This campaign uses ambassadors, humour, as well as social engagement (#dreambig) to bring their new tagline to life. Dream365 is a series potential visitors can stream to get a taste of experiences from girl time at the skateboard park to swimming and surfing the waves.They even have a 360 degree VR component with several featured attractions: https://www.visitcalifornia.com/dream365tv/themes/360°-vr-experience
9.What Happens In …
It wouldn’t be a top ten list without someone mentioning the evergreen “What Happens in Vegas” theme. What struck one of our students this year is that the materials they saw featured video content of teammates hoisting a trophy, prompting the viewer to think “those are the kinds of memories you want to make and keep in Las Vegas”.
8.Aurora Tourism (Visit Tromsø)
One of my students had an “aha moment” when she was fed online content from Visit Tromsø. Their webpage features “Northern Lights” after their headings of Plan, Discover, Accommodations, See & Do, but the DMO cautions visitors that “there are no guarantees that you will see the Northern Lights” before explaining “and that makes it even more exciting.”
7.Australia: The Most ‘Grammable Country?
Tourism Australia’s work on Instagram is well known. As one of the most followed global brands, their genius for repurposing visitor and resident photos has made them destination marketing legends. Students also pointed to their recent work using stories and other tools to showcase experiences. By creating polls asking visitors which activity to choose (surfing or the zoo, for example), Tourism Australia reps would do the fan favourite, creating further engagement with their audience.
6.The Fab Five and Georgia
More than one student commented on the effect that Netflix’s reboot of Queer Eye has had on marketing Georgia as a tourism destination. The state of Georgia offers a 20-30% tax credit to shows filming in the state. Georgia also provides a suitable set of conservative small town backdrops for Seasons 1 and 2, allowing these destinations to shine for a broad audience. That said, the show has been lured to Kansas City, Missouri, whose film office offers a more modest 10% base incentive but used letters from the city mayor and other stakeholders to pitch the location to showrunners.
5.“Move to the Colombian Beat”
Okay, so this student got it wrong, it’s “Colombia: Feel the Rhythm”, but in TOMA (top of mind awareness), getting the tagline right isn’t the point. What’s important is that a group of potential visitors are now considering Colombia based on their ‘feel the rhythm’ initiative that includes music, video, and a distinctive black-backgrounded neon colour scheme. The focus on music and culinary repositioned Colombia in the student’s mind from an unsafe and violent destination to one worth checking out.https://www.colombia.travel/feel-the-rhythm/en
4.Fallsview Casino on YouTube
Fallsview Casino in Niagara Falls (Ontario) came out with a series of YouTube spots that also ran on local TV, where humour was used to create various scenarios in which someone might “need some fun” at the casino, like after a breakup, or after going viral at the gym.
3.Oregon 360’s … unique mascot
With a deep-voiced narrator and glamour shots of the state, most of us expected … well, the expected. But Oregon wants us to know that they’re nothing if not campy and irreverent and just a little weird. That’s why the host of their 360 experience is … a robot fish. Enjoy!
2.Tourism Australia Super Bowl Ad
As a marketer, I’m not supposed to like Super Bowl ads. I literally spend months helping undergrad students understand that “marketing is not just advertising”, “promotions is not just advertising”, and “advertising is not just TV ads”. Well, sometimes I get it wrong. When you’re a global brand like Australia, why not go big with a funny and charming incentive to visit their social channels and have the trip of a lifetime?
Closer to home, the number one pick for this year is the collaborative niche effort for British Columbia’s Tour Route 16 (https://route16.ca), which pulls together a landing page, digital content, direct marketing (e-newsletter) and other assets to encourage motorcyclists to well … Tour Route 16. Route guides, road maps and resources give this market everything they need to create the road trip of their dreams.
When’s the last time a tourism ad cut through the clutter and made an impression on you? Share your feedback in the comments.
My recent trip to Europe yielded many new perspectives. One of the biggest things I learned was around the notion of “service” and my expectations as a Canadian guest/customer.
Customer and visitor experiences are complex, but most agree that the journey starts with expectations. Coming up to my trip to France, Germany, and the UK, many people warned me about France. Through close friends (including someone who is French, raised in France) I had been warned many times to expect rudeness. A couple of days before my trip, an acquaintance posted a picture on Facebook of striking Louvre security staff with a caption around how of all the places he had visited, Paris was his least favourite (along with some expletives). The frustration was palpable.
Based on this expectation I was overwhelmed at how pleasant my interactions in France were! To be fair, I stayed in an Airbnb for the majority of the time. And maybe it’s because I speak the language — but I found Parisians to be friendly and helpful; albeit I had to engage them a little more than at home. I was worried service staff would snob my French but … pas du tout! We ate lunch in a high end restaurant with no reservations (I walked in drenched from the rain, two kids I tow); nothing but polite and attentive service. We had pastries in a very popular touristy cafe and my gratuity was met with sincere appreciation. The ladies who worked at Berthillion waved us over when they saw us joining a longer line-up across the street, yelling “we sell the same ice cream here!”
Exceptional service is proactive and ‘wows’ the guest. An experience with what I would call “service excellence” took place at Gare de L’est train station in Paris. Their customer service desk prioritized people leaving on a train same day, using a “take a number” kiosk with a welcome screen in all languages, where “are you leaving today?” is the first question. While waiting for my number to be called an agent approached, asked what language I spoke, and reviewed my tickets (my concern was that the seat numbers looked like I would be sitting apart from my young kids). She quickly explained how the numbers worked, assured me we would be together, was proactive in explaining the boarding process, and mentioned that if I had any issues to ask the conductor who would be in the car.
