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A workshop delivered by Nancy Arsenault, Managing Partner of the Tourism Cafe Canada and Lesley Anderson, Brand Experiences Manager for the Canadian Tourism Commission to the Thompson-Okanagan Tourism Association stakeholders. The content focuses on combined learning from the two organizations joint and independent research on visitor experiences in Canada and the Canadian Signature Experiences program.
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Lesley Anderson, Canadian Tourism Commission & Nancy Arsenault, Tourism Cafe Canada
TOTA Tourism Summit“Embracing our Potential”
Quaaout Lodge & Spa, Chase BC
26 March 20131:45 - 4:45 pm
“Tips from the Trenches”It's In Your Heart • travelthompsonokanagan.com
Did You Know?• 25 years ago we were competing against 10
significant destinations that had 80% of the market
• Today 200 destinations! There’s a lot more competition!
• We have to differentiate. • Experience represents one method that can
generate new revenue and new value.
Minister Pat Bell, Nov 2012
Tourism is growing ... but we’re not getting our share
50#
100#
150#
200#
250#
300#
350#
1990# 1995# 2000# 2005# 2010# 2015# 2020#
Inde
x&Ye
ar&1990&=&100&
Interna/onal&Tourist&Arrivals&Received&Index&Year&1990&=&100&
Source:&&UNWTO,&2011;&Sta/s/cs&Canada,&2012&&
World#
Canada#
In 2000 we embarked on a journey
•Knowing the traveller better
•The internet creating a new playing field
•Increased competition
•The Experience Economy and emerging field of Customer Experience Management
•Learning, innovating, trying, adjusting, and shifting from “Me to We”
•Collaborating to compete
Influenced by:
Edible Canada, Vancouver BC Barkerville, BC
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.
Source: Nancy Arsenault (2004)
Experiential product development and marketing focuses on emotion
Benefits• Layer on a new value proposition, ROI + ROE
• Respond to growing market demand with value-based pricing
• Competitive advantage beyond ‘services’
• Lower investment cost, higher emotional returns
• Rewarding for sta!, partners, guests
• Community development, involving non-traditional partners
CTC Experiences Toolkit (Vol. 2), p. 11
TOTA Strategy
In the Beginning1999
2000
Canadian Tourism Commission Task Force
2002 2003
2005
Atlantic Canada begins investing in Experiential Travel Training
CTC Launches New Experiential Brand
Invests in EQ Research
2007
Australia released their
Experiences Toolkit
2009
2011Canadian Tourism Commission Launches
Nova Scotia Toolkit Released
TOTA Begins their Strategic Planning Process
2012
10-year Strategy rooted in
experiential tourism & EQ
research
2013
Case Studies Providing Insight
Emerging destinations are SERIOUSLY
investing
60#
80#
100#
120#
140#
160#
180#
200#
220#
2000# 2002# 2004# 2006# 2008# 2010# 2012#
Overnight*Arrivals*
Inde
x*100*=*2000*
Canada#
World#
United#States#
Selected#Emerging#Des;na;ons#*#
Compe&&ve(Landscape:(#CTC#Overseas#Markets##Trendy#Des;na;ons##
Source:##Tourism#Decision#Metrics#*#Emerging#des;na;ons#include#Brazil,#India,#China,#Turkey,#Southeast#Asia##
Marketing focused on high yield customers
The competitive landscape is such that Canada cannot gain through mass tourism
200#
400#
600#
800#
1000#
1200#
1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#
Constant'2002'US'do
llars'
Real'spending'per'trip'by'visitors'to'Canada,'1997;2011''(Constant'2002'US'dollars)'
CTC#Overseas#Markets#
US#
Converted in USD, it is still increasing
Source:##Sta=s=cs#Canada,#Interna=onal#Travel#Survey,#Na=onal#Tourism#Indicators;##Bank#of#Canada###CTC#Overseas#Markets:#UK,#DE,#FR,#AU,#IN,#CN,#JP,#SK,#MX,#BR#
Brand''Premium'
Building a Brand Takes Time
So Does Product Development &
Market Development
... in a world where there’s a customer revolution going on ...
