The Ultimate

Transformational
Experience Guide
7 STEPS TO CREATING BETTER VALUE
FOR YOUR GUESTS AND YOUR BUSINESS

MAY 2023
 Why this guide is essential for Queensland
tourism and events operators
This guide introduces you to a new
era of travel – ‘transformational
experiences’. Our aim is to help
put you at the forefront of a global
travel movement and increase your
bookings and revenue. 
Delivering transformational travel experiences
will delight your guests, improve your social
media and travel platform reviews and rankings
and build loyal advocates for your business and
region. You will also squarely align your business
with Queensland’s purpose-led brand philosophy
of ‘travel for good.’
Use this guide to:​
• Learn what Queensland’s brand means in practice
• Gain new insights into the changing needs and
expectations of travellers​
• Understand how to design and deliver
When this journey started, we could not foresee the impact COVID-19 would have on so many in our industry.
exceptional transformational experiences​ For our travellers, COVID-19 has amplified the quest for transformational experiences.
• Deepen engagement with your guests ​ We offer this guide not despite the pandemic, nor because of it, but as the best way forward for our industry to
• Differentiate your experience through innovation, overcome and thrive amidst the many unpredictable events we continue to face.

and enhance your competitive advantage

2
 Who has this guide be designed for?
In developing the guide, we have sought to ensure it is relevant to all
Queensland’s tourism and event operators, regardless of size and type.
While it has been designed with a logical flow to inform you This will give you an indication of how well you are currently
on how to transform your visitor experiences, if the document doing, or not, in delivering truly transformational experiences
looks daunting and you are not convinced it is worth your time and will certainly give you an indication of the areas of your
and effort, we suggest reviewing your operation against the operation that may require particular attention.
self-assessment tool on page 25.

Acknowledgements: Tourism and Events Queensland wishes to thank the team at Forrester for sharing their expertise and providing
information for this manual. A special thanks to Jayne Jennings from JJ’s Strategic Consulting for her invaluable editing. Thank you also to
the tourism businesses featured as case studies for their generous assistance with providing information and images.

3
 Contents

01 02 03 04 05 06 07
Why How has What do What does Where do How do I How have
transformational Queensland’s your guests it mean for I start? know it’s others done
experiences? brand want? your guests? working? it?
The guests’ Five
evolved?  Stages of Travel
Introducing transformational Build your Core guest Early indicators Case studies and
experiences and their The evolution of the understanding expectations – what of success examples
Your guest journey
relevance to Queensland’s Queensland brand of our global travellers we want your guests
self‑assessment Best of Queensland
tourism and events industry to feel and say
What the Queensland What today’s Experiences Program
about their travel Guide to the stages:
Rise of the purpose-led brand promises travellers want
experiences – Dreaming
economy travellers
Understanding – Planning
Bringing the brand your guests – Booking
principles to life – Experiencing
– Sharing

Disclaimer: Tourism and Events Queensland (TEQ) has produced this publication in the interest of promoting tourism in Queensland. The information contained within this publication has been compiled with all
due care. TEQ makes no warranty or assurance as to the correctness, completeness or suitability of the information. In no event will TEQ be liable to any person in contract, tort or otherwise if any information in the
publication is incomplete, inaccurate or not suitable for the purpose you use the information for.
© Tourism and Events Queensland 2020.

4
01 WHY
TRANSFORMATIONAL
EXPERIENCES?
Introducing transformational
experiences and their relevance
to Queensland’s tourism and
events industry.
Rise of the purpose-led economy.
 Why transformational experiences?
In this new era of travel, people are Transformation
actively seeking experiences that A process of profound and radical change. 

enrich, awaken and transform them, – Business Dictionary

and, eventually, the world. They want to

Transformational experiences
ignite something new within themselves
Those that challenge a person’s assumptions,
by consciously connecting with and preconceptions, beliefs and values, affecting how they
appreciating our extraordinary planet, understand themselves, others and the world.

its people and cultures. – Tufts University

Together we can inspire the now-and-next generation Transformational travel experiences

of travellers to be transformed by the experiences Intentionally travelling to stretch, learn and grow into new
of Queensland. ways of being and engaging with the world. 

– Transformational Travel Council

By meeting travellers’ needs for transformational
travel experiences, you will build a stronger, more
sustainable business; enable Queensland to claim
a purpose‑led, distinct and future-proofed global
 e’re in a tough market domestically and internationally and to thrive we need
W
position; and together we can inspire positive change
to do a lot more than simply meet guest expectations – we must exceed them!
in our communities and planet. To exceed my guests’ expectations my event has to be much more than just
This guide will enable you to transform your great musical acts, it has to be environmentally responsible, it has to genuinely
benefit the local community and it has to provide my guests with a sense of
experience offering and business to meet and exceed
escape from the everyday and a deeper connection with not only family and
the needs of the travellers of today and tomorrow.
friends but increasingly with themselves and the world around them.
Greg Donovan, Big Red Bash

6
 Rise of the purpose-led economy
As part of an extensive review of the Queensland brand,
TEQ partnered with global brand and insights consultancy
The consumer landscape has evolved to embrace a purpose Landor, to explore global consumer trends and innovative
driven economy, one based on achieving the right balance brand strategy and positioning. The findings shaped the
development of the travel for good purpose-led brand position.
between people, place, planet and profit. Key insights included:

Transformational travel directly responds to consumers changing expectations • Global consumer research* shows travellers are increasingly
and represents an opportunity to gain a competitive advantage in a shifting seeking purpose-led brands that align with their personal
beliefs, authentically demonstrate progressive values and
consumer landscape.  spark meaningful change in society

• Brand purpose is particularly important for Gen Z and

Millennials, with future generations expected to follow
Pre 2004 2004–2017 2018+
• Queensland can authentically own the travel for good
Consumer position and gain a strong competitive advantage through
Product based Experience based Purpose-driven
Economy transformational travel experiences

Tourism In a post COVID-19 context,  the opportunity is

Destination Experiential Transformational unchanged  to appeal to travellers heads and
Marketing
hearts, emotionally engaging with their desire to
be changed by the experiences of Queensland and
to appreciate and safeguard the places they visit.

*Spotify & Culture Co-op Global Research (2019) Culture Next Trends Report – using first-party data from 4,000 respondents across eight
countries, including Australia; Accenture (2018) To Affinity and Beyond: from Me to We, The rise of the Purpose‑led Brand – A global survey of
nearly 30,000 consumers; Booking.com (2018) Sustainable Travel Report – Survey of 12,134 respondents across 12 markets, including Australia.

