Today’s Agenda•Importance of Tourism•Why EQ?•Product Development•How to use EQ•Marketing to our best customers

3

3,300 businesses in this sector

34,500 employed by tourism

4

$989 million in tourism-

related expenditures

566

$508 Millionfrom visitors outside

of the province

67

$765 Million – Provincial GDP

78

Equals 3% of the Provincial GDP –

which is the same as the primary industries of agriculture, forestry and fishing combined!

455

Looking forwardto 2011…

1215

We are Investing in EQ

• Enhance our product offering

• Target high-yield customers

• Chose our most appropriate channels

• Provide a competitive advantage

Leadership Within Canada

• A person’s mental posture or fundamental views

• that sets the context in which they react to situations, events, opportunities and challenges

• Formed in early life

• Shaped by one’s upbringing, schooling, community andcultural differences

What are Social Values

• Guide what we seek & how

• Focus our attention & activities

Travel Values, Interests & Traits• Influence what & how we

perceive

• Aid our understanding and recall

Travel Planning is 95% EmotionalMotivating Explorers must Appeal to Values and Interest

Focus on the Mind• It is the mind that knows it’s travelling

• Facilitating experiences focuses on:– Responding to guest values and

lifestyles, – Facilitating relevant & desired

connections

Focusing on the Mind Means:

• We seek to inform, influence & motivate

• Launch Imaginations

• Provide sensory rich situations

• challenge intellects & perceptions

• Communication is key

It Can Also Mean• Providing desired special access

• Learning through involvement

• Helping guests see the less visible

• Augmenting appreciation

12

Explorer Types

54

Sometimes We Act Differently

20

Priority Explorer TypesNew Brunswick Priorities:

§ Authentic Experiencers NB CTC 12%§ Cultural Explorers NB CTC 13%§ No Hassle Travellers NB 11%

§ Free Spirits CTC 11%§ Gentle Explorers 17%§ Cultural History Buffs 9%§ Personal History Travellers 11%§ Rejuvenators 10%

Aligning experiential tourism and EQ

Evolution of Tourism

22

Evolution

Experience – Opportunities

Service – Facilities + Programs

Good – Park or site

Commodity – nature / history

Service Experience Facilitation

Connections• With natural and cultural landscapes

• With people living different lives from us

• With history and communities

• Challenge, change and inspire us

The Best Experience Opportunities• Respond to guest values and

interests

• Facilitate meaningful connections

• Reflect Province’s nature & culture

A Network of Vantage Points

Different explorer types desire different vantage points to connect

Macro views … micro views

Nature – culture – historic – current

Self-guided discovery …. guided programs

Quiet benches … social engagements

EQ Personalizes Relationships• “Hosting” requires a sensitivity to guest values

• “Being a Guest” versus a visitor, adds value tothe anticipated relationship

EQ Changes Perspectives

• EQ personalizes the planning process

• It moves hosts from “mass” thinking based upon demographic information

• Towards responding to “individuals” and their values

• It is a foundation for “customization”

Effective Hosts

• Envision “destination” from guests’ perspectives

• Provide “foundation” for explorers

• Customize normal services

• Innovate opportunities

• Service through friendship

43

• “Personal Connections with Place”

• Authentic Experiencers … nature first

• Cultural Explorers … culture first

“Learner” Explorer Types

335446

Authentic Experiencer

345547

Cultural Explorers

How We’ll Help Them

Offer unusual / privileged opportunities

Challenge their intellects

Let them wander …provide access

Help them become a part of this place

Involve them, rather than show them

Fine Dining Near the Dune – Dune View Inn

Join farmer, storyteller and award-winning Chef Carson as he guides you around his family’s certified organic farm in search of ingredients for your own culinary creation. Choose from over 25 seasonal vegetables and a variety of fresh herbs to customize a meal for yourself and your dining companions. Chef Carson will make suggestions as you tour the gardens, then help you pair your selections with local, seasonal main ingredients. Will it be fresh lobster, scallops, salmon or maybe lamb grilled to perfection? You decide! As you work together to build your farm-to-plate meal, Chef Carson shares stories of the regional harvest and some of the area’s rich history with you. Enjoy his final creation while taking in the breathtaking scenery of “Au Fond de la Baie de Bouctouche.”

36

Discover L’Acadie Through Your Five SensesAll five senses are fully engaged as you open a door to the joys of Acadian culture. Costumed guides welcome you to this magical world and help you prepare tasty treats. Using recipes passed down through generations you will make the famous pets-de-soeur, a traditional Acadian dessert. You’ll cluster around tables equipped with aprons, utensils and the fresh ingredients needed to make the sweet treats. Small children can help measure the flour and the older ones can roll the dough. Once the aromatic dessert is in the oven the kitchen party begins! The fiddler plays Acadian tunes while you join in on the spoons and learn about Acadian culture. Dessert is sampled after the “party”. The taste says it all in this delightful experience for the whole family.

37

49

• “Connect with each other” in the context of this place

– No Hassle Travellers

– Free Spirits

– Gentle Explorers

“Social” Explorer Types

50

Socializers generally desire…

• Social connection amongst travellers

• Collective achievement

• “A taste” rather than immersion in place

• Fun & K.I.S.S.

52

No Hassle Traveller

53

How Can We Help Them

Help them have fun exploring

Open “doors and minds” to possibilities

Connect them socially & culturally

Help them reconnect with their heritage

Shore Explore – Cape Jourimain Nature Centre

Immerse yourself in the natural beauty and fascinating discoveries of Cape Jourimain. You’ll be surprised by how much there is to know about the creatures that live in the sand, mud and water of Northumberland Straight. Walk with a naturalist and search out hermit crabs at low tide or moon snails hiding in nooks and crannies. You’ll increase your understanding of the habitats and adaptations of the creatures you find. Children of all ages will enjoy this activity!

