New Podcast Episode: 5 Steps To Create a Memorable Tourism Experience
by Sara Currier | April 1, 2025
New Podcast Episode: 5 Steps To Create a Memorable Tourism Experience
In the latest episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Chris Hughes, a TEN training specialist and master experience crafter with B.C. Hughes. They talk about what experiential travel is, the necessity of investing in product and experience development, and Chris's five-step process for creating unforgettable tourism experiences. They also explore recent travel trends, the importance of collaboration, and the challenges and opportunities in the tourism sector, including workforce development and pricing strategies.
Defining Experiential Travel
Chris breaks down experiential travel into products and experiences.
The product side is the bricks and mortar: the quality of the mattresses and towels in your rooms, the quality of your boats and motors, the type of food you’re serving. Attention to detail matters and offering a free toothbrush goes a long way.
The experiential side is opportunities for guests to interact with a destination and engage with people, especially locals. Chris says hands-on learning, like teaching a guest to fish, is what creates really strong emotional connections to the destination.
Five Steps to Success
Chris has developed a five-step process for building a successful travel experience. The first step is to define your business goals—like only needing to extend the shoulder season—to make sure the experience meets those goals. For the second step, Chris suggests sketching a rough concept and who potential partners might be. The third step is identifying who your target audience is and what they’re looking for. The fourth is planning out the little details that will make the greatest impact on your guests. The fifth and final step is to market your experience to your target audience.
Collaborating on Packages
Chris advocates for community collaboration in supporting experiential tourism. He shares examples of successful partnerships that leverage local experts and resources to enhance offerings, such as Kivi Park partnering with an astronomy expert to offer night hikes, or a local restaurant to offer a winter ski and dinner package. These collaborations not only enrich visitor experiences but also promote economic development by integrating diverse community talents into tourism.
Challenges in Development: Patience and Pricing
Two of the biggest challenges Chris sees in developing travel experiences is patience and pricing. New experiences might now connect or resonate right away, but it’s important to keep trying. He also sees a lot of operators under-charging. At minimum, the price needs to cover costs and include a profit margin, and it’s okay, and even expected, for unique experiences to have a higher price point.
Learn More About Experiential Travel at the Collingwood Best Practice Mission
Chris and our host Karen Peacock offer a preview of the upcoming Best Practice Mission to the Collingwood area focused on unique accommodations. This mission will explore successful practices and new market strategies applicable even to remote lodge owners.
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Next time on the podcast, Karen has an in-depth conversation about digital marketing and artificial intelligence with strategist, trainer, and professor, Emily Baillie. Follow us on your favourite podcast platform to be notified when the episode drops.