AVIP- Module 1- The future adventure traveler

Module 1
This programme has been funded with
support from the European Commission
The Future Adventure Traveller
& Travel Experience

Welcome to Your Dedicated
Adventure Tourism Marketing Modules

Your Marketing Modules Journey
Module 1
Module 2
Future Trends in Technology & Travel
1. Virtual Reality has Become a Bigger
Part of our Reality
2. Looking into Now & the Future of
Tourism & Travel
3. The Future of Tourism Travel Apps
4. Future of Marketing Technology –
What the Experts Say!
1. Future Adventure Traveller Explained
2. New & Growing Markets
3. Keeping Up with Global Trends
4. New and Growing Trends
5. The Future Travel Experience
YOU ARE HERE
This Section: Future Adventure
Traveller will Cover Topics 1-5
NEXT MODULE
This Section: Future Trends in Technology
& Travel will Cover Topics 1-4

Module 3
Marketing Campaigns & Strategies
Module 4
Customer First Marketing
1. How to Identify Your Ideal Customer?
2. Profiling Your Ideal Customers
3. The Decision Making Journey
4. How TripAdvisor Works
1. Marketing
2. Marketing Toolkit
3. Marketing Strategies
4. Value Proposition
5. Market Segmentation
6. Marketing Campaigns
7. Digital Marketing Channels
8. Key Performance Indicators
9. 15 Highly Effective Digital
Marketing Tactics

Module 5
Adventure Tourism Website
Module 6
Social Media
1. The Ultimate Facebook Checklist
2. The Perfect Facebook Post
3. What to Avoid on Facebook
4. Instagram Cheat-sheet
5. Useful Social Media Tools
1. Making a Good First Impression Online
2. Let’s Go From a Good First Impression
to a Great First Impression
3. 12 Call to Action Buttons that will
Double Your Sales
4. How to Get in Front of Your
Customers Online

Module 7
Travel Apps, AR, VR & MR
Module 8
Immersive Digital Technologies
1. 360-degree Videos Provide Massive
Potential for Adventure Tourism
2. Make Your Own 360-degree Videos in
minutes, practically free
3. Case Studies: Experience Development
Using Immersive Technology
4. Drones are Changing the Adventure
Tourism Industry
5. Drones are Changing Tourism Marketing
6. What to Consider Before Investing in a
Drone
7. Drone Tutorials
1. Why Adventure Tourism Needs Travel
Apps
2. Developing a Travel App
3. Case Study: Extreme Ireland Travel App
4. Augmented Reality, Virtual Reality,
Mixed Reality & 360 Degree Video
5. How can Businesses Use AR, VR, MR,
360 Degree Videos as Marketing Tools
6. VR & AR App Development
7. Trekksoft Mobile Management App

Adventure Tourism I www.adventuretourism.eu
The travel industry has its work cut out as we head into
the future. With the continued growth of travel and
evolving travel preferences set against the backdrop
global safety concerns and technology evolving it is no
wonder tour operators and activity providers are faced
with higher expectations from more sophisticated
travellers.
The Objective of this Module is:
To help you understand how Adventure Tourism is
evolving from the Adventure Travellers perspective and
how you can put simple proactive strategies in place to
keep up with these global trends and the evolving
Adventure Traveller’s Travel Experience.
Module 1 Introduction

1.1 Adventure Tourism Definitions
• What is Adventure Tourism?
• Hard & Soft Adventure Travel Activities
• What is an Adventure Holiday?
Module 1 The Future Adventure Traveller Learning Outcomes
1.2 New and Growing Markets
• Multi-generational Travel is Growing and
Merging
• The Adventure Curious Traveller
• The Rise of Eastern Arabic & Indian Markets
• The Growth of the Chinese Market
• The Growth of the LGBTQ Market
• The Growth of Solo Female Travellers
• Understand what an Adventure
Traveller is, the different types of
Adventure Travel activities and what
a typical Adventure holiday looks like
• Be familiar with the different New
and Growing Markets that are
leading us into the future
• Learn how these future markets
differ, what their expectations are
and how you can meet those
expectations by implementing and
adjusting simple business and
marketing strategies

