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Emotions, Experiences, Memories.

           A story to be told




      Essentials of Tourism Destination Management
The business of tourism is complex and fragmented
                 and from the time the visitors arrive at the destinatio...
To compete effectively, destinations have to deliver wonderful experiences and excellent value to visitors




           ...
Sales of experience goods –such as package tours and safaris- increased throughout
            the 2000’s, as wealthier co...
I’ll give you a for instance…




Essentials of Tourism Destination Management
Food is an integral component of everyday life…


…but also one of the essential elements of the tourist experience




  ...
The social and cultural significance of food is finally gaining the recognition it deserves

   The media is now full of m...
To an extent this is a reflection of changing lifestyles and the role of some goods and
   services as status symbols and ...
Why and how we eat and drink says something about ourselves and the society we live in.




                        Essent...
The number five most power luxury brand in the world is Hennessy Cognac.
        Since 1987 is part of LVMH Moët Hennessy ...
The number seven most power luxury brand in the world is Moet & Chandon champagne.
                       The ultimate sym...
Experiences

Destination Marketing as well as Luxury Marketing is a category that is completely
                   differe...
The Experiential Destination Value Added

 The very underpinning of Madison Avenue is based on the notion that you are rea...
The Experiential Destination Value Added




The real magic of the experiential destination…


  …is how it makes you feel...
Winter holidays in Switzerland




Swiss Hut Magic. Discover coziness and genuineness.




                          Essen...
Identification is the ultimate goal:


               Ads are means to achieve a fantasy, to live a fantasy


Ads are desi...
The Experiential Destination Value Added



                                 And don’t forget…


in marketing the best, an...
Essentials of Tourism Destination Management
…or the places you travel to




   Essentials of Tourism Destination Management
Essentials of Tourism Destination Management
The Experiential Destination Value Added


Travel takes you to a place out your day-to-day existence




                E...
The Experiential Destination Value Added


                        One of the key characteristics of the XXI century touri...
Winter holidays in Switzerland




                                  Leave all your problems and cares at home and
       ...
If Tourism is an Experience Industry, Then Deliver Experiences




                  Essentials of Tourism Destination Man...
But first you need to Win Your Customer’s Heart…


Because Success in Marketing goes to those who forge the
    strongest ...
Identify an emotional benefit important for your customers
                        and own it

  Our work as marketers is ...
It’s not about facts and tangibles

Competition can easily match our proposal based on facts

            Our proposal nee...
"Smoke Gets in Your Eyes“

                                                  Mad Men
                                     ...
Essentials of Tourism Destination Management
The model for Don Draper the adman in this case is Rosser Reeves,
  the Ted Bates copywriter who invented the idea of the ...
Heart vs Mind
Because you can’t logic your way to into an audience heart




    Essentials of Tourism Destination Managem...
The Customer Journey

   Essentials of Tourism Destination Management
The Customer Journey

is a helpful framework for understanding             the experience of the customer:
               ...
 Dreaming. The customer is considering a vacation.

They may have an idea of when they will travel, for how long and how ...
 Planning. The customer may have a clearer idea of where and what they want.
They will be looking for further, specific i...
 Booking. The customer may make comparisons of best values –price may be the
main priority followed by convenience and se...
Essentials of Tourism Destination Management
Essentials of Tourism Destination Management
Essentials of Tourism Destination Management
Essentials of Tourism Destination Management
 Remembering. The customer will recall their journey and will assess whether it
was good or bad.

The experience at every...
Remember you pay not for the product but for the story



      You have great pleasure when you purchase it, when you exp...
The Customer Journey
                                         CLC: Communications Life Cycle

                            ...
The Success Cycle

  Unique
 Emotional
                                       Experiences
  Selling
Proposition




A Stor...
The Experiential Destination Message:

Provide an exceptional experience to destination guests




      Essentials of Tou...
Next Generation Heli-Ski Trips

        Share the passion of Skiing with the Next Generation (up to age 25)!
An amazing vi...
Mod. 5: Emotions, Experiences, Memories. A story to be told.
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Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 1 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 2 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 3 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 4 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 5 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 6 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 7 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 8 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 9 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 10 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 11 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 12 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 13 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 14 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 15 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 16 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 17 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 18 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 19 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 20 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 21 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 22 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 23 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 24 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 25 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 26 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 27 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 28 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 29 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 30 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 31 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 32 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 33 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 34 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 35 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 36 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 37 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 38 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 39 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 40 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 41 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 42 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 43 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 44 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 45 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 46 Mod. 5: Emotions, Experiences, Memories. A story to be told. Slide 47
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Mod. 5: Emotions, Experiences, Memories. A story to be told.

