we have a more sophisticated tool for connecting with those consumers who will be most receptive to our message. This proprietary social segmentation model is called the Explorer Quotient® (or EQ®). It allows us to understand how people travel, and even more crucial, why they travel. The EQ model segments consumers into nine types. Each type has its own psychographic profile, giving us much richer insights into consumer behaviours and preferences compared to demographic-based models. Using the EQ model, we can talk to travellers in their own language, matching their needs and desires with truly unforgettable and relevant Canadian experiences. EQ types The EQ types are relevant for the Keep Exploring brand when selecting imagery and writing copy. The EQ model segments consumers into nine types: Authentic Experiencer, Cultural Explorer, Cultural History Buff, Personal History Explorer, Free Spirit, Gentle Explorer, No Hassle Traveller, Rejuvenator and Virtual Traveller. Reference http://en.destinationcanada.com/sites/default/files/pdf/brandToolkit/ctc_brand_guidelines_3.1_en_lowres.pdf
- Our target explorers The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers. THE FREE SPIRIT Something of a thrill-seeker, you travel to satisfy your insatiable need for the exciting and the exotic. You like the best of everything and enjoy the company of others who feel the same way. You have a lot of energy and want to see and do everything. Young, or young-at-heart, you travel for the thrill and emotional charge of seizing the day.
- Our target explorers The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers. THE CULTURAL EXPLORER You seek constant opportunities to embrace, discover and immerse yourself in the entire experience of the culture, people and settings of the places you visit. Not content to just visit historic sites and watch from the sidelines, you participate in the modern-day culture as well. You strike up conversations with locals, attend cultural festivals and go off the beaten track to discover how people truly live.
- Our target explorers The nine major traveller groups – we call them Explorer Types – have their own motivations and preferences while on vacation. Three of these types – Cultural Explorers, Authentic Experiencers and Free Spirits – are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profiles and passport ownership numbers that make them ideal high-yield, long haul travellers. THE AUTHENTIC EXPERIENCER With a foot in both worlds, you appreciate the beauty of natural and cultural environments. You enjoy using all of your senses when you explore your chosen destination, and really get to know the places you visit. You adapt to personal challenges and risks, figuring out how to make the most of every situation. Your goal is be fully immersed in your travel experiences; group tours and rigid plans are not for you.
- More about EQ You’re unique and so is the way you like to travel. The Explorer Quotient™, or EQ for short, helps us get to know our guests so we can match them with an extraordinary Canadian vacation or getaway. Make your holiday search easier. Take our short quiz and find out what kind of traveller you are. Curious about the science behind the quiz? By answering the questions, you’re providing yourself with a deeper look at how your travel choices are based on your personal beliefs, social values, and even your view of the world.
- Step 2: Know your community and region Look around your community and business with a fresh set of eyes and start making a list of special people and places that make your community unique. This is different than an inventory of “tourism assets” (e.g. two museums, four festivals, 20 hotels). Write down your answer to these questions. Assets: What makes your community special? Why do people like to live here? What do they do that visitors may be interested in seeing, learning about or engaging in? Where are some unique, less-travelled places to go that locals know but visitors may not? Are there any iconic people, places, celebrations, festivals and events that draw visitors regularly? Who are the storytellers—people who love to talk and can engage others with their stories (this could be anyone from a retired school teacher to a military historian to the chef in your local restaurant)? What types of musicians, artists, chefs, dancers, cultural groups, writers, poets, etc. live in your community? Are there any underutilized buildings, trails, community centres, legion halls, etc. that could be interesting places to host a group activity? Are there any non-traditional tourism business people who could become involved with tourism, such as fishermen, farmers, golf course greens-keepers, carpenters, instrument makers, etc? Reference A toolkit for partners of the CTC 2nd edition October 2011 (p. 21) http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
- Step 2: Know your community and region Look around your community and business with a fresh set of eyes and start making a list of special people and places that make your community unique. This is different than an inventory of “tourism assets” (e.g. two museums, four festivals, 20 hotels). Write down your answer to these questions. Assets: What makes your community special? Why do people like to live here? What do they do that visitors may be interested in seeing, learning about or engaging in? Where are some unique, less-travelled places to go that locals know but visitors may not? Are there any iconic people, places, celebrations, festivals and events that draw visitors regularly? Who are the storytellers—people who love to talk and can engage others with their stories (this could be anyone from a retired school teacher to a military historian to the chef in your local restaurant)? What types of musicians, artists, chefs, dancers, cultural groups, writers, poets, etc. live in your community? Are there any underutilized buildings, trails, community centres, legion halls, etc. that could be interesting places to host a group activity? Are there any non-traditional tourism business people who could become involved with tourism, such as fishermen, farmers, golf course greens-keepers, carpenters, instrument makers, etc? Reference A toolkit for partners of the CTC 2nd edition October 2011 (p. 21) http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