Adequate service is not enough. By contrast, I had a very tough time in Germany. The restaurant where we ate dinner in Frankfurt our first night was efficient, but not friendly. The two servers engaged in the classic chit chat with each other, their backs turned to the dining room while we were waiting on drinks, our bill. It was a buffet, so not much service took place to begin with. I paid in cash with a 10% gratuity and the server seemed to wait, pointedly, for me to put more money in the tray. A hard pass from me.
Customers go through an emotional journey with a brand or destination. The following day we had a very stressful time at the Frankfurt station. We slept in a hotel across the street to ensure a smooth morning and arrived with more than an hour to our stated departure time for a train to Nürnberg. I searched in vain to find a kiosk to print my tickets as advised in my booking email. After lining up at information and chancing upon a sign at the front stating “we do not issue tickets” I trucked over to the travel office with my four-year-old in tow, advising my nine-year-old to sit on our bags and not move for any reason.
I walked into the travel centre and, upon entering my info into the kiosk, I received an error message. A staff person tried to help, but couldn’t figure it out. So I went up to take a number. The machine was broken (according to the sign) so a woman handed me a printed number from behind her counter. While the number was random, after 30 minutes I noticed that other passengers seemed to be prioritized. I inquired at the desk – did they advance people traveling same day? I was met with a firm no.
Finally my number was called after 45 minutes. Had I known the wait would have been so long I would have run back to check on my daughter but I had to trust she was okay or risk losing my spot.
What took place at the counter was frustrating. I took notes as soon as I could because it was so antithetical to everything taught in service courses I still struggle to unpack it:
Me: “Hello, do you speak English?”
Ticket Agent: “Yes.”
Me: “My train is leaving in 20 minutes and I need to print my tickets. I’m a little stressed out because my daughter is sitting with our bags at the other end of the station. The kiosk didn’t work, can you help me?” (presents cell phone with email on screen)
Ticket Agent: (reviews email quickly) “This is your ticket”.
Me: ‘No, it says on the email to print it at the kiosk at the train station, but the kiosk didn’t work.”
TA: “You should use this email as your ticket.”
Me: “It says this is not a ticket.” (gestures to “this document is not valid for travel” in the email.)
TA: “I cannot help you, this is not a (rail company name) issued email. You should have purchased the ticket direct from us.”
Me: “I see. I didn’t know that when I was in Canada. But this is for a (rail company name) train. Perhaps you could look me up by name since the number didn’t work?”
TA: (enters last name) “No you are not in our system. You should call the number on your email.”
Me: “I’m afraid that’s not going to help with the train leaving so soon. Can you try something else?”
TA: “No, I’m sorry, you should have bought the ticket from our website. There is a number in your email and you can call it.”
Me: “Yes, I’m sorry but its the middle of the night in North America. Isn’t your company running the train?”
TA: (Blank stare).
Me: “I see your company logo, but there are other train companies operating out of this station. Do I have the wrong one? Who is in charge of the train?”
TA: “I don’t know what that means.”
Me: (holding back tears) “When I fly on an airplane, let’s say it’s an Air Canada flight. Or a Lufthansa flight. Those are the airlines in charge of the flight. Is your company not operating the train today?”
Finally another agent came to figure out what I was asking. She asked to see my email, and after insisting that yes, I had the correct company, and that the email was my ticket (and then being shown it was not a ticket) she asked me to go and use the kiosk as directed in the email.
Me: (looking at clock, more tears of frustration in my eyes) “the kiosk is the first thing I tried an hour ago and your colleague over there told me to come to this area”.
The second agent then re-scrolled through the email and quickly found another number next to my name. Bingo. Tickets were printed, put in an envelope, and handed to me without a word.
With paperwork in hand, I grabbed my daughter, loaded up with bags, and we made our way to the platform. It was rather busy, and as I scanned the tickets I noticed I did not have any boarding information comparable to my prior trip. No seats, no car. After flagging down a staff member on the platform, he told me how to watch for the correct car (those marked second class on the overhead sign) and that as a ‘no reservation’ passenger I would have to find a free seat. When we boarded it was another set of issues.
The journey with a brand involves multiple touchpoints. After being kicked out of the first set of seats, I placed the kids in one apparently free spot with our bags piled up and walked through the car to find the conductor. After waiting for him to scan tickets at the front and confirming he spoke English I asked how to identify a free seat.
Conductor: “You need to find an empty seat.”
Me: “Many of the seats are empty but they appear to belong to passengers.”
Conductor: “An empty one!”
Me: (Blank stare)
Conductor: “Look above the seat, if it is …”. And here he broke into German words.
I roughly gathered what he was saying; that the seat needs to be empty and have a blank sign above it. Back into the car I went. Oof. No seats anywhere together. I found one kid a window seat next to an elderly lady (I lifted him over her to place him in the seat since she did not move). I plunked the other kid in a nearby reserved but unoccupied seat as I came to figure out that seat was reserved starting in Hanau, the next stop.
