Product Development

LEARNING OBJECTIVES FOR THIS COURSE

© Adventure Travel Trade Association

NOT FOR DISTRIBUTION

•  1987 – 2005 Avid Adventure Traveller (Television, Online, Advertising)

•  From 2006 Founder/Director of Black Mountain Montenegro Ltd.

•  Tourism product development consultant for USAID; EU; UNDP; COSV; Governments; Private Business and NGO’s

•  Chair of the Western Balkans Geotourism Stewardship Council

•  Founder of ‘ARM’ & ‘Race Directors’ NVOs

ABOUT JACK DELF



The best adventure packages bring together a mix of physical activity, cultural experiences and explorations in nature.

ELEMENTS OF AN EXCELLENT ADVENTURE PACKAGE

Adventure Product

Combine the elements to:

•  Fulfill consumer demand

•  Deliver unique experiences, memorable even life changing, through learning and growth.

•  Provide excellent service

•  Follow ethical standards



The following slides provide case study

examples of successful adventure travel

trips. We will consider the mix of

experiences and the packaging together

into a compelling product. The cases will

provide a range of examples we can

model when creating adventure packages

for Macedonia.

CASE STUDIES



This case illustrates how to share an accurate experience of real (versus staged or manufactured) local culture with travellers.

CASE STUDY ONE

AUTHENTIC TRAVEL

MONTENEGRO ‘Sea to Summit’



This case illustrates how unusual learning experiences can be incorporated into adventure itineraries.

CASE STUDY TWO

LIFE CHANGING EXPERIENCES

MONTENEGRO Learning & Growth



This case illustrates how unusual learning experiences can be incorporated into adventure itineraries.

CASE STUDY THREE

LIFE CHANGING EXPERIENCES

‘Montenegro ~ ‘James Bond Adventure Weekend’



This case illustrates how adhering to ethical best practices can benefit company finances as well as the communities and environments adventure travelers visit.

CASE STUDY FOUR

ETHICAL STANDARDS

‘Treks in the Wild Balkans’

Leave No Trace, World Responsible Tourism Day, Blue Turtle, Adriatic Flyway, ARM.



The following slides provide a set of case

studies which:

•  Allow for an assessment of competitive

adventure products currently sold in

Macedonia and the region

•  Enable comparisons with Macedonia’s

products

After review the cases we will explore as a

group the strengths and weaknesses of these

products and what this means for Macedonia.

CASE STUDIES FROM THE COMPETITION



This case illustrates quality presentation and packaging of a variety of authentic experiences.

COMPETITIVE PRODUCT ONE

Trekking in the Dolomites

How does Macedonia compare?



This case illustrates an authentic, genuine, ‘traveller’ experience.

COMPETITIVE PRODUCT ONE

Walking tour ~ Western Macedonia



This case illustrates cultural interaction, immersion, learning and growth.

COMPETITIVE PRODUCT TWO

Local Living ~ Italy




This case illustrates a traditional monuments and attractions tour along with cultural observation.

COMPETITIVE PRODUCT THREE

Cultural heritage tour ~ Macedonia



This case illustrates active wilderness.

COMPETITIVE PRODUCT FOUR

Mountain biking, Aviorez, France




This case illustrates active wilderness.

COMPETITIVE PRODUCT FIVE

High Trails of Macedonia ~ Biking



The following slides provide examples of successful regional and cross-border itineraries: •  Consider the potential to enhance local

development •  Examine how cross border collaboration can

improve product quality and attractiveness •  Understand how multi destination tours open

up new markets and provide opportunities for shared marketing and promotion

•  Learn how multi-destination tours add appeal for different market segments

REGIONAL PACKAGES



REGIONAL PRODUCT ONE

Hiking in the Balkans – Dubrovnik to Dubrovnik © Adventure Travel Trade Association


REGIONAL PRODUCT TWO

‘Ancient Macedonia’ Bulgaria, Greece, Macedonia





ADVENTURE TRAVEL PACKAGE TEMPLATE



Research into traveler preferences is available; use it when assembling your packages.

Potential Sources of Research

•  Online

•  ATTA Hub, UNWTO, EU, LinkedIn Groups, Blogs

•  Search for academic studies

Associations

•  ATTA , ACTE, EOTA, NTO

•  Trade Shows

•  Industry Journals – (e.g. Travel Weekly)

STEP 1: USE CONSUMER DEMAND DATA TO GUIDE PACKAGE DEVELOPMENT



Key Consumer Research Findings:

The growing importance of activity, cultural and wildlife tourism

Expanding range of activity choices – (for example: yoga, pilates, dance, cultural arts)

Increasing demand for ‘edutainment’ and personal growth.