- Uniquely Canadian We want Canada to be a destination of choice for discerning travellers. In the past, we tried to represent Canada as all things to all people. Now, we focus on what makes us special. After much research, we’ve identified five unique selling propositions (USPs) for Canada, all of which add up to unforgettable, unequalled tourism experiences. 5 Unique Selling Propositions Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings
- Informal. Witty. Authentic. Our brand’s personality is meant to be a direct reflection of Canada’s unique culture and subsequently what travellers experience here. We hope our personality shines through in every word and image we use to represent Canada to the world. Canada is intriguing, and refreshingly different than what you would expect. Canada has a youthful spirit, with an open and informal approach to life. We’re warm, welcoming and witty. Most of all, we’re authentic, real people with experiences we’d like to share. Source: CTC Brand Standards Guide Version 3.1, August 2013 (p. 22) http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
- Informal. Witty. Authentic. Our brand’s personality is meant to be a direct reflection of Canada’s unique culture and subsequently what travellers experience here. We hope our personality shines through in every word and image we use to represent Canada to the world. Canada is intriguing, and refreshingly different than what you would expect. Canada has a youthful spirit, with an open and informal approach to life. We’re warm, welcoming and witty. Most of all, we’re authentic, real people with experiences we’d like to share. Source: CTC Brand Standards Guide Version 3.1, August 2013
- Uniquely Canadian We want Canada to be a destination of choice for discerning travellers. In the past, we tried to represent Canada as all things to all people. Now, we focus on what makes us special. After much research, we’ve identified five unique selling propositions (USPs) for Canada, all of which add up to unforgettable, unequalled tourism experiences. 5 Unique Selling Propositions Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings Reference CTC Brand Standards Guide Version 3.1, August 2013 (pp.6, http://en.destinationcanada.com/sites/default/files/pdf/Resources/sec_exptoolkit_lores_final.pdf
- 5 Unique Selling Propositions Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys Active Adventure Among Awe- Inspiring Natural Wonders: ski/ snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural settings
- Tourism businesses and destination marketing organizations have traditionally gathered a great deal of demographic information on travellers that told us how they like to travel, where they plan to go, what they like to do, the types of accommodations and amenities they enjoy and their dining preferences. This information was used to develop travel packages designed to attract target markets. In contrast, experiential packaging focuses on choreographing a series of encounters, interactions and moments that are revealed over time to evoke emotions and leave travellers with lasting memories. The price of the package is based on the cost of the package components, plus a premium for the value travellers receive from having their lives enriched through these unique, personally relevant experiences. Developing single experiential programs or experiential packages begins with asking different questions.
- Tourism businesses and destination marketing organizations have traditionally gathered a great deal of demographic information on travellers that told us how they like to travel, where they plan to go, what they like to do, the types of accommodations and amenities they enjoy and their dining preferences. This information was used to develop travel packages designed to attract target markets. In contrast, experiential packaging focuses on choreographing a series of encounters, interactions and moments that are revealed over time to evoke emotions and leave travellers with lasting memories. The price of the package is based on the cost of the package components, plus a premium for the value travellers receive from having their lives enriched through these unique, personally relevant experiences. Developing single experiential programs or experiential packages begins with asking different questions. MEDIA KIT https://res-5.cloudinary.com/simpleview/image/upload/v1/clients/vancouverbc/Tourism_Vancouver_2014_Media_Kit_7b310a98-095e-45c8-921c-3743cc4125db.pdf
- Consider where guests have been and where they will be going relative to your experience. For example, if they are travelling along the Viking Trail in Newfoundland, engaging in a number of authentic experiences, it is important to know which part of the story has been told at other sites and which activities they engaged in, so the experience at each site is unique and builds on the one before. Time the experience in small increments. If it is a two- hour program, think in 10- to 20-minute intervals; if it’s a full day, then 30- to 45-minute increments. Allow time for transitions between places, activities, guest delays and to let people meet and connect. Break down each experiential component into small, simple pieces and ensure that every detail is thought through. This ensures the guests will have a greater chance for success with an activity, and that you haven’t forgotten anything. For example, if it is an interactive appetizer with a Red Seal Chef, food portions will need to be prepared and ready to go if time is an issue. Think about “positive cues”—elements in the environment that reinforce the experience. If it’s a nature-based activity, picnic shelters are ideal over a restaurant for a meal. Select partners and suppliers whose businesses align with the experience. For example, an agri-tourism experience will want to optimize local foods. Review all safety matters, plan for them and have a contingency plan. Consider weather and have backup plans—will clothing be needed, should guests be advised in advance, etc. Consider if any guest limitations could impact the experience, such as fear of heights, physical or auditory limitations, dietary restrictions, etc. How can they be accommodated and if not, how will this be communicated in your marketing materials or when guests call? Pay attention to detail. When you charge a premium, you must ensure the smallest details are taken care of. The importance of this can’t be overstated in planning, delivery and follow-up.