Posts Tagged ‘visitor experience’
NZx: the art of inspiration/leadership
Morena
For this months blog we thought we would look at the art of inspiration/leadership in the visitor sector.
This thinking came to our front of mind last week when we dined out in a tourism focused town. As the only diners that night we received adequate service, but no more. This is in sharp contrast to the situation we encountered while filling up the car with petrol on the West Coast last year. In this case the attendant thanked us for choosing to use their service station and spend our money with them, as opposed to someone else.
After our dining experience I reflected on what was a lost opportunity for the hospitality business. My view is that any business echos the leadership and inspirational traits of it’s leaders.
Over the years I have been lucky enough to have worked with some amazing and inspiring leaders. One thing they all had in common was that they showed some or all of the traits noted below, and in some cases more.
Of course there have been a number of leaders that didn’t reflect these traits, their leadership style is probably best summed up in this link
The future challenge for managers/mentors/team leaders across the visitor sector will be ensuring they implement these traits (and others) as our borders open up. Do you inspire/lead/mentor using these building blocks?
Thanks to Vala Afshar from Salesforce for the prompt!
Ka kite ano
NZx: wildlife, us and our motivations
Nau mai!
Late, last summer in Coastal Otago; hoiho and visitors mixing in a small area of reserve land in a natural landscape. No interpreters present, and “common sense” guidelines being ignored by some.
With increasing number of visitors travelling to more remote places the potential threat to endangered wildlife is incrementally increasing. What drive visitors to seek wildlife interactions?
Considering the importance of this question there is a lack of recent research that suggests motivations and potential mitigation of any issue. One key study undertaken(in New Zealand and Australia) by CRC Tourism sets some important benchmarks in understanding, and thereby managing, visitors expectations.
Surveys asked visitors to rate how important opportunities to see wildlife are in their holiday travel decisions. Overall:
- 20% said that the opportunity to view wildlife is one of the most important factors in their travel decisions(most important decision factor);
- 51% said that opportunity to view wildlife is included as part of their travel decisions (one decision factor);
- 28% said that viewing wildlife is not included as part of their travel decisions, but they enjoy seeing wildlife while on holidays (not a decision factor)
Those interviewed were asked how could the wildlife experience be improved. Key responses included:
- see more wildlife – number, variety and different aspects of
- have more time/improve the timing and logistics of tours
- have more interaction with wildlife
- improve visitor management, in particular, to have fewer visitors/smaller groups
- enhanced interpretation, both guide knowledge and non personal
Across a range of sites in both countries people seeking wildlife interactions were likely to be/have: older, have higher levels of education, stay longer, travel further, spend more, higher education levels and incomes, independent travellers, younger, female, younger, independent, use the internet for information, stay longer in the region.
Key themes around visitor satisfaction with wildlife experiences was higher for visitors who: learnt more about wildlife, rated their most memorable wildlife encounter as exciting, rated their most memorable wildlife encounter as natural ,place greater importance on seeing wildlife on holiday, are tour participants, are female, seek wildlife encounters in natural, environment, desire wildlife encounters with knowledgeable guides or staff present, and saw an animal for the first time in real life.
There is guidance in this research. Clues and actions we could take to better manage the interactions noted in the first paragraph.
In previous blogs we have touched on the importance of interpretation as the key facilitator of empowering better wildlife interactions, the need for companies to improve their social license to operate, and threats to our rare and endangered wildlife.
Wildlife interactions are a key plank of tourism in New Zealand /Aotearoa. We need enhanced research on wildlife interactions and agreed approaches to enhancing the visitor experience, and protecting the uncertain future of many of our natural taonga, across the country.
We need big picture, long term, balanced, decision making.
Ka kite ano
Malcolm
Four week old “Pounamu” born and bred on Maungatautari
NZx: May 29th – a taxing question
Naumai
If you’re are linked into tourism, in any form, you will be aware that there are a number of key issues facing the industry ahead of increasing visitor numbers. There have been many calls for increased funding for the sector, both at national and regional levels, to address infrastructure and conservation related issues arising from tourism.
Good summaries of the issue can be found here and here.
Currently international tourism remains New Zealand’s largest export earner and it was responsible for a fifth of earnings from all exports of goods and services. Tourism accounted for 5.6 per cent of gross domestic product (GDP) and directly employs 230,793 people or 8.4 percent of the workforce. Currently the Government receives $1.5b in GST from international visitors, with a further $1.8b collected from domestic visitors.
The tourism leaders report (2016) suggests a National Tourism Infrastructure Levy be created comprising of a 2% national bed levy across the accommodation sector and a $5 increase to the border levy which would raise $65 million per annum from the industry.
Treasury’s view on any new tax is not supportive suggesting “that (there is no evidence) a border or bed tax meets the burden of proof for departing from BBLR (broad-base low-rate) principles”.
The latest in a myriad of comments on the tax issue come from Minister of Tourism, Kelvin Davis, who while at TRENZ, was forthright in saying the future is in a “levy on international visitors”.