All the other seats in the car were occupied. I took a moment to stand with the rest of our bags in the hallway by the restroom, sweating from the ordeal. At that moment the older woman walked my son up to me. He was in tears, he wanted me back in the car. I went back into the car to retrieve his things, thinking he could sit with me in the hallway while I devised a better plan or found more seats in another car. At that moment, a mother gave up her seat across from her daughter and moved to the unreserved seat. I sat my son in my lap, fed him lunch, put him back in the seat for a moment to move my daughter to the next car, and then moved her back again after we passed Hanau and the musical seats repeated.
For most of the rest of the time in Germany I was VFR* and thankfully didn’t have to concern myself with relying on service professionals. The friend I was staying with was quick to sympathize, having had similar experiences herself. Her husband tried to explain this could have all been avoided had I booked directly with the railway — until I showed him the search results as they appeared on my phone. Ten links to third parties before the direct option showed up. He agreed at the very least they could benefit from some SEO and AdWords.
The customer is frequently wrong. I know how frustrating it can be, as a service agent, to have guests who haven’t done their homework (as clearly I had not). But as tourism professionals, it’s our job to orient customers to our processes in a friendly way. So I would invite the staff of that train company to check out the following steps of service recovery, and stat:
Apologize. You can be sorry for the person, and their situation, without having personally caused it. “I’m sorry you’re having issues.”
Attune. Get in touch with the person’s emotional state. “It must be stressful travelling in a foreign country with young children.”
Take ownership. To the best of your ability, commit to solving the problem. “I am going to do my best to find a solution.
Determine the cause and scope out options. “It appears your ticket was issued by a third party travel company. I’m not totally familiar with their procedures. Let me take a minute to read through this email.”
Offer options. “First let me try all the numbers in here to see if I can issue you a ticket. If that doesn’t work we may need to call the company that sent you the email. I can do this on your behalf or I can phone them and hand you the phone.”
When in doubt, proactively call on your team. “Before we call them, why don’t I see if a colleague has encountered a similar problem.”
Be ready to ‘eat’ the costs to make it right. “Even though we didn’t cause this problem, we will issue you your tickets and deal with this at our end.”
Help the customer avoid the same problem in the future. “Going forward, here is a brochure with how to book trains using our website.”
Help the customer avoid any future problems working with your company. “Since you’re new to travelling with us, please note there are no seat numbers on your ticket. This means unreserved seating. Reserved seats will be indicated by a red light over the seat with the name of the passenger’s destination. Find seats with no red signs above them.”
Ask the customer whether that solves their problem. “Now that you have your tickets and know how to find a seat, is there anything else I can do for you?”
Service challenges aren’t rocket science. But now that I’ve experienced this type of issue myself I feel even more pumped about customer service training back home!
*VFR – visiting friends and relatives, not staying in hotels, and frequenting attractions and restaurants with the help of their local hosts
I’m visiting a branch of my family tree for this post about the role of local volunteers in shaping a visitor’s experience.
Today’s post is about my mom, Patricia Fraser.
Born in Vancouver, and raised in Grand Forks, mom returned to the city in her 20s and hasn’t looked back. With her recent retirement offering up more spare time, and an enthusiasm for our hometown that can’t be beat, she was recently selected to be part of the Tourism Vancouver 200-volunteer strong visitor services team. I asked for her thoughts on the contribution she’s making to our industry.
TN: How did you become a Tourism Vancouver volunteer?
(Before she can answer, a British couple come up the Skytrain escalator. Initially they say they aren’t looking for anything but after a moment it becomes clear they’ll need to know how to get to the airport.)
“This whole process started two years ago, when I was first getting ready to retire. I applied but it was the wrong time of year. The intake is in March, then you go for interviews, train in April, and you’re out here in May. This time I applied at the right time, with my resume and cover letter, and I was called in for an interview. I also had to complete some short tests.
The season for us is pretty short, May to October.”
TN: What would you say is your motivation for doing this kind of work?
“Well, I live here and I like to see Vancouver do well and I think Tourism is a fantastic industry and I want it to succeed. Certainly being down here greeting people gives you an appreciation for the tourism business — and it is a business.
Plus it gets you out of the house, and you get to meet people from all over the world … and stand out in the rain (laughs).
You also get a cool jacket and a shirt and a hat.”
TN: What are the biggest perks of being a volunteer?
“Outside of the jacket and the hat? No, I’m kidding. The best and most surprising thing is this perk I didn’t even realize existed, something called the privilege card which gives you access to events and attractions. So, if I want to take my grandkids to Playland I can get in for half price. To get the card, volunteers and staff have to visit at least 15 attractions and two neighbourhoods and some hotels and things like that in order to complete their passport and get their privilege card.
Next year when I don’t have grandkids to babysit as often I want to get all 40 stamps!
And the whole idea of treating your city as if you were a tourist is so great, the 15 things I’ve done, I probably wouldn’t have done in five years let alone a few weeks. I thought the perks would just be giving back and doing something for the city, which certainly is happening but I didn’t think I would be rewarded in this way.”
TN: What’s the weirdest question you’ve gotten from a visitor?
(Laughs). “Just before my break I had a nice couple come up asking how much it costs to take the ferry to Vancouver Island. So I said ‘do you mean, to drive out to the ferry terminal outside the city and take the ferry for over an hour to get to Victoria?’
And of course no, they meant the Seabus to North Vancouver, which they thought was Vancouver Island.
Also people frequently gesture over to Stanley Park and say ‘oh, so that’s Vancouver Island?’ Which, it’s not (and also it’s a peninsula), but you can see where they might think that.
TN: How do you think Tourism Vancouver’s visitor services team shapes the guest experience?