  1. 1. Emotions, Experiences, Memories. A story to be told Essentials of Tourism Destination Management
  2. 2. The business of tourism is complex and fragmented and from the time the visitors arrive at the destination, until they leave, the quality of their experience is affected by many services and experiences, including a range of public and private services, community interactions, the environment and hospitality. Essentials of Tourism Destination Management
  3. 3. To compete effectively, destinations have to deliver wonderful experiences and excellent value to visitors Essentials of Tourism Destination Management
  4. 4. Sales of experience goods –such as package tours and safaris- increased throughout the 2000’s, as wealthier consumers maxed out on products and shifted consumption to experiences. Essentials of Tourism Destination Management
  5. 5. I’ll give you a for instance… Essentials of Tourism Destination Management
  6. 6. Food is an integral component of everyday life… …but also one of the essential elements of the tourist experience Essentials of Tourism Destination Management
  7. 7. The social and cultural significance of food is finally gaining the recognition it deserves The media is now full of magazines: Cuisine, Gourmet Traveller, Food & Travel-; radio shows, television shows, and even entire “lifestyle channels”, such as the North American Food Channel, dedicated to food and the places that food comes from. Essentials of Tourism Destination Management
  8. 8. To an extent this is a reflection of changing lifestyles and the role of some goods and services as status symbols and as signifiers of identity, as well as recognition of the business opportunities to support such lifestyles. Essentials of Tourism Destination Management
  9. 9. Why and how we eat and drink says something about ourselves and the society we live in. Essentials of Tourism Destination Management
  10. 10. The number five most power luxury brand in the world is Hennessy Cognac. Since 1987 is part of LVMH Moët Hennessy • Louis Vuitton. Founded in 1765, the company sells about 50 million bottles a year worldwide, or more than 40 percent of the world’s Cognac.
  11. 11. The number seven most power luxury brand in the world is Moet & Chandon champagne. The ultimate symbol of wealth and taste. Founded in 1743, the company sells over 26 million bottles of bubbly annually.
  12. 12. Experiences Destination Marketing as well as Luxury Marketing is a category that is completely different from traditional brand marketing because it is in the business of selling fantasy It is the “Dream Business” Essentials of Tourism Destination Management
  13. 13. The Experiential Destination Value Added The very underpinning of Madison Avenue is based on the notion that you are really two people: The person you are, and the person you want to be. The dreams and fantasies that destination marketing weaves only want to talk to person number two. Essentials of Tourism Destination Management
  14. 14. The Experiential Destination Value Added The real magic of the experiential destination… …is how it makes you feel… …not only good… …it makes you special Essentials of Tourism Destination Management
  15. 15. Winter holidays in Switzerland Swiss Hut Magic. Discover coziness and genuineness. Essentials of Tourism Destination Management
  16. 16. Identification is the ultimate goal: Ads are means to achieve a fantasy, to live a fantasy Ads are designed for us to immediately identify with the people or values in the ad Essentials of Tourism Destination Management
  17. 17. The Experiential Destination Value Added And don’t forget… in marketing the best, and perhaps only way, Prestige can be transferred is by association… with a celebrity… Essentials of Tourism Destination Management
  18. 18. Essentials of Tourism Destination Management
  19. 19. …or the places you travel to Essentials of Tourism Destination Management
  20. 20. Essentials of Tourism Destination Management
  21. 21. The Experiential Destination Value Added Travel takes you to a place out your day-to-day existence Essentials of Tourism Destination Management
  22. 22. The Experiential Destination Value Added One of the key characteristics of the XXI century tourist is his need to escape from everyday routines and issues in a bid to achieve some form of fulfillment. The current trend of tourist experiences include some degree of escapism, and many people would express the need to “get away from it all” as the main reason for taking a holiday. Skiing Tourism provides an opportunity for people who are seeking self-fulfillment and excitement through participating in physically and mentally stimulating activities, travelling to breathtaking mountainous areas. Essentials of Tourism Destination Management
  23. 23. Winter holidays in Switzerland Leave all your problems and cares at home and simply enjoy the beautiful views to be had on Switzerland's ski slopes. Essentials of Tourism Destination Management
  24. 24. If Tourism is an Experience Industry, Then Deliver Experiences Essentials of Tourism Destination Management
  25. 25. But first you need to Win Your Customer’s Heart… Because Success in Marketing goes to those who forge the strongest emotional connection with consumers. Essentials of Tourism Destination Management
  26. 26. Identify an emotional benefit important for your customers and own it Our work as marketers is to find the Emotional trigger which is a 3-step process: 1. Why the consumer wants to go to our destination 2. The benefit our destination delivers 3. Why this benefit is important Essentials of Tourism Destination Management
