tourism and events queensland - chdc bron and david... · 2019-12-02 · tourism and events...
TRANSCRIPT
'It's all about the visitor experience'
Central Highlands Tourism and Events Forum27th November 2019
Matt Bron & David Morgans
Tourism and Events Queensland
Convert high value travellers from priority
markets
Market the best address
on earth
Maximise the value of
Queensland’s events
calendar
Grow aviation access
capacity
Optimise partnerships
Connect consumers with meaningful and
exceptional experiences
Strategic Priorities 2019-2023
Domestic High Value Travellers (HVTs)HVTs (travellers who spent >$2000 or $300 per night on their last trip) engage in domestic leisure travel, spend more than the average traveller on leisure trips, and are aligned to
our competitive offering
36
71
35
63
Interstate HVTs Intrastate HVTs
% of Visitors
% of Spend
% of Visitors
% of Spend
Source: BDA 2017
What is tourism?
"Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes."
What is tourism?
“From the second we landed I knew that we were on to something. Time stood still, as if we had stepped into a brochure. We sailed, we snorkelled, we ate, we laughed, we stopped and took the time to truly understand how lucky we were. For the first time in so long I felt the weight of the world lift from my shoulders…..I'm on a holiday! This is how it's supposed to feel! This is what a holiday is!” Jetstar Magazine Nov 2012
A tourism ‘product’ is what the customer buys but the tourism ‘experience’ is what they remember and talk about………it’s the emotional feeling and connection that makes them feel like a valued GUEST.
•Emotional connection•Value•GUEST
What is tourism?
Memorable experiences are about creating value.
Value is the defining factor.
When there is no difference in value people buy on price alone.
You can only compete on price for so long but you can compete on value forever .
Value
Service is what we do. HOSPITALITY is how we exceed guests’ expectations.
Great
Good
ONE OF A KIND
Customer Service HOSPITALITY
HOSPITALITY not service
1. Only in your destination
2. An inspirational story
3. The customer in the ‘lead role’
4. Multisensory – see, touch, smell, taste & hear
5. A ‘backstage pass’
6. Feel like a local
7. It’s authentic & genuine
8. Reflects your brand
9. The element of surprise!!!
10. Creates lasting memories
Memorable Experiences
Memorable Experiences = Emotional connection
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”Dr Maya Angelou
Stories and storytelling are at the heart of memorable experiences.
Emotional connection
Storytelling has the incredible ability to connect people on a deep, emotional level.
People want to hear stories that are relatable and trigger feelings within them.
We can’t create a world we can’t imagine and stories are the engines of our imagination.
= Story Telling
The Power of Stories
“Words are how we
think, stories are
how we link”
- CHRISTINA bALDWIN
“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.” ― Brandon Sanderson
Great stories compel people to change
The way we
FEEL
The way we
THINK
The way we
ACT
The way we
BEHAVE
Stories demand an emotional investment.
Stories pique and hold interest.
Stories bring energy to the
message.
Stories cause us to take action.
The ROI of great storytelling
$1 shot glass purchased on ebay
Sold on ebay with a creative story for…
$76 !!!
7500% Profit
Develop your story - TORE Principles
Create a THEME with a main point or idea.
The storyteller needs to be ORGANISED so that the story is easy to follow.
Two qualities make a story RELEVANT –that is they are meaningful and personal.
Create an ENJOYABLE experience – keep your audience engaged and entertained.
Deliver your story - Storytelling Techniques
The Monomyth The Mountain Nested Loops Sparklines
In Media Res Converging Ideas False Start Petal
Keep evolving - Customer Journey
Stories & story telling Stories & story telling
Stories & story telling
Coleman Sweeny – the power of a story
Why?
• USA 120,000 require organs
• 95% favour donation 52% sign up
• More women sign up than men
Target Audience
• Millennial (18-36) males; College
Technique
• Facts & figures not compelling, stories are!
• Disrupt their behaviour
• Direct, irreverent, humour, surprise
• YouTube only
Results
• Before: 149 registrations per day
After: 1,040 = 698% increase
• Before: 22% 20-34 year-olds
After: 52% = 236% increase
• Before: 20-34 men 26%
After: 56% = 215% increase
Benefits of Storytelling
Innovate without a
large expense
Improve the visitor
experience
Increase word of mouth
Generate
repeat
visitation
Attract
media
coverage
Promote
your
destination
Thank you & Questions
Corporate: teq.queensland.com Consumer: queensland.com
blog.queensland.com
teq.queensland.com/subscribe
facebook.com/visitqueensland
@queensland #thisisqueenslandCorporate: @teqld
@Queensland #thisisqueensland
youtube.com/Queensland
Queensland to deliver a
world first
Best of Queensland Experiences Program
• Forefront of consumer expectations
• Foster trust in the brand
• Robust and transparent
• Recognise quality
• Visitor experience benchmarks
Best of Queensland Experiences Product Criteria
__
)
Best of Queensland Experience = 80+
Criteria Points
Consistent delivery of an exceptional experience (measured by ReviewPro = >80 out of 100 GRI)
60
Secure online booking platform 15
Active and engaging Social Media presence 15
RTO membership 5
Accreditation 5
Total 100