Today's traveler is more informed than ever. With the click of a button, they can see all of the properties in your destination on Google Places and Tripadvisor. The problem isn't that your property isn't being discovered - the problem is that it has to stand out amongst all the other options! Unfortunately, too many properties aren’t meeting the needs of today’s savvy guest.
In fact, according to Google, nearly HALF of people don’t end up booking at all because they can’t find what they’re looking for. And in the hospitality & travel industry, the average booking conversion hovers around 1-2%. This means almost 99% of people who visit a site don't end up booking - that's a serious loss of profit! It also means that most businesses aren't speaking their visitors & guests language. They aren't addressing the most pressing question: what's in it for me?
This course will help you become the experience people are looking for. To speak to your guests' desires and stand out once and for all. This is important because hospitality brands that focus on creating experiences that fulfill the true needs & desires of visitors see upwards of a 15% price premium. Meanwhile, brands that ignore the deeper needs end up competing on price and can see a 20% price loss.
How do we do it? Through deepening & elevating every moment of the guest's journey: enhancing the culture, wellbeing, purpose, and personality. When you focus on these four major opportunity areas, you create a 5-star destination that people can't resist.
You will be learning an advanced form of experience design and marketing builds upon storytelling, positive psychology, placemaking, and aesthetic & emotional intelligence. This course is broken down into 6 modules:
In MODULE ONE explore: What does your brand stand for? What’s the story you’re trying to convey and how do you do it in your own unique, personality-packed way? In this module we cover your brand energy and help you uncover your property's archetype(s).
In MODULE TWO we explore: What motivates people to book? What's driving their decisions when they are seeking out a property? What does it take to stir up the positive emotions that move them into action? Get ready to understand your guests on a much deeper level.
In MODULE THREE we explore: What sense of place can you integrate deeper into your experience? How can you engage all the senses in more culturally engaging ways? Module three gives us a multi-faceted look into what it takes to become a cultural hub and direct portal to the authentic local landscape.
In MODULE FOUR we explore: What transformation do you want your experience to lead to? How does your experience contribute to someone’s wellbeing & happiness? Join us inside to explore the 6 Wellbeing Keys and how they get people talking and spreading the word about your experience.
In MODULE FIVE we explore: How can you communicate the story of your experience in emotionally evoking, entertaining and enlightening ways across the entire journey? In this module we use the secret story strategy used by great brands to bring your story to life.
In MODULE SIX we explore: What does a magnetic marketing campaign that stands out look like for you? How can you begin to tell your story in more captivating ways that result in greater engagement? The final module teaches you how to communicate your story with personality.