  27. 27. It’s not about facts and tangibles Competition can easily match our proposal based on facts Our proposal needs to be unique We need to offer a Unique (Emotional) Selling Proposition Essentials of Tourism Destination Management
  28. 28. "Smoke Gets in Your Eyes“ Mad Men Episode 1 Lucky Strike Pitch Essentials of Tourism Destination Management
  29. 29. Essentials of Tourism Destination Management
  30. 30. The model for Don Draper the adman in this case is Rosser Reeves, the Ted Bates copywriter who invented the idea of the Unique Selling Proposition. The key to Don Draper the character, however, is that speech about happiness. Don Draper emerges in this episode with a master stroke. “Advertising is based on one thing,” he says. “Happiness.” If all tobacco is deadly, then why address the issue in the first place? Rather, Draper suggests that, while all other tobacco is poisonous, Lucky Strike is “toasted.” He address the problem simply by ignoring the elephant in the room All that Draper is doing in this scene is defining marketable uniqueness. His statement in this scene, “We have six identical companies making six identical products. We can say anything we want”, leads us to believe that the bad publicity directed toward tobacco distribution has left Lucky Strike with the challenge of establishing more value to their brand rather than remaining /just another/ cancer-inflicting cigarette company. So Draper spotlights the method in which the tobacco is prepared. “It’s toasted.” Essentials of Tourism Destination Management
  31. 31. Heart vs Mind Because you can’t logic your way to into an audience heart Essentials of Tourism Destination Management
  32. 32. The Customer Journey Essentials of Tourism Destination Management
  33. 33. The Customer Journey is a helpful framework for understanding the experience of the customer: from first thinking about a vacation or business trip through to planning, booking, experiencing and recalling the experience. Essentials of Tourism Destination Management
  34. 34.  Dreaming. The customer is considering a vacation. They may have an idea of when they will travel, for how long and how much they might spend, but they have not yet decided where they will go or what they will do. They will be looking for inspiration, ideas and recommendations. Decision making will probably begin at a general geographic level, as different countries are considered. Essentials of Tourism Destination Management
  35. 35.  Planning. The customer may have a clearer idea of where and what they want. They will be looking for further, specific information about their choice such as transport and accommodation options, things to do, “must sees”, events, the weather, etc. The decision making may be narrowed down to regions and/or destinations in the country of choice. Essentials of Tourism Destination Management
  36. 36.  Booking. The customer may make comparisons of best values –price may be the main priority followed by convenience and security. The booking may be made through an intermediary –a tour operator, travel agent, booking agent or DMO or directly with individual providers (e.g. transport and accommodation providers). Essentials of Tourism Destination Management
  37. 37. Essentials of Tourism Destination Management
  38. 38. Essentials of Tourism Destination Management
  39. 39. Essentials of Tourism Destination Management
  40. 40. Essentials of Tourism Destination Management
  41. 41.  Remembering. The customer will recall their journey and will assess whether it was good or bad. The experience at every step of the journey will inform this decision. If the experience was good, then the customer may recommend to others, or return themselves. If the overall experience was bad then the customer will not return, will not recommend to others, and may well speak badly of the destination. The DMO can keep the memory of the good experience fresh in the mind of the visitor through the good practice of Customer Relationship Management (CRM). This “satisfaction dividend” is reaped through the destination’s marketing. Databases of past customers and follow-up database/e-database marketing should be maintained on an ongoing basis. Essentials of Tourism Destination Management
  42. 42. Remember you pay not for the product but for the story You have great pleasure when you purchase it, when you experience it, and in the retelling of the story in years afterwards Of course your product must be of superior quality… …but you need to understand that the most important feature is emotional Essentials of Tourism Destination Management
  43. 43. The Customer Journey CLC: Communications Life Cycle DA: Destination Action Experience Remember Dream Book CLC: Ensure quality of Plan experience -facilities, CLC: Maintain the CLC: Create awareness, CLC: Enable Booking services, "public realm", relationship through emotional interest, CLC: Provide "hard" info information, booking research (behaviour, specific ideas and follow-up action) DA: Visitor Services DA: Destination DA: Visitor Services Promotion DA: Managment of the Destination, Visitor DA: CRM Services Essentials of Tourism Destination Management
  44. 44. The Success Cycle Unique Emotional Experiences Selling Proposition A Story to be Memories told Essentials of Tourism Destination Management
  45. 45. The Experiential Destination Message: Provide an exceptional experience to destination guests Essentials of Tourism Destination Management
  46. 46. Next Generation Heli-Ski Trips Share the passion of Skiing with the Next Generation (up to age 25)! An amazing video sharing a families experience heli-skiing together at CMH Heli-Skiing. The Next Generation trip allows you to share the fun & excitement of Heli-Skiing with your children! Essentials of Tourism Destination Management
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