We talk a lot about “Trip Planners” in the world of resort marketing. They’re in your website nav, maybe they’re sitting on the table at tradeshows.
But what we’re describing, more often than not, is what items are on our our “Vacation Grocery Store” shelves. The idea I want to propose is that what we need to be doing a lot more of is writing recipes.
Let me see if I can explain what I mean.
If i wanted to go to Shawnee Mountain, I may poke around on their website or review sites or social media or whatever. Along the way, I’m going to get a lot of information about what the options are at Shawnee Mountain.
Options are the ingredients.
But eventually I need to combine those ingredients into a tasty vacation stew. And like an actual cooking recipe, there are a million ways to combine those options. Some combinations will be okay, some will be terrible, and some will be amazing.
The combination of those options are the recipes.
What we often do is leave people like me to their own devices to combine all those cool vacation pieces into a really cool package. And we typically do so under a few assumptions, including the idea that “everyone is different” and probably wants different things.
But if in my search, what if i found this blog post from The French Manor.
Simple and to-the-point, what this hotel has done is nothing more that share one of their favorite recipes for a day trip to Shawnee Mountain.
What I’d love to see Trip Planners become is something much more like a recipe book. Maybe you could even call it that. But rather than just a list of pieces, it would include:
As resorts expand their product offerings, the list of potential ingredients will only expand. Maybe it’s time to give our potential guests some starting points.
Maybe instead of an average meal, they’ll end up with the incredible feast you intended.
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