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

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

3. 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?
* Last accessed October 20, 2017
**1 in 11 Cdn jobs and International Visitors spent over $20 billion** Gov’t of Cda “New Tourism Vision” Last accessed October 25, 2017
page 24
CTHRC – Canadian Tourism HR of Canada – 1.7million Canadians employed in tourism. 33,000 is less than 2%

4. 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

5. 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.

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

7. 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.

8. 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?

9. 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.

10. 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%

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

12. 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

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

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

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

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

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

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

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

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

21. 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

22. 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

23. 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

24. 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?

25. Itinerary example Packaged experiences YUKON experience
Itinerary confirmation
Itinerary example
YUKON experience
Landing Page
NOW REFER BACK TO SALES: MAKING IT INSPIRING AND EASY TO BOOK

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

27. Packaged Experiences
Thank you