Learning is forecast to be the number 1 holiday growth market. In last 3 years:

•  7.1 million adults (11%) learned a new sport /game

•  4.6 million (9%) have learnt a language

•  6.6 million (13%) have learnt a new skill

•  3.1 million (6%) have attended a course

Source: The Centre of Future Travel Studies, Niche Travel Report

Three fastest-growing segments in the learning sector:

• Photography holidays • Gastronomy holidays • Dance holidays





•  Need for emotional connections, human interactions

•  Need for reconnection and family bonding ‘skill-cation’

•  ‘Braggability’ – new experiences, new skills and new destinations





•  The growth of independent travel over packaged tours through tour operators for less active forms

•  How holidays are booked – more than half online, longer lead times, more destination research, more personal input into itinerary

•  Smart phones to manage entire travel experience – information, booking, guiding and sharing




•  Increasing share of groups and solos

•  Increasing demand for an annual second holiday

•  Increasing demand for short break (10% more 1-3 night packages in 2012)

•  High European demand for city breaks plus activity

•  Growth of ‘Green’ Travel




Profile of ‘Activity’ Holidaymakers

•  Most likely aged 20-44 and Male

•  ABC1 Adult group – 59% took activity holiday last year

•  Fastest increase for women

•  22% UK holiday makers took activity holiday in previous 12 months


Picture : Black Mountain Ltd



Profile of ‘Biking’ Holidaymakers

•  Narrower appeal across age range – 25-45

•  Growing numbers of 45-55

•  Potential for softer market

•  The average daily trip length taken on holidays has increased from 45.9 to 48.5 miles in last 9 years. (N.T. survey)





Profile of ‘Hiking’ Holidaymakers

•  Broader appeal across age range – 25-65

•  Peak interest in professional and managerial, affluent families, third age and retirement sectors.

•  Marketing of low carbon footprint, high experience of walking holidays which incorporate sea/rail with rich green vistas





Research helped identify elements which are desirable to potential consumers; now consider local access to these elements in combination with other factors.

STEP 2: CONSIDER AVAILABLE PACKAGE ELEMENTS

Desirable Elements Cultural Nature based Active

Additional Factors Level of difficulty Duration Seasonality Hotel preferences Travel times



Assemble package components which include other aspects desirable to adventure travelers.

STEP 2: CONSIDER AVAILABLE PACKAGE ELEMENTS

Generally desirable characteristics regardless of activity:

•  Innovative

•  Memorable

•  Authentic

•  Life changing

•  Ethical © Adventure Travel Trade Association


GROUP EXERCISE

Complete parts 1 and 2 of the Worksheet

“Macedonia AdventureEDU Exercise 1, Adventure Trip Template”:

1. Intended target market

2. Consider available components



Quality control and detailing of the tourism product is essential.

STEP 3: EVALUATE PACKAGE ELEMENTS

Consider the quality of your trip in each of the following aspects:

•  Reliability – suppliers, weather •  Value - cost v benefit

comparison with competitors •  Logistics – contingency

planning •  Sustainability •  Ethics •  Alignment with

brand values



Quality control and detailing of your tourism product is essential.

Detailing + Infrastructure & Facilities

Transport Considerations

•  Type of vehicles required •  Guests, luggage and equipment •  Expected number of hours in transit •  Rest stops •  Safety and comfort


Safety and Risk assessment

•  Risk assessment •  Crisis planning •  First aid training •  Protocols governing equipment •  Insurance

Pictures: Black Mountain Ltd



Quality control and detailing of your tourism product is essential.


Activities & Experiences •  Value judgement v International

benchmarks •  Competitive comparison

Accommodation •  Assess for prices, single

supplement, seasonal factors •  Booking & cancellation policies •  Sustainability, cleanliness,

hospitality



Sustainability


Environment 62% of European holiday makers plan to take a more environmentally friendly holiday and expect the travel provider to address the issues.

Source: Concerned Consumer Index

Ethical Practices Holidaymakers want more authentic experiences and genuine interactions with locals.

Social Media has empowered customers.

Pictures : Black Mountain Ltd



Critically evaluate the package and whether it is good enough for the target customers.


Black Mountain product guidelines • Unique Experiences, not easily available to FITs • Genuine cultural experiences, (avoid events which are predominantly for tourists). • Travel time on arrival 2.5 hours maximum. • No more than 3 hours travel (avg) by road daily. • Mix of accommodation types, camping followed by little bit of luxury. • Small groups,15 pax is optimum. 1 guide per 7 for hiking and biking. • Free time daily. • Planned alternate activities. • Normally 4-5 hours of physical activity. • Respect/Protect the natural and cultural environment. • Be different from competitors.



Confirm that the itinerary aligns with the customer segment initially envisioned.

STEP 4: CONFIRM ALIGNMENT WITH TARGET CUSTOMER SEGMENT

Reality check: •  Is our product good enough?

o  Value – price v experiences o  Logistics – (travel difficulty, language spoken) o  USP’s (distinctiveness)

Compare the package with similar products. Test the idea – friends, colleagues, partners,

former guests.



Plotting the trip on a graph can help visualize package features and quality in alignment with target customer groups.

STEP 4: CONFIRM ALIGNMENT WITH TARGET CUSTOMER SEGMENT

Trip

1

Trip

2

Low

High

High



GROUP EXERCISE

Complete parts 3 and 4 of the Worksheet “Macedonia AdventureEDU Exercise 1, Adventure Trip

Template”:

3. Evaluate and filter the main components 4. Confirm allignment with target segments



AdventureEDU is a service of the Adventure Travel Trade Association Learn more at www.adventuretravel.biz

© 2013 Adventure Travel Trade Association. All rights Reserved.



Date post:	22-Jan-2017
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