What Businesses can learn from Tourism (and vice versa)
Sunday 12 September 2010
In preparation for work with a couple of clients in the past fortnight I've had to throw myself into substantially more 'tourist' style activities than I have for quite some time in an attempt to answer the following question: 'How do we get more people to come here?' Yes there's a lot of fun to be had allowing yourself to experience the delights of the snow, or a concert or a day trip or even a restaurant (with some more work coming up in the next week) - things not normally on my list of actions given the usual workstyle of research and facilitation. And there's some general clues that I'm happy to share with everyone
Businesses will benefit from seeing their business as a tourist destination that people will want to come back and visit, rather than as an organisation that just 'flogs product' or provides services.
Tourism operators will benefit from working on the lasting memories post visit, and less on the 'sugar hits' that many push to the marketplace now.
And both businesses and tourist operators need to appreciate the shifting nature of consumer intentions - there has been a VERY significant change in the way in which potential customers are making their decisions and it has almost NOTHING to do with finances! The emergence of connection to an event and to a business has shifted away from the brand approach (although it is still a valid model for many customers) and toward a self shaped experience. Simply put, more customers want to work with the business to determine the end product offering.
My views might change once I've completed the reseach in the middle of the next week, and I'd be surprised if, based on what I've seen so far, that happens!
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Monday 27 February 2017
It's been a significantly busy couple of months looking at how Industries and Government Agencies are preparing for change. The Companies versus Climate Change conference in Fort Lauderdale, Florida in November/December, and a meeting with the Political Science Department at the University of Hawaii (Manoa) in January show that positive action is happening, despite some of the headlines
Saturday 31 December 2016
Many of you know that each year I make an observation about what I think the year will bring. The track record suggests I'm usually a couple of years ahead of the curve. With that said I'm calling 2017
Monday 12 December 2016
In Ft. Lauderdale USA I recently attending a delightful provocatively named 'Companies Versus Climate Change' conference. And the message is clear - companies, BIG well known companies are tackling the issues of climate change, sustainability and their carbon footprints and both making and saving VAST sums of dollars. The simple take away message from the presentations over the three days could not have been more explicit - tackling climate change pays off big time!