For over a decade now Todd, Celes and I have been extending the message and teaching about the importance of engaging the senses as a key element of product development for tourism operators. Over the years a number of books, articles, newspaper stories and research reports have confirmed the importance of this consideration with travel. This week in the Times Colonist, Victoria BC Mathew Pearson wrote an article on how Victoria has something for all the senses.
As a product developer what does this remind us to do? When building a guest experience or travel package with other businesses, ask yourself a few basic questions each time you craft or enhance a new travel opportunity.
1. Which senses does this opportunity engage? If it is just ’sight and sound’ (most typical look-see tourism) how can I add taste, touch or smell?
2. Does the opportunity to engage a broader range of senses result in an opportunity for a new partnership or collaboration? A piece of memorabilia? A modest experience modification that will increase the memories for travelers?
3. How will I measure the impact of this with our guests to understand if engaging two, three, four or five senses improves the customer experience?
4. Do I want to try and have all the experiences we offer with our company engage all the senses, or merely a signature series that we can differentiate from our standard product offer?
Happy contemplating.