7
02 HOW HAS
QUEENSLAND’S
BRAND EVOLVED?
The evolution of the Queensland brand.
What the Queensland brand
promises travellers.
Brand principles in practice.
 The evolution of the Queensland brand
The Queensland brand has evolved
to position Queensland globally in the new
era of transformational travel and to embody Your Queensland brand
the essence of our purpose, to travel for good. Queensland’s brand is not a tag line or catchy
slogan, it’s how people think and feel about
Queensland and the promise it offers.
This brand purpose captures how Queensland will
present itself to the world as a deeper, more meaningful
and engaging travel destination where  the experiences
delivered will change travellers and the world for the better.    Your Destination brand
Your destination brand is making a promise
Transformational travel offers our guests a fresher and to prospective guests about what it has to offer,
the distinctive values, attributes and personality
deeper experience of Queensland’s stunning tapestry that set your destination apart from others.
of natural wonders, peoples and cultures, welcoming
communities and experienced tourism and events
operators. These experiences are further enriched by Your brand
the ancient wisdom of our Aboriginal and Torres Strait Your brand is everything.
It is the sum total of how
Island peoples and their cultures that bring a greater
people perceive your business
depth, richness and meaning to the Queensland story.    and what it has to offer. It is the
promise of an experience
A Queensland-inspired appreciation of life will not and the emotions that
it will create. 
only positively change the way your guests feel about
themselves, but it will change the way they see and
interact with the world.

9
 Queensland brand
framework
OUR
PROMISE
This framework outlines the key principles of
Be changed by
our purpose-led brand philosophy. Simply Queensland.
this means travel is good for a travellers’
wellbeing and makes a positive impact on
the world. Travel for good is centred on
regeneration – whether regenerating
people by activating the mind and OUR PURPOSE
the bod mu
te Why we exist om nit

a
body and lifting their hearts, or

c
y

y
Activ

Grow
travel for good
regenerating the world, by
positively contributing to mind eart um
te h an
e env
he eh r th i
humanity, communities and

o
t

ro
Lift th

ity
Prom

Care f
Feed

nment
the environment.

SELF WORLD

OUR VALUE PROPOSITION OUR BELIEFS

To connect travellers with a place that will floor them Self World Good should be easy. We always find
a way to make it easy to do the right thing.
with diverse and rich epic wonder. Where they will
leave restored and renewed. A place that will change Good should be desirable.
them, and eventually, the world. To rejuvenate, replenish and restore.
Good should benefit all: The individual and the world.

10
 Brand principles in practice
SELF WORLD
mind the bod eart human mmunit the envi
he te eh te co or

y
Activa

ity

ro
y
t

Care f
Prom
Lift th

Grow
Feed

nment
• Mental wellbeing. • Physical wellbeing. • Emotional wellbeing. • Make the world better. • Participate in an • Care for, contribute
engaged community to and protect our
• Grow and evolve by • Feel energised, • Feel a sense of • Promote progress,
based on shared natural environment.
discovering, learning active, motivated and belonging and freedom, equality,
positive values.
and having a deeper challenged. connection to others. diversity, tolerance. • Educate and raise
understanding. • Bring people together in awareness to create
• Encourage healthy, • Contribute to something • Eliminate poverty
an inclusive, proud and advocacy and action.
• Create and innovate. positive lifestyles. greater than yourself. and discrimination.
supportive society.

“We provide visitors with “We provide an unforgettable, “So many people are on the “Supporting people and “The Master Reef Guides program “Learning to care for the
stories and knowledge that highly customer-focused tour same mission and want to be organisations such as the Royal is resonating with people of all environment comes from a
enable them to connect to of the Great Barrier Reef to there beside us holding our Flying Doctor Service who are ages and cultures and creating a deeper understanding of the
country authentically through small groups of like-minded hand. I enjoy spending time with looking after our guests is the community that wants to make a environment and we achieve
the eyes of the local Aboriginal guests who are looking for a our guests as I can help inspire right thing to do.” difference to the environment and that through the interpretation
people. Visitors learn about unique, personal Cairns reef them that the most important sharing that with others.” we provide.”
Greg Donovan, Big Red Bash
land and sea country, the tour experience.” thing is looking after this planet.”
Fiona Merida, GBRMPA, Vicky Jones, Red Dirt Tours
seasons, the plants, the animals
Alan Wallish, Peter Gash, Lady Elliott Island Master Reef Guides Program
and the bush medicine.” Passions of Paradise
Juan Walker, Walkabout
Cultural
Adventures

11
03 WHAT DO YOUR
GUESTS WANT?

Build your understanding of

the new traveller.
What today’s travellers want.
Understanding your guests.
 Globally, travellers are
seeking transformational
experiences
The world is getting smaller. The belief that everyone is
different is being challenged. In terms of guests’ needs
and wants, while there are still some nuances across
countries, we are more alike than we are different. 
So whether your market is domestic, international or a combination of
both, there are some common themes influencing the daily decisions
of the people you are looking to attract to your business.  
Use this section as a starting point to better understand the current and
emerging needs, behaviours, and motivations of travellers and where
to adjust your operation or event to deliver the desired experiences.

Spotify & Culture Co-op Global Research 2019, 'Align with Consumers' to Win Their Hearts and Wallets
Reports 2017

13
 Rising consumer expectations
Consumer expectations for better experiences are being demanded across all industries,
retail, hospitality, commercial, services…when one industry raises the bar, all industries
must rise to the occasion.

Experiences over possessions Demand for purpose-led brands

• Preferences for experiences over possessions. • Consumers are going beyond product features and prices –
• Spending on services is growing at a faster pace than spending on seeking purpose-led brands that align with their own personal
durable goods. beliefs and values.

• The opportunity to deliver an exceptional experience is no longer • 65% of our future global travellers expect brands to play a more
limited to your offering on the ground. Consumers are demanding meaningful role in society.
exceptional experiences from when they start dreaming about their • Sustainable tourism demand is growing across our existing and
next holiday, through to when they book, experience, and once they future travellers.
return home.

Spotify & Culture Co-op Global Research 2019, 'Align with Consumers' to Win Their Hearts and Wallets Reports 2017; https://intrepidtravel.com/travel-trends-2018/ 
https://www.weforum.org/agenda/2016/09/what-will-travel-look-like-in-2030/; http://www.tourism4development2017.org/why-tourism

14
 What today’s travellers want
You may already recognise your guests’ changing travel aspirations. Here’s a snapshot of the preferences of these emerging travellers to better help you understand the transformational
experiences they are seeking. Recognising that travellers are more alike than different, TEQ has adopted a global approach to segmentation, with a focus on the following segments; Solo,
Couple, Family and Visiting Friends & Relatives.  The health crisis and the unprecedented disruption caused by COVID-19 has profoundly impacted consumer needs, with three key shifts
emerging across all segments. These include higher expectations for hygiene and safety practices, making wellbeing a priority, and the need for value and flexibility to offset economic
concerns, income instability and continued border control / travel restrictions changes.

Solo Traveller Couple Traveller

The exhilaration of a new adventure, personal growth Travel enables my partner and I to reconnect,
and freedom are what travelling solo is all about. relax, and grow and evolve together by discovering
Travel allows me to reclaim my sense of self, find new experiences and having a deeper appreciation
purpose and be part of something greater than myself. for people, places and culture.