Of course whichever side of the debate you support, the issue becomes more complex with TLA’s pushing and in some cases implementing “bed” tax. Currently Auckland, Wellington, Queenstown , Dunedin and Hawkes Bay are all pushing for, discussing, or in Auckland’s case legislating for, such a tax.
At the time of writing Rakiura/Stewart Island is the only destination to use a similar mechanism (visitor levy fee) although other entities such as Milford Sound Development Authority include a levy in all passenger cruise fees.
The key ingredient missing in the discussion is the major risk of an uncoordinated approach to fixing both infrastructure and conservation based issues. We have previously discussed the risks to tourism of uncoordinated approaches to sustainability and a social license to operate.
One thing a visitor (international or domestic) does not need is an arrival levy/tax and then varying provincial “bed” taxes – none of which are either consistent, efficient to administer or designed to solve the myriad of different issues specific to different places that make up New Zealand/Aotearoa.
Ka kite ano
NZx: March 22nd – southern road trip
Naumai
It is always a privilege to “share” Aotearoa / New Zealand. It matters little if the audience is domestic or international , hitting the road to explore our place in the world is one of life’s pleasures.
This summer was however different. Tasked with sharing the southern part of the South Island with a group of international visitors (including over the Chinese New Year period) I reflected on what one might find.
Reading and listening to media headlines I was expecting a constant stream of polluting freedom campers, over priced food and lodging, little space, tired operators, and people literally everywhere – even in my normally quiet haunts and secluded places!
The trip took in every destination and more, between Christchurch and Bluff via the Catlins, Manapouri, Te Anau Queenstown and Wanaka.
So summing up the trip was a great success, we achieved most things we promised our visitors and more. We saw rare and endangered wildlife, meet some fantastic locals, enjoyed great food and wine and the whole gambit of southern landscapes.
That of course is the official version.
My overwhelming impression after ten days on the road in the southern South Island, is of too many people in too many locations. I mean literally no one used to go to Slope Point (the most southern point of mainland NZ) , a full car park at Bluff mid afternoon (great views) and absolutely no where to turn in Wanaka around 4pm.
I am apprehensive when I hear local operators saying that bookings for next year re even higher than this summer, in one case up to a third. What does that mean for tourism’s social license to operate?
Here are some facts:
The number of international visitors coming into NZ averages over 320,000 a month
This is an average yearly growth of over 5.65 for the last ten years
More than one in ten jobs is indirectly generated by tourism
International visitors contribute $ 40 million per day to the economy
And New Zealander’s (2017) views on tourism
96% of us agree tourism is good for NZ 35% think tourism puts too much pressure on NZ 21% think there are too many visitors
Challenges for NZ’s around international visitors include: road congestion, litter and a high risk of motor accidents
In earlier blogs we have discussed the opportunities and challenges for tourism in maintaining and enhancing a social license to operate. Some initiatives such as Tourism Aotearoa’s sustainable tourism are small step in the right direction. But if this years southern experience on the road is next years reality, then we have a serious problem – with no coordinated response in sight.
Ka kite ano
Visitors on the beach – Moeraki Boulders
NZx: February 10th Manaakitanga in the C21
Naumai
Is this really the best manaakitanga we can offer?
Tourism New Zealand suggests: the meaning of manaakitanga is much broader than a one word or direct translation.
It can be broken down into three parts: mana-ā-ki which loosely translates as ‘the power of the word’ and reminds hosts to be expressive and fluent in welcoming visitors.
Another explanation has the words mana / prestige and ki te tangata / to the people – pointing out the importance of enhancing the mana which covers the integrity, status / prestige, and power of guests.
Here, as our experience suggests, a great day out was left wanting in manaakitanga by our introduction to Fullers ferry and the introduction by staff on arrival at Rotoroa Island.
Our manaakitanga component started off by having to queue for the ferry. No big deal but despite being early morning it was a burning , windless day. People who had queued early inside the perspex cover were eventually forced to abandon their place in line and escape the hot tapped air. It was seriously stifling.
There was general confusion about who was queuing for what. Was this the ferry to Rangitoto, Tiritiri Matangi or Rotoroa Island? No signs, or technology, not even temporary, just two staff that came and went answering the same questions as to the destination.
Two minutes after leaving the wharf we returned – someone had got on the wrong ferry……. That’s despite a handheld scanner that supposedly scanned everybody aboard including our mobile phone downloaded tickets. Only problem was it couldn’t read the bar code on our phone!
On arrival all seventy plus of us were crammed into a small hot shed on the wharf and given a rambling presentation about the history, issues and do’s and dont’s on the Island. We fully support the bio-security intent behind this – but having endured countless windblown ( you can’t here the words and often the speakers aren’t great) welcomes at Tiritiri Matangi and other DOC/partner managed islands, one has to wonder is there a better way? It is human nature to not what to be confined (see Maslow) and to be acknowledged and treated with intelligence. This and other Island welcomes don’t do this! DOC and it’s partners should use other ways of pushing the bio-security message to what is mostly an already knowledgeable audience.
The final straw was when the ranger announced a different ferry departure time back to Auckland than that advertised in the various Fullers media. Normally extra time on an Island such as Rotoroa would be great, but we had organised a busy late afternoon around the quoted departure time and arrival back in Auckland.
The last comment the ranger made before “releasing us” was to invite us back inside the shed before we got on the return ferry – surely not!
In the end it was with much thankfulness that the staff on Rotoroa didn’t invite us back into the hot little shed on the wharf to say haere ra! Everyone was far too busy enjoying the sunshine, swimming off the wharf an enjoying their last minutes on the Island.
Rotoroa Island is a fantastic day out. But two of the key partners need to up their game in the manaakitanga stakes. The basic mana of visitors just isn’t being respected.
Ka kite ano
Sculpture on Rotoroa
Island
NZx -20th December 2017: Starry night
Naumai
It’s late December and the rata is flowering beautifully on the West Coast, that’s a South Islander’s version of the pohutakawa ‘Christmas tree”!
In Akaroa our lavender fields are bright purple – Akaroa Organics and ready for harvest.
In our last post for the year we’d like to share a recent experience with one of New Zealand’s leading and award winning activity operators. Checking in we were met by two foreign nationals, they were polite but curse. Unfortunately as soon as we were checked in the two staff spent most of the non contact time (about 30 minutes prior to the activity beginning) trying to redesign the retail space in front of the counter so “they could hide from people”. Really? As front line hosts,and the first personal touch-point between visitors and the company, it should be the opposite. What made it so bad was that they were so nonchalant about this, and everyone in the room who spoke good English could understand what they were saying.
Is this really the type of customer experience our award winning companies are delivering?
The actual activity was interesting but really not what it was hyped up to be. Interaction was limited and much of our time was spent looking at machinery. Trying to interpret a static object requires certain skills, especially when those components dominate the overall experience.
The power of marketing!
Have a great Christmas/Kirihimete and a very happy 2018!
Ka kite ano
NZx February 22: A true kiwi experience
Naumai
Looking for a true example of a sustainable kiwi experience? Wingspan (the National Bird of Prey Centre), nestled in the picturesque Paradise Valley just north of Rotorua, is a great example.
Established in Rotorua in early 2000 the key objective is to celebrate and share New Zealand’s unique natural heritage, particularly taonga such as falcon (karearea) , kahu (Australasian Harrier) and morepork (ruru).
The key elements, from a purely visitor experience, are the interaction between the guides and the audience, the guides and the raptors and the raptors and you. A chance to see raptors fly, have them land on your hand and head (!) .
The Centre also has a small Visitor Centre and shop but your focus should be on on the interactive afternoon session www.wingspan.co.nz
Like so many conservation initiatives in New Zealand the enterprise is underfunded. Its definitely a real kiwi experience, not overdone and truly interactive.
Visit and help celebrate our taonga!
Ka kite ano
Malcolm
Ruru experience
NZx March 9th: guiding 101
Naumai
It has been great to get out and spend the last month travelling the country on the Oceanic Discoverer.
As well as getting the opportunity to lecture, guide, interpret and spend time with people from all around the world, you also get to experience NZ Inc from a visitors viewpoint.
We have previously posted on the need for interpreters to do the basics well. Essentially that is to have: well themed, entertaining, engaging and correct interpretation delivered in a passionate way to their visitors.
Over the last four weeks we have accompanied our visitors on some experiences offered by some of NZ’s leading tourism businesses. They do a great job of essentials such as: marketing, providing good equipment, and partially delivering on the promise.
Some don’t do a great job in the essential areas of visitor experiences. particularly guiding/interpretation. Specifically we endured: our guide continually standing at the front of the group and not being heard, our driver twice leaving us in a small van to carry out some personal business, a monotone lecture from another driver on bees which had nothing to do with the experience on offer and our guide (while knowing her material) being less than engaging.
Visitor’s on the Oceanic Discover come from all around the world, travel a long way and spend a lot of money to experience NZ. They have a great experience on the ship but some of our smaller land-based operators are delivering a less than 100% visitor experience.
Ka kite ano
Malcolm
NZx 31st December : random
Naumai
Imagine the scene…….out whale watching on a perfect day; lots of sperm and beaked whales, try flat water, no wind, sunshine.
Perfect combination right? Well almost…..
Unfortunately our guide for the trip liked the sound of his voice a little too much, the over-use of large words and a seemingly random ability to throw whatever he could think of in the mix.
The same experience recently occurred with a coach driver. Talking nearly non-stop in a random, un-coordinated way does nothing to add value to the visitor experience.
Honestly we don’t need to tell our guests everything!
Interpretation needs to be themed, the essential components planned and the delivered in an entertaining manner.
The approach by the guides/driver may contain elements of entertainment (an essential for great interpretation) – but only for the guide or driver concerned. Definitely not for their guests!
Ka kite ano
Malcolm