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A new ROI to go with the new ROE

by Nancy Arsenault on June 13, 2016

For decades the ROI – return on investment – what the priority focus and it remains an essential element of a sustainable business.  It’s a simple formula: ROI = (Gain from investment – Cost of investment)/Cost of investment. How much of a return is needed to sustain and grow a business varies what what one does with the profit (aka surplus for government) varies.

ROI-ROE.001Then came along the ROE – return on emotion – as we began to better understand the power of an emotional connection to a product, service, brand, company. But there’s more. Some folks have shared with me that they thought the ROE should be return on engagement (ROEn), which kept me reflecting and thinking as we look at our our business. Personally I always thought engagement was a ‘how’, a method to evoke an emotion.

Today Brian Solis published a blogpost on Marketing to Generation Z introducing the idea of a return on interaction (ROIn).  In essence another ‘how to’ in contributing to the foundation return on investment!

Fascinating when you stop to think about it.  I created this visual to capture the interaction – all leading to the end state – a strong, loyal customer base that feeds the overall sustainability of the company. Food for thought and I’d love to know what you think.





Lesley Anderson joins the Tourism Cafe

by Nancy Arsenault on March 7, 2016

The Tourism Cafe Canada is excited to announce that Lesley Anderson is joining our team to provide the additional skills, knowledge, expertise and industry networks to propel our business forward and respond to growing demand. 

Launched in 2010, the Tourism Cafe is enjoying its 6th year of operation. “As requests for our tourism training and destination development services continue to grow domestically and internationally we created this new position for Lesley to enable us to extend our reach into new markets, develop and deliver innovative and diversified training solutions” says Dr. Nancy Arsenault, company co-founder. “It was important to recruit the right individual to integrate seamlessly into our team. The fit couldn’t be better.”

Lesley Anderson is a destination marketing and development professional with a wide ranging, diverse career in the private and public sectors as an operator and educator. Her 20+ years in the tourism industry has encompassed government destination marketing, airlines, cruise, receptive tour operations, on-the-ground tour operations and the wine industry.

Her vast industry experience is backed by her educational credentials that include a Master of Arts in Tourism Management from Royal Roads University, Provincial Instructor Diploma from Vancouver Community College, and a Bachelor of Commerce (Honours) from Queen’s University.

Recent career highlights include: Executive Director for Tourism Nanaimo, Brand Experiences Manager with the Canadian Tourism Commission (now Destination Canada), and a Backroads guide in eight countries, where her multi-linguistics skills served her well. She’s also enjoyed position with the Banff Television Foundation, E&J Gallo Wines and Canadian Airlines.

Lesley is not new to the Tourism Cafe, she has been an industry colleague for many years helping to design and test critical frameworks that contribute to our training. She is also a member of our company’s FasTurtles cycling team that fundraises for charity events.

Her new coordinates are: [email protected] and mobile phone 250.668.5988.

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Congratulations Northern Edge Algonquin

February 23, 2016

Today we give a special shout-out to Tourism Cafe business partner Todd Lucier, his wonderful family (Marth, Tim, Emily and Natalie), Gregoire (their amazing chef) and everyone else at Northern Edge Algonquin. The Windsor News just posted a fabulous article on their 21 year journey that takes saw their passion as educators be unfulfilled in a traditional classroom, […]

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Happy New Year and Thanks

January 4, 2016

On behalf of our team at the Tourism Cafe – Happy New Year!  We wish you all the best in 2016. To kickstart our year, we’d like to give thanks by supporting a worthy charity “Water Bridgades” through the University of Victoria who’s mission is to ” to empower communities to access sufficient clean water through […]

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The Disruptive Economy will continue in 2016

January 2, 2016

The disruptive economy – a term all arage now as business models are being redefined to respond to the marketplace. As I watch the debate over love/hate Uber/Airbnb the bottom line is they are here, serving a need, generating income in different ways in a community and have a huge fan base. Check out how […]

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Happy Holidays

December 18, 2015
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No Matter How You Look At It – The Experience Matters!

December 10, 2015

The importance of the EXPERIENCE is not new to business. Pine and Gilmore first penned the foundational concept for the Experience Economy in 1999 and businesses around the world have been embracing the economic potential for going on two decades. For tourism businesses, this is certainly been essential to product and market development in ensuring […]

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WHY is more powerful that WHAT – check this out.

December 6, 2015

For over a decade we have heard different people speak about the WHY of travel as the heart of understanding and designing memorable travel experiences. Why people choose to travel, why certain offers are more appealing based on their attitudes, motivations and values. But so often we stay focused on the WHAT … a tour, […]

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Are you disrupting or being disrupted?

December 4, 2015

Morgan Black wrote “2015 was a year of disruption. In 2015 the world’s largest taxi company owns no taxis (Uber), the largest accommodation provider owns no real estate (Airbnb), the most popular media owner creates no content (Facebook), the largest telecom operator owns no telecom infrastructure (Skype and WeChat), the world’s largest software vendors don’t write […]

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Lest We Forget

November 11, 2015

Today we stop and remember all those who fought for our country and those those who are serving in our Canadian Armed forces at home and abroad. It is a time to give thanks for the wonderful country we live in, the safety of our nation, our homes, our family and friends. It is a […]

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