Doctor’s RX for ‘enchanted travel’

Dr. Peter E. Tarlow has some suggestions for making travel experiences “enchanting.”

Dr. Tarlow, who writes Tourism Tidbits, raised the question seven years ago. “Tourism officials are still struggling with this issue,” he writes.

He says there’s been another “industrial earthquake in the past few months, just as there was after 9-11.

“The dollar and world stock markets’ instability have created both crises and opportunities for tourism and travel officials.  The passenger revolt against airline fuel surcharge ought to remind everyone in the tourism industry of just how fragile the industry is and how vulnerable it is to the ups and downs of the market place,” he writes.

So how to get through hard times? “Make the travel experience more than merely getting from A to B or more than spending the night at a hotel that might be in ‘anyplace,’” he said.

He suggests that travel and tourism leaders must not be so focused on efficiency and quantitative analysis that they forget that each traveler represents a world unto him/herself.  No matter how inexpensive the locale may be the basic rule that “quality must always override quantity” holds true.
Some of his specific suggestions:

• Create “enchantment through product development. Successful tourism industries will rely less on marketing and more on offering value, he says. The way to win customers is to exceed their expectations.

• ”Enchantment does not have to be grounded,” he says. Cities with extraterrestrial visits, or colorful characters from the past can create special moments for people.  Often tourism can be built around the enchantment of a particular successful film or book.
  

• “Enchant your staff.” No matter how good your policies are, the public judges you by the actions of your staff.  Travel and tourism ought to be fun.  If they are not, then working in these areas loses its enchantment.

• “Seek the enchantment within your community.”  Few cities and communities can cater to every need.  Rather than stating that you have something for everyone, seek experiences and places that represent something that is special.

• Improve those areas of your tourism experience that destroy enchantment. If you are an attraction with lines that are too long, find ways to entertain people while they stand in line, for example. If airports and traffic are negative experiences then seek ways to provide feasts for the eyes that will overcome the hassles of travel.

• Create enchantment through beautification and environmental project.  Work with specialists in such areas as lighting, landscaping, color coordination, exterior and interior decorations, street appearances and city themes, parking lots and internal transportation service.

• Create a safe and secure atmosphere. There can be little enchantment if people are afraid. To create such an atmosphere local security professionals must be part of the planning from the beginning. 

• Enchant your customers and you will enhance your greatest asset, namely your reputation.

  For a complete listing of topics and information, check Dr. Tarlow’s Web page http://www.tourismandmore.com/contact.

Report by David Wilkening