The Canadian Tourism Commission wrote in a recent news release that “The suppliers who best understand the emerging customer will be in (a) superior position to deliver on changed expectations,” says an article by Richard McLauchlan published by Gulf News on March 28, 2007.
Experiences have always been at the heart of the entertainment business, says McLauchlan, “…but since the 1990s the concept of selling an entertaining experience has moved well beyond amusement parks. Indeed, words like ‘experiential’, ‘learning’, and ‘enrichment’ are appearing with increasing frequency in the travel media as new destinations and facilities are promoted.” McLauchlan quotes a report prepared for the Canadian Tourism Commission (CTC): “The demand is growing for travel that engages the senses, stimulates the mind, includes unique activities, and connects in personal ways with travellers on an emotional, physical, spiritual or intellectual level.” (Defining Tomorrow’s Tourism Product: Packaging Experiences, prepared for the CTC by Learning Thru Leisure Consulting, June 2004)
The article contends that those organisations which produce meaningful experiences will be the stars of the new economy: “…industry providers must creatively seek out the potential experience in their market offerings. Whether it be a world-wide airline, a city hotel, a neighbourhood restaurant [an attraction, a boat, bus, train, trolley, or tram] or even a local taxi, creating an experience that will be retained by the consumer because it was meaningful and induced a positive emotional response is the responsibility of every tourism provider. To do so needs creativity, an understanding of human nature and an in-depth knowledge of your market.”
This article appeared in the CTC’s Industry News section of their website titled “Experiences essential to success.”
