sti spc tc_exp travel_10_jan12
DESCRIPTION
A presentation on experiential travel prepared and delivered for the Sustainable Travel Institute by Dr. Nancy Arsenault and Ms. Judy KarwackiTRANSCRIPT
Experiential Travel: Differentiating Your Destination While Spreading
the Benefits to Communities
January 10, 2012
Sustainable Travel International Webinar Series
STI’s forward-thinking solutions strengthen the positive impacts of tourism worldwide, with a clear focus on the bottom line for
businesses and destinations.
We look forward to working with you in 2012 and beyond!
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Program Overview
• Refining our offerings and creating next generation tools
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• Advancing the sustainable tourism movement
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2012 Overview
• Share in STI’s innovative and strategic suite of sustainability solutions
• Connect with destination stakeholders across the tourism value chain
• Work with STI’s special advisors • Identify priority issues • Develop practical solutions • Foster a collective vision
Destination Stewardship Overview
• Assessment and Roadmap
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• Sustainable Futures
Destination Stewardship The STI Approach
Your Speakers Today! Nancy Arsenault (Ph.D.) Judy Karwacki (MA, MBA)
www.smallplanet.travel
www.tourismcafe.org
Experiential Travel: The Defining Global Trend
Source: Nancy Arsenault (2004). Packaging Experiences.
Photo Credit: Celes Davar Photo Credit: GMIST Photo Credit: Experience PEI
Experiential Travel
Engages visitors in a series of authentic, memorable travel activities, revealed over time, that engage the senses, are inherently personal and makes connections on a physical, emotional, spiritual, intellectual or social level.
Experiences can be big and small!
An exciting gastronomic adventure exploring the delectable and varied world of Vietnamese cuisine
Highlights (10 days/9night):
• 3 Cooking classes including full day with local celebrity chef
• Chef-led visit to a Fish Market and cruise on a local drift boat
• Prepare and dine on a traditional ‘Royal Dinner’
• Learn Relaxing Tai chi in a park in Saigon
• Visit renowned Mai Gallery and private meeting with owner Doung Tuong, who translated for Jane Fonda during her visit to Hanoi during the war
• Interpretive walking tour of Hanoi’s Ancients Quarter
• Farewell Dinner at the legendary Hanoi Press Club
A journey that takes in 'must see' sights of Vietnam while tantalising the taste buds with some of south-east Asia's finest cuisine.
Explore multiple ethnic communities and discover their cultural and ethnic expressions in dress and textiles
Highlights (10 days/9 nights):
• Learn of the Indigenous Textile Traditions of Oaxaca
• Meet weavers and coops in remote communities to learn of their unique traditions in weaving and dress
• Travel with the purple Murex dyers of the coast to see how they extract this scarce purple dye
• Learn about the history and evolution of "traje" from the Isthmus of Tehuantepec
• Meet weavers and dyers from Teotitlan del Valle who continue to develop their ancient traditions
This is an extraordinary, close up journey into the communities where we meet the people and artisans who create visual masterpieces.
How is it Different? “A tourism Product is what you buy ...
A tourism experience is what you remember. “
Photo Credit: Theresa Storm
Goods
Services
Experiences
Greater Differentiation
Higher Yield
Commodities
Undifferentiated
Lower Yield
Value of Economic Progression
• WOW Guest Experiences • Good Partnerships • Word of Mouth and Word of Mouse
ROE drives value pricing
The Experience Economy
Transformation
Authors: Joe Pine & James Gilmore (1999)
Greater Differentiation
Higher Yield
Grapes (Commodity) Undifferentiated
Lower Yield
Value of Economic Progression
Agri-Touism
Bottled Wine (Goods)
Great Canadian Kitchen Party
(Experiences)
Inniskillin http://www.inniskillin.com
Wine Tastings (Services)
Differentiating with Experiences
Step 1: Know your customer
Step 2: Know your community and region
Step 3: Think about experiences that make sense for your business
Photo: Fairmont Empress
http://www.northernedgealgonquin.com/bike-train.html
Step 4: Choose a theme or story
Step 5: Plan the experience ... in detail!
Step 6: Establish the flow with the itinerary
Step 7: Select partners, suppliers and experience providers
Step 8: Think about market positioning
Photo Credit: Travel Alberta
Step 9: Set the selling price
Cost-based Pricing Value-based Pricing Fixed Costs (e.g. rent, overhead, HR, insurance) $25 Fixed Costs (e.g. rent,
overhead, HR, insurance) $25
Variable Costs (e.g. guide fees, fuel, F& B, momentos) $20 Variable Costs (e.g. guide fees,
fuel, F& B, momentos) $20
Total Costs $45 Total Costs $45
Profit Margin @ 30% $14 Profit Margin @ 30% $14
Selling Price $59 Value added @ 20% $9
Selling Price $68
Step 10: Marketing and communications
Photo Credits: Canadian Tourism
Commission
Photo Credit: Olivier Bekaert
Step 11: Prepare the team and pilot the experience
Photo Credit: Kevin Loughlin
Step 12: Deliver and evaluate the experience!
Photo Credit: New Brunswick Tourism Parks and Recreation
“Getting the community involved in
tourism instills community pride,
particularly in small rural areas.”
Marie France Doucet, General Manager Le Pays de la Sagouine, New Brunswick, Canada
http://fr-corporate.canada.travel/ressources-industrie/boites-a-outils
http://en-corporate.canada.travel/resources-industry/toolkits English:
Download your FREE
toolkit today compliments of the Canadian Tourism
Commission
Authored by: Dr. Nancy Arsenault
Francaise:
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