tourism packaging workshop

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 YULEHDC@gov.ns.ca Monica MacNeil mmacneil@dswna.com All photos can be emailed to 

novascotia.com@gmail.com 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

Heather Yule YULEHDC@gov.ns.ca 424-4646

Monica MacNeil mmacneil@dswna.com

Contact