1.3 Keeping up with Global Trends
• Why is it Important to Keep up with Global
Trends?
• Global Figures & Trends for the Adventure
Tourism Industry
• Adventure Tourism Attracts High Value
Customers
1.4 New and Growing Trends
• The Rise of the Share Economy
• Experiences are at the Heart of it All!
1.5 The Future Travel Experience
• Mobilisation, Personalisation, Socialisation
• ‘My Travel – My Way’: Mobile, Informed,
Demanding
• Solutions: Engage, Simplify, Pesonalise
• Learn why it is important to keep up
with Global Trends
• Become aware of the differences
and advancements of Adventure
Tourism Global Trends in comparison
to Mass Tourism Global Trends
• Understand why Adventure Tourism
attracts High Value Customers
• Learn how New and Growing Trends
may impact your business and how
you can work with these trends to
benefit your bottom line
• Identify Solutions on how to
accommodate the Future Travel
Experience

Adventure tourism is a trip that includes at least two of
the following three elements: physical activity, natural
environment, and cultural immersion. While the
definition of adventure tourism only requires two of these
components, trips incorporating all three tend to afford
tourists the fullest adventure travel experience –
Example a trip to Ireland that involved hiking (physical
activity) Benbulben, Wild Atlantic Way (natural
environment) and genuine interaction with local residents
and/or indigenous peoples (cultural immersion).
Adventure Travel Trade Association (ATTA)
Adventure tourism can be domestic or international, and
like all travel, it must include an overnight stay, but not
last longer than one year.
What is Adventure Tourism? 1.1

• The hard adventurer (activities associated:
climbing, heli-skiing, kitesurfing, paragliding,
trekking, mountain biking, backcountry
skiing)
• The soft/hard adventurer (activities
associated: canoeing/kayaking, cycling,
skiing, hiking, quad biking, sailing, scuba
diving, snorkeling, stand up paddling, surfing)
Hard & Soft Adventure Travel Activities
1.1

Adventure travel may include any of
the following 34 activities:
Joining an archaeological expedition, attending local
festival/fairs, backpacking, bird watching, camping, caving;
climbing, taking a cruise, participating in cultural, educational
or environmentally sustainable activities, fishing/fly-fishing,
getting to know the locals, hiking, horseback riding, hunting,
kayaking, white-water rafting, learning a new language,
orienteering, joining a research expedition or safari, sailing,
scuba diving, snorkelling, skiing and snowboarding, surfing,
trekking, walking, visiting friends and family, visiting a historical
site and participating in a volunteer tourism program
(ATDI 2016 Report Adventure Tourism Development Index)
Hard & Soft Adventure Travel Activities
1.1

“It’s all about discovery, once-in-a-lifetime experiences,
human connections, getting to the beating heart of a
destination, and understanding the local way of life”
“An ‘adventure holiday’ varies from person to person,
but generally it involves first-time personal
experiences”
“Adventure to us means truly getting under the skin of a
destination, doing things with local people and having
those real life experiences that make travelling worth it”
What is an Adventure Holiday?
Neil Steedman, Irish Travel Trade News
1.1

INTRODUCTION
What is an Adventure Holiday?
Adventure travel encompasses any kind of travel
where you are immersing yourself in a new place,
meeting local people, trying and tasting local
foods, learning about wildlife, exploring hidden
places or experiencing local cultures. This doesn’t
need to be far-flung. The ‘adventure’ element is in
overcoming fears to live a travel dream – rather
than searching out a ‘safe’ home-from-home
holiday, disconnected entirely from the place you
are visiting and the people that live there
Neil Steedman, Irish Travel Trade News
1.1
“
”
REPORT
‘Number one in
demand adventure
activity is hiking
followed by ecotourism,
cultural,
environmentally
sustainable, culinary
cycling, and safaris’
2018 Adventure Travel Trends
Snapshot

• Multi-generational Travel is Growing and
Merging
• The Adventure Curious Traveller
• The Rise of Eastern Arabic & Indian Markets
• The Growth of the Chinese Market
• The Growth of the LGBTQ Market
• The Growth of Solo Female Travellers
• Understand what an Adventure
Traveller is, the different types of
Adventure Travel activities and what
a typical Adventure holiday looks like
• Be familiar with the different New
and Growing Markets that are
leading us into the future
• Learn how these future markets
differ, what their expectations are
and how you can meet those
expectations by implementing and
adjusting simple business and
marketing strategies

