Distinctive Experiences
"Been there, done that, got the T-shirt" is no longer a goal of travellers. "Build it and they will come" is also not a relaible management concept. "Facilitating relevant and meaning-filled experiences" which respond to traveller social values and lifestyles is the key to success.
Today's travellers seek opportunities to for discovery, authentic travel experiences; one's that challenge, change and inspire. They are seeking to experience the essence of the travel destination, on a very personal level - to understand and connect with a destination's culture and nature - to pursue their passions and lifestyles - to grow and perhaps establish a lasting bond with people, places and events.
How do you know they had a great experience..they never stop talking about it.
Programs and services are chosen to facilitate the experience. Increasingly destinations and related travel services will be chosen for the experiences they facilitate, which engage the senses, spark the imagination, and challenge the intellect. The focus is now on experiences........ the Why of Travel.
Experiences were once simply a valued-added associated with the destination, the accommodation, programs and services. As such, they were a bonus, included often without charge; and as such, a discretionary part of the travel service.
Today's travellers have much greater previous travel experience, more exposure to travel possibilities through worldwide communications; and as a result are more discerning in their expectations of travel suppliers. It is the unique experiences supported by tourism operators that close the deal.
Facilitating visitor experiences and sensitive appreciation of a nation's special places is a fundamental concept for the sound management of its historic sites, museums and parks. Responding to visitor needs and expectations will require improvement and innovation of the ways in which public and private sector agencies facilitate visitor experiences and supports enjoyment and appreciation of these special places.
Facilitate memorable visitor experiences by:
- Inspiring the curious traveler
- Turning destinations into trips for the heart and mind
- Acting as guides to explorers
- Helping people travel outside themselves and experience a new way of life
- Giving people the opportunity to experience the unexpected
- Helping visitors rediscover their sense of adventure and joy of exploration
Attracting and addressing the needs and expectations of the experience-oriented traveler will require:
Increase attention to facilitating memorable experiences in addition to providing quality products and services;
It is no longer adequate to simply have a list of potential activities, in addition to the services and amenities you offer.
Advantage goes to operators whose facilities, services and staff support guests in pursuing their passions, connecting them with nearby communities and environments, and providing opportunities for learning from local artisans and perhaps acquiring new skills and knowledge.
Greater knowledge of your guests lifestyles and social values, as well as demographics information is essential to being responsive
Focusing on the demographic and physical requirements of your guests meets the fundamental requirements of travelers; but then this was assumed.
Going beyond to understand the motivations and desires of travelers provides greater insight into designing a competitive offer; and supporting experiences which will be bragged about for years to come generating interest by many new clients.
Emphasizing opportunities for personal growth, accomplishment, insight and connection provides emotional triggers
Vacations are a right, they are perceived by many of us as non-discretionary. They are an opportunity to break from routine; to get out and explore the places we live, our country or the world.
They should fill our hearts and minds with memories. Our best vacations..... we will never stop talking about. Finding the emotional trigger which attracts clients is the key to success; and brings with it the obligation to deliver on your promised to facilitate an outstanding experience.
Beyond Activity and Service
Competitive advantage will be found in going beyond traditional service provisions to providing experiences, which appeal to the senses; ignite their imagination; or offer an opportunity to achieve a sense of accomplishment.
Host communities, tourism attractions, travel suppliers are focusing on the following as their unique selling points:
- guidance and support for exploring the nearby environments or cultural landscapes, connecting travelers with life in local heritage communities, or involving clients in the preparation of gourmet meal preparation in the wild.
- positioning attractions and services as learning centers, a base from which to connect with the natural environment, to contribute to a conservation project in cooperation with a nearby research station, park or museum
- communities, restaurants and hotels can arrange for culinary experiences with a renowned local chef and include the gathering of produce from an associated garden, experiencing a related winery or cheese maker or learn about the history of local cuisine.
- bed and breakfast and campground operators can arrange for access to a network of private gardens, historic homes and buildings of distinction, or to connect guests with agricultural or fishing activities.
- local artisans and craftsmen, can involve guests in the craft, the understanding of the history and evolution of the craft or the teaching of related skills.
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Key to Success
" the experience has to be four times as rewarding as the effort to get there"
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