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Creating Your Experience Package
| Date post: | 13-May-2015 |
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CreatingYour
ExperiencePackage
DSWNA & NSTA: Partners
DSWNA Packaging & Sales Tour Operator Restaurant Tourism & Hospitality Marketing & Communications Crazy Seafood Lover
Monica MacNeil
Development Officer, NSTA Outdoor Product, Halifax, South Shore Tourism Development Investment Fund Novascotia.com Experience Development Marketing & Communications Local food fan Proponent of pedal power
Heather Yule
Market Ready Package by EOD NSTA Travel Packages & Deals DSWNA Travel Offers Your website, your partner’s website Ferry opportunities Going Local Experiences Social Media Print
Workshop Goals
WELCOME
A bundle containing a least two tourism products, services and/or activities for a single price that can be offered during a specific period of time.
Price of bundled products, if broken out individually, should not equal more than the package price.
What is a package?
A travel deal provides an incentive for a visitor, such as: Overnight stay with wine and flowers Ski hill ticket, buy one get one ½ price
Free dessert with purchase of entree.
What is a deal?
Offers consumers convenience, additional travel options and activity ideas
The potential to increase room nights and time spent in your region
Packages provide value
Grow your audience (partners)
Why Package?
Why Package? (con’t) Leverages market dollars
Packages receive a large push via partners, such as novascotia.com and through monthly email campaigns
Listing packages/deals on novascotia.com is easy and free – visit novascotia.com/partners
Low-risk
Who’s Coming?
DSWNA 20 13Visitor SurveyParty Make Up Just the two of us 47% Vacation with friends 10% Family vacation w children/teenagers
18% Multi-generational
8% Other
17%
Who are the target markets and the type of experience they are looking for?
CTC-EQ http://quiz.canada.travel/
NSTA: Outdoor, Cultural & Culinary Enthusiasts
Local Marketplace
Target Markets
Visitor Origins - NS
Source: 2010 Visitor Exit Survey NS Economic and Rural Development and Tourism
Pleasure visitors are high yield
2 3 4 5 6$0
$500
$1,000
$1,500
$2,000
OtherBusiness
Pleasure
VFRPa
rty S
pe
nd
($
)
Length of Stay
Nova Scotia’s 10 Visitor Segments
Experiential Packages• Why are we different here?
Think unique and authentic• What story do we want to tell the visitor?• Business assets/Partners in area• Backstage pass or exclusive access• Hands-on• What will the visitor learn? • Engage the senses• Unexpected or surprise elements• Focus on value-add (not discount)
Learn something by doing something with someone who lives here
Page 31 in Toolkit
Setting Your Goals
Who is your ideal guest? What are you hoping to achieve?
• Make the goal measurable• Make it more specific
Page 34: Toolkit
Destination Assets + Goals + Ideal Guest + …
Planning & Logistics Theme Memories or learning Timing/Advanced Prep Souvenir Active/passive : balance Special training, skills or permits required Safety
Pages 40-41in Experience Toolkit
Package Development
Administration• How to chose your experience provider
◦ exclusive◦ partner
• Roles and responsibilities• Partnership agreement• Risk management plan• Insurance• Regulations, permits and licenses • Evaluation and Communication
Marketing• Images and copy – we can help!• novascotia.com & DSWN website• Travel Trade• Local tourism operators• Social media• Media • VIC staff (FAM tours)• Partnerships
Closing the Sale• How can the experience be booked?
• Develop a cancellation policy, a payment policy (for guest and provider)
• Determine availability, confirm booking, and confirm payment (are procedures needed?)
• How is visitor’s booking confirmed?
• How is booking confirmed with your partner(s)?
Destination AssetsGoalsIdeal GuestPlanning & Logistics
Nova Scotia Packages
Take a Break
Let’s Build a Package
IMAGES
IMAGES
Requirements: All photos must be in jpeg (.jpg) format. Ideal photo resolution/quality is 140 dpi. Photo with portrait orientations must be a minimum of
1500 px in width. Photos with landscape orientations must be a minimum
of 2000 px in width. Each photo must have an associated title and
description. Both the titles and descriptions are limited to 160 characters, including spaces and punctuation.
Requirement: minimum of one (1) photo and a maximum of ten (10)
NSTA staff will crop your photos to ensure the best possible photo is displayed in your listing.
For more information, visit our Digital webpage, or download the operator photo guide.
Hike, Bike & Skinny Dip Forager’s Guide to Beaches Crazy Lobster Love History on the Harbour Boots, Paddles & Tires The Art of Doing Nothing From Shovel to Fork Love Songs & Beer Unplugged Family Fun
Brainstorming
Package idea or title Core Experience? Partners? What is included? Valid-Seasons-Dates Conditions How to book Cancellation/Refund Policy How do we get paid? Package Description
Package Building
The Unplugged Package Image Conditions Educate your staff Market Market Market Evaluate-how will you measure success Refine
Your Package
Content is King Video is the medium Images Customer Service and social media Mobile
On Trend
Jan. 01,2013- September 24,2013. Unique visitors: 1,149,511 Total visitors: 1,662,282 Top 5 Cities: Halifax, Toronto, Dartmouth,
Montreal, Ottawa Top 5 Referral sites: facebook.com, novascotia.ca,
gov.ns.ca, google.ca, search.mywebsearch.com Top 5 Page views: Homepage, Things to See &
Do, Order Your Travel Guides, Places to Stay, Our Regions
Nova Scotia Tourism Online
Review sites Yelp, Trip Advisor, Forsquare Facebook page-local business type with
address Google+ Pinterest Youtube Twitter Instagram
For Tourism
Social Media Facebook....................93.0% Twitter........................42.1% Other..........................38.6% Youtube........................36.3% Blog..............................15.8% Pinterest......................15.8% IG...................................3.5%
Analytics Top 5 CitiesResults of Self Audit Halifax Bridgewater Toronto Montreal Ottawa Of note 6th New Brunswick
70% of first time sales are from curb appeal 86% trust peer reviews (i.e. Trip Advisor) in making decisions 35% trust advertising
Website is your #1 marketing tool Marketing Budget 45% digital (internet, social, peer, etc) 20% PR – articles/Fams 20% advertising – drive to site to close the sale 10% print material 5% signage, trade shows, etc Video is the future – 30 seconds to 2 minutes
Roger Brooks
With Heather
Pricing
Pricing
• Everyone gets paid!• Development costs• Fixed costs• Variable costs• Administration fees
Worksheet: Element Costs
How to add a Travel Package or Deal
Package/Dealtitle
Category
Start & end dates, website display date
Type: deal or package
Related categories
Package description (1000 characters)
Package conditions
Package summary
Affiliations
How to add a Travel Package or Deal
Your business details, including website and email.
Upload an image
Click checkbox and ‘OK’.
Heather Yule [email protected] Monica MacNeil [email protected] All photos can be emailed to
[email protected] to the attention of Hannah Crawford (424-0939).
Photo Deadline: January 15, 2014. (Note: photos can be accepted at any time but due to the volume of photos, all photos received prior to January 15, 2014 will be guaranteed to be on the new website in March 2014).
For More Information