CALENDAR Planning: CALENDAR Planning:

• Planning is a critical, with solo travellers seeking validation from trusted • Plans longer holidays 2-4 months in advance and balances these with
recommendations to build confidence in destination of choice and selecting impulsive short-stay getaways. 
must-do experiences.
 I seek:
 • New, different and fulfilling travel experiences that allow me to reconnect with
I seek: • Unique and life-changing experiences that enable us to contribute, care for
and be a part of something greater than ourselves. 
myself and forge a deeper connection with people, places and culture. • Experiences to reconnect and bond with my partner.  
• Value for money experiences – affordable options that give me the • To unwind on holidays, and bring balance to our busy lives. 
experience I want.
• Heightened reassurance for hygiene and safety as well as booking flexibility  What I avoid on my travels:
• Inauthentic travel experiences that are out of touch with the locals –
so I can travel safely and freely.
gimmicky, mainstream, overcrowded. 
• To connect with like-minded people who share my interests and passions and • Any experience that may harm nature of cause damage to the environment
seek recommendations on what to do from locals and travellers alike. and community. 
 What I avoid on my travels: • Service providers that do not implement sustainable operating practices.
• Unnecessary risks that may impact my health, safety or wellbeing.
• Experiences that are touristy and don’t have a laidback local feel.

15
 What today’s travellers want
Family Traveller Visiting Friends & Relatives Traveller
Family holidays are our time to slow down, I travel to create lasting memories with
take pause and reconnect. Travel is about sharing my friends and family and experience
in experiences the whole family will enjoy, and new things together.
creating memories we’ll cherish for years to come.”
CALENDAR Planning:
CALENDAR Planning: • Plans most holidays around public/school holidays.
It is typically the host who plans the holiday.
• Plans holidays about three months in advance, with holidays planned around
public/school holidays. 
 I seek:
 I seek: • To reconnect with myself, my family and friends through travel and
experiencing new things.
• To spend time with, bond and connect with my family through a once in a
lifetime trip with experiences my children will enjoy. • To relax, unwind and create lasting memories with my loved ones.
• To teach my children to be good people and expose them to experiences • Experiences that meet the needs of everyone in my travel party, and impress
that will give them a well-rounded view of the world. friends and relatives who are visiting.
• To feel welcomed and accepted to freely immerse my family in a place • Uncrowded and responsibly managed destinations and experiences that
without any risk or hassle.  ensure the safety of myself, my family and friends.
• Value for money experiences. 
 What I avoid on my travels:
 • Experiences that aren’t  child-friendly, or are unclear if they have options that
What I avoid on my travels: • Unnecessary risks that may impact the health and wellbeing of my family
and friends or myself.
will suit my family.  • Experiences that are touristy and don’t have a laidback local feel.
• Anything that puts the comfort, safety and wellbeing of my family at risk – • Uncertified service providers.
unnecessary hassle, poor service, travelling long distances without breaks,
uncertified operators, inaccessible locations.  

16
 Understanding your guests

Some ways to build a better understanding of your guests:

• Collect additional information during the booking process such as ‘how you heard about our business’
or ‘why did you choose our business.’
• Spend time getting to know your guests during their time with you.
• As part of the farewell process, solicit feedback from your guests and look for trends in online reviews.
• Consider surveying guests to better understand why they chose your business, what matters to them
and how they felt about their experience.
• Make use of material offered by Tourism Australia, Tourism and Events Queensland and your Regional
Tourism Organisation such as traveller personas and demographics (to get the most up to date visitor
insights go to https://teq.queensland.com/research-and-insights.

Keep building this understanding of your guests to:

• exceed your guests’ expectations
• build better word of mouth
• increase bookings
• respond to changing needs of your guests

17
04 WHAT DOES IT MEAN
FOR YOUR GUESTS?

Core guest expectations –

what you want your guests
to feel and say about their
travel experiences.
 The core guest expectations
and what this means for you
Your guests are seeking transformational experiences. As a tourism or event operator, your role is to take them on a journey that
helps them make that transformational connection, with themselves and the world.
The following core guest expectations represent a synthesis of Queensland’s travel for good brand principles and contemporary
consumer experience needs. They provide you with a checklist for meeting the needs of your guests, starting with getting the
basics right for a really good experience and then moving on to the next level focussing on what you need to do to deliver truly
transformational experiences.

Guest Everything I felt I feel more I feel I feel

Expectations was easy. comfortable. connected. inspired. empowered!

Operator
Actions
Make Establish a Share Take them Inspire them to
it easy connection your story on a journey make a difference

Firstly, get the basics right Then, appeal to your guests emotions

“Everything was easy” and “I felt comfortable” “I feel more connected”, “I feel inspired”, and “I feel empowered!” are about
are basic must‑haves and need to be done well. transformation. The goal is for operators to move beyond delivering good
experiences to bringing about transformational experiences. To do that, they’ll
need to deliver on these three actions that move a guest to transformation.

19
 Deep dive: core guest expectations
These core guest expectations are what you would like your guests to feel and say about their experience with you – their
expectations of the experience you deliver. As a tourism or event operator, you put in place the elements to bring about those
transformational travel experiences that realise the Queensland brand purpose, travel for good, and deliver the very best guest
experiences.

Operator
Actions
Make Establish a Share Take them Inspire them to
it easy connection your story on a journey make a difference

Guest Everything I felt I feel more I feel I feel

Expectations was easy. comfortable. connected. inspired. empowered!

I made all my bookings They were warm and friendly. I felt a part of something I didn’t know how fascinating I feel re-energised, mentally,
online. The information was It was tasteful. They cared bigger. Their story and Queensland could be. physically, and emotionally.
very clear. I knew what to about me, my health and what they do – their I learned something, and I feel motivated to embrace
expect and what I needed safety, and my well-being. culture, community, how that has changed me. a more active and healthy
to bring. They understood my needs they live as part of the The whole experience lifestyle. I feel confident and
and my preferences. They environment – I will carry was fantastic, but there empowered. I’m changed, and
cared about the things I that back home with me. was so much more to it— I can make change happen!
cared about, including the the people, the culture, the
environment. community—it’s a beautiful
laid-back place and I’ll
be back!

20
05 WHERE DO
I START?

Your guests’ Five Stages of Travel.

Guest journey self-assessment.
Guide to the stages: Dreaming, Planning,
Booking, Experiencing and Sharing.
 Getting started
Now that you have a better understanding of 1. Your guests’ Five Stages of Travel: Start with
the five stages of travel your guests go through:
what your guests want from their travels, and
Dreaming, Planning, Booking, and Experiencing.
how the Queensland brand is responding to Underlying all stages is Sharing.
these evolving traveller needs, this section
2. Guest journey self-assessment: We include
will help you identify any specific changes a self‑assessment for you to think about the
you might need to make to your operation to experience you currently offer your guests.
deliver truly transformational experiences 3. Guide to the stages: The guide takes you through
and build better business success. each stage of travel and helps you identify
changes you can make to deliver transformational
experiences for your guests.

22
 01 YOUR GUESTS’ FIVE STAGES OF TRAVEL

AM I NG
Your guests start their travel 1. DRE
experience long before they’re
Your prospective guest
with you physically. is imagining their next
holiday and it is your
opportunity to inspire them
Their travel needs can be divided into and focus their dreams on you

2.
five stages which enables you to better through great videos, blogs

I NG

PL
and stories of the amazing
understand their needs and what you experiences they will have 
Your guest is eager to You’ve got them

AN
need to do at each stage to deliver with your offering.

