inspiration

TRAVEL – The Less You Take, The More You Get

by RobertKCole on July 10, 2011

Travel is an inherently social, yet intensely personal pursuit. Often, the greatest rewards are the indelible memories captured in the process.

While many people concoct extravagant plans for their journeys, it invariably seems that the most gratifying travel experiences are those that arise from unanticipated surprises – the impromptu events that occur due to the generosity of others, good timing, or occasionally, dumb luck.

Stumbling across this photo on flickr, I believe photographer Maureen Dai captured the essence of a most elemental travel experience.

TRAVEL - The Less You Take, The More You Get

Beach... Blanket... Bag... Bunny... That pretty much covers it.

I write a lot about technology and the role it plays in travel distribution, customer engagement and guest satisfaction. This image should serve as a reminder that in its most fundamental form, travel has very little to do with technology and everything to do with exploration, inter-personal interactions and life enriching experiences.

One of my most memorable travel experiences was an ill-fated night on a summer bike trip on San Juan Island in Washington State. As care-free high school kids, we seemed to have overlooked the need to plan ahead and make advance reservations for the first night on the island.

When we finally discovered that everything on the island was full, we had some choices to make and retreat was not an option. So at dusk, we snuck onto a relatively isolated portion of a private beach, decided against making a campfire and elected not to pitch our tents in an effort to maintain a low profile. Dinner was meager and shelter lacking, but the weather held and we awoke the next morning to dawn on a spectacular bay – and the sounds of a homeowner yelling at us from the distance to get off his property.

We had followed the famed advice of an anonymous traveler to “take only memories, leave only footprints.” In many ways, that night was more memorable than many I have spent in luxurious suites overlooking spectacular vistas. It was unplanned, spontaneous and a bit outside our comfort zone – all factors that made it a once in a lifetime experience.

That night on the beach also helps me appreciate any opportunities to enjoy magnificent hotels and outstanding personal service – those dimensions can certainly enhance the travel experience. But that’s not all, it also allows me to enjoy a clean, yet spartan motel room managed by an innkeeper who understands hospitality. For all its comparative shortcomings in location or decor, there is also recognition due for a quality operation targeting a more economy market segment – and the appreciation of having accommodation in a distant foreign locale.

Perhaps more often than not, the less you take, the more you get.

For me, that is the essence of travel.

Thanks again to Maureen Dai for capturing it so beautifully.

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When it comes to moderating a panel, there is no greater pleasure than having a group of outstanding panelists to simplify the task at hand. This is particularly true when the event is promoted as a “Super Session”, there are 90 minutes to fill, and it immediately precedes happy hour…

For the Hospitality Financial and Technology Professionals 2011 HITEC Conference, held June 20-23 in Austin, Texas, I was charged with leading one of only two educational session held on the second day of the conference.

Hospitality

Distribution is not technology. It's about simplifying the consumer experience.

The topic of the Super Session was Seven Travel Planning Steps and Their Impact on Hotel Distribution Strategy. It was also decided to take a highly non-traditional approach to the subject.

Contrary to most distribution panels, the discussion would not focus on Global Distribution Systems (GDS), Online Travel Agencies (OTAs), private sale websites, group buying, XML interfaces, the merchant model,
search engine optimization (SEO), or mobile web versus native apps.

The presentation was built on the premise that distribution isn’t technology, it’s really about delivering the right product in the right place at the right time through the right channel at the right price for the right guest.

To illustrate the complexity facing hoteliers desiring to properly align that series of traveler “rights” to appropriately engage guests in relevant conversations, the following dimensions were highlighted:

    Seven Stages of Travel

  • Inspiration
  • Research
  • Planning
  • Validation
  • Booking
  • Travel
  • Sharing
    Six Hospitality Touch Points

  • Pre-Stay
  • Arrival
  • On-Property
  • In-Destination
  • Departure
  • Post-Stay
    Multiple Traveler Personas

  • Considerable Variation by Traveler

Engaging with a specific guest seeking inspiration for a romantic weekend getaway with a spouse is dramatically different than engaging the same guest who is in-destination, but offsite from the hotel during a family vacation. Under both scenarios, the individual is intensely motivated to create an unforgettable leisure travel experience, but the context is completely different. Unique opportunities for transactions also exist at each touch point.

Compounding the problem most travel suppliers confuse points/recognition programs with loyalty. This is a disturbing misconception. Points programs are games. While consumers derive value from these programs, that does not necessarily translate into loyalty. Travelers may quickly change allegiance if a competitor launches a richer program.