INTRODUCTION
Everyone is on the hunt for a life-changing
experience while they travel and it's up to travel
providers to create tours and activities that appeal
to their lifestyles rather than to a specific age
group
Expect to meet adventurous Baby Boomers, well
travelled Gen Xers and Millennials and curious and
tech savvy Gen Zs coming to their own
Multi-generational Travel is Growing and Merging
Source Trekksoft Travel Trend Report 2018
1.2
“
”

INTRODUCTION
Along with Generation Z, Generation X (those born
between 1965-1980) is currently sharing the spot for
the third-largest generation. Notoriously overlooked,
Gen Xers remain a demographic that has stayed out of
the spotlight a fair amount. This could mean trouble
for tour and activity providers who are looking to
increase their revenue, as Gen Xers tend to have the
most buying power and financial freedom of any
generation right now.
Sarah Burkhard, Trekksoft Researcher
1.2
“
”

INTRODUCTION• Often overlooked, Gen Xers might not be the largest (or
coolest) market out there, but they're the generation with
the most money and time to spend on travel. In an
international survey conducted in China, Germany and the
US, 68% of Gen Xers are the chief shoppers when it comes
to big purchases such as travel and activities
• 83% currently spend the most money on travel compared
to their younger or older counterparts. On average, they
will spend $627 on each day of travel
• Another survey found that 61% of American Gen Xers have
children at home, meaning that family life is very much a
priority and so their travel plans tend to line up with school
holidays Sarah Burkhard, Trekksoft Researcher Adventure Tourism I www.adventuretourism.eu
1.2
GENERATION X
Born: 1966-1976
Coming of Age: 1988-1994
Age in 2018: 42 to 52
Current Population: 41
million
WJSchroer, socialmarketing.org

INTRODUCTIONWhat most Gen Xers are looking for
• The ability to relax and unwind
• Family or group-focused options. Ensure
that you can accommodate all travellers
that a Gen Xer might be travelling with
• The option to work while on vacation
• Uncomplicated travel. Make sure your
offers are presented clearly and can be
easily purchased
• Be online, that includes a website
*Task Make sure to focus on the Gen-Xers
1.2

INTRODUCTION
Make no mistake, Generation X can be credited
with many of the advancements in technology
and communications we enjoy today. Wikipedia,
Google and Amazon are just some of the
generation’s impressive contributions to society,
so it’s an understatement to say they’ll be looking
online and making informed decisions about
which activity is right for them
Sarah Burkhard, Trekksoft Researcher
1.2
“
”
*Task Make sure you are online

INTRODUCTION
There is a rising group of mainstream travellers
who would like to try their hand at adventurous
fare, even if just for a day. These clients often
seek out stays at a luxury resort with high-
touch amenities and service, in addition to the
inclusion of a day or two immersed in soft-
adventure activities. This is a growing travel
growing travel preference as “adventure by day
and comfort by night.”
The Adventure Curious Traveller
1.2
ADVENTURE
CURIOUS
TRAVELLER
Demand is growing as
people realise adventure
travel comes in many
different variations and
you don’t have to be
an athlete

INTRODUCTIONTalk to hotels and the more luxurious type tourism providers,
offer different combined travel itineraries;
• Coastal/mountain walks during the day & hotel spa in the
evening
• Husband may be golfing the wives go walking beautiful
scenic walks with a guide
• One day out of the three day stay they get out of their
comfort zone or something different e.g. SUP or white water
rafting
• Instead of taking the 1 hour bus journey take the scenic
route along the coastal roads on a bike
The Adventure Curious Traveller
*Task Add creativity to their conventional travel itineraries
1.2
REPORT
‘Adventure is moving
toward the mainstream,
and the mainstream is
moving toward
adventure’
Shannon Stowell, president of
Adventure Travel Trade Association
(ATTA)

INTRODUCTION
• By 2020, researchers predict the Arabic market will
grow by 50% and UNWTO expects 50 million Indians
to have taken a trip abroad
• Arabic market expect a luxurious travel experience.
With 3 out of 4 trips considered to be leisure travel,
travel spending is set to reach USD 50 billion) by 2027.
• More than 50% of Arabic travellers are Millennials
• For the Indian market, while the family may consist of
older folks who prefer a more relaxed itinerary and the
younger folks who prefer more adventurous
excursions, that does not stop them from travelling
together. They're more than happy to split up to do
their own thing and reconvene later to catch up.
The Rise of Eastern Arabic & Indian Markets
1.2

