SAMOA FOR REAL Industry Workshop # 5, August 31, 2013

Le Vasa, Samoa

Today’s agenda

What have we done so far?Opportunities to attract & grow niche marketsGroup feedback & DiscussionNext Steps

What Have we Done So Far? 1. Come Together

1. 5 workshops2. X pledges3. $ raised4. Web site & articles

2. To share leadership1. Self determination = response to PM’s challenge2. Assuming accountability & responsibility3. Active partnership & collaboration

What Have we Done So Far? 3. Shift in Thinking

1. A new Model2. New Language3. Shared awareness

4. Shift in Doing4. Participation & Collaboration5. Identifying the Right Visitor6. Building capacity to deliver7. Helping one another

Plenty

People

Pull

Protection

Place

Purpose

Pace

NEW MODEL

•Encounters & relationships before transactions

•PLACES before products

•PURPOSE & PASSION drive Profit

•PROTECTION = zero impact & rejuvenation

•PULL as in attract & support not Push

PACE as in SLOW & SAVOUR

What Have we Done So Far?

5. Preparation for a Bigger Journey 1. Cohesion in our Visitor Community

Familiarity, trust, exchange2. Enriching/improving the Experience3. Bringing Along the Host Community4. Identifying the Right Visitor 5. Learning How to Attract

Attracting the Right Visitor

• Whom do we wish to attract to Samoa?• What criteria should we use to make that

judgment? – Location & connections– Spending power– Traveller TYPE– Niche Interests, Focus, Access

CLASSIFYING GUESTS

Psychographics & Demographics

Traveller Types

What Type are You?

http://quiz.canada.travel

Applying the Psychographic Approach

NICHE MARKETS

OPPORTUNITY = Special Interest + Group + Experiences

Identify the groups, clubs, associations, websites Work with key influencers

Channels to enthusiastsDirectly place specific propositions

Best if co-created.

Niches

• Specialist Cruise• Church • School Groups• Meein• Samoa Associations• Women or Men “get aways”• Family reunions-events, family history - diaspora• GLBT• Events

NichesACTIVITIES – WELLNESS, RECREATION, ADVENTURE, OUTDOOR

• Sports groups• Yoga, Pilates, Meditation• Spa, Wellness, • Sailing, Kayaking, Pao Pao, Vaka• Snorkling, Diving• Cycling• Hiking, tramping• Fishing• Leadership

NichesACTIVITIES – CULTURE, FOOD, • Art, Painting• Photography• Siapo, Textiles, Artisan, fabrics, fashion • Dance, grace, etiquette, • Food, self-sufficiency, Cooking• Polynesian history – archeology• Music• Dance• Literature

Next Steps

1. Come Together - the acid test!1. Participate2. Share3. Learn4. Help5. Recruit

2. Three Tangible Projects