Loyalty sustains customer relationships through both good times and bad. Loyal consumers recognize an emotional bond with the product, a commonality of sensibilities or personalities. For service industries, this most often relates to the core values a brand exemplifies.

There is a big difference between brand value and brand values. Value drives transactions. Values drive loyalty.

Given these complexities and relational nuances, it becomes obvious that when it comes to websites, one size does not fit all.

To illustrate the point, a comparison of six hotel homepages for major upscale hotel brands was presented.

Unfortunately, all six websites were so depressingly indistinguishable (compounded by the fact that a frequent guest number provides little to no assistance in discerning traveler intent) in each case, there was negligible probability that website distribution was being effectively leveraged by hotels to create meaningful connections with their customers.

The good news was that the outstanding panel of speakers provided countless examples of how their companies successfully differentiated themselves from the competition, introduce guests to rewarding experiences and help earn consumer loyalty. For each stage highlighted, these organizations not only proactively solved problems faced by the guest, but in many cases, managed to monetize the value created.

Speaker Lineup:
Robert Cole (yours truly) – Founder, RockCheetah (Moderator/Inspiration)
Alan Glenin – Corporate Director of Revenue Management, Great Wolf Resorts (Research)
Ran Weerasuriya – Director of Revenue Management, Mammoth Mountain Ski Area (Planning)
Thomas Patchin – Senior Vice President of Interactive Marketing, Station Casinos (Validation)
Kurien Jacob – Senior Vice President of Revenue and Distribution, Highgate Hotels (Booking)
Loren Gray – Director of e-Commerce, Ocean Properties (Travel)
Tanya Pratt – Executive Director Customer Information Systems, Fairmont Raffles Hotels International (Sharing)

Below is a copy of the presentation. It may be downloaded by selecting the View on Slideshare link. continue reading →

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The eighth and final port of call for our holiday cruise, St. Thomas, is an easy destination for US Residents; no passport required, extensive duty free-shopping, and great beaches.

Things To Do in St. Thomas
Creative Commons License photo credit: Topher Vasallo

Any suggestions for great things to do in St. Thomas? Add a comment below and help promote family harmony.

No, the tragic death of a teenage cruise ship passenger in July 2010, has not caused us to change our travel plans. Sadly, the 14-year old girl was hit by a bullet from gang-related cross-fire. While publicity the incident has tarnished the reputation of the USVI, there is an excellent chance that we will be spending time in the area where the freak accident occurred.

There is little reason to avoid St. Thomas as a destination due to an isolated incident. Travelers avoiding Aruba following the Natalie Holloway disappearance immediately springs to mind.

The antithesis of some of the less well-known or frequently visited ports on the itinerary, the streets of Charlotte Amalie frequently become a beehive of activity for bargain-seeking cruise ship passengers. Hopefully some of the more worldly readers of these posts will contribute some suggestions as comments.

While having done plenty of shopping on past trips, the most memorable excursion while visiting St. Thomas actually involved catching the ferry to St. John and spending the day at Trunk Bay, an underwater National Park. One unique feature of Trunk Bay is an underwater trail that located off the eastern point of the island. It offers some great underwater vistas for beginning snorkelers.

This time, because the USVI fall on the last day before our return, we will be planning a relatively unstructured day. My bet is that we wind up at Coki Beach. Coki beach is beautiful, calm beach, but at one end, near the rock, the snorkeling is fantastic – it’s a lot like swimming in a large aquarium. continue reading →

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Dominica is a haven for anyone interested in learning more about or experiencing unspoiled environments. Ya gotta love anyplace that has rainforests and whales in close proximity.

Things To Do in Dominica
Creative Commons License photo credit: Sharkbait

Any suggestions for great things to do in Dominica? Add a comment below and help promote family harmony.

Dominica is the seventh port of call on our holiday cruise. Despite quite a number of cruise ships stopping by, Dominica remains relatively unknown compared to some of its larger and more populous neighbors that also boast better funded tourism bureaus. Hopefully some of the more worldly readers of these posts will contribute some suggestions as comments.

Fortunately, we have been to Dominica a couple times. On past trips to Dominica, we have gone whale watching. Being in relatively close company to Sperm Whales and their calves, is an amazing and highly recommended experience. Having thought Humpback Whales were huge in Hawaii, the Sperm Whales are startlingly massive – often 30 to 50% larger than the Humpbacks.

