Experiential Travel - A Business and Destination Lens

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


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


3/17

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,


CompetitivePosition

Pricing &Profits

ROI

ROI + ROE

EmotionalEngagement

PhysicalEngagement

Partnerships+&+Connec0ng+

to+People,+Place+&+Culture

Increased+Sales,+Brand+

Strength+&+Advocacy

Market Price Value Price


4/17

What business are you in?

Infrastructure

Activities

Programs

Creating Memories

TourismMarketing

Selling Dreams

(Operators)

(Enablers)

Value of Economic Progression

Market Price Premium Price





CompetitivePosition

Pricing &Profits

Experiences

Commodities

Activities/

Services

Make

Deliver

Stage

Goods

Increased Sales

Increased Sales

Increased Sales

Low VolumeHigh Yield

High VolumeLow Yield


5/17

Fairmont Empress, BC

Edible Canada, BCBarkerville, BC

InfrastructureBased Companies

Inniskillin, ON & BC






Granville Island

Chefs Market Tour

(Experience)

Food ingredients

(Commodities)

Restaurant Dining

(Service)

Culinary Artisan Store

(Goods)



CompetitivePosition

Pricing &Profits

Edible Canada, Vancouver, BCwww.ediblecanada.com


6/17

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)






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


7/17





Emotion, &

Engagement

Friends of the Empress

(Experience)

Hotel

(Commodities)

Dining, Spa,

Restaurant

(Service)

Retail

(Goods)



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


8/17





Emotion, &

Engagement

Picnic with the Whales

(Experience)

Food ingredients

(Commodities)

Restaurant Dining

(Service)

Culinary Artisan Store

(Goods)



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


9/17





Emotion, &

Engagement



CompetitivePosition

Pricing &Profits

Experience the Past,

Enjoy the Present

(Experience)

(Commodities)

Training & Education

(Service)

(Goods)

Market PricePremium Price





Experience

Commodities

Service

Goods

LowVolume

HighYield

HighVolume

LowYield

Competitive

Position

Pricing &

Profits

Think About Back Home!


10/17

Developing Experiences

Tips fromMembers in

the Collection

as a

destination

YourCompany

YourCityDMO

YourRegionalDMO

YourProvincialDMO

TheCTC

TheCustomer!

TheCustomer!

Making theShift


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


12/17

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


13/17


14/17

Making the DestinationShift in Marketing

!

Identifying the Iconic

Enriching local flavors

Revealing the story

Expanding personal horizonsBuilding authenticity

NewExperience-Based

Themes


15/17

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


16/17

Marketing Experiences

Tips fromMembers in

the Collection

New Signature Experience Collection

Case Studies

http://www.canada.travel/SEC


17/17

Thanks!

[email protected]

www.tourismcafe.org

[email protected]

604.638.8364http://caen.canada.travel/

Experiential Travel - A Business and Destination Lens

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