INTRODUCTION
*Task Tailor Your Tours & Itineraries
1. Providing family-friendly tours 70% of these leisure
travellers prefer to make their trips with family and
their friends. Make sure your tours have
something that will make them attractive to families
traveling with children
2. Offer several options Along with your standard
packages, consider offering additional services. Custom
packages are especially valued among this market
1.2

INTRODUCTION
*Task Tailor Your Tours & Itineraries
See www.intrepidtravel.com for Itinerary Ideas
4. Be mindful of cultural differences As with all cultures,
everyday aspects like modesty and manners may be
different. Be mindful of what could be considered
offensive or disrespectful. If you're unsure, ask.
5. Offer more female guides when appropriate Along with
respecting the sense of modesty in attire, be mindful that
female travellers don't feel comfortable getting too close
to a male. Have female guides available for all tours or
activities you offer. Especially for anything that would
require physical contact with a guide, such as paragliding
1.2

INTRODUCTION
*Task Where possible communicate in their language
6. Translate your tour and accompanying materials You'll
always attract your target audience if you're speaking
their language. If you can't hire a bi-lingual guide or
interpreter, have your tour materials translated and offer
recordings that tourists can listen to along the tour.
Read: How to Tell When its Time to Translate Your Content
7. Make sure to check if your customers are from any of
these countries, its ok to ask! Its also ok to ask how you
can accommodate these guests! Open up with for e.g.
‘Have you any dietary requirements or if there is anything
else I can do to make sure you have a pleasant experience
please do not hesitate to let me know?
1.2

INTRODUCTION• From 2017 to 2022, Euromonitor International predicts
continued growth of 8.4% in the number of Chinese
outbound travellers, reaching a whopping 128 million
outbound trips by 2022.
• With a growing middle class, researchers also expect
China to be one of the largest contributors to the
tourism sector in the coming years
• 2018 will be the EU-China Tourism Year where the
European Commission and the European Tourism
Commission will work closely with China National
Tourism Administration to promote European
destinations to Chinese travellers.
The Growth of the Chinese Market
Source TEQ, Become China Ready
1.2

INTRODUCTION
• Chinese travellers want to experience local
culture
• The Free and Independent traveller (FIT)
• More Chinese women travel compared to the
male
• Chinese travellers book online and on mobile
1.2The Growth of the Chinese Market

INTRODUCTION
*Task Check out ‘Be China Ready’ with
Tourism Events Queensland’s Industry
Resources
• Destination Q - China Masterclass - Chinese Free and
Independent Travellers, China Factsheets, Chinese
Cultural Overview, Communication Guidelines,
Chinese Visitor Expectations, Travel Safely
• Useful Greetings, Welcome Chinese Guests Poster
• Loads of Videos e.g. Talking directly to the Chinese
Free & Independent Traveller
1.2The Growth of the Chinese Market

INTRODUCTION• Lesbian, gay, bisexual, transgender, questioning
(LGBTQ) tourism has experienced a significant
increase in recent years, and we can only foresee
more growth. Why? It makes social and financial
sense.
• Up to 7% of adults are estimated to identify as
LGBT. And as the Second Global Report on LGBT
Tourism by UNWTO and IGLTA explains, the LGBT
segment is recognized to travel more often and
demonstrate higher-than-average patterns of
spending.
Source Trekksoft, Travel Trends Report 2018
1.2The Growth of the LGBTQ Market

INTRODUCTION
But what does LGBT travel really mean?
It’s about safety, it’s about comfort, it’s about
politics, its also about welcoming events,
friendly accommodation, and having fun with
similar travellers.
We’re definitely going to see more
destinations and businesses standing up to
support LGBTQ tourism in 2018 and beyond –
particularly in places that haven’t traditionally
been associated with the market.
John Tanzella, IGLTA President/CEO
“
”

INTRODUCTION
Tourism Trends for the LGBT Segment:
• More ambitious, adventurous trips. This is partly due
to a wider global trend, but also thanks to the
Internet and the greater acceptance and
accessibility.
• Mainly safety concerns for the LGBT travel segment
• Millennial LGBT travellers tend to be more open and
comfortable about their sexuality. They expect the
same from travel providers, to the extent that it is
often not even an issue.
• Same-sex marriage is great news for tourism.
Couples frequently travel to get engaged, married
and honeymoons Source Trekksoft, Travel Trends Report 2018