I only see my end of it but I know there are wheels within wheels because of the whole tourism challenge, which is brilliant. All the different businesses and organizations that belong to Tourism Vancouver, all of the coordination, to get everyone involved in visiting others’ attractions, it must be quite the undertaking.
And the city is going to welcome 1.5 million visitors just through the cruise terminal this year, so to have us on the ground, waiting … you once told me about someone from Tourism Squamish saying they had to be like eagles, scooping the tourists up … well we’re kind of like that. Perched here, just waiting for people who have a need.
This morning there was a man grumbling about how ‘signage here is terrible’ and it was really affecting him, he was frustrated. Certainly the city has some challenges, some weaknesses and we’re the team on the ground filling in those weaknesses and solving the issues as they come up.
The volunteers themselves are always trying to find a way to spot things to address with guests. Today someone on my team said ‘make sure you stop people with suitcases on their way into the station’ because in their experience those visitors think this is the entrance to the Canada Line to the airport. I can redirect them to a better entrance.
And if someone has an hour you can send them to Flyover Canada and if they only have 15 minutes, you can send them down to Harbour Air to watch the float planes take off. Things like that.”
TN: It’s 2019. No offence, but why couldn’t a kiosk offer what you do?
I just don’t see how it would be possible because what we do is proactive, rather than reactive. A lot of times we see people and they don’t know what they want. So we see people taking selfies and offer to take their photo together. We see someone who’s older with a walking difficulty like I have and I tailor the recommendation so they can avoid stairs. You see people who look confused and offer help.
And this is locals as well — today it’s a bunch of families looking for the dinosaurs which is over at VCC West. So a friendly face to recognize them and say “oh, are you looking for the dinosaurs?” on a rainy grey day, with all this congestion down at the terminal, it makes it better for everyone.
It’s great to be proactive where we can. One of the issues with cruises, sometimes people are used to being accosted with salespeople as they disembark in other ports, things like time shares, so I have to tell them I’m a volunteer right up front.
On our lunch break these two ladies saw our uniforms and asked about changing money and we had a list handy, as well as letting them know how to withdraw Canadian cash from an ATM. We also mentioned to them that the currency exchanges might have limited hours or be closed — we know it’s a holiday, but they don’t.
(At this moment mom spotted a couple looking at the transit map. She directed them to the Seabus terminal and gave them a tip on how to watch the city spring up around them from a particular seat.)
So there’s an example of a couple who thought that this was the entrance to the Seabus when it’s much better to walk around to the main station entrance.
People don’t know when they’re taking the bus they can use their credit card, but it’s one card per person and you can proactively tell them these things you pick up along the way.
And ultimately we can direct them to the full service Visitor Centre around the corner where there are many languages spoken, they have salaried staff there ready to help and even offer them ticket purchases and deals on attractions.
So I think that kiosks and technology can play a part but there’s nothing like have a person, a resident, who’s giving of themselves for free, explaining the best way to get something done.”
One of my lesser-known tourism hustles is the Airbnb I run in my basement. My TV room, to be exact.
This little space is comfortable, clean, centrally located, and a great way to offset the fact I’m a single mom carrying a Vancouver-sized mortgage. It also doesn’t displace any long-term rental inventory since, seriously, it’s a TV room in my basement.
So imagine my delight when our dean suggested that faculty and a handful of students attend a Greater Vancouver Board of Trade luncheon featuring Chris Lehane from Airbnb. Chris is the senior VP for policy and, frankly, a dynamic and cool speaker.
It’s clear that, in his own words, Chris has started drinking the Kool-Aid at Airbnb, and as a host I’ve been enjoying it for some time. Here are some of the points raised during his presentation.
We live in a time of significant global challenge.
The first challenge Chris mentioned was that of economic inequality. Today the 26 richest people on earth own as much as the 3.8 billion poorest … a divide that is growing as we see the emergence of AI and the loss of up to 40% of jobs to automation.
The second challenge he addressed was that of conflicts, whether intra-state (Venezuela, Syria), through cyberattacks, the online polarization of people and viewpoints through social media, and the displacing of billions of people due to unrest.
The last challenge he mentioned was that of global climate change, which in the last four years has seen the hottest temperatures on record, and closer to home (both ours in BC and his down in California) has contributed to annual ravaging wildfires.
It’s no wonder, according to Chris, that the world is now sinking to a ten year low in happiness.
Travel has a a role to play in addressing these challenges.
Chris explained that travel has a rich history of contributing to migration and immigration and cultural exploration. He shared a picture of Burnaby-born hockey hall-of-famer Joe Sakic explaining that the movement of people has real benefits (in this case helping the Colorado Avalanche win the Stanley Cup, twice).
He then shared the Confucian quote that “Wherever you go, go with all your heart”. Bonus points for going from Sakic to Confucius! This part of Chris’ presentation resonated with me — as some of you might know my father is an immigrant and I’ll spend part of this summer going back to the town of his birth.
Chris talked about historical names for travel and its impacts including the Ancient Greek “philoxenia” – the opposite of xenophobia, a love for strangers and an eagerness to be hospitable.
This is where Airbnb comes in.
Airbnb’s mission is that anyone can belong anywhere. Chris was quick to address the fact they’re a disruptor and that new technologies always lead to disruption. And he was clear that in this new digital era we’ve seen the emergence of platforms that are larger than any one country in terms of population and yet, at times, highly unregulated.
