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Experiential Tourism

Experiential Tourism. X – PEER-E-N-CHAWL (ET for short). General Introductions. Name Company Tell us the most memorable national or world event that occurred during your formative years What generation are you? Mature 1900 - 1945 Boomer 1946 - 1964 Gen-X 1965 - 1982.

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Experiential Tourism

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  1. Experiential Tourism X – PEER-E-N-CHAWL (ET for short)

  2. General Introductions Name Company Tell us the most memorable national or world event that occurred during your formative years What generation are you? • Mature 1900 - 1945 • Boomer 1946 - 1964 • Gen-X 1965 - 1982

  3. Who are these people? To understand present and future travel, we much understand the past of our travel..

  4. Matures1927 – 1946 • Defining events & trends The Great Depression, WW II, Korean War, the New Deal, patriotism, families, the golden age of radio, the silver screen, labor unions. • Core values Dedication, sacrifice, conformity, patience, duty before pleasure, adhere to the rules. • Personality Conformist, conservative spenders, past-oriented, logic based.

  5. Boomers 1946-1964 • Defining events & trends Prosperity, children in the spotlight, television, suburbia, assassinations, Vietnam, civil rights, the Cold War, women’ lib and the space race. • Core values Optimism, teamwork, personal gratification, health and wellness, personal growth, youth, work and involvement. • Personality Driven, soul-searchers, willing to “go the extra mile”, love/hate authority

  6. Generation X 1965 - 1982 • Defining events & trends Watergate, latchkey kids, single parents, MTV, AIDS, computers, Challenger, fall of Berlin Wall, Wall Street Frenzy • Core Values Diversity, thinking globally, balance, techno literacy, fun, informality, self-reliance and pragmatism • Personality Risk Takers, skeptical, family-oriented, bosses as colleagues, focused on the job…not the work hours

  7. Attitudes on Social Issues Matures • Practical outlook • Dedicated work ethic • Respect authority • Subscribe that leadership is a hierarchy • Self-sacrificing in their relationships • Civic minded in perspective

  8. Attitudes on Social Issues Boomers • Optimistic outlook • Driven work ethic • Love-hate authority • Subscribe that leadership is achieved by consensus • Personal gratification in relationships • Team-oriented perspective

  9. Attitudes on Social Issues Gen-Xers • Skeptical outlook • Balanced work ethic • Unimpressed by authority • Subscribe that leadership equals competence • Reluctance to commit in relationships • Self-reliant perspective

  10. Changing the way we travel • Who are you selling to? Prosperity, television, suburbia,civil rights,women’ lib. • How do they want to experience a destination? Optimism, teamwork, personal gratification, health and wellness, personal growth,youth. • Why are they doing this? Soul-searchers, willing to “go the extra mile”, love/hate authority.

  11. Out with the old…. In with the new! • Boomers • are replacing Matures • don’t want to travel by bus • don’t want to be “herded” • want to push the envelope • balancing work, kids, parents • want bragging rights

  12. Boomer and beyond Travel Trends • 42+ represents a significant market opportunity • ½ of Boomers want to explore the world • More adventurous than their parents • Not only an ambition for future • Traveled domestically in the past year • 62% will take 2 domestic trips this year • Total of 340 million domestic trips in 2006 • More than 90% are interested in safety

  13. Engage the senses Provide a tactile opportunity for visitors to compare with their own lives. • 10% of what they hear • 30% of what they read • 50% of what they see • 90% of what they do

  14. Find the fit • Make it relevant • Look for the “ahhhh”, “oooohhh” or “eeewww” • Be daring • Have fun • Document, document, document • Collaborate • Be genuine

  15. Information + Activity = Emotion • Most popular ….on steroids • Special / Forbidden • Make it real • “Do” more than “see” • Consider options • Consider partners • Take it one step further

  16. Creating the Product • Primarily 3 levels of ET • Conducted 2 workshops with membership • Met with 12 members (and staff) • Revisit Goals • Strategize experience • Identify partners

  17. The outcome • Higher per-cap/ADR than matures • Versatile market appeal • ET satisfies the need for self discovery • Flexibility of product

  18. The Competition • Research indicates that 2 other dmo’s are currently conducting ET • Philadelphia • Columbus • Current ET product • Seasonal or event driven • Behind the scenes • Few members offering many variations • VA Beach in the wings

  19. Next Steps • 3rd workshop – September 24th • Visits to experience the experience - October • Develop product roll out strategy • Create awareness within the industry about PA Dutch CVB ET program • “Mystery shopping” a portion of participants • A group meeting with participants to identify challenges post-product development • Market review with PA DUTCH CVB and appropriate committees • Provide ET Manual for future program development

  20. Questions / Comments Research Reason for ET Methodology Next Steps

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