5. S H A R
tell their friends about interested, they are
their experience. Address
a truly transformational experience. now investigating

NI NG
both positive and negative the logistics of
perceptions, anticipate and participating in your
The five core guest expectations: provide special moments, experience so you have
and encourage your guest to make it exciting,
∙ Easy to stay connected after easy and seamless.
they leave.
∙ Comfortable
∙ Connected Your guest is with you Your prospective guest is

∙ Inspired, and after much anticipation

and this is where through
ready to book and your booking
system needs to make it easy

∙ Empowered exceptional customer service

at every step of the way
for them to commit to your
operation and then provide them
4.
you take them on a truly with tips and other information to
apply across all Five Stages of Travel transformational journey. start building excitement for the
EX

experience ahead.

G
ER I
P

N
IE K
NC O O
ING 3. B

23
 HOW WALKABOUT CULTURAL ADVENTURES DELIVERS TRANSFORMATIONAL
EXPERIENCES THROUGHOUT ALL FIVE STAGES OF TRAVEL

DREAMING PLANNING BOOKING EXPERIENCING SHARING

Dreaming is where Planning is where Booking is commitment. Experiencing is the Sharing is where
travellers imagine travellers investigate The potential guest heart of your offering. you and your guests
or aspire to the what a trip might becomes your connect with future
possibility of escaping be more concretely, confirmed guest.  guests. They share both
their everyday. although they haven’t the good and the bad of
committed yet.  what they experienced
with you, becoming
advocates or detractors.

Through simply crafted images Guests are well informed of what The website steps guests through Guests are blown away by how Juan Juan uses Facebook and
and words, the Walkabout Cultural to expect with tour highlights the booking process and shows and his other tour guides personalise Instagram to provide knowledge
Adventures website and social and suggestions on what to real time availability, enabling the experience. Juan and his team about the local environment
media content communicate a bring to make the most of their instant confirmation. Snippets focus on ‘reading’ guests to ensure and history, words of inspiration
feeling of warmth and genuine experience. The website introduces about what guests will experience they readily understand the subject and information about other
connection with the local the tour guides, sharing personal and learn on the tour build matter. Guests hear family stories local businesses. This content
Aboriginal people and their country. insights and their aspirations. anticipation. Juan and his team and insights about the land and sea maintains a connection for
The central messages are the This content assures guests of gather information about guests country, the seasons, the plants, the past guests and inspiration for
opportunities for guests to feed an authentic experience with before arrival to enable them to animals and the bush medicine. those yet to book. Comments
their minds by learning about the Kuku Yalanji people and tailor to their needs and deliver Juan believes through sharing his are welcomed through direct
cultural history and practices and creates a sense of anticipation an exceptional experience. Guests stories and practices he is inspiring feedback and social media.
the natural environment and the for the experience ahead. are asked to note any dietary care for the environment and Juan responds to feedback and
personalised approach of the tours.   requirements, country of origin growing community by preserving is enthusiastic about his guests
and any special requests. the knowledge and continuing the taking away knowledge of the
connection between the people Kuku Yalanji people and the area.
and the land.

24
 02 GUEST JOURNEY SELF-ASSESSMENT

Read each statement. Decide how well you agree with it. Assign a score to each box based on:
Strongly Disagree = 1 Disagree = 2 Neutral = 3 Agree = 4 Strongly Agree = 5

The score is simply an indication to you on how well you are doing in effectively engaging and connecting with prospective guests
during all stages of their travel journey and where you may need to focus your energies on improving your guest experience.

DREAMING PLANNING BOOKING EXPERIENCING SHARING

Our business has a strong Our digital presence (e.g., website, We make it easy for guests to We understand and We empower our guests
brand message that reflects social media, etc.) helps guests book with us in their channel accommodate for what the to capture our experience’s
travel for good principles. imagine the transformational of choice (e.g. website, mobile emerging traveller is looking transformational moments.
experience they will have with us. phone) and preferred payment for in their transformational
We create, leverage and share We effectively encourage
mechanism and currency. travel experiences.
content in a range of forms Our physical and digital presence our guests to share
(e.g. written, video and photo) accurately reflects Our booking process is easy We make it easy for our guests their experiences.
in relevant languages our brand message and brand and captures all the information to enjoy our experience.
We address and leverage
(where appropriate). purpose which incorporates we need.
We make our guests feel feedback both positive
travel for good principles.
We leverage and disseminate Our website has all the comfortable and looked after. and negative.
content across a wide variety of Our digital presence has all information our guests need
Our experience educates our We encourage our guests
platforms relevant to our global the content for a guest to feel during and after booking.
guests and connects them to to stay connected and
markets (e.g. website, social confident booking with us
We confirm booking details something bigger. involved with us even after
media, travel review sites). (e.g. pricing, safety, dietary,
and make our refund, they have left.
what to bring). Our experience inspires
We work with our industry cancellation and rescheduling
our guests. We have an online space
partners to understand our Our website is easy to navigate. policies clear to our guests.
relevant to the guests
guests and extend our reach. Our experience re-energises
Our website is search engine We share reminders and help preferred social platforms
our guests.
We partner and support optimised and in the preferred build guest anticipation in the that enables guests to share
broader tourism initiatives search engines of our lead up to the experience. Our experience leaves guests content and drive a sense
to extend our reach. target markets. with a deeper understanding of community.
of Queensland and a renewed
Our digital and physical presence
appreciation of our planet and
is tailored to market nuances
their place within in it.
(e.g in language, content style,
and channels) most relevant to
our global guests.

Total /25 Total /30 Total /25 Total /35 Total /25

25
 02 GUEST JOURNEY SELF-ASSESSMENT

When you have finished, add your scores for each column.
If you scored in:
Red = You should consider making some improvements in this journey stage – refer to the stage by stage guide for suggestions.
Yellow = You are doing ok in this journey stage; some additional work would be helpful.
Green = You are doing well in this journey stage but know that ‘good is the enemy of great’ so don’t rest on your laurels and ensure you look to continually improve to exceed your guest expectations.

DREAMING PLANNING BOOKING EXPERIENCING SHARING

5–10 5–10 5–10 5–10 5–10

11–21 11–25 11–21 11–25 11–21

22–25 26–30 22–25 26–35 22–25

See page 26 for more See page 28 for more See page 30 for more See page 32 for more See page 42 for more
on Dreaming on Planning on Booking on Experiencing on Sharing

26
 03 GUIDE TO THE STAGES

This section will equip you

EAMI NG
with practical tips to improve 1. DR
your business by delivering
transformational guest

2.
ING

PL
experiences at each of the

AN
5. S H A R
Five Stages of Travel. YOUR

NING
At each stage, you’ll get:
GUESTS’
5 STAGES
• Questions to help you think
about the traveller’s experience OF TRAVEL
from their perspective.