He presented different platform models — hierarchical, ad-based, the short-term labour model, and finally the community-based model (people to people) that tracks back to the original model of capitalism, in his opinion.
Chris shared the story behind Airbnb, of a couple of students offering air mattresses on the floor of their San Francisco apartment to pay their rent. In his view, the core of Airbnb has always been about disrupting FOR humans, not being disruptive TO humans. He credits the founders’ art student backgrounds in that they wanted to build something 100 people would love instead of something that 1000 people would like.
I’d say, in that regard, they’ve been successful. Today on Airbnb:
Six guests check in every second
There are over five million listings
They’ve seen 15% growth over the last year in Vancouver alone
Their future, according to Chris, is as an end-to-end travel platform that facilitates how you get somewhere, and where you stay, who you spend time with, and what you do while there. The ‘Airbnb experiences’ catalogue alone has grown to 20,000 experiences in 1000 cities since it was launched.
It was the transportation vertical (how you get there) that got my attention. Airbnb is proposing to use existing infrastructure to help legacy businesses tap into wider consumer markets (e.g. rail travel) while encouraging innovators to bring their ideas to market.
Another passion of mine is destination development policy. Chris’ particular area of work focuses on exactly this — Airbnb’s commitment to help evolve policy, pay their share of taxes, and share data.
He says their next focus will be the office of healthy travel. Tourism already makes up 10.4% of Global GDP, so why not grow the industry sustainably? Chris spoke about Airbnb contributions including:
Investing in community development, like in Maharashtra India, where they partnered with government to help locals start up immersive homestays in the region.
Enhancing experiential authenticity while increasing spending in neighbourhoods —44% of which stays in the micro community where guests spend the night. In 2017 that meant an increase of $107 million in spending to Vancouver restaurants.
Supporting diverse experiences by providing guests an opportunity to stay in non-hotel districts and rural areas.
Being inclusive, where currently 55% of hosts are women, and the fastest growing cohort of hosts are seniors.
Creating traffic to underserved areas through initiatives like their Cape Town partnership, and working with the NAACP to develop hosting capabilities in urban communities.
His final words were on the ways in which Airbnb is creating sustainable options simply by using existing buildings (millions of empty homes), in the place of new construction. For example massive events like the Rio Olympics saw an increase in hosting, which diverted the need to build up to 257 new hotels for the event.
Chris Lehane clearly “drinks the Kool Aid” on Airbnb. Vancouver is drinking it too. In 2018 the City and Airbnb signed a historic agreement to recognize and regulate home sharing, which was shortly followed by an announcement of a first-of-its-kind partnership in Canada with Tourism Vancouver.
I’m starting to drink this Kool Aid too. Are you? Share your thoughts in the comments.
This Tuesday morning I joined fellow tourism nerds at a Tourism Vancouver presentation of Alex Hunter: The Art and Science of Wow.
Alex is a former Virgin America executive who travels the world as a branding and customer experience expert and keynote speaker. He’s also the host of Attaché, an award-winning online travel show, which brought him to the Vancouver Playhouse main stage.
Alex is a phenomenal storyteller; it’s challenging to take his fluid ideas and anecdotes and pull them together into something cohesive, so here’s what stood out for me:
The Internet Ruined Everything
Maybe it’s because Alex is a fellow Gen Xer who remembers the good old days of pay phones and print ads, but his statement that “marketing was the easiest job in the world until we ruined it with the internet” really struck home. He pulled up the following ad which summarizes the kinds of things Madison Avenue used to be able to get away with:
The internet comment was tongue in cheek, but he’s right that the good old-fashioned decision-making funnel has been obliterated. We can’t grab consumers with a big message (sexually harass her and you’ll be cool), hit them with some PR/evidence (doctors recommend Tipalet), and then do a little price-based sales promotion to nudge them over the line (Tipalet: now 2 for the price of 1).
Consumers today are in a cycle with more points of engagement. Marketers must strike a reasonable balance between pre and post purchase connection because our targets are not in a funnel, they’re on a see-saw adding and subtracting brands under consideration in any given moment.
We’ve moved from a push to influence at the “consider” and “buy” stages to an emphasis on talking with (not to) our customers at the “evaluate” stage (even if that means exposing them to other brands) and at the “advocate” step (encouraging sharing with their sociograph in person and online).
The Loyalty Loop
So if there’s no funnel, Alex argues, we need to pay extra attention to loyalty, which has been something of an obsession for him. The ultimate goal is to get your consumers into what he refers to as the “loyalty loop”.
You can’t have loyalty without someone feeling something, or in the words of Matthew Weiner on Mad Men:
“You feeling something. That’s what sells.”
Alex then called out Apple users (guilty as charged). When I remember back to my switch from the frugal but frustrating combo of a Microsoft Surface and a Samsung cell phone to a MacBook and iPhone in one day, I recall feeling free and relaxed.
And since that day, when I interact with Apple, I know I’m taken care of. I know where to go to get my problems solved, and they’re solved promptly, frequently exceeding my expectations. Prior to this, the tech devices in my life were a source of stress and confusion. Say what you will about the corporation, but Apple really does handle UX very well. By helping me to chill, they’ve got me in the loop!
Emotion is Greater than Reason
Alex also introduced us to Dr Donald Calne. Well, not personally, although Dr Calne apparently lives in Kamloops. Calne is a neurologist who discovered, through scientific study that:
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
So if we want our guests, visitors, and customers to conclude something about our destinations and businesses, then we can use reason. But if we want them to take action, we have to appeal to their feelings.