42

957

Experience Collection

7

44

Basic Market Readiness Criteria

1. In operation for one year2. On-line presence3. Must have an e-mail address4. Appropriate public access to the site5. Directional signage to and around the site6. Maintain good standing with applicable licenses, insurance and

codes of practice7. Accommodations must be NB Approved8. Amenities and services on-site or in close proximity9. Liability ($1 M insurance with waiver forms)10.First aid certification

45

Research…• Review the Explorer Types – values, motivations

• List the individual travel experiences you offer

• Match the experiences to the most suitable Explorer Type

• Fine-tune your experience

• Update your website and Provincial Site

• Look for partnership opportunities

46

10 Essentials of Successful Travel Experiences

1. Well-themed2. Authenticity3. Emotional Trigger4. Accessibility5. Educational6. Enriching7. Entertaining8. Hands-on9. Value-Added10.Exceeds Expectations

66

Marketing and Sales EQ Focus:

• Focus on high-yield EQ segments

• Apply EQ to all channels, web, guides, itineraries, media

relations, advertising…

• Geo-locate our EQ types – ensuring effective media spend

• Tailored content – appealing to high-yield segments

• Align travel trade with EQ segments

EXAMPLE: Cape Jourimain

7373

Cultural ExplorerCape Jourimain offers you a chance to step into history, to live and breathe other cultures

and enjoy natural beaches and scenic beauty. Learn the artistic ways of the Mi’kmaq first nations, or get swept up into the excitement of the sea

by touring the historic lighthouse. Stand where early

settlers once lived...

Authentic ExperiencersVisit Cape Jourimain and

immerse yourself in natural beauty. Stroll the rustic beach

and 12 kilometres of nature trails. Experience wildlife in its natural environment and learn

about the Eco-friendly innovations onsite. Shed new light on the ways of the past

as you tour an historic lighthouse that once protected ships from stormy disasters...

7373

No Hassle Travellers

Escape from everyday life at Cape Jourimain. Sink your

toes into sand and salt water and your teeth into delectable,

homemade local flavours. Pitch your tent at a nearby campground and spend a long, relaxing day taking in natural wildlife and wonders

with the help of a local naturalist. Cast your net into the sea in search of fish and tiny sea creatures, or take

advantage of our Eco Education program filled with interactive information and

learning.

Cultural Explorers

82

Describing Customers

•What do people currently value about the place?

•What seems most appealing?

•What are the characteristics of people who come?

•How/where did they hear about you?

•Who do they come with?

•How do they travel?

89

Cape Jourimain Nature Centre makes connections, engaging and exciting people about environmental conservation. We make links between the natural and human environment, between our actions and their consequences, and between the past, present and future. Cape Jourimain Nature Centre is located on Jourimain Island, in the beautiful and protected Cape Jourimain National Wildlife Area, which is managed by the Canadian Wildlife Service.

There is lots to see at Cape Jourimain: Spectacular views of the Confederation Bridge and Northumberland Strait coastline, an historic lighthouse, fascinating exhibits, all in beautiful natural surroundings. Our facilities take the environment into consideration and you can see how a “green” building works. Our entry pavilion features the Salicornia Boutique, a New Brunswick Visitor Information Centre and a shuttle service…

beach and walking trails… birdwatching and nature observation… guided walk…home-cooked food at the Iceboat…

Cape Jourimain BEFORE

90

Style Tips

• Evoke feelings. Tell people what they’ll hear, smell, taste, touch, see and how they might feel.

• Keep your writing simple, active and focused.

• Be specific. Why should I experience this as soon as I can? Why is it unique?

• Use a tone of voice that is personal, friendly, witty and authentic.

• Have a traveller-to-traveller conversation with your reader.

• For international visitors, work to inspire your reader and make them imagine they are already here in Canada living the experience

89

Your complete cultural and natural immersion into the Maritimes can begin at the Cape Jourimain Nature Centre and when you need a break from all that wonder, a walk on the beach will clear your head. (So will the chance to explore what lives in the sea.)

Visit the centre, located on Jourimain Island, to take in the beautiful and protected Cape Jourimain National Wildlife Area, spectacular views of the Confederation Bridge and the Northumberland Coastline.

Stand where early settlers once lived and look towards the billion dollar future – a bridge that spans the ocean to connect New Brunswick and Prince Edward Island. Step into history with a trip to an historic lighthouse and soak up the Mi’kmaq culture at the Gitputjiti Gallery.

Stroll expansive, quiet beaches and take a guided walking tour or just explore on your own with the help of an Explore the Shore Kit.

Eager learners – old and young – delight in casting their nets into the sea to collect small fish and shrimp and learn about their surroundings. They’ll also be thrilled by the chance to take advantage of our Eco Education program filled with interactive information and learning.

Cape Jourimain AFTER

92

Imagery for Explorers

• Many of the principles used in effective EQ writing are applicable to images and video selection.

• Photos and videos can communicate a message more effectively or compliment existing content.

• The end product when effectively combining copy and photos and videos creates the ‘Movie’ you want the prospective customer to imagine.

This one?

And this one?

Engaging Our Best CustomersInspiring them to come. Engaging them to stay.

586464

Evolution of Research Data

65

Identifying Our Best Customers

65

60107101

A tourism product is what you buy

…An experience isRemembered, Retold and Envisioned.