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Hero Experiences GuidebookCreating memorable visitor experiences

queensland.com

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This guidebook will: Inspire you to help deliver the best experiences for your visitors and help your business prosper.

It is relevant to all businesses who share a common interest in wanting to improve the appeal of their destination and their operations as key drivers in growing visitor satisfaction, numbers and expenditure.

All businesses across the tourism spectrum have a role to play in delivering the visitor ‘experience’, from:

• Tour operators,

• Accommodation or hospitality establishments,

• Retail businesses,

• Tourism or discovery centres,

• Tourism Attractions,

• Local councils,

• State or federal government agencies,

• Visitor Information Centres, and

• Environmental groups or protected area managers.

Recent research on the global tourism visitor market has uncovered new insights into traditional visitor motivations. What persuades a potential visitor to holiday in a particular destination is that destination’s ability to engage in unforgettable and truly inspiring experiences that touch visitors in an emotional way and connect them with special places, people and cultures.

In an era where high quality tourism offerings are expected and global travel is readily available to more and more people, destinations can no longer compete on a simple product versus price basis. To be on top, operators need to move from selling tourism ‘products’ to providing engaging and memorable ‘experiences’.

To help you make the shift to ‘experiences’, this guidebook will cover:

• What is ‘Experience Development’?

• What are Destination ‘Hero Experiences’?

• How to support and strengthen your Destination ‘Hero Experiences’ through the development of your business’s ‘Signature Experience’

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Experience DevelopmentMeet your customer:

Today’s travellers are increasingly looking for something more than just participating in an activity that has little connection to the meaning and significance of a place… simply seeing the sights is not enough anymore. They are looking for a higher level of engagement that connects them with the ‘essence of a place and its people. These travellers want to venture beyond the beaten tourist paths and dive deeper into authentic local experiences, connecting with people from other cultures in ways that enrich their lives and create lasting memories.

To meet the demands of the experience seeking traveller, your destination needs to identify those ‘experiences’ that set it apart from other destinations and provide a competitive advantage.

Whether your business engages directly with visitors or operators behind the scenes, your most valuable marketing tool is the ‘experience’ you give your visitors. If their experience is highly rated, you can expect word-of-mouth to help sell your product or destination.

What is an ‘experience?’

An ‘experience’ is what your visitor gains from the combination of activities, settings and personal interactions they participate in when they visit your destination and your product. Think unique, unexpected and exotic; things that your guests cannot do anywhere else in the world or you can do better than anyone else. The kinds of things that mean they will post a photo on Facebook or Tweet about it straight away and still

be talking about it at parties and social gatherings for months or even years later.

Visitors ultimately create their own experiences but they do this by drawing on what you provide at every level of your product. Experiences are the meeting point between what visitors bring to the moment and what you provide them. This control over the external elements is the way you stage the experience so that visitors get the most out of it. At the core of an exceptional visitor experience is your company’s ability to purposefully and thoughtfully combine your physical and human assets with the emotional interactions that visitors are looking for.

Every business, agency and community plays a vital role in delivering the ‘destination experience’ and it is important to recognise that the experience includes the whole journey from:

• Dreaming of the ideal holiday;

• Planning and booking the trip and beginning to imagine it;

• Experiencing it first hand; and

• Sharing the experience with others.

Research shows it helps with your company’s ‘bottom line’

Ten years of economic research has shown that true experiential tourism is not only a real point-of-difference in a crowded market place, it is also a product for which visitors are prepared to pay a premium. As an added bonus, experiences can be a much lower-cost investment because they do not necessarily involve large capital investment or infrastructure upgrades.

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Capricorn Region ‘Hero Experiences’

Experiences = Greater Economic Value

Source: Nancy Arsenault, Celes Davar and Todd Lucier (2011)PRICE

GREATER DIFFERENTIATION

Higher yield

UNDIFFERENTIATEDLower yield

UNDIFFERENTIATEDLower yield

EXPERIENCESMeet the vintner, learn to

pair wines with food

SERVICESWine tastings

GOODSBottled wine

COMMODITYGrapes

EXPERIENCEMeet the vintner, learn to

pair wines with food

SERVICEWine tastings

PRODUCTBottled wine

COMMODITYGrapes

Southern Great Barrier ReefImmerse yourself in the stunning world of the Southern Great Barrier Reef, just a stroll off the long sandy beaches of Great Keppel Island.

