An authentic guest experience is one that feels genuine, meaningful, and reflective of the values and identity of the place or service providing it. It goes beyond just fulfilling basic expectations and aims to create a memorable and personalized interaction for guests. This can involve aspects such as sincere hospitality, attention to detail, cultural immersion, and a focus on creating emotional connections. In essence, it's about creating an experience that resonates with guests on a deeper level, leaving them feeling satisfied, enriched, and eager to return or recommend to others.
4. DIVERSITY MARKETING IMPLEMENTATION
Diversity marketers aim to
develop a mix of different
communication methods, in
order to reach people in each
of the diverse groups present
in the market.
9. AUTHENTIC EXPERIENCE
Travelers of all ages, and resources are looking for more “authentic
travel” engaging and meaningful experiences as close to
'the real deal' as they can get.
Traveling to experience places, artifacts, and activities that authentically
represent the stories and people of the past and present.
10. AUTHENTIC
BENEFITS
• Breaks through, creating a deeper
connection to the human sense of
legitimacy.
• Reduces skepticism getting a
destination noticed. Differentiates
the truth.
• It is contagious, which spurs sharing.
11. 5 AUTHENTIC
ACTION STEPS
Uncover Your
Authentic Insight
Create an
Authentic Big Idea
Find Your
Authentic Voice
Select Your Authentic
Spokes-vehicles
All On Board
Know Before You Go
13. UNCOVER
YOUR
AUTHENTIC
INSIGHT
• Start with a clear purpose, to solve a real
challenge, to be a hero to the consumer by
making a difference.
• What is the red thread that gets pulled
through everything you do?
• Making sure you stay true to this red thread
it is critical for your perceived authenticity.
14. CREATE AN
AUTHENTIC
BIG IDEA
• What is the core idea that brings your
insight to life in a way that can connect
with consumers across multiple
platforms?
• Start with your truthful insight, BIG
IDEAS need to be stronger and more
flexible than ever.
15. FIND YOUR
AUTHENTIC
VOICE
• Speak volumes of truth!
• The correct tone will become a
distinctive asset for you.
• Who will be speaking on your behalf.
• Create a list of “would say this” vs.
“wouldn’t say this” to be specific
expressing what you stand for.
16. EVERYONE
ON BOARD
• It is vital to know your destination
and evaluate how welcoming it is to
diverse visitors.
17. SUPPLIER
DIVERSITY
Business at least 51% owned and
operated by an individual or group
traditionally underrepresented.
• Minority-owned
• Women owned
• Veteran owned
• LGBT-owned
• Service-Disabled Veteran owned
18. KNOW
BEFORE YOU
GO
• Are diverse businesses considered for city
contracting and procurement?
• Does your local corporate businesses
support diverse communities.
• Are there established diverse
neighborhoods?
• Does your destination host diverse festivals,
celebrations and events?
• Is there a bridge between diverse
communities and the police department?
• What are the policies of your destination
regarding civil rights issues people?
19. CONCLUSION
To be a leader, we must go beyond
simply accepting “Equal Opportunity” –
we must value and embrace
Diversity, Equity and Inclusion as a
strategic competitive advantage.
Diversity, Equity and Inclusion is a
Journey not a Sprint
THANK YOU
20. DIVERSITY, EQUITY, AND INCLUSION:
AUTHENTIC TRAVEL EXPERIENCE
MEETING EXPECTATIONS
Greg DeShields, CHE, CDE
Here is the latest on the Apprenticeship program.
Currently interviewing apprentices in Baltimore.
In discussions with the Columbus CVB and Sports Commission and Sports ETA.
(We also have 2 other Sports Commissions ready to commit but probably too early to discuss that)
The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
Here is the latest on the Apprenticeship program.
Currently interviewing apprentices in Baltimore.
In discussions with the Columbus CVB and Sports Commission and Sports ETA.
(We also have 2 other Sports Commissions ready to commit but probably too early to discuss that)
The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
Here is the latest on the Apprenticeship program.
Currently interviewing apprentices in Baltimore.
In discussions with the Columbus CVB and Sports Commission and Sports ETA.
(We also have 2 other Sports Commissions ready to commit but probably too early to discuss that)
The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
Here is the latest on the Apprenticeship program.
Currently interviewing apprentices in Baltimore.
In discussions with the Columbus CVB and Sports Commission and Sports ETA.
(We also have 2 other Sports Commissions ready to commit but probably too early to discuss that)
The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
Too often we try to trick ourselves about what we need to stand for in order to be followed or loved. Consumers, in this new world, are accepting of the truth about products and brands; we need to embrace it as well.
Start with your truthful insight, and then figure out what the connection is to consumers; it’s often as simple as expressing common sense in an original way. Remember, your brand and product already occupy a unique space in the world — how can you succinctly capture that?
It’s important to be as defined as possible because this voice will not only need to be communicated through your brand, but also from the many third parties (content partners, influencers and spokespeople, for example).
What is the appropriate voice for doing so?
What is the right balance of branded vs. unbranded content? Most importantly, how will they communicate what your brand stands for? Selecting and maintaining your spokes-vehicles, like a president in office, is an ongoing process, not a set-it-and-forget-it tactic.
What is the right balance of branded vs. unbranded content? Most importantly, how will they communicate what your brand stands for? Selecting and maintaining your spokes-vehicles, like a president in office, is an ongoing process, not a set-it-and-forget-it tactic.
TV, social, digital video, print content, product placement — all of these are potential placements for your message, but each requires a different tact to be effective in communicating with authenticity.