How to deliver travel that's transformative
Transformational travel:
Intentionally travelling to stretch, learn and grow into new ways of being and engaging with the world.
- Transformational Travel Council
In this new era of travel, people are actively seeking experiences that enrich, awaken and transform them, and, eventually, the world.
They want to ignite something new within themselves by consciously connecting with and appreciating our extraordinary planet, its people and cultures.
Under the guidance of Tourism & Events Queensland (TEQ) and their new Travel For Good brand, Queensland’s tourism and event operators are learning how they can take steps to transform their experience offering to meet (and exceed) the needs of guests now and into the future.
These core guest expectations represent a synthesis of Queensland’s Travel For Good brand principles, and contemporary consumer experience needs.
Queensland’s how-to guide on transformational travel steps business owners through how to draw visitors into an emotional experience while they are dreaming about travel, planning a trip, booking, experiencing their holiday, and sharing about it on social media.
...and how to differentiate their experience by enhancing their competitive advantages.
Your guests’ five stages of travel
I (Linda Tillman) am currently mentoring nine tourism attractions, accommodations and events as part of TEQ’s Experience Design Mentoring Program:
The participants were chosen through their results in TEQ’s Best of Queensland Experiences program which identifies (mostly) bookable, (mostly) accredited (i.e quality) experiences that consistently deliver an exceptional experience, as shown by positive online reviews from guests.
Learnings from the guide
As a mentor, my main learnings from the guide are:
The importance of sharing
More than ever before potential visitors use review sites and listen to what other travellers say about a business or experience - and this is influencing travel planning.
Tourism operators and events MUST have a consistent focus on managing reviews and responding appropriately. Here's how
It is humbling to learn that we live in a world where many people want to do good – and that this is growing
We often only hear the negative stories about society and everything we are NOT doing or SHOULD be doing, but the robust research that sits behind Queensland’s new Travel for Good brand shows that we now live in a world where more and more people want to do good - and they want to spend their money at businesses and destinations that also do good.
Queensland’s Travel For Good brand and principles is a game-changer for tourism operators and events
It challenges them to think differently about how they operate and market their business. Travellers are more interested in the community service staff do than what quality pillows are on the bed.
People are looking for learning and connection
When planning travel, education and a feeling of belonging are what many people are searching to find. Once again, this means operators and events need to shift their marketing mindset.
Price is not the first thing travellers look at – they are looking for value
If your experience offers value, and resonates with the consumer’s values, then the price tag means little. Looking at value differently is important.
Design using a traveller’s point of view
The guide reminds us how important it is to read and understand guests’ expectations at all stages of the travel journey.
Mentoring
I am about halfway through the mentoring program and despite the impact that recent lockdowns have had on mentees, I am so inspired by the level of commitment and willingness to evolve and plan for a strong future.
What are the businesses learning?
I am offering very pragmatic support around how the mentees can align with the Travel for Good principles.
We are taking a deep dive into the travel journeys of their visitors and identifying what they can do at each stage to enhance or add things that will bring the brand principles to the forefront.
It is amazing how much they are all doing already – the biggest gap is in sharing – they had not recognised the importance of sharing when they do something good for the community, the environment or humanity.
How are we doing?
“Wanted to congratulate you – well done – absolutely nailed the brief on TEQ’s Experience Design Mentoring Program! Keep up the great work!”
— Alex Perpich, Events and Experiences Specialist, Tourism and Events Queensland
Over to you
Share a transformation travel experience in the comments – something you offer as a business, an unforgettable experience from one of your own holidays, even something special you’ve experienced in lockdown.