Supporting Attributes and Potential Clusters:

Island cruises and charters, dive/snorkel with turtles and dolphins, camping, parks, Great Keppel Island Holiday Village.

Carnarvon Gorge and Natural WondersExplore coastal rainforests or escape into the ancient world of sandstone gorges with unique plant life and 19,000 year old Aboriginal art.

Supporting Attributes and Potential Clusters:

Carnarvon Gorge, Byfield State Forest and National Park, Blackdown Tableland, Mount Etna Caves, Mount Archer, Mount Zamia.

Caves and FossickingUnlock the secrets of the ages as you visit limestone caves or unearth natural treasures fossicking in a country embedded with great mineral wealth.

Supporting Attributes and Potential Clusters:

Limestone caves, Sapphire Gemfields, mines, Gemfest, fossicking, Dig the Tropic, bats, Underground Opera Co.

Regional Specialties and Culinary DelightsLearn about and enjoy the culinary delights of the coast and country, from beef to crocodile to mud crab to tropical fruit.

Supporting Attributes and Potential Clusters:

Beef capital of Australia, Beef Australia Expo, Rockhampton Riverbank precinct, Koorana crocodile farm, fisherman’s coop, farm stays.

tHE ExpERiENCES SpECtRum This diagram illustrates the process of moving from offering individual commodities, products and services to delivering compelling and engaging experiences.

Experience Spectrum

The diagram above illustrates the process of moving from offering individual commodities, products and services to offering compelling experiences.

The commodity is the basic asset which is available to everyone. The product is the offering that we can sell based on the commodity. The product and commodities enable you to add service. Products and commodities coupled with exceptional service provide the foundations to create an ‘experience’.

Tourism products – accommodation, attractions, tours that visitors purchase to participate in or consume.

Tourism Experiences – the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of tourism products.

The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

Value of Experiences and Your Bottom Line

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Capricorn Region ‘Hero Experiences’

Experiences = Greater Economic Value

Source: Nancy Arsenault, Celes Davar and Todd Lucier (2011)PRICE

GREATER DIFFERENTIATION

Higher yield

UNDIFFERENTIATEDLower yield

UNDIFFERENTIATEDLower yield

EXPERIENCESMeet the vintner, learn to

pair wines with food

SERVICESWine tastings

GOODSBottled wine

COMMODITYGrapes

EXPERIENCEMeet the vintner, learn to

pair wines with food

SERVICEWine tastings

PRODUCTBottled wine

COMMODITYGrapes

Southern Great Barrier ReefImmerse yourself in the stunning world of the Southern Great Barrier Reef, just a stroll off the long sandy beaches of Great Keppel Island.

Supporting Attributes and Potential Clusters:

Island cruises and charters, dive/snorkel with turtles and dolphins, camping, parks, Great Keppel Island Holiday Village.

Carnarvon Gorge and Natural WondersExplore coastal rainforests or escape into the ancient world of sandstone gorges with unique plant life and 19,000 year old Aboriginal art.

Supporting Attributes and Potential Clusters:

Carnarvon Gorge, Byfield State Forest and National Park, Blackdown Tableland, Mount Etna Caves, Mount Archer, Mount Zamia.

Caves and FossickingUnlock the secrets of the ages as you visit limestone caves or unearth natural treasures fossicking in a country embedded with great mineral wealth.

Supporting Attributes and Potential Clusters:

Limestone caves, Sapphire Gemfields, mines, Gemfest, fossicking, Dig the Tropic, bats, Underground Opera Co.

Regional Specialties and Culinary DelightsLearn about and enjoy the culinary delights of the coast and country, from beef to crocodile to mud crab to tropical fruit.