4.
EX

G
• A guide to help you to design PE

IN
RI K
and deliver an exceptional EN O
CIN 3. BO
experience by addressing the G
core guest expectations.
• Examples of tourism and event
operators delivering aspects of Operator actions to meet core guest expectations
the stages.
• Links to further resources, if you
would like to learn more.
Make Establish a Share Take them Inspire them to
it easy connection your story on a journey make a difference

27
 Dreaming
INSPIRE & ASPIRE

Dreaming is where travellers imagine KEY QUESTIONS

or aspire to the possibility of escaping
their everyday.
1. How do you start getting guests to think about you?
Travellers reference advertisements, publications,
social media, positive word of mouth from friends 2. Are guests looking to you as much as your competitors?
and family, tourism websites, travel and lifestyle
programs and memorable advertising campaigns 3. How do your experiences compare with some of your
or content to trigger their imagination.
international competitors?
You support Dreaming through the experiences
you deliver to guests and the content you develop 4. How should your guests be thinking about you?
that showcases those experiences.
5. Do you engage with others in your industry?

6. How can you reach more guests in a way that

resonates with them?

28
 Dreaming Address basic core guest expectations:
1. Drive digital content and marketing: social media, regular blog content.
Reinforce how you bring to life the Queensland brand purpose travel for good
INSPIRE & ASPIRE story through the content you post.

2. Keep an eye on your peers and competitors: if they’re getting more guests,
re-assess and understand what you can do to bring more guests through
Use your online content to build your profile and inspire your door, but also continue to find inspiration from the ways your peers and
through your story. Partner with your physical and digital competitors locally, nationally and overseas are driving content and look for
Make
ways to do more.  
communities to spread the message. it easy

Appeal to your guests’ emotions:

Define your story and extend its reach:
3. Craft a purpose-driven brand message: define your brand story – what you Establish a
connection
want your guests to imagine when they think about you. Use the Queensland
Who does this well? brand purpose, travel for good, as the groundwork (inspire, show how you are
Family run and operated, Lady Elliot Island Eco Resort uses social media and their caring for the environment, growing community, promoting humanity).
website to communicate with travellers online. Their core story of the spectacular Inject your own personality and play to your story and your values.
marine life and unspoilt coral reef and their commitment to sustainability runs 4. Embrace your industry: work with other local businesses, local councils,
strongly through their content .    RTOs, international trade and media partners and TEQ (head office and
During COVID-19 they were extremely active in the Dreaming phase, with content in‑market teams) to understand what your guests are looking for and
that allowed them to tell a deeper story while remaining top of mind. Using their extend your reach.
Instagram channel owner, Peter Gash spoke to the current situation and how the 5. Share your profile: look for opportunities to profile your experience in
resort would continue to be cared for and kept pristine, ready to welcome visitors magazines and relevant lifestyle programs and visiting journalist and
when it was safe to do so. In this channel they launched a series called ‘Island Talks’, familiarisation programs.
edutainment style of content exploring the wildlife visitors will meet and the types
of experiences available. 6. Support broader initiatives: regional, community and state-level initiatives all
build awareness, drive interest and inspire – extending your reach significantly.
Lady Elliot Island Eco Resort is a great example of keeping the operation top of mind
and creating a sense of connection throughout the year and during unexpected
events such as COVID-19. Additional Resources: TEQ: ”Brand Queensland”; TEQ: “Queensland’s
Content Framework”; TEQ: “Brand Development to Build Business”; the
Queensland Government’s “Digital scorecard”

29
 Planning
INVESTIGATE & IMAGINE

Planning is where your prospective KEY QUESTIONS

guests start investigating the various
options for the holiday they have been
1. How do you appeal to your guests’ values in order
Dreaming about.
to differentiate your experience?
Your role is to move them from ‘Planning’ to
‘Booking’ by appealing to their emotions: help 2. How do you communicate your unique selling
them imagine how you can provide them the proposition and that real taste of Australia in a
ultimate transformational holiday experience competitive global market?
they are craving.
3. How do you address concerns your guests may have
that would prevent them from choosing you?

4. How do you help them imagine the highlights of the

experience they would have with you and how it will
transform them?

5. Your guests are planning a holiday, not just a single

experience – how do you link to other local experiences
to enrich their visit and build a sense that they are
about to discover a community?
30
 Planning Address basic core guest expectations:
1. Website basics: ensure your website is tasteful and attractive, makes use of
imagery, and is optimised for multiple platforms and search engines relevant
INVESTIGATE & IMAGINE to your target markets.

2. Take note of the tone of voice used in your website: it sets guests’
expectations for what you offer. Make sure it’s welcoming and appropriate
Your website, social media platforms and guest reviews to your experience. 
will have the most influence on potential guests. 3. Make it easy: to find information about your experience and any options
you offer. Include a ‘book now’ button on your wesbite to drive guests to the Make
If you appeal to your guests’ desire for transformational booking phase.
it easy

experiences through your website, social media and 4. Link to reviews: make it easy for guests to read reviews of your service.
reviews, they are more likely to book with you. They will do this regardless.

Appeal to your guests’ emotions: Establish a

connection
Help them imagine and anticipate the experience
Who does this well? and how they will be transformed by it:
“Curate your stay” is the invitation on Calile Hotel’s website. The content and images 5. Bring the experience to life: tell them what the highlights of the experience
weave storylines around wellness, moments of discovery, unexpected adventures will be. Use emotional language, imagery, and video to help them feel
and encounters to give a sense of anticipation of what is possible when staying at the and anticipate these highlights and how they may be transformed by
Calile. To inspire guests to stay a while, a ‘friends of Calile’ program offers guests who the experience. Use quotes from other guests to add authenticity.
book direct a 10% discount at a selection of James Street’s stores and restaurants that
6. Share the story of how you are part of a larger community: whether that is
share a passion for the customer experience. 
regional or cultural, and how your experience ties into the larger community. Share
“In a life that’s full of inputs sometimes the best thing you can do is hit the pause button. your story
7. Tell your guests about your values and what you do to support them:
We understand that your day needs to be more than just a sequence of necessary
be genuine and authentic and reflect your passions. This may include
events. Let us help you turn your downtime into uptime.”
sustainability, managing the environment, supporting the community,
Calile is a great example of putting the guest at the centre of the experience in a way etc. Include content for how your guests could get involved or contribute,
that appeals to their senses, encouraging bookings and advocacy. perhaps during their stay or as part of their normal lives.

8. Make use of social media: to highlight the story of the experience you
offer guests and how that transforms them. Your posts are more effective
if they reflect your own passions and values aligned to the experience you
offer your guests. Ensure your social media channels are relevant for your
selected international target markets.

Additional Resources: Creating Memorable Moments

31
 Booking
COMMIT & ANTICIPATE

Booking is commitment. The potential KEY QUESTIONS

guest has chosen your business and
becomes your confirmed guest. 
1. How simple and easy can you make the booking
The booking process needs to be as easy as process in your guest’s platform via their channel of
possible and in the guest’s channel of choice.  
choice (e.g. website, mobile phone) and, preferred
This is also the stage where you should confirm payment mechanism and currency?
the booking, share key information to plan for
the day/experience, and help guests anticipate
2. Do you confirm the booking? How do you enable,
the emotions the experience will deliver.
respond to, and confirm special requests?
A good booking process and clear information
help reinforce for your guests that they have 3. How do you ensure guests know what to expect
made the right choice.
or bring on the day/experience?

4. How do you continue to build anticipation?

5. How do you link in with other local experiences

and start to build a sense of community?

