How to develop premium experiences in regional destinations?

It’s so easy to go straight to thread-count and creature comforts when answering this question!

But before we look at product development details, first consider your classic customer… what inspires them? What is going to motivate them to drop in and discover more about your regional destination?

Here’s what I have learned in recent years developing experiences in regional Australia.

• Premium does not mean posh.
• Premium means way more than top-shelf martinis and marble floors.
• It’s about what people value.  It’s about what they put ‘a premium’ on.

Do you know what  your potential visitors value when it comes to booking an experience?

If you feel like you could do with an update, the good news is that there’s been a lot of recent research on all types of Australian travellers.  And the great news is reports show that for premium “high-value” travellers, going regional resonates.

Connecting to the local community and contributing  is important.

Meeting the people, understanding what makes the place tick, is paramount.

Learning something new from the locals is a little luxury.

When we’re working  with the members of Ultimate Winery Experiences Australia, yes,  we get practical when it comes to product development.  We discuss location, timing, design and distribution, we talk about pricing, promotion, reservations systems, reports – they are all important elements. At the end of the day though, it’s the people involved in delivering the experience who are all-important.  Having storytellers who understand how to set the scene, reflect a real sense of place and personalise the proceedings so your visitors feel like the experience has been put together just for them  – for them high-value-travellers will happily pay a premium.