This time, we are planning on turning our sites inland. One experience that caught our eye was the Extreme Dominica Canyoning Tour which fundamentally involves rappelling down rainforest waterfalls. This may result in a split experience for our family, but my younger daughter is considering it. continue reading →

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The sixth stop on our Celebrity Millennium holiday cruise is Scarborough, Tobago. Having never previously visited Trinidad or Tobago, based on our research, we would normally take one of two approaches – the first, hire a car and do some exploring, or second, taking a comprehensive tour of the island.

Things To Do in Tobago
Creative Commons License photo credit: Jenni Ripley

Any suggestions for great things to do in Tobago? Add a comment below and help promote family harmony.

Going to destinations where not a lot of friends have traveled can cause some to hesitate. With our family, it is quite the opposite – we love exploring and sharing the stories of our discoveries plays an integral role in the arc of our total vacation experience.

It is always such a shame to hear people returning from a destination with tales of an average vacation experience, only to learn that they either stayed rooted to their hotel, or ventured out only to hit notoriously overrated tourist traps. It may occasionally take a bit more preparation, but great vacations often hinge on one or two cornerstone experiences.

Often those experiences may happen accidentally or wildly exceed expectations due to a confluence of circumstances. The formula that works for us is to find unique experiences as a starting point and see where they lead us.

Based on our preliminary research, a good portion of Tobago’s highlights are water-related, so we are leaning toward the tour path, with the Island Girl Catamaran earning strong consideration. continue reading →

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Grenada remains a bit off the beaten path when it comes to Caribbean vacation destinations, but that turns out to be a benefit in terms of experiencing some of the charm of the old Caribbean before commercialism by global brands changed the face of the unique local destinations.

Things To Do in Grenada
Creative Commons License photo credit: SunCat

Any suggestions for great things to do in Grenada? Add a comment below and help promote family harmony.

The spice island, Grenada is the fifth stop in our holiday cruise on the Celebrity Millennium. Constantly seeking exceptional destination experiences, we are hoping to capture some creative suggestions in the comments.

Having visited Grenada on the Queen Mary 2 a couple years back, there is a sure bet recommendation for those wanting to see the best of the island and learn about its history. I would have to rank Mandoo as the most knowledgeable and personable tour guide I have ever encountered. The man is a walking encyclopedia for Grenada and has such a depth of knowledge that he is able to easily tailor tours to focus on the specific interests of the participants.

Grenada epitomizes “old school” Caribbean with is River Antoine Distillery – not only established in 1785, but still making rum essentially the same way since its inception with its water wheel driven mill and open storage tanks. Much of the spice production also uses traditional methods

One alternative for an excursion heavy cruise itinerary is always to find a stretch of scenic, uncrowded beach for some relaxing, unstructured time. This time around, we just might wind up on Grand Anse Beach. continue reading →

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Recommendations: Best Things To Do in Bridgetown, Barbados?

December 25, 2010

Barbados is a large island with a wide variety of activities to choose from. Golf at Sandy Lane, Andromeda Gardens, surfing lessons with Zed, or even a British Airways Concorde. We are looking for recommendations to enjoy our day in Bridgetown, Barbados to the fullest. Barbados is the third port on our Southern Caribbean cruise on the Celebrity Millennium.

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Recommendations: Best Things To Do in Castries, Saint Lucia?

December 24, 2010

St. Lucia is one of the most picturesque islands in the Caribbean with its soaring Pitons rising steeply from the sea. We are looking for recommendations to enjoy our day in Castries, St. Lucia to the fullest. St. Lucia is the second port on our Southern Caribbean cruise on the Celebrity Millennium.

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Recommendations: Best Things To Do in Philipsburg, St. Maarten?

December 23, 2010

St. Maarten is home to one of the most unique activities around – America’s Cup yacht racing on a former cup winner. However, unable to coerce another family member to sail with me, we are in search of recommendations for our day in Philipsburg, St. Maarten on our Southern Caribbean cruise on the Celebrity Millennium.

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Recommendations: Best Things To Do in San Juan, Puerto Rico?

December 22, 2010

San Juan Puerto Rico is the starting point for our Southern Caribbean cruise on the Celebrity Millennium. As we will be in San Juan the day prior and the day following our journey, We are seeking recommendations for our day in port. Having been to Puerto Rico before, we have enjoyed El Yunque Rainforest and the Rio Mar Beach Resort.

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