32
 Booking Address basic core guest expectations:
1. Website basics: ensure your website is tasteful and attractive, makes use of
imagery, and is optimised for multiple platforms and search engines, relevant to
COMMIT & ANTICIPATE your target markets.

2. Take note of the tone of voice used in your website: it sets guests’
expectations for what you offer. Make sure it’s welcoming and appropriate to
Make booking as easy as possible and make your experience. 
sure you send a booking confirmation.  3. Make it easy: to find information about your experience and any options you offer.

4. Address your guests’ potential concerns: (health, safety, language, comfort, Make
flexibility, cancellation, dietary, physical, environmental impact) and how you it easy
alleviate these.

5. Know your guests’ payment platforms: (e.g Unionpay, Alipay, Credit Card)
and provide appropriate currency conversion for guests to easily convert to
Who does this well? home currency.
Establish a
6. FAQ’s: ensure your website answers the most frequent questions guests including connection
TreeTop Challenge’s introduction of an online booking system in response to
negative comments about delays in the arrival process, ‘made it easy’ for guests, refund, cancellation and change policies and respond to guest questions and
transforming their experience. The booking system for the ropes course staggers feedback through all channels.
guest arrival times and staff are rostered according to demand. Previously, guests
7. Mind other channels: most guests will book through your website, but some
could arrive at the same time and face queues. Now at an allocated time, guests
may reach out to you via social media or email to book. Ensure you respond to
receive their safety equipment and information briefings and can make the most
these in a timely manner.
of their time on the ropes course. The change has resulted in a marked increase in
positive online reviews. 
Appeal to your guests’ emotions:
This is an example of focusing on guest needs to ensure they have an exceptional
experience, and want to return and recommend the operation to others.
Your booking confirmation can start to build anticipation:
8. Share your story: use the confirmation email as a way of sharing more about
your business, your story, your passion and values. Share
your story
9. Use imagery: build anticipation for their experience with you through imagery,
stories, blogs – either within the confirmation email or a link from the email.

10. Connect your guests to ‘your local’: your guest’s holiday will be enriched if
they feel part of your community – connect your guest to local events or other
local businesses, be personable, share stories of other local operators they might
want to explore.

Additional Resources: Best Practices for Websites

33
 Experiencing
INSPIRE, ENERGISE & CONNECT

Experiencing is the heart of your offering. How you greet your

It needs to resonate with guests beyond guests, what they see and
what they expected, encourage them to
what you tell them creates
visit again, possibly try more next time,
and inspire guests to tell others about you. an impression of you and
This stage is what your guests have come for. 
your operation and will set
It is when you need to ensure you’ve addressed the core the direction for how they
guest expectations. Think about the experience from
their perspective, the high points, the peak moments and
feel about their experience
any low points or pain points and how you can manage with you overall.
those to deliver a truly transformational experience.

34
 Experiencing Your guest’s experience with you is a series of moments that
can include high points, peak moments to be celebrated and
low points to be minimised and managed.
INSPIRE, ENERGISE & CONNECT

1 2 3 4

Pre-Experience Welcome The Experience Farewell

• With many guests booking • How you greet your guests, • The experience itself is a • When your guests look back
month in advance, the what they see and what journey with many stages. on your experience, they
time between Booking and you tell them creates an will remember most clearly
• If you understand the
Welcome is an opportunity impression of you and your the highlights
journey, its peak and any
to stay in touch and build operation and will set the – what they did, what
pain points for guests,
curiosity and anticipation. direction for how they feel they learned, what they
you can improve, enhance
about their experience with do now as a result of
and ultimately exceed guest
you overall. their experience.
expectations.
• The end of the experience
is a new beginning for your
guests.

35
 Experiencing
1. PRE-EXPERIENCE

This stage is focused on providing KEY QUESTIONS

any information the guest needs to
be adequately prepared for their
1. Do you stay in touch with your guests between
experience – and taking it to the
booking and their experience with you?
next level by building anticipation. 
Be sure you continue to provide useful and 2. Do you use the opportunity to stay in touch as
required information in the lead up to your a way to help them further enrich their visit? 
guest’s experience with you.
Keep your guests engaged, informed and 3. Do you share your story, building curiosity and
eager for the experience ahead.  laying the groundwork for inspiration?

36
 Experiencing Address basic core guest expectations:
1. Send a reminder: this is the time to manage expectations, help them keep
track of their trip details, and reassure them. Send a reminder a few weeks prior Make
1. PRE-EXPERIENCE to re-confirm details and special requests and let them know you are looking
it easy

forward to their visit.

Use the time between Booking and the Appeal to your guests’ emotions:
Experience to stay in touch and build curiosity Nurture this new relationship: Establish a
connection
and anticipation. 2. Provide staged touchpoints: as the date for their experience gets closer
(e.g., 6 months, 3 months, 1 month, 1 week). Balance practical information and
inspirational content.

3. Share a story with your guest: making sure it relates to your experience, your
businesses mission and/or your local community.
Who does this well? 4. Help your guests have a true local experience: by sharing local insights, a
Share
your story
local guidebook or giving them your top things to do and see while they’re in
Pilgrim Sailing Ost di conecuptatia doles id et alignihilic totati aut utemporibus est
the area.
et et quatur, voluptat es quidunt, consequatur sitis ut aut latur, omnia nita sam aut
ut lab idelis dit eum quae cupta dolendi consequiam istotatis earum es int laborib 5. Let them know what’s happening in your community: and how your guest
erumet que molupti od que niatectur magniet fugit eatem hil illabo. Sum restisqui can contribute. Think environmental, social and community messages that
utem liquam dolorercit prem ipsae voloritatur? share, educate and inspire.

Qui que et vit aute velibus por aut mo qui dendis apid quis repelis secepta dit odi 6. Continue to engage your guests: through social posts, keep them dreaming
aut eatus es di accum venim quate occuptius venimi, nit post vollectum erferum in the lead up to your experience.
que que perum veliatque cone optae volor sust, sitat estorrupta audigendam que Take them
7. Communicate to all guests: not just the primary booker. on a journey
cum ipsanimenim inverum quidionem quatur? Udae plaborum eos dest alibus in
cor mos aut quis ipist volupta diti quame essequo vendis aliquo core poria eiundis

Additional Resources: Best Practices for Websites

37
 Experiencing
2. WELCOME

The day has arrived. Your guests are KEY QUESTIONS

finally embarking on their experience
with you.
1. Have you given guests a warm welcome appropriate to
After waiting for days, weeks or months, they’re their culture (and in language if applicable)? 
excited to be here with you. Use these moments
to introduce yourselves, get to know them, 2. What have you done to get to know your guests?
and start to share what makes you special.
Transformational experiences mean your
3. How will you personalise each guest’s experience based
guests will be changed by what they see, hear,
learn and do with you today. That starts… now! on what you know?