Supporting Attributes and Potential Clusters:

Beef capital of Australia, Beef Australia Expo, Rockhampton Riverbank precinct, Koorana crocodile farm, fisherman’s coop, farm stays.

tHE ExpERiENCES SpECtRum This diagram illustrates the process of moving from offering individual commodities, products and services to delivering compelling and engaging experiences.

Destination ‘Hero Experiences’

In conjunction with destination stakeholders, destination ‘Hero Experiences’ have been identified for each of Queensland’s thirteen destinations; these are the ‘essence’ of a destination, and they are:

• those world class iconic experiences that provide a destination with a real competitive advantage over other destinations;

• those experiences that focus on what is truly unique or memorable or engaging about a destination; and

• those experiences which meet the needs of our target markets.

Vision

Originality

Icons

Competitiveness

Experiential

“Be different or be dead. Memorable experiences are about creating value. Value is the defining factor.

When there is no difference in value people buy on price alone. You can only compete on price for so long but you can compete on value forever”.

The Experience Economy.

Hero Experiences are the VOICE of a destination’s brand, personality and competitive advantage encompassing the destination:

Why Hero Experiences?

Focussing on a destination’s hero experience is: • Responding to the demands of our domestic and international visitors,

• Designed to gain a competitive advantage over other destination, and

• An opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination hero experiences builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitors and positive word of mouth.

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The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Brisbane Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Brisbane Region ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise, and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Brisbane region will be recognised as offering Australia’s most welcoming, spirited and energised subtropical capital city offering world class major events, coastal, island and countryside experiences.”

Core Brand PromiseFeel the vitality of city life with a subtropical twist.

Themes Vibrant, Relaxed, Urban Outdoor Lifestyle

Events and Culture

Nature at your doorstep bursting with colour and life

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Bundaberg Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

Bundaberg Region ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Bundaberg and North Burnett Region will be globally recognised as the place visitors go to immerse themselves in a world class turtle conservation experience.”

Core Brand PromiseFeel the awe of discovering stunning, secluded reef that is within reach.

Themes Southern Great Barrier Reef Turtles Regional Flavours Regional Character

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Southern Queensland Country‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Southern Queensland Country ‘Hero Experiences’ have been developed to

deliver the region’s 2020 tourism vision, brand promise, and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 Southern Queensland Country will be recognised as Queensland’s premier country getaway destination known for its distinct seasons and regional flavours; where you can breathe deep and enjoy a taste of life in the country.”

Core Brand PromiseSlow down, breathe deep and enjoy a taste of life in the country.

Themes Natural Beauty

History and Heritage

Four Seasons

Authentic Country Life

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Fraser Coast‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Fraser Coast ‘Hero Experiences’ have been developed to deliver the region’s

2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020, the Fraser Coast will be globally recognised for world class personal natural encounters on the World Heritage-listed Fraser Island and as Australia’s number one whale experience destination.”

Core Brand PromiseFeel the awe of experiencing nature that is truly spectacular.

Themes Fraser Island Whale Encounters

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Whitsundays‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Whitsundays ‘Hero Experiences’ have been developed to deliver the region’s

2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Whitsundays will be globally recognised as one of the world’s leading tropical island and marine leisure holiday destinations.”

Core Brand PromiseFeel the wonder of Australia’s island paradise.

Themes TIER 1: Diverse Island Paradise

TIER 1: Iconic Landscapes in the heart of the Great Barrier Reef

TIER 2: Sailing, Flying, Snorkelling and Diving

TIER 2: Airlie Beach and Mainland

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Capricorn Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

Capricorn Region ‘Hero Experiences’ have been developed to deliver the region’s

2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 Capricorn will be recognised within the Southern Great Barrier Reef for its sustainable island and coastal tourism experiences.”

Core Brand PromiseFeel the awe of discovering stunning, secluded reef that is within reach.

Themes Southern Great Barrier Reef

Carnarvon Gorge and Natural Wonders

Caves and Fossicking

Regional Specialties and Culinary Delights

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Gold Coast Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Gold Coast Region ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Gold Coast will be globally recognised as a world-class leisure and business events destination famous for its unrivalled variety of entertainment, excitement and fun.”

