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Business Guidance

Clearly Define Your Product Offering

Contents

Contents

Clearly Define Your Product Offering

Visitor Attractions, Experiences and Activity Providers

In the following example, you can see how Walk the Mournes have clarified one of their hiking adventure products in this way:

Walking Tours   

 

Short Description

 

 Min-Max Numbers Duration (Approx) Price
Diamond Rocks Tour Guided walk/hike with local expert Peter Rafferty including fantastic views and insights on glaciers, Mourne Granite and the Diamond Rocks. 5-12 5 Hours £xx

Note:

  • Distance: approx 5 miles (8kilometres) at a relaxed pace
  • Grade: Moderate. Reasonable leve of fitness necessary
  • This experience is subject to minimum 5 people, or the equivalent in charges

Note how there is no ambiguity. The experience itself, along with the parameters and instructions associated with the experience are clear. From this grid, the following can be quickly determined:

  • the essence of this experience
  • the retail price (blanked out in this example)
    • the associated minimum number of people (or equivalent in charges) required to book this experience
    • the maximum number of people that apply to the experience
  • important instructions relating to fitness levels and duration
  • note also how the distance of the walk/hike is outlined in miles and kilometres to avoid ambiguity for customers from diverse markets

Tip:

When tourism products are presented with absolute clarity, a customer can quickly determine if the product is a match for their needs. This facilitates the customer in moving to the booking stage.

Similarly, in the below example Whitewater Brewery in County Down has clearly stated what is included in its product offering.

Note also how the price inclusions for this offering are crystal clear. The customer quickly understands how many beers and the exact volume that is included in the tasting experience. In this way, Whitewater Brewery highlights the FULL VALUE offered within the price point for this particular offering.

Experiences Short Description Min-Max Numbers Duration (Approx) Price per person
Private Brewery Tour & Tasting Learn the story behind Whitewater Brewery, see the brewing process in the brewhouse and end with a beer tasting in the Whitewater Tap House.

Min: 10

Max: 60

 80 mins

£xx

-------

Subject to min fee of £xx

Inclusions:

  • 6 award winning beer samples
  • 1/3 of a pint (approx 150mls) per tasting

Tip:

When itemising price points for products, tourism businesses should always make ALL inclusions crystal clear so that the customer understands the FULL VALUE within the price at the point of booking.

 

Accommodation Providers

In the following example, Green Holiday Cottages have used the grid format to create clarity around one of their self-catering product offerings. Note how the room types, services and inclusions for this cottage are succinctly laid out. Once again, this enables the customer to

  • quickly determine if the product matches their needs and to
  • quickly assess the full value offered within the price point
Cottage Inclusions Price Per Night

The Mill

 

 

 

 

 

 

 

 
  • 3-bedroom cottage two storey | garden balcony | sleeps 7 / 8
  • 2 Double / Twin rooms and 1 Triple room | sofa bed
  • 1 x room ensuite | family bathroom
  • Access to large secure garden and play area | Fireplace
  • Communal outdoor kitchen, BBQ area and pizza oven

£xx

 

 

 

 

 

 

 

 

Note:
All Cottages include:
Quilts & Bed linen | Towels | Complimentary Parking | Fire set and one log of logs| Wi-Fi

Tip:

To clarify each product offered by your business, aim to create a grid like the above examples. Once this level of clarity is achieved,the business can create appropriate communications by choosing imagery and text to sell the product offering via diverse online and offline sales channels.