How to develop premium experiences in regional destinations: #2. Assets. Availability. Access.

Over the past few  months as restrictions have lifted in regional Australia we’ve connected with a wide range of domestic high-value-travellers whose refunds for planned trips elsewhere have finally been processed. And they’ve been delighted to discover that there’s a little bit of Bordeaux in their own backyard. 

The reasons premium winery experiences appeal is the work our members put into the practicalities –  they’ve thought about their real-life day-to-day operations and the different ways  these reflect their own particular way with wine.  They’ve thought about their assets, and then the different ways they can be made accessible.

Entry level experiences are designed for everyone.  And they are an  excellent introduction.  Premium experiences make it more personal – they  provide special access to places, processes, and people who are not otherwise available to the general visitor.

So when you’re thinking about development of a premium experience, think about  the different locations, timing,  processes and people who could be available. Then think about access.

Assets , availability and access.

High value travellers will pay to get closer  to the action.