Core Brand PromiseFeel the excitement of Australia’s endless playground.

Themes Beaches Theme Parks Entertainment Hinterland

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Gladstone Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

Gladstone Region ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 Gladstone will be recognised as the place visitors go to enjoy a relaxed Southern Great Barrier Reef experience and world class fishing.”

Core Brand PromiseFeel the awe of discovering stunning, secluded reef that is within reach.

Themes Southern Great Barrier Reef Fishing Regional Character Beach Culture

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Mackay Region‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Mackay Region ‘Hero Experiences’ have been developed to deliver the region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 Mackay will be a community that values the livability and vitality of its region and proudly invites visitors to explore its surprising range of leisure experiences.”

Themes Understand why locals live here Explore hidden treasures Business, leisure, sports events that celebrate the region

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Outback Queensland‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

Outback Queensland ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Outback will be famous for its characters, culture, history and ancient landscapes where visitors feel the genuine Aussie embrace of a vast network of welcoming communities.”

Themes Heritage and Locals Outback Adventures Dinosaurs Timeless Landscape and Endless Sky

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Townsville North Queensland‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

Townsville North Queensland ‘Hero Experiences’ have been developed to

deliver the region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“In 2020, Townsville North Queensland will be recognised as the proud, vibrant and thriving economic heart of North Queensland. The region is renowned for delivering enriching, entertaining and engaging visitor experiences year round.”

Core Brand PromiseFeel the pride of discovering the essence of North Queensland in one vibrant, progressive community.

Themes Great Barrier Reef Centre of Excellence

Special Places in Nature

Eventful life in the Tropics

History and Heritage

The Visitor ExperienceA tourism ‘experience’ is the emotional feeling or personal achievement a visitor derives from the purchase, participation or consumption of a tourism product – accommodation, attractions or tours. The ‘tourism product’ is what the customer buys; the ‘tourism experience’ is what they remember.

What are ‘Hero Experiences’?Hero experiences are those world class iconic experiences that:

provide a destination with a real competitive advantage over other destinations,

focus on what is truly unique or memorable or engaging about a destination, and

meet the needs of identified target markets.

Sunshine Coast‘Hero Experiences’ Fact Sheet

Why ‘Hero Experiences’?Focussing on a destination’s ‘hero experiences’ is:

responding to the demands of our domestic and international visitors,

designed to gain a competitive advantage over other destinations, and

an opportunity to focus the efforts of tourism stakeholders and create partnerships.

The identified destination ‘hero experiences’ builds on existing destination and Queensland brand work, provides operators with the opportunity to improve and innovate their operations without major capital investment and ultimately is about creating unique memories for our visitor and positive word of mouth.

The Sunshine Coast ‘Hero Experiences’ have been developed to deliver the

region’s 2020 tourism vision, brand promise and the ‘themes’ that underpin the vision and brand.

Vision“By 2020 the Sunshine Coast will be globally recognised as Australia’s premier revitalising holiday destination where the blend of coastal and hinterland experiences showcase the region’s contemporary beach culture.”

Core Brand PromiseFeel the rejuvenating warmth of our beach culture.

Themes Tier 1: Live the Dream

Tier 2: relax and revitalise

Tier 2: explore and Discover

For more information on Destination Hero Experiences, see teq.queensland.com

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Identifying your products Signature Experience and steps to delivering great visitor experiences1. Focus, Focus, Focus!

Who is your target market and what experiences do they want?

What do you want them to take away from their experience: feelings, images, memories?

What do you want them to be telling others about the experience?

You can not be all things to all customers, but if you focus on your key target markets*: Experience Seekers, Social Fun Seekers and/or Connectors and provide memorable, world-class experiences for them, the rest will come!

2. What experiences fit with your business?

What can your business offer?

What community resources (natural and physical assets, community members and organisations) can you involve?

What partners/ suppliers could you involve?

3. Plan the experience

Your guests should be as involved as much as possible – not be passive spectators.