INTRODUCTION
• Want to know the LGBT rights situation of the
destination.
• Want to know should I hide my sexuality? What is the
safety situation like for openly LGBT travellers?
• What organizations are there for my safety? What is
the attitude of the police?
• Where is the LGBT scene?
• If I’m traveling with a partner, do we need to worry
about booking one bed or two, or being more than
friends in public?
• Further Reading How Gay Travel is Different
Source Nomadic Matt, How Gay Travel Is Different
(and why it matters)
*Task Focus Your Content on Answering the Following Questions

INTRODUCTION
• Today, 80% of travel decisions are made by women.
Whether married, single or divorced, women are
leading the way and the travel industry is taking
notice. Today's female travellers are bold,
independent and looking to explore new and raw
experiences. They have their own say of where to take
a vacation, how to get there, and many are choosing
to go solo
• In 2014, 72% of American women took a solo
adventure
• Women aren't looking for the gender stereotypes that
are often marketed to them. Forget the 5-star hotel
and spa days, they want real adventure.
Source Trekksoft, Sara Napier Burkhard, 2016
1.2The Growth of Solo Female Travellers

INTRODUCTION• What are they looking for want to do something different, want
to learn something, meet friendly people, more freedom to do
what they want, never feel lonely when feel safe meeting new
people around the world
• Biggest concern is safety disapproving looks, robbed, assaulted
so they are highly cautious picking a destination and make it
their business to know the risks.
• In 2015, TripAdvisor reported that globally, 74% of women had
travelled solo or were planning to travel solo.
• In 2016, VBT Bicycling & Walking Vacations and Country
Walkers reported to Conde Nast Traveller that solo female
travellers made up 40% and 58% of bookings respectively, with
a 5% increase in female travellers each year.
Source Trekksoft, Trend Report 2017
https://soultravelblog.com/,
https://www.expatolife.com/;
https://yrofthemonkey.com/

INTRODUCTION
1. Get more women to review your tours or activities Word
of mouth marketing is the best tool for you to attract more
women to your tours
2. Create safer environments for your female customers A
major concern is safety, so do what you can to create a
safety net for your these customers.
3. Provide platforms for solo female travellers to meet each
another If there’s anything more empowering than
travelling as a solo female is meeting others and sharing
stories. Facilitate opportunities for your customers to break
the ice and get to know one another.
6 Ways on how to Attract the Solo Female Traveller Market

INTRODUCTION
4. Get connected with Solo Female Traveller Facebook
Groups e.g. “Solo Female Travelers” Facebook Group has
more than 27,000 members. Make a note of what they are
looking for (i.e. their questions) and make sure your
website answers these questions when they go to Google
Search. You’ll also get to connect with them directly by
answering their questions. Invite them to your adventure
tourism experience
5. Make the booking and planning easy for them providing
an itinerary, directions (fear of getting lost) have list of
restaurants, transport options, shops and other
recommended reservationsaware of!

INTRODUCTION
6. Destination Safety make sure to accurately
inform on your website the safety of your
destination, how you ensure guests are safe,
describe the people they may typically
expect. Make sure to also let them know
what to be aware of!

INTRODUCTION• All important details at top; No Days, Style,
Ratings, Cost, Wishlist, View Dates, Start, Finish,
Destinations, Theme
• Conversational language and tone
• Why you’ll love this trip?
• Is this trip right for you?
• Gallery, Itinerary, Inclusions, Dates & Availability
• Important Notes, Essential Trip Information,
Print Option, Reviews, Subscribe Option,
Manage Your Booking, Provide Feedback, Social
Media, List of Reputable Member Groups
Quote here
”
Click Image to See Full Website Itinerary
Best Practice Itinerary - Ireland

1.3 Keeping up with Global Trends
• Why is it Important to Keep up with Global
Trends?
• Global Figures & Trends for the Adventure
Tourism Industry
• Adventure Tourism Attracts High Value
Customers
with Global Trends
Experience

• Help us understand why visitors behave the way they do
• Are measurable, evident and growing in significance
within the population
• Help us better prepare for the future needs and wants of
our visitors so that we can adjust our business strategies;
tailor the types of experiences we offer and focus
marketing activity to create competitive advantage
• Allow us to see things from new perspectives
• Help us keep the visitor at the heart of what we do
• Encourage us to stay proactive in the ever-changing
consumer landscape
• Drive new thoughts, ideas and innovation which lead to
profitable growth
Why is it Important
to Keep up with
Global Trends ?
1.3