Hunter’s example was that of Coke vs Pepsi (specifically Diet Coke in his case). As a Coke drinker, I understood his story immediately. Because if somebody offers me a Pepsi as an alternative I feel incredulous and, frankly, insulted.
Coke is a special treat. It’s birthday parties, summer vacation, going to the movies in a real theatre, and Christmas dinner. Pepsi is … overly sweet Coke substitute. I will stick with water if that’s the only option.
As Alex puts it, “if brown water in a can can produce that reaction, no product or service is immune.”
The Small Stuff
Back in ye olden days, when I was a kid (so, the 1980s), businesses used to interact with consumers one-on-one. This is another thing the internet ruined, for a spell. We got so fixated on broadcasting wider and wider on the web, that we lost this connection. But we can get it back.
And it’s not that hard to do well. You’ve heard my example of being bowled over with the gift of well-timed water on a WestJet flight. And Hunter is loyal to a hotel in New York City where, time after time, they’ve stocked the fridge with Diet Coke, left a basket of his favourite snacks, and a handwritten note. The first time it was a surprise (based on a questionnaire he’d filled out). But they treat him to this every time he stays – prompting the comment “I am no longer a transaction, I’m not just a room night, I’m a relationship.”
We Are Magicians
We have all this data and the capacity to use what we know to create delight. And so many opportunities (touchpoints) to do this online and in person. But Alex cautions us NOT to tell our guests how we do it. He shared the story of a famous airline that used iPads to produce out-of-this world personalized greetings and experiences for their guests. Except in a PR move, they published a white paper on how they did it. They ruined the trick (“you don’t love me, the iPad told you”), and forgot the context of the relationship. To create magic for the guest, never forget that you are a magician.
The Handwritten Note
Take the time. Get the pen. Write the note. And for the love of everything, if you’re going to do a mail merge, do it correctly. Alex quit banking with an institution that sent him a “Dear null null” letter. I’ve broken up with a car dealership that uses my two middle names in all their communication. Get these things right the first time.
People Remember How You Make them Feel
There were so many nuggets in this presentation and the Q & A that followed. Ty Speer joined Alex Hunter on stage and they wrapped the session up with a from Maya Angelou:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”
Alex Hunter made me feel excited to work in tourism, excited to bring the magic to my students, and pumped to be a better businessperson and host. You can check out his website here, or follow him @cubedweller.
On August 20th, 1954, the SS Groote Beer docked in Quebec City and my two-year-old father disembarked alongside his family to start their life in Canada. My Opa made the decision to leave Germany as a result of his experiences in World War II.
As I approach a milestone birthday in 2019 I’ve been working towards a trip that combines a bucket list destination (Paris) with an opportunity to connect with my German roots. And since I’m the “tourism nerd”, I’ve been thinking about this trip and what it means from an Explorer Quotient (EQ) perspective.
EQ is a psychographic tool developed by Destination Canada, and in use across the country, that attempts to move beyond demographics (age, gender, country of origin) and into the psychological motivations and desires behind travel.
Typically as Canadian tourism professionals we focus on the ‘hot’ EQ markets for our destinations: Free Spirit, Cultural Explorer, and Authentic Experiencer. These are great segments to target, and you can read more about them, and how to apply EQ, in this handy PDF: EQProfiles2015.
Originally, however, nine EQ profiles were developed. And while I’m not suggesting we should focus on all of these, in my circumstances think it’s important to note a ‘special’ category, which is the Personal History Explorer (PHE).
In the context of this specific trip, as a PHE I’m having a hard time accessing the resources I need. Part of this journey requires birth records (destroyed during the war), part of it relies on memories (my dad is a grandparent now, it’s hard for him to remember when he was two years old), and the rest relies on research that frequently yields incomplete results. For example, I’ve visited seven different websites with Groote Beer manifests, all of these are partial, most focus on arrivals to Australia and New Zealand … it’s a bit of a mess.
And let’s talk about shifting geography for a second!
My Oma and Opa were from the Sudentenland, which was the area of the now-Czech Republic inhabited by Sudeten Germans. Since Bohemia and Sudetenland are no longer political regions, and haven’t been for decades, I’ve had to rely heavily on my uncle to determine where, exactly, I should be visiting.
Finally, there is the emotional component of developing a trip like this. Immigration is a stressful change for a family, even when it’s for the better. Talking about family origins can dig up deep feelings of regret, loss, or even anger. If I’m honest I’m currently harbouring some resentments at my father for choosing not to keep his German citizenship, and for not teaching us to speak German – even though intellectually these decisions make sense in hindsight.
In his book “Wild Mind: A Field Guide to the Human Psyche“, Bill Plotkin talks about our need to return to our psychospiritual roots. He asserts there is an innate connection we have with our ecology of origin. I’ve looked at photos of the Black Forest (Schwarzwald) since childhood and deeply known that those streams, trees, and mountains are somehow of me, just as parts of British Columbia like the Fraser River, North Shore Mountains, False Creek, and Burrard Inlet are part of my makeup.
Returning to these primal, ecologically-emotionally connected places is what Plotkin calls “relocalization” (p.55). I think as more boomers, Gen X, and even Millennial travellers start seeking out PHE trips, tourism developers and marketers will need to provide more support for this type of journey.