4. Have you made guests feel safe?

5. What have you done to get guests excited?

6. How have you built anticipation for what’s ahead?

7. Have you laid foundations for the transformation to come?

38
 Experiencing Address basic core guest expectations:
be friendly, allay anxieties, establish tone:
2. WELCOME 1. Consider what they see: the appearance of your operation needs to be clean and
tidy and reflect the character and tone of the experience your guests have booked.
2. Welcome your guests: introduce yourself and your business. Your words and Make
tone of voice should be friendly and suited to your business. it easy
How you greet your guests, what they 3. Confirm what they booked and any special requests.
see and what you tell them creates an 4. Capture any additional information as warmly and efficiently as possible:
consider alternative options of capturing information digitally beforehand.
impression of you and your operation
5. Tell them what is going on: what to expect, what happens next (in language,
and will set the direction for how they feel if applicable). Establish a
connection
about their experience with you overall. 6. Address any health or safety topics that might be pertinent: What they see
(cleanliness of equipment, safety checks and handovers) and your tone/attitude will
leave as much or more of an impression as your words (in language if applicable).
7. Address (verbally and visually) any sustainability or environmental topics:
that might be pertinent to your operations. 

Who does this well?

Appeal to your guests’ emotions:
Stephanie and Adam take time to read their guests and learn their story and
Lay the groundwork for today’s experience –
interests. That knowledge determines what stories they share and how best to
and taking that forward for the future:
deliver experiences that will delight guests. No tour is the same. 

This is an example of using the welcome to gauge guest’s needs and emotions, 8. Get to know your guests: how did they find out about you? What are they
hoping for today? Use this information to personalise the experience and build Share
with the aim of delivering an exceptional experience for every guest. your story
curiosity and anticipation.
– Steph & Adam Hinks, Aquascene Charters 9. Introduce your personal story, passions and values: this is the beginning of
their experience with you, and you lay the groundwork now for helping them
learn about the community, the locality, the culture, etc. What you establish and
introduce early will open their minds to learning and discovering through the rest
Take them
of the experience. on a journey
9. Build on the “what we’re doing / what happens next / here are your choices”
part of the welcome: to share with them what they will gain or learn or how they
may be changed from any of those experiences. 
10. Use storytelling techniques: their experience with you may include multiple
story threads – perhaps you have a shorter story to start with, or you embark on Inspire them to
a longer one that reveals over the course of their experience. For non-English make a difference
speakers include in-language story telling. 

Additional Resources: TEQ: “Storytelling Toolkit”

39
 Experiencing
3. THE EXPERIENCE

The moment your guests have been KEY QUESTIONS

waiting for and your opportunity to
exceed expectations.
1. Does your experience exceed guest expectations? 
Create moments they’ll remember forever,
talk about with everyone they know, and take 2. Does your experience align to your business purpose? 
forward as a new way of living and being.
3. Does your experience align to your web content and
tone promise?

4. Do you establish connection, educate and inspire new

ideas and ways of thinking, and help your guests take
initial action?

5. Are your guests leaving changed from their experience

with you?

40
 Experiencing Address basic core guest expectations:
Be friendly, allay anxieties, establish tone:
1. Make it safe: guests want assurance that they will have a safe and reliable experience. 
3. THE EXPERIENCE 2. Be personable: guests want to have an experience with you that is friendly and genuine. 
3. Put yourself in your guests’ shoes: think about the experience from their perspective,
and how you can make their whole journey easy. Guests will remember the points that Make
Transformational experiences are built on a stand out (whether highs or lows). Minimise friction, emphasise the highs, address issues it easy
when they come up, stay warm, empathetic, and friendly.
series of moments which have been crafted 4 . Help them share: guests want to share their experiences with others. Make them aware
through careful and deliberate design and of key moments and enable them to create content to share.
5. Educate them: guests want to learn from their experiences. Educate them on their
management of the guest experience. 
journey and give them facts they can share with others.
6. Be sustainable: be conscious and mitigate your impact on the environment and the
local community.
7. If you don’t control the entire experience: consider providing feedback, pass on guest
feedback, help your network improve their operations and send them this guide! 
Who does this well?
Appeal to your guests’ emotions:
Juan has been helping visitors connect with his Kuku Yalanji country in the Port
Douglas Daintree region for 19 years. He is a passionate storyteller and uses stories
Craft a series of moments that move your guests on a
and actions to open the hearts and minds of his guests to a deeper respect of transformational journey:
nature and connection with the country around them. Through his stories and 8. Build connection: share the stories that tell them more about your culture, place and Establish a
hands-on activities, guests learn about his Aboriginal culture and the land and community and touch their hearts (in the language of non-English speakers as applicable). connection
sea country and share moments that inspire them to take this knowledge and Provide the insights that make them feel like they, too, have insider knowledge.
make a positive difference to the environment. This is an example of the power 9. Inspiration starts with curiosity: find a way to build discovery into the experience – what
of storytelling in creating genuine connections with guests and taking them on your guests discover for themselves using their different senses will impact them more.
a journey that inspires change – and loyal advocates. Continue to share stories that talk to why this matters, and the impact that can be made. 
Share
10. Move from inspiration to action: design something your guests can do to contribute or your story
– Juan Walker, Walkabout Cultural Adventures take part. Make sure they know why their involvement is important. This first step should
be something easy, perhaps participate in a cultural activity (food, dance, music, role-play),
perhaps nurture the earth through planting or cultivating or feeding something, or create
something small to take away with them, that acts as a small triumph and souvenir to
remember it.
Take them
11. Help your guests capture these moments along their journey: your guests want to on a journey
share those moments that have inspired and empowered them with friends and family
and their wider communities. Help them take the best photos or videos to share.

Additional Resources: Creating Memorable Moments; TEQ: “Creating WOW

Inspire them to
Experiences” (5 Modules with videos and worksheets); TEQ: “Storytelling Toolkit”; make a difference
TEQ: “Experience development: Delivering world-class experiences”
41
 Experiencing
4. FAREWELL

The experience itself is ending, KEY QUESTIONS

but your guests should be leaving
you inspired and energised to make
1. Do you remain fully focussed on your guests
changes in their lives, and to share
until farewell?
their new story with others.
Help them get started. 2. Do you conclude the experience by encouraging
“Farewell is where your guests are finally your guests to reflect, appreciate and share?
brought back to reality. Help them disembark.”
3. Do you leave your guests with a warm close?

4. Do you ask your guests what they enjoyed and

what you could have done better?