42% of all tourists participate in one or a range of
adventure activities in the course of their holiday
69% of all adventure tourists come from Europe,
North America and South America
53% of all adventure tourists were women and 47%
were men
37% of adventure tourists spent four years or more
in tertiary education
More than 11% had a professional qualification
Global Figures & Trends for the Adventure Tourism Industry
Source: UNWTOs “Global Report on Adventure Tourism” 2014

A small proportion of Adventure Travellers travel alone.
21% travel with friends, 37% travel with a spouse and
30% travel with their families including children
In mass tourism, approximately 80% of the revenue from
a trip goes to airlines, hotels and other international
companies. In contrast, in adventure tourism, 70-80% of
the revenue goes to local communities
65.5% of total travel expenditure per adventure tourist
remains in the destinations or destination the tourist has
visited
Global Figures & Trends for the Adventure Tourism Industry
Source: UNWTOs “Global Report on Adventure Tourism” 2014

‘Adventure tourists are willing to pay a premium for
exciting and authentic experiences. Adventure
operators have reported an average of US$ 3,000
spent person, with an average trip length of eight
days. Trip costs vary based on length, luxury and
activity levels, destinations, and distance from a
traveller’s starting point to the trip destination. With
rising levels of disposable income, many emerging
economies have shown fast growth over recent
years, especially in markets in Asia, Central and
Eastern Europe, the Middle East and Africa’.
UNWTO Global Report on Adventure Tourism, 2014
1.3Adventure Tourism Attracts High Value Customers

1.3
• The Rise of the Share Economy
• Experiences are at the Heart of it All!
with Global Trends
Experience

INTRODUCTIONThe sharing economy and peer-to-peer
companies are bigger than ever, especially
among the millennial demographic, who
often combine traditional hotel stays with
offerings from companies such as Airbnb.
While some may see that as a threat to the
traditional travel industry, others are seeing
it as a way to reach millennials and broaden
the services offered by agents.
1.4
‘SHARING ECONOMY
MODEL’
‘Tour operators should work with these
companies. People have always wanted
homestays as part of their adventure
travel itineraries. Very few people
comment on the similarity between
Airbnb and the traditional homestay’.
Robin Weber Pollak,
president of Journeys International.
The Rise of the Share Economy

INTRODUCTION‘’I have seen a trend among millennials who are interspersing
normal hotel bookings with Airbnb. When filling out
reservation forms for Avanti, travel agents can mark that
clients found their own accommodation. Doing this has
certainly broadened offerings, and it assures travellers that
they will have the authentic, local experience”.
‘But one thing lacking with peer-to-peer tools is quality
control. Agents and tour operators cannot ensure the quality
of these new types of homestays, as they rely so much on the
individuals offering up their homes’
Harry Dalgaard, president of Avanti Destinations
1.4
REPORT
‘Traditional home-stays
will increase similar to
the Airbnb-like model’
Robin Weber Pollak,
president of Journeys
International.
The Rise of the Share Economy

INTRODUCTION
• Collaborate with local and national recommended home
stays/cultural & heritage attractions or work with travel
agents and package your product so that customers
expectations are met and a measure of safety and quality
is achieved.
• TripAdvisor is a good start when finding quality homestays.
B&B’s are also a good option with accreditation and
quality standards in place. Work with travel agents who
can provide a measure of guaranteed safety ensuring
travellers have an authentic, local experience.
1.4The Rise of the Share Economy
*Task Add quality traditional homestays to your package

INTRODUCTION
• This should come as no surprise when we say that travellers
around the world are still searching for experiences that
are unique and authentic.
• From recharging in nature, to learning about a destination's
culture, to seeking an adventure of a lifetime.
‘Tour and activity operators who prioritise the quality of the
delivered experience and destinations who center their
marketing efforts around experiences unique to the
destination will be the ones who thrive in 2018’.
Jon Fauver, TrekkSoft's co-founder
1.4Experiences are at the Heart of it All!
REPORT
‘Travel providers need
to remember that at the
heart of the guest
experience is the
experience part’
Jon Fauver,
TrekkSoft's co-founder

INTRODUCTION
TEQ Storytelling Manual & Workbook
Guests want more than just to see the sights they
are looking for an 'experience' - that emotional
feeling or personal achievement they get from
engaging in unforgettable and inspiring activities
which touch them emotionally and connect them
with special places, people and cultures.
Tourism Events Queensland
“
”

INTRODUCTIONThe benefits to your business are endless and may include:
• Increase word-of-mouth business
• Repeat visitation
• Additional media publicity and coverage
• An opportunity to innovate without a large expense
• Giving your regional, state and national tourism
bodies a reason to talk about your product
• Your guests will become your best ambassadors, sharing
the story of your brand and your destination
“
”
Adventure Tourism I www.adventuretourism.euTEQ Storytelling Manual & Workbook

INTRODUCTION
Extraordinary experiences through
storytelling
1. How to move from a product to an
experience
2. How to leverage your destination Hero
Experiences
3. What is your Signature Experience?
*Task Create your WOW experience – Start Here!
Click Image to See Full Website Itinerary
https://teq.queensland.com/industry-resources/how-to-guides/experience-development
Click to
View

INTRODUCTION
Creating WOW Experiences - Start Here!
1. Inspiring experiential travel
2. Creating a memorable experience
3. Knowing your guest and what they want
4. Storytellers - bringing experiences to life
5. Creating moments of surprise and delight
*Task Create your WOW experience – Start Here!
https://teq.queensland.com/industry-resources/how-to-guides/experience-development
Click Image to See Full Video
Click to
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Video

1.5 The Future Travel Experience
• Mobilisation, Personalisation, Socialisation
• ‘My Travel – My Way’: Mobile, Informed,
Demanding
• Solutions: Engage, Simplify, Pesonalise
with Global Trends
Experience

INTRODUCTION
• Critical Traveller drivers are;
Mobilisation, Personalisation, Socialisation
• Global travelers are
Mobile, Informed, Demanding
Travellers want ‘My Travel – My Way’
1. Instant information
2. Customised Recognition & Rewards
3. Seamless Travel
”
Source InterGlobe Technologies, Future Travel Experiences, You Tube
1.5The Future Traveller Experience
‘My Travel – My Way’
Click to
View
Video

INTRODUCTION
Engage
• Real Time Interactions online through
multiple types booking link, chat bots,
phone, email
• Entertainment in-flight/in-house videos
looped on TV screen in reception of all you
have to offer providing opportunities for
information, request to review, post on
social media and upsell
”
3 Solutions – Engage, Simplify, Personalise

INTRODUCTION
”
Engage
• Communicate with different mediums suitable to
the engagement video snippets pre-trip to get them
excited, images of them post trip to lock in
memories, email/text messages for confirmations,
notifications, reminders
• Post Communication Thank You, Request Feedback
to ensure you can address and get good Reviews,
Come Back Soon! min 2 days after departure they
are already booking their next trip get in there!

INTRODUCTION
”
Simplify
• Anywhere/Anytime Check-in even late at night to
accommodate flight times
• Collect from Airport especially groups to save
hiring a car, this may make them stay longer with
you
• Equipment On-Site for Hire to save logging around
and extra expense especially for those who would
like to have the experience but aren’t equipped Source InterGlobe Technologies, Future Travel Experiences, You Tube
Click to
View
Video

INTRODUCTION
”
Simplify
• Easy to Follow Directions & Maps on
website, app, itinerary, booking
information
• Online Website Booking Options
particularly for those in different time
zones or who want to make an immediate
booking e.g. based on existing travel deals
that has an expiry

INTRODUCTION
”
Personalise
Booking Speech Analytics, Website Content Matching
Voice Search, Community Mapping, Accommodation
Choices & Variety
Provide Itineraries Suitable to Target Markets e.g. Solo
Female Travellers, LGBT, Millennials, Generation X,Y,Z
Provide Itineraries Suitable to Travel Styles e.g. 18 – 30
Something, Marine, Private Groups, Family, Local Living Source InterGlobe Technologies, Future Travel Experiences,
You Tube, G Adventures

INTRODUCTION
”
Personalise
*Task
Read Beginners Guide to Speech Analytics
*Task
Read Analytics in the Tourism Industry Harnessing
Customer Insights
Source InterGlobe Technologies, Future Travel Experiences,

INTRODUCTION
Through personalisation airlines can unlock $130
billion+ in revenue by 2020
(One strategy is beacon marketing see images as an example)
46% increased customer engagement
19% increased customer loyalty
18% increased conversion loyalty
The Future Traveller Experience
”
Personalisaton = Profit
1.5
Source IGT Top 12 Travel Technology Trends 2016