What I’m recommending is:
Local tourism professionals keep an eye out for unique stories like these and create customer journey maps to understand the ‘pain points’ of developing this kind of trip
Residents, staff, or other passionate locals help PHEs develop itineraries
Destinations with shifting geography/place names make this very clear in their marketing materials
Tourism marketers use these stories as a means to connect with other PHEs who may be interested in the region
Do you have a PHE trip on your mind? Where might you need to go to feel truly reconnected to your psychospiritual roots? Share in the comments.
In just 35 days my daughter and I will board a plan for Vietnam, but as a tourism professional I’m embarrassed to admit I hadn’t considered our health and vaccines. Thankfully another mom (who visits Vietnam frequently) recommended the Vancouver Coastal Health travel clinic.
This for-fee service from our local health authority pairs expert advice from prescribing doctors with nurses who administer vaccines and fill prescriptions, with the added bonus of purchasing other preventatives including:
Probiotics for increasing digestive resilience to foreign foods and bugs
High quality insect repellant (for Dengue Fever and Zika)
Sunscreen containing zinc oxide
Prescribed oral preventatives such as Dukoral (for travellers’ diarrhea) and Vivotif (for typhoid fever)
Upon arrival, a doctor consults with you to review your past vaccination and travel history. This doctor discovered I was out-of-date on Tetanus and MMR (childhood vaccines) and additionally recommended I vaccinate against Hepatitis A (I’ve been immunized, and proven resistant, to Hep B, or that would have been administered as well).
The doctor was able to rule out the risk of Yellow Fever based on our routing, and also ruled out Japanese Encephalitis based on time of year. He also reminded me of the risks of petting strays and wild animals (which certainly applies to my daughter), and that should we not heed this recommendation, Rabies is dealt with after potential exposure.
I appreciated the consultation, which was easier than doing my own research in the face of multiple conflicting sources. It was also much easier than getting a prescription from my doctor and having that filled at a pharmacy, where my experience is they frequently run out of the required quantities of these often-volatile oral vaccines.
The doctor was also able to make recommendations for my daughter, who’ll get her pokes next week. While it’s common for entire families to come in together, I decided it would be easier to investigate first and bring her in second. Next time I’ll get it all done in one go, since the convenience of the clinic is they have everything on hand and ready; and there’s a consultation cost savings per person if they come to the same visit.
While preventables do come with a price tag, the benefits are three-fold: better health, increased peace of mind, and ultimately a better chance at an illness-free trip for this experience of a lifetime. I’d say it was well worth it!
To book an appointment (online) at the Vancouver Coastal Health travel clinic visit their site and complete their pre-visit questionnaire at: http://travelclinic.vch.ca
As per usual, while this blog endorses specific products and services, I have not received any compensation for my post.
Aphrodite Karagioules is a travel counsellor and Mediterranean specialist for Omega Travel as well as a senior land coordinator for Land of the Gods Voyages – with over 16 years’ experience in the travel wholesale business.
Aphrodite and I met back in high school. I was thrilled to find out she works out in the travel trade since I’m currently teaching a leisure tour and travel course for the first time. For the benefit of my students, and a good catch-up, I met with her to discuss her career path and perspective on the industry.
TN: How did you end up working in travel?
“It all started back when I was a teenager, going to Greece and visiting my cousins at their campsite on Naxos Island. Eventually I fell into working there in the summers. It was incredible – not just the working environment, but I loved working with tourists, meeting people from different cultures and countries. I was hooked.
After high school I went back to Naxos and started working in restaurants. I bounced from Vancouver to Greece, working in the food and beverage industry. But I grew tired of working nights, and not sleeping well, and the lifestyle.
I had visited with Maria (the owner of Omega Travel) to discuss this. I grew up a block away from the agency and Maria was a family friend. Maria recommended I go to travel school, but at the time not much came of it, I kept working in restaurants back in Vancouver.
Fast forward a couple of years and I was at a big Greek wedding and I ran into Maria again. I had since put down roots in Kits permanently. Through our conversation at the wedding it became clear that I should go to travel school and join the agency and I’ve been with them ever since.
So 16 years later, I’ve grown with the company and weathered some significant challenges. We’ve had years where travel has dried up entirely due to economic crisis. We’ve seen the Greek crisis … we’ve prevailed through all of it.
It’s a very dynamic industry. There are countries that fall in and out of style as destinations – for example Egypt and Turkey are experiencing unrest and I’m an expert in both these countries but they’ve fallen off of the map. Overall it’s been very demanding and rewarding.”
TN: What are some things that you wish people knew about their travel agent?
“That’s a good one!
I want them to know that while our clients are priority, honestly we have a lot of things going on and we’re human. It would be impossible for a computer to do what we do. There is pressure from clients who don’t understand that in any given moment I’m pulling together a once-in-a-lifetime package trip to Croatia, then someone calls needing last-minute flights to Italy, someone else wants cruise info ASAP.
I made the choice to be salaried, and not to be on commission for this reason. I love working with clients and bringing them value … but I don’t want the headaches of the constant hustle for commissions, the 4am phone calls … it’s more money but at what cost? This way I can support myself, take good care of my clients, and everyone wins.
It’s hard some days. But my attraction to this line of work is excitement and learning. I love learning about the world, and I’m worldly because of my job.”
TN: So what about the sales aspect?
“It’s cool to be able to quickly put together a package of a trip where I have the expertise to pull everything together, along with the competitive rates, that give the guest everything they want. It’s almost second nature I’ve been doing it so long, I don’t even know what I know!