5. How do you stay connected with your guests?

42
 Experiencing Address basic core guest expectations:
See your guests safely and comfortably on their way: 
4. FAREWELL 1. Wrap up your story: highlighting what you hope they have taken from the
experience. Encourage their conversations about their experience.
Make
it easy
2. Invite your guests to share: encourage your guests to share their
transformational moments: ask them for feedback.
When your guests look back on your experience,
they will remember most clearly the highlights –
Appeal to your guests’ emotions: Establish a
what they did, what they learned, what they do connection
This is also the time to help your guests maintain the
now as a result of their experience. The end of the connection, inspiration, and momentum they gained
experience is a new beginning for your guests. from their experience:
3. Create next steps: give your guests an easy, actionable and immediate
way to take the next step in their transformation, whether that is through a
donation box, gift shop, or information they can take away with them
to explore. Share
Who does this well? your story
4. Welcome your guests to an ongoing community: your guests are now part
Small group sizes and creating a rapport with guests that has them feeling like of your community – invite them to follow you on social media. Follow up
family are important to Peter and his crew. Throughout the trip guests enjoy face‑to- with your guests and share photos. Stay present and keep them in touch with
face attention, chatting with Peter and crew about the marine life and the Hervey the work you are continuing to do. This may be the end of your guests’ time
Take them
Bay region. As the trip draws to an end, appreciation of the guests for visiting with you but it could be the start of a whole new online relationship
on a journey
Hervey Bay and choosing their business is a big part of their closing message. that keeps them connected with you providing ongoing advocacy for
Guests also receive a follow-up email thanking them for coming on the tour and your business.  
some links to make it easy for them to leave a review if they wish. There is no hard
sell needed – the quality of the experience tends to inspire guests to comment.
Additional Resources: TEQ Review pro: “How Tourism Operators Can
Peter and his team thank everyone for their review or feedback – the same personal Inspire them to
Encourage Online Reviews”; Free resources from Tourism Tribe: Online make a difference
touch as they receive on board. “Guests know if you are genuinely passionate about
Reputation Management; TEQ: “Queensland’s Content Framework: Best
what you are doing. We strive to deliver a high-quality experience that leaves them
practices for social content”
with lasting memories and a sense of connection to our region.”

– Peter Lynch, Blue Dolphin Marine Tours

43
 Sharing
REFLECT, REACT, & TALK ABOUT

Sharing is where your guests connect KEY QUESTIONS

with future guests. They share both
the good and the bad of what they
1. Do you empower your guests to capture
experienced with you.
signature moments?
You can – and should – shape what guests share.
Identify the highly emotional ‘transformational’ 2. Do you encourage your guests to share
moments in your experiences. Help guests their experiences?
capture the positive ones and actively
encourage sharing these.
3. Do you address feedback (both positive and
negative) well?

4. After they’ve left, do you continue to check-in

with your guests?

5. How do you encourage your guests to stay

connected to and involved with the community,
passions and values you introduced them to
during their experience with you?

44
 Sharing Address basic core guest expectations:
Anticipate, encourage and address feedback
and sharing:
REFLECT, REACT & TALK ABOUT 1. Empower your signature moments: identify your signature moments and
empower your guests to capture those moments (e.g. on-site photographer,
verbal cue).
Make
How you anticipate, encourage and address it easy
2. Encourage your guests to share: create incentives (e.g. upload photos to
what your guests share will drive future your Facebook page), make sharing easy (e.g. TripAdvisor link in follow-up
guests’ perceptions of you. Nurture and email) and ask for feedback (e.g. during the farewell).

build connections with past guests to grow 3. Address feedback: celebrate and thank your guests for positive feedback.
Respond to and try to ameliorate negative feedback. Establish a
future guests. connection

Appeal to your guests’ emotions:

Check in and continue to engage your guests:
4. Check in with your guests: continue the story. Show how your experience
Who does this well? Share
your story
and story have evolved since they’ve been with you (e.g. share specific blog
Woodford Folk Festival organisers have established several initiatives to content). Let them know how they have played a role in making that happen.
maintain contact with their customer database and build a sense of community 5. Engage your guests: your guests are a part of your story. Show your guests
around the festival. The festival blog is a regular source of narratives and news for how your story continues to evolve and how they can continue to be a part
the community.  Their social media strategy uses story-telling to drive viewers to of it (e.g. donations, polls, signatures). Take them
their blog and website on a regular basis and encourage the sharing of posts. on a journey
They have created a Woodfordia Citizen program to re-enage with their database 6. Create a sense of community for your guests: provide guests – past,
and through a series of podcasts and livestream interviews with festival organisers, present and future – an online space to connect and exchange comments
artists, performers, speakers and others they maintain a conversation with existing with you and each other through social media and blogs based on your
patrons and reach new audiences via friendly, uplifting conversations. This is a great values and passions and leveraging content that creates open,
example on how to keep an annual festival ‘top of mind’ for people throughout the positive dialogue. Inspire them to
year with the aim of driving strong repeat visitation and advocacy.   make a difference

Additional Resources: How Tourism Operators can encourage online

reviews ; Best of Queensland Experience Program: All operators in BOQEP
receive an individual report providing valuable insights on consumer
perceptions and how to improve the delivery of customer experiences
to drive business performance.

45
 What do you promise? What do you deliver?
Create consistency between Start by fixing your experience Adjust brand and content to Update your website and
your brand, communications, If you only leverage one thing
reflect the experience social media

and the experience you from this guide, make it the Once you have adjusted your Ensure your improved experience
Experience section. If you can create experience and aligned it to and messaging is reflected
deliver: Brand and content an experience that aligns with Queensland’s brand purpose, on your website and in your
communicates the essence Queensland’s brand purpose, travel travel for good, adjust your brand social media posts. This shows
for good and sets you apart from and the content you use on your travellers what to expect from
of your business, the your competition, you will garner website, social media and customer the experience and creates
experience brings it to life! positive reviews and bookings uplift. communications (e.g. emails), to consistency in how you
better reflect your new experience. communicate your experience
Focus first on fixing pain points and
Creating a consistent experience enhancing the highlights of your Leverage emotion and storytelling
across the different ways guests
read about and interact with you.
across all dimensions of your experience. Test improvements in your content to create a strong
business ensures your guests receive and learn as you go. message to share with your guests.

the experience your website, brand,

vision and content promise. If there
is a disconnect and the experience
falls short of what is promised, it will Checklist
lead to negative reviews and impact Do your services deliver a Are your website, social media Do reviews contain language
your business. ‘transformational experience’? and communications reflective such as “changed”, “inspired”,
of the experience you deliver? “community”, “energy”, “culture”,
Is your brand reflective of the
“learned”, “thank you”,
experience you deliver? Do the reviews guests leave align
“positive impact”?
with your intended experience?

46
06 HOW DO I KNOW
IT’S WORKING?

Early indicators of success.

Best of Queensland
Experiences Program.
 How do I know it’s working?

Your first signs that the measures Look for these early indicators:
you are taking are working
will come well before you see 01 Your website is working better:
• Increased website traffic: your web hosting service should be
significant increases in profits. able to provide you with metrics on traffic.

• Increased enquiries through web, social, phone, etc. channels.

• Ask your guests when they book: how did you find out about us?

02 Your experiences are resonating with guests:

• Ask your guests for feedback at the end of their experience with you.

• Listen to unsolicited feedback.

• Monitor social media and travel platform reviews.

• Look for key words: “changed”, “inspired”, “community”, “ready”,

“energy”, “culture”, “learned”, “thank you”, “positive impact”.

Feedback via RTOs, peers, Best of Queensland

03 Experiences Program.

48
 Best of Queensland Experiences Program
The Best of Queensland Experiences Program (BOQEP) is one
way that you can monitor your performance and measure the
impact of changes made to enhance your guest experience.
BOQEP has been developed to:
• g
 uide operators in delivering exceptional customer
experiences and aligning with Queensland’s brand;
• p
 rovide a measureable benchmark for the business
based on current consumer expectations and best
practice standards;
• p
 rovide operators with valuable consumer insights about
their business to drive improved performