Packaged Experiences Driving Tourism through Sherry Baumgardner and Scott Roberts, Riata Tourism

“Tourism in Canada is booming” - DC 2016 Annual Report. Page 11

2016 almost 20 million visitors to Canada* Jan-July 2017 up 4%* A FEW TOURISM FACTS 2016 almost 20 million visitors to Canada* Jan-July 2017 up 4%* 1 in 11 Canadian jobs** Over 33,000 jobs: Indigenous Tourism Here are some Travel trends. It’s a big pie…..how can Indigenous Tourism businesses get their share of the pie? How are we going to grow the Indigenous tourism market? *https://www.destinationcanada.com/en/tourism-monthly-snapshots Last accessed October 20, 2017 **1 in 11 Cdn jobs and International Visitors spent over $20 billion** Gov’t of Cda “New Tourism Vision” https://www.ic.gc.ca/eic/site/095.nsf/eng/00002.html Last accessed October 25, 2017 https://aboriginalcanada.ca/corporate/wp-content/uploads/2016/03/atac-five-year-plan-2016-2021.pdf page 24 CTHRC – Canadian Tourism HR of Canada – 1.7million Canadians employed in tourism. 33,000 is less than 2%

One way is through creating travel package One way is through creating travel package. We believe the best way to get our piece of the pie is to develop packaged experiences in the Indigenous sector.  What is a travel package? Puts a travel plan together for the consumer. Product bundling .. It addresses a rule of business – Make it easy for the customer to do business with you. How do packaged experiences do that? Talk about 3 bullets Packaged experiences leverage existing Indigenous businesses. Talk about our experience in a destination in a holistic way ...positioning businesses within the destination There are so many decisions to make when planning a vacation – what should I do while I’m there? How much time does it take? What else can I do? Where should I stay? “Awareness and understanding of Aboriginal tourism in Canada are low.”   key finding from Destination Canada Aboriginal Tourism US Qualitative Research https://www.destinationcanada.com/sites/default/files/archive/608-aboriginal-tourism-us-qualitative-research-summary-findings-and-considerations/dc_us-aboriginal-qual-research_key-findings-implications_en.pdf

PACKAGED EXPERIENCES Drives interest and business to Indigenous tourism businesses of all sizes. BENEFIT is that it drives business to all sizes of Indigenous businesses.

Travel process How the packages work How you participate Packaged experiences Approach Travel process How the packages work How you participate

It’s not just about you. It’s about the Destination. PACKAGED EXPERIENCES No surprise thatPeople don’t decide vacations based on one point of interest or attraction. About everything in the destination so the packages are a way to connect with other tourism businesses in the destination. Make friends with other tourism businesses! It’s not just about you. It’s about the Destination.

How Customers book Travel: The Path to Purchase PACKAGED EXPERIENCES Reaching the Target Audience How Customers book Travel: The Path to Purchase Step back and talk about who we are selling to. How do consumers imagine and ultimately plan/book their vacation? Provide examples - e.g. ATAC videos, etc Gap between that awareness and someone actually purchasing (providing pricing etc). Destination movie... This is a simplified version of how consumers book their travel. Describe the steps (Inspiration, Research, Decision). Reaching consumers we look at how they decide on their vacations. We communicate with the consumer along the path to purchase. To Audience: The last 2 steps depend on you. What experience are you providing? Post purchase - monitor social media, reviews, value received, what is your reputation?

PACKAGED EXPERIENCES Our Target Audience How to reach our goals AWARENESS SALES Communicate “right time, right place, to the right people” Packaged product “Inspiring, easy to book” OVERALL STRATEGY: How do we achieve our goals of creating awareness and sales? We target the right audience (those interested and most likely to purchase) We communicate with them at the right time, the right place. Where are they most likely to be found? We develop and promote packaged products that stir the imagination, give ideas of how to include Indigenous Experiences in their travel (which should be according to DC study: personal, experiential and emotional. One of a kind adventure. We make those packaged products easy to understand, and easy to book.

Learners PACKAGED EXPERIENCES Opportunity for growth About the Target Audience Learners Opportunity for growth Connect with the locals Culture and history LEARNERS – 35% of travel market in Canada HOW DO THEY GET THEIR INFORMATION? 60% OF SEARCHES FOR TRAVEL INFORMATION COME FROM MOBILE Cultural Explorer: constant traveller, love to get immersed in local culture, people and settings 12% Authentic Experiencer: understated travellers, looking for authentic engagement with destinations, high on historical travel 9% Personal History Explorer: getting in touch with their roots, travel in style, comfort and security 9% Cultural History Buffs: culture, history, further knowledge about hobbies and interests 6%

Travel process How the packages work How you participate Packaged experiences Approach Travel process How the packages work How you participate

Mobile first Task focused Call to Action Packaged experiences Microsite: IndigenousExperiences.ca Mobile first Task focused Call to Action Package Page Package Page Package Page Landing Page Package Page Filling the gap. REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK Connected to ITAC …. Attached to Mother ship Package Page IndigenousCanada.ca Package Page

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Packaged experiences Microsite: Indigenous Experiences.ca Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Travel process How the packages work How you participate Packaged experiences Approach Travel process How the packages work How you participate

How you participate? Starts with your story Unique and authentic Packaged experiences How are they created? How you participate? Starts with your story Unique and authentic Community embraced Employee engagement Landing Page If you are just at the beginning… Starts with the WHY. Why are you doing this? Nunavik Parks

Be market ready/create authentic experience Packaged experiences Participation How you participate? Be market ready/create authentic experience Be an ITAC member or an emerging member Wholesale (net) pricing commitment Add-on package components

Participation Agreement High Quality Images/ Product Description Packaged experiences Participation How you participate? Participation Agreement High Quality Images/ Product Description Engage / train employees to deliver consistency

Visit IndigenousExperiences.ca (via ITAC website) Select a package Packaged experiences How does a customer book? How does it work? Visit IndigenousExperiences.ca (via ITAC website) Select a package Call The Travel Group to book and review itinerary options Guest receives a tailored Itinerary Landing Page Again its BACK TO SALES: MAKING IT EASY TO BOOK Who is the Travel Group?

Itinerary example Packaged experiences YUKON experience Itinerary confirmation Itinerary example YUKON experience https://my.umapped.com/#!/1543885337930214605/itinerary Landing Page NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

Scott Roberts sroberts@riatapartners.com 604.612.5646 Contact us Scott Roberts sroberts@riatapartners.com 604.612.5646 Sherry Baumgardner sbaumgardner@riatapartners.com 604.290.2175 www.RiataTourism.ca Talk about the postcard on the table. We will be reaching out to businesses but also you can call us.

Packaged Experiences Thank you