Identify the theme around which you will build the experience – look to your Destination Hero Experiences for inspiration

The experience should involve their emotions and senses, and include a ‘WOW’ factor that can make it truly memorable

The experience must be authentic and ‘on brand’: consistent with the identified themes and experiences for your destination

Plan every detail – such as timings to allow for visitor response and engagement, sequencing, best group size, safety, weather and dealing with guest physical limitations

Remember, you are providing a world-class experience to a discerning market. Leave nothing to chance.

Set your price – visitors will pay a premium for a premium experience (unique, authentic, personalised)

*Consumer segmentation: www.tq.com.au/marketing

So now you are aware of the benefits of experience development and how ‘Hero Experience’ can have a positive flow on effect for your destination. Now it’s time to think about your product and identify what your ‘Signature Experience’ is and how it relates to your destination ‘Hero Experiences’.

What is a ‘signature experience’?

Your written signature is unique, confirms your identity and makes your promise legally binding. It is the same for your ‘signature experience’. It defines what is unique and different about your product, something you do especially well, distinguishes you from other products and makes you stand out in people’s mind.It is consistent with your band and the image you want to project and it encompasses your commitment and promise to your guests.

Developing your business ‘Signature Experience’ to strengthen and support your destination ‘Hero Experiences’

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Experience Spectrum

The following diagram shows the process for moving from offering just individual commodities, products and services to offering compelling experiences

Undifferentiated low yield Differentiated high yield

Commodity Product Service Experience

Food and wine that a restaurant sells

Items in the restaurant, such as the menu, wine list, tables and chairs

Services being provided to the customer with a smile

A restaurant in a unique location with history, serving local produce and wine – with the option of meeting the chef or doing a cooking class

Steps to delivering great visitor experiences4. Training and test flight

Make sure your staff and any partners clearly understand your guests’ expectations, the precise details of the experience and their role in delivering it

Test the product in real time with non-paying ‘guests’ and tweak if needed

5. Market and Communicate

How will you market to potential consumers and to businesses?

Increasingly, customers (actual and potential) talk to each other. Will you monitor these conversations or maybe join them?

How will you maintain contact with past customers?

6. Deliver, evaluate, modify

visitor expectations and needs overtime. Remember to consistently evaluate and modify the experience you are delivering in order to remain competitive.

Great Customer Experiences Are:

• A source of long term competitive advantage

• Created by consistently exceeding customers physical and emotional expectations

• Enabled through inspirational leadership and facilitated by culture

• Revenue generating and can reduce costs

• An embodiment of the destination’s hero experiences

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What defines a memorable, engaging and inspirational visitor experience, and forms the basis of your destination ‘Hero Experience’ and helps you identify your products individual ‘Signature Experience’1. Only in your destination • No-where else on earth

• No-one does it better • If travellers want to have this experience, your destination is the best place in the world for it

• This experiences makes your destination truly unique, puts Queensland on a global stage and attractions visitors on its own merits

• Contributing factors could include a unique setting, unique wildlife, local customs or food

2. An inspirational story Does the experience: • Feature an inspirational story or theme • Tell the story of local characters, customs and culture, flora and fauna?

• Provide the visitor with an opportunity to interact with and learn about your destination?

3. The customer in the ‘lead role’ • Would travellers from all over the globe want to come to your destination to be part of this experience?

• Is it a ‘must-do’ drawcard that will excite and attract your target audience?

• Will the experience exceed your customers’ expectations?

4. Touch, smell, taste, see, hear Is the experience: • Multisensory and provokes emotion • Interactive with hands on elements

5. A ‘backstage pass’ Does the experience: • Make your visitors feel truly special • Give visitors a feeling of exclusivity • Deliver a once in a life-time feel, bragging rights?

6. Feel like a local • Does the experience make our visitors feel like they are part of our local way of life?

7. Authentic and genuine • The experience is real, does not have a staged, mass market feel and is not commercialised or superficial?

8. Brand Queensland Is the experience: • An embodiment of Australia’s and Queensland’s tourism brands? • Delivering on any of the following brand Queensland themes:

• Adventure • Natural Encounters • Island and beaches • Queensland lifestyle

9. Surprise • The experience features an element of surprise and creates the unexpected

10. Create lasting memories Ultimately, does the experience the: • Engage visitors emotionally, adding meaning to their personal lives • Allow visitors to take home lasting memories that they will share with families and friends

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This section of the work book is designed to demonstrate how different segments of the tourism industry can incorporate hero experiences.

Visitor Information CentresVisitor Information Centres are one of the most important connections the visitor has with the destination. Some key questions visitor information centres need to consider are: How do your visitor information centres influence visitors to your destination?, and how much do your visitor information centres know about the region.

Things to consider

How much do you know about your destination? Armed with factual information, you might like to explain where visitors can locate the ‘hidden treasures’, or you might like to share what locals get up to on the weekends – where the best local fish and chips shop can be located, or what community events are happening that they could attend. Share with them which of the local tour operators they should tour with to experience some of the locals’ favourite spots, authentic attractions and events.

Visitor Information Centre staff should also identify and promote operators that deliver on and have aligned themselves with the Hero Experiences. Ensure the Visitor Information Centre has collateral and promotional material such as banners, displays and brochures that reflect the key Hero Experiences and that all staff understand which tourism businesses can deliver on these hero experiences. This will inevitably help to unite the community and help increase length of stay and dispersal of visitors throughout the region.

New staff and volunteers should be provided with adequate training to ensure they are knowledgeable and able to provide detailed, accurate and intellectual information, via brochures, operator briefings and even familirisations. They should be able to easily explain to visitors how they can learn more, or get involved. Highlight events where they can get a real sense of the vibrant and committed community that live there.

Accommodation ProvidersAccommodation staff and their front office team, can influence a guests perspective on your destination immensely. Whether a hotel guest is staying for business or leisure, the hotel staff have a huge opportunity to showcase the destination Hero Experiences through personal one-on-one recommendations and what makes the destination different.

While food and local producers may not be the prime reason for the experiential traveller visiting Mackay, they are an integral part of the overall experience. Staff should point visitors to local suppliers; whether a business is down the road or in the next town. This is also a great way to build business networks across the region.

Team meetings should include information on what is new around the region should be discussed. Why not ask a tour business to come and present at one of the team meetings. This way the hotel staff will be better equipped and feel more confident discussing and promoting other local businesses.

Promote the hero experiences on your website and explain what else there is to do whilst they are on business or staying for a holiday. You could also promote a calendar of signature events.

Consider clustering with other businesses such as tour operators to package experiences around the Hero Experience. Think simple and authentic. You will be surprised by the number of experiential travellers that are prepared to pay a premium for tailor made, authentic tours that enable them to really get to know the destination from a local perspective.

Supporting and Strengthening Destination Hero Experiences

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Tour OperatorsFor the experiential traveller it is vital that the experience is captivating and absorbing. The destination Hero Experiences and themes provide the basis to create and deliver amazing experiences that are unique to the destination. You could plan the itinerary around these themes, ensuring your tour aligns with or touches on the hero themes. This way you are providing an experience that you know cannot be recreated in other holiday destinations.

Timing and interpretation is extremely important. Explain what makes the destination so special, for example think about how you can really embrace the dynamic landscape, rainforests, beaches and lifestyle.

Clustering – Think about how you could value add to your tour by joining forces with like minded tourism businesses in the region. It maybe that you organise a local baker to demonstrate to your guests how the process of baking the regions famous crispy pies are developed – a touch of local character and cuisine.

Website – cross promote other tourism businesses in the region. This is a cost effective way of uniting your local community and you will be surprised at how many other businesses will start to promote your business.

What other ways can you think to incorporate the hero experiences into your business and collectively, use them to promote the your destination?

Tourism Australia has created a worksheet that will help with your own product and experience development. This is a great activity to assess the current situation in your business and identify the key elements of your business that you can begin to incorporate Hero Experiences.