INTRODUCTION
”
The Future Traveller Experience
Personalisaton = Profit
IGT Top 12 Travel Technology Trends 2016
52% of travellers use Apps in destination
94% research things to do
80% maps and directions
75% searching for restaurants
Source IGT Top 12 Travel Technology Trends 2016
1.5

INTRODUCTION
*Task Check Out G Adventures Travel Styles
(click on next slide for more information and video)
Whatever your style, see it your way!
Everyone loves to travel, but not everyone loves
to travel the same way. G Adventures Travel
Styles gather trips of a feather together so you
can spend less time searching and more time
dreaming about where you’ll go next.
”
Source InterGlobe Technologies, Future Travel Experiences,

Click to See Link & Videos
1.5Click to
View

1.5
Click to See Link & Videos
Click to
View

INTRODUCTION
1. How to focus on the Generation X – Be Online (Slide 16 &17)
2. Adding Creativity to Conventional Travel Itineraries for the Curious Traveller (Slide 19)
3. Tailor your Tour Itinerary to Arabic & Indian Markets (Slide 21)
4. Translating your Communication Materials and Channels (Slide 23)
5. How to be China Ready! – TEQ Resources (Slide 25)
6. How to Focus Your Content on the LGBTQ Market (Slide 29)
7. Example of Best Practice Solo Female Traveller Itinerary (Slide 34)
Tasks*

INTRODUCTION
”
1. Add Quality Traditional Homestays to Your Packages (Slide 43)
2. Create WOW Experiences - Start Here! (Slide 47)
3. Deliver Extraordinary Experiences Through Storytelling (Slide 47)
1.5 The Future Traveller Experience
1. Read and learn about Speech Analytics (Slide 54)
2. Read and learn how to harness Customer Insights through Analytics (Slide 54)
3. See G Adventure Best Practice Travel Styles with Videos (Slide 56 - 58)
Tasks*

INTRODUCTION
”
Videos & Websites*
1.5 The Future Traveller Experience
1. Video: Mobilisation, Personalisation, Socialisation
2. Video: 2016 The Year of Seamless Travel
3. Website & Videos: G Adventures Customised Travel Styles
4. Video: G Adventures Customised Travel Styles
1. Website: Intrepid Travel Best Practice Itinerary Ireland – Solo Female Traveller

INTRODUCTION
”
What I Have Learned
• I understand what an Adventure Traveller is, the different types of Adventure Travel
activities and what a typical Adventure Holiday looks like
• I am familiar with the different New and Growing Markets that are leading us into the
future. I know how to accommodate the needs of New and Growing Markets in a
strategic way that will improve my business offering without using up a lot of my
limited financial, HR and time related resources
• I now understand the Future Adventure Traveller’s Travel Experience and the 3
Solutions (Engage, Simplify, Personalise) that I can easily implement into my business
to accommodate their needs
• I know what a Best Practice Itinerary looks like which can be distributed across all my
communication channels

INTRODUCTION
”
What I Have Learned
• It is vital to keep up with future trends so my business can keep up with changing
visitor behaviours. As a result I can be more proactive than reactive giving me a
competitive advantage
• There are a number of small daily tasks that I can implement as a result of this module
to be proactive to future Adventure Tourism Trends
• New and growing markets offer great possibility for growth and can increase the
bottom line
• The up and coming Adventure Tourism Traveller is getting more and more demanding
requiring instant information and seamless, customised travel. I need to keep up with
this ever demanding and growing Traveller
• If I want any Adventure Traveller to engage in my Adventure Travel Experience I have to
have top class tailored itineraries to suite their Travel Style and Market on all
communication channels particularly my website.

Module 1
Module 2
Future Trends in Technology & Travel
1. Virtual Reality has Become a Bigger
Part of our Reality
2. Looking into Now & the Future of
Tourism & Travel
3. The Future of Tourism Travel Apps
4. Future of Marketing Technology –
What the Experts Say!
1. Future Adventure Traveller Explained
2. New & Growing Markets
3. Keeping Up with Global Trends
4. New and Growing Trends
5. The Future Travel Experience
COMPLETED NEXT MODULE
Future Trends in Technology & Travel will
Cover Topics 1-4

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AVIP- Module 1- The future adventure traveler

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AVIP- Module 1- The future adventure traveler