I also like the camaraderie in the office and the industry. There are so many neat events and other networking opportunities that come with the sales side of the business. Air shows, travel shows.”
TN: Tell me about the event I saw you posting about on Instagram.
“Yes, that’s a good example! Air Canada Vacations, and Velas resorts (a high-end all-inclusive group of resort properties in Mexico) took some of the best agents and provided us with an amazing culinary experience. All of this was a backdrop against which they could update us about contracts and various incentives. These are incentives for both the agents and the clients. We may earn benefits but our clients also get the chance to earn points with Air Canada Vacations.
Outside of the sales events, most of my experience comes as a tour operator and packaging components for sale, and in my experience the tour operator aspect is more interesting. So for example, I’ve been to France and I’ll be returning to France to meet with the DMC (destination management company) we partner with. I really enjoy meeting with them and getting to know the components first-hand … they show us the different destinations the hotels and the region. Then I also like to add in food and wine so I can really sell the complete experience.”
TN: So would it be fair to say you enjoy the tour operator component more?
“Well, I’ve only been doing retail for a year so it’s hard to say. At the moment I’m pushing to get to know more product. For example I would love to get to know Cuba and my company will invest in me to go down and check these experiences out first-hand. It’s one of the reasons I enjoy working where I do. They’re very supportive of this aspect.
It’s important for us in retail sales to do as many inspections as we can. Not just of hotels! This includes things like airlines, learning about seat configurations … this is the valuable information we gain that we can share with our clients. Recently I toured the AirBus 380 in Toulouse and now I’m much better equipped to share insider information with my clients.”
TN: So many people today are all about the OTA*. What do you think about that trend?
“Well, you just told me the perfect story really. Because you were mentioning that you’ve booked a trip to Vietnam where the tour operator is providing one-of-a-kind experiences like noodle-making workshops and homestay overnights. So what you’re mentioning with booking that experience really speaks to the level of service that we can provide in the industry – that humans can provide – that an algorithm or website really can’t.
We offer extra touches like in-destination support. And we have access to the same information and often even more, because our partnerships behind the scenes can really help. I know exactly which airlines will offer name changes and which won’t, and how to take care of details like that should they arise. I don’t know of any OTAs that will go that extra mile for their customers.”
TN: How can today’s consumers make the most of working with a travel agent?
“Firstly, if you value your time, you will come to love working with an agent. Again, I’ll do whatever I can to make the trip special, even if it comes down to things like doing a seat select, I go over and above. I like taking care of things and anticipating customer needs. Everything is a little project and because of my experience I know what little things can come up and I can handle them instantly.
I would also encourage clients to really soak up the advice from their agents. Your agent is going to know about logistics (for example, making sure your passport is valid and up-to-date well beyond travel dates). I qualify my clients as best as I can before booking to make sure they’ll actually be able to take the trip. Again, this isn’t necessarily something you’re going to get with an OTA.”
TN: Any advice for tourism or travel students?
“Well, if you choose this industry, you’ll never have a dull moment, honestly. You always have to think outside the box.
And at the end of the day, you get to travel. What’s better than that?”
Thanks to Aphrodite for the chat!
To book a trip to the Mediterranean with Aphrodite and her team, visit LandoftheGods.com.
I’m slugging through the winter break, trying to push ahead into my next term of teaching and attempting to ensure I’m ready. I’m not.
I’m also in the middle of a contract editing a test bank. Yes, that’s a bank of test answers. It’s very dry work. I’m not sure what I was expecting but. Wow. So dry.
So it may not make much sense, but I’ve been blowing off work and heading into the mountains to pursue a hobby I’ve wanted to try for years: snowshoeing.
Snowshoeing is AMAZING. It’s like skiing or snowboarding in that you’re outside, in the fresh air and mountains. But it’s also way easier to do, which is great because alas I am not very coordinated.
Now when I’m not outside, I’m dreaming about being outside. I think this is a very ‘tourism nerd’ dilemma – to have our day jobs (which are generally very awesome in and of themselves) and yet to be pulled to get out there and enjoy. I preach and teach about #exploreBC, so shouldn’t I be out there doing it?
Alright. Back to the grind. This test bank will not edit itself. (Unless … no. It won’t). I’ll try to remember that contract work like this helps pay for my adventures.
I’ve been going through a tough time lately in my personal life. It’s not something I can share about here … but I’m okay, the people I love are okay, and it’s going to be okay.
That said, this rough patch is starting to make me reflect on the way travel can be used to get through tough times just like these.
It’s not always possible to go vagabond when the going gets rough – but just the promise of a future trip is something that can help us get through.
For me, it’s a tour I booked last August that doesn’t take place until March 2018: my daughter and I are going to Vietnam!
It started as an attempt to plan an intergenerational journey with my dad and the planning ended with just the two of us signing on the dotted line. We’ll catch dad on the next one.
Ah, Vietnam! For twelve days my little girl and I are going to eat noodles, swim, visit monuments and historical sites, sleep on a boat, take an overnight train and hop a puddle jumper over rice paddies. We’re going to practice our French if we can, and eat all the pho. Did I mention there will be noodles?
When I get through a long day of teaching and come home to a pile of marking – only to be faced with another personal hurdle – I go over to the G-Adventures site and read through our itinerary.
Travel gives us hope. It gives us something to look forward to. And, yet again, I’m reminded why I work in the best industry on earth.