Be in it for the long haul
(c) Nancy Arsenault & Lesley Anderson (2013)
Infrastructure
Activities
Programs
Driving the Sale
Creating Memories(Operators)
Building Themes, Selling Dreams(Enablers)
Inspire Visitation & Sales
Destination Development
ResearchMarket
Development
We All Have A Role To Play
(c) Nancy Arsenault & Lesley Anderson (2013)
Research
Customer ProfilesMarket Research
ConversionPerformance Measures
Inspire Visitation & Sales
Promotions & Advertising(Traditional, online & mobile)
Media RelationsDistribution Channels & Sales
Destination Development
Product & Market DevelopmentTraining & Capacity Building
FundingStakeholder Relations
Support & Build Capacity
(c) Nancy Arsenault & Lesley Anderson (2013)
Hotel-Resort-B&BAttraction - Heritage Site
RestaurantRetail
Sports & Performing VenuesConvention Centre
Infrastructure
ProgramsGuides - Storytellers
Tour OperatorsFestivals, Special Events
Non-Traditional Providers
ActivitiesOutdoor Adventure
Wildlife ViewingArtisans/Musicians
Visitor Information Centres
(c) Dr. Nancy Arsnault (2013)
Responsible for the Visitor Experience
What’s your core business?
Infrastructure
Activities
Programs Inspire Visitation & Sales
Destination Development
Research
Making the Experiential Product Shift:Raising the Bar on Engagement, Personalization, Connections & Value
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
ROI
ROI + ROE
Emotional Engagement
PhysicalEngagement
Partnerships+&+Connec0ng+to+People,+Place+&+Culture
Increased+Sales,+Brand+Strength+&+Advocacy
Cost Based Pricing Value-Based Pricing
Making the Shift to Experiential MarketingRaising the Bar on Connection and Conversation
Features
Benefits
Personalization
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Conversation
Present Info
Interactive
Emotional Engagement
Generate Awareness
Increased+Sales,+Brand+Strength+&+Advocacy
(c) 2013 Nancy Arsenault & Lesley Anderson
Cost Based Pricing Value-Based Pricing
The Brand PremiumRaising the Bar on Loyalty
Recognition/ Appreciation
Fan/Advocate
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Perception
Consideration
Loyalty
Emotional Engagement
Generate Awareness
Increased+Sales,+Brand+Strength+&+Advocacy
No awareness/recognition
(c) 2013 Nancy Arsenault & Lesley Anderson
Cost Based Pricing Value-Based Pricing
Experience PEI
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
ROI
ROI + ROE
Emotional Engagement
PhysicalEngagement
Partnerships+&+Connec0ng+to+People,+Place+&+Culture
Increased+Sales,+Brand+Strength+&+Advocacy
Market Price Value Price
Oceanview Hotel, NL
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
ROI
ROI + ROE
Emotional Engagement
PhysicalEngagement
Partnerships+&+Connec0ng+to+People,+Place+&+Culture
Increased+Sales,+Brand+Strength+&+Advocacy
Market Price Value Price
+
Its aboutlayers of
opportunity
Photo: Women’s Day Magazine
Identifying the IconicEnriching local flavours
Revealing the story
Expanding personal horizons
Building authenticity
Let’s Apply This Through
Your Themes
It's In Your Heart • travelthompsonokanagan.com
#1 ENRICHING
LOCAL FLAVOURS
INNISKILLIN
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Extreme Icewine(Experience)
Grapes (Commodities)
Restaurant & Wine Tasting (Service/
Activity)
Wine & Gift Store(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Inniskillin, Niagara-on-the-Lake, ONwww.inniskillin.com
Market Price
www.inniskillin.com
Grapes: 88/kg -$2.20/kg or 40¢ to $1.00/lb
Wine: $12 to $100
Inniskillin Classic Tour: $9/per person
Commodity:
Goods:
Activities/Services:
Credit: Inniskillin Credit: Inniskillin
Market Price
www.inniskillin.com
Great Canadian Kitchen Party: $80 pp
A Sampling of Experiences
Extreme Canadian Wine Experience $27 pp
Exclusive Cool Culinary Experience: $150 pp
Credit: Inniskillin
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Raising
'the'Ba
r'on'En
gagem
ent,'
Person
aliza4o
n,'Conn
ec4ons
'and'V
alue
ROI
ROI'&'R
OE
Sales,'Brand'Strength'&'Advocacy
Inniskillin, Niagara-on-the-Lake, ONwww.inniskillin.com
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Granville Island Chef’s Market Tour
(Experience)
Food ingredients (Commodities)
Restaurant Dining (Service)
Culinary Artisan Store(Goods)
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Vegetables: $1 to $3/kg
Olive Oil: $12 to $100
Served Meals: $12 to $23.00+/per person
Commodity:
Goods:
Services:
Off-site Culinary Adventures:
Chef’s 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)
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Raising
'the'Ba
r'on'En
gagem
ent,'
Person
aliza4o
n,'Conn
ec4ons
'and'V
alue
ROI
ROI'&'R
OE
Sales,'Brand'Strength'&'Advocacy
WATERMARK BEACH RESORTOSOYOOS, BRITISH COLUMBIA
http://www.watermarkbeachresort.com/ http://www.covertfarms.ca/
Covert Farm Experience Partner“Catalyst for Change”
Land & Buildings(Commodities)
Gift Store(Goods)
Low Volume
High Yield
High Volume
Low Yield
Watermark Beach Resort
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
Covert Farms & 30 Experience Partners
Spa, Events, Conferences, Dining(Activities/Services)
(c) Nancy Arsenault (2013)
We are now working with 30 experience partners; companies that
have a mutual respect for the customer and the caliber of the experiences they
are seeking ...
... It used to be that tourism entities viewed their neighbours as competitors. Now we have a chance
to deepen our understanding of the traveller together, and help Canada compete for visitors.
Ingrid Jarrett, Vice-President Business DevelopmentOsoyoos, British Columbia
www.watermarkbeachresort.com
#2
IDENTIFYING THE
ICONIC
Unique Sky High Adrenaline Rush
http://www.edgewalkcntower.ca/
CN TOWER EDGE WALK!
(c) 2012 Lesley Anderson & Nancy Arsenault
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Edge Walk(Signature Experience)
Location & Building(Commodities)
Viewing,Restaurant Dining
(Service)
Retail Store, Ticket Sales(Goods)
Low Volume
High Yield
High Volume
Low Yield
Competitive Position
Pricing & Profits
CN Tower, ON
#3
REVEALING THE
STORY
THE HERMETIC
CODE
(c) 2012 Lesley Anderson & Nancy Arsenault
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
The Hermetic Code(Signature Experience)
Legislative Building(Commodities)
(Service)
(Goods)
Low Volume
High Yield
High Volume
Low Yield
Competitive Position
Pricing & Profits
Heartland Tours & Travel
EXCEPT THIS EXPERIENCE HAD A BOOK, PUBLISHED BY THE
LOCAL NEWSPAPER
#4
Expanding Personal Horizons
• Overnight Teepee Adventure• Experience the History, Enjoy the Culture• Teas of Manitoulin• Legends of the Land Riding Trails• Mother Earth Hiking Trail
• Eagle Cloud Crafts• Storytelling• Voice of the Drum• Medicine Walks• and more
Market Price Premium Price
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Low VolumeHigh Yield
High VolumeLow Yield
Competitive Position
Pricing & Profits
Experience the Past, Enjoy the Present
(Experience)
Water, land(Commodities)
Training & Education(Service)
Retail(Goods)
May 2013A New Hotel
#5
Building Authenticity
Your journey! starts here.!
ExperienceRoutes
aligned toCTCEQ
“Cultural Explorer”
But it all these great experiences don’t mean
anything if you forget one core element
____________________
Direct to Consumer
Indirect to Consumer
Group
Travel Trade
Other
Travellers
How are you selling your
Experiences?
PIT
FIT
Canadian Signature Experiences Collection Member Benefits Generated
67%Increased bookings
48%Generated growth in CTC
source markets
83%Advocacy score
91%Captured in assets
51%Received international
media coverage
http://en-corporate.canada.travel/resources-industry
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