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1. Staffing and Front OfficeOne of the challenges of modern business is to create a competitive advantage that your competitors cannot copy. The one feature that competitors cannot imitate (because it is unique to your business) is the customer’s experience with your business. These are your business’s ‘Signature Experiences’. Your challenge is therefore to create an experience that is so outstanding that customers keep on coming back and will refer your business to others.

Some tips to ensure you are delivering ‘Signature Experiences’:

• Educate staff on what your Signature Experience is in the context of the overall destination ‘Hero Experiences’.

• Ensure your staff are aware of the ‘Signature Experience’ your business is aiming to deliver through integrating key messages into orientation programs.

So now you are aware of the benefits of experience development and how ‘Hero Experiences’ can have a positive flow on effect for your destination. Now it’s time to think about your product and identify what your signature experiences are and how these relate to your destination Hero Experiences.

Developing your business ‘Signature Experiences’ to strengthen and support your destination ‘Hero Experiences’

• Customer service training that incorporates open-ended questions of guests e.g. ‘what are you planning on doing while you are here’.

• Have copies of regional guides and event calendars at reception to pass onto customers to ensure they are aware of not only your ‘Signature Experiences’ but also your destination’s ‘Hero Experiences’.

• Incorporate key elements of your ‘Signature Experiences’ into your business’s answering machine message.

• Encourage your staff to attend community businesses networking events to find out what events are happening in your region and what is new or no longer exists and to develop community and business contacts.

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2. Public RelationsPublicity and media relations are important tools in leveraging your overall marketing strategy and a great medium to help raise awareness of any enhancements or development made to your business. There are several ways to generate publicity.

• Tourism and Events Queensland’s and Regional Tourism Organisation’s promotion of your destination.

• The identified ‘Hero Experiences’ for your destination are its unique selling point and proposition. These ‘Hero Experiences’ differ from other Queensland destinations and as such will form the basis of all the work Tourism and Events Queensland and your Regional Tourism Organisation will be doing. From a media perspective, public relations for your destination will centre around these ‘Hero Experiences’.

Use of images to portray your region as a tourism destination

Remember, a picture tells a thousand words when you are selecting images for your brochure, website, media kits and other promotional materials. In order for you and other tourism operators to add value and strengthen the way in which your destination is promoted, a consistent approach is required. To assist in doing this, we recommend using your destination ‘Hero Experiences’ as a guide to the types of imagery you use to promote and communicate your businesses ‘Signature Experiences’

Tourism and Events Queensland has an image gallery available for promotional use by tourism businesses.

www.tq.com.au/imagegallery

Write about your ‘Signature Experiences’ in the context of ‘Hero Experiences’

When you are writing copy for your brochures, website, media kits and other promotional materials, do not forget to use language that sell your ‘Hero Experiences’ in addition to your ‘Signature Experiences’. There are a number of methods your business could consider including:

• Develop a media release when you have something new to announce, incorporating key ‘Hero Experiences’ messaging. This could be distributed to local media, your Regional Tourism Organisation and Tourism and Events Queensland’s publicity – media@tq.com.au

• Host a lunch with local media or hold a media familiarisation to establish good relationships.

• Knowing that Tourism and Events Queensland and your Regional Tourism Organisation will be publicising your destination’s ‘Hero Experiences’, you should align your ‘Signature Experiences’ with them and be confident in being able to elaborate on your destination’s ‘Hero Experiences’ when a journalist asks you ‘what is great about your destination’.

For example:

If a journalist or television production company approaches Tourism and Events Queensland looking for support to undertake a fishing documentary on the Great Barrier Reef – Tourism and Events Queensland would potentially support this initiative on the basis that key messages regarding your destinations ‘Hero Experiences’ are captured and promoted alongside the key message of ‘fishing’.

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It is not just about your website

Digital marketing is often perceived to be merely about marketing through a website. It is true that this is a crucial aspect of marketing on the internet, but there are many other forms to it. If you just rely on setting up a website and hoping for the best, then you may be waiting a long time to attract business. Digital marketing incorporates the following:

• Online advertising,

• Search engine optimisation (SEO) and Search engine marketing (SEM),

• Social networking and user generated content e.g. blogging,

• Video, pod-casting and vid-casting – 2 billion videos are watched on YouTube everyday alone,

• The use of mobile phones for searching the internet,

• Geo search maps,

• Website promotions within your site, and

• Email and viral campaigns.

