I think it was Michele McKenzie who said at Online Revealed Canada that people in the tourism industry should realize they’re in the business of making memories first and putting heads to beds second. I agree.
Simon’s hypothesis is simple. Businesses communicate wrong. They communicate WHAT they do, then HOW they do it. Instead they should communicate WHY they do things, then HOW they do it, then WHAT they do. When you inspire people about WHY you do things, the how and what makes more sense.
At Think! we believe we can make people’s lives better by making tourism experiences better, one destination or product at a time. We do this by working with DMO’s and tourism product operators, helping them create remarkable products and market them to the niche audiences that truly love them. We have a methodology and we offer strategic development, training, products and delivery services to achieve this.
Why should somebody visit your destination or business? Don’t tell me because you have the best food, the best golf, best art scene or the cleanest rooms. That’s WHAT you do. And everybody else claims the same thing.
Disney themeparks are in the business of making “magical” memories for families. Vegas is in the business of making memories that “stay in Vegas” to anybody but families. They both know their WHY and so does everybody who works there, and their customers who visit know it as well.
What’s your WHY?