3. Digital MarketingWebsite and Social Media

Consistent presentation of your destination’s ‘Hero Experiences’ online will give potential visitors a clear picture of what makes your destination a unique place to visit. This is why it is so important for all destination stakeholders to use consistent visual, spoken and written language across all touch points.

In developing a new website or when updating content on your current site, aim to incorporate iconic images and a selection of the key phrases and descriptive words from the identified destination ‘Hero Experiences’ to showcase your businesses ‘Signature Experiences’. This is also a good opportunity to link and showcase any product clustering work you have done with like-minded operators.

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Australian Tourism Data Warehouse (ATDW)

“The ATDW platform is a central storage and distribution facility for Australian tourism products and destination information. The content is compiled in a nationally agreed format and electronically accessible by tourism business owners (operators), wholesalers, retailers and distributors for use in their websites, booking systems and other digital channel”.

A good ATDW listing will motivate consumers to use your services. It should have a friendly, direct tone, integrate keywords and highlight your businesses ‘Signature Experiences’ in the context of your destination’s ‘Hero Experiences’

Developing Product Clusters

‘Clustering’ refers to aligning and marketing products together to present a rich and diverse palette of experiences that greatly enhance the competitive offering of a destination. It is all about bringing together complementary activities to form compelling and unique experiences.

It helps to improve dispersal of visitors and increase visitor expenditure through multiple suppliers offering complementary products, or via a single supplier providing services that complement your destination’s ‘Hero Experiences’.

‘Clustering’ by individual tourism operators can in effect present a variety of potential activities or experiences that greatly enhance the competitive nature of what we offer the first time visitor.

Here is an example:

Consider a bed and breakfast (B&B). While the B&B can offer a quality signature accommodation experience, by working together with other attractions and tour operators such as cafes, iconic pubs, wineries or local tours, the combined attractions could offer the ultimate (value added) destination experience. Adopting a more collaborative approach and promoting a multi-layered ‘experience’ means operators are in a stronger position to attract people to the destination and entice them to stay longer and spend more money.

Product clustering can be done in many ways:

• It could involve collaborating with other businesses in the region to create a tour that aligns more effectively with the destination ‘Hero Experiences’, providing greater opportunity for packaging, marketing activity and promotions.

• Setting up a working group for local shops to discuss key community opportunities or issues. E.g. weekends when some retailers may normally be shut - an opportunity may exist in taking turns in opening to take advantage of the weekend drive market.

The benefits of ‘clustering’

• Assisting you to more clearly tailor your marketing to your target market by highlighting the most appealing activities and experiences (hero experiences);

• Improve the profile and visibility of your business;

• Helping you to leverage your Regional Tourism Organisation’s and Tourism and Events Queensland’s promotional activities for your destination, as well as other operators in your areas, to grow visitor arrivals, length of stay and spend;

• Keeping your product fresh and keeping people interested, which are both important for repeat visitation, and helping to generate word of mouth; and

• Giving your business a stronger presence by being part of a collaborative sales force that provides a more compelling message to visitors to stay longer and spend more because they are aware of the added benefits of being in the region.

What are other ways you can think of on how you can incorporate your destination ‘Hero Experiences’ into your business and develop your business’s ‘Signature Experience’ and collectively use them to promote your destination?

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Produced by Tourism and Events QueenslandTourism and Events Queensland has compiled and produced this guide in the interest of promoting

tourism in Queensland. The information contained within this publication has been assembled and included with all due care.

Tourism and Events Queensland makes no warranty or assurance as to the correctness, completeness or suitability of purpose of the Information. In no event will Tourism and Events Queensland be liable to any person in contract, tort or otherwise if any

information in the publication is incomplete, inaccurate or not suitable for the purpose you use the Information for.

Published by Tourism and Events Queensland, (January 2015)

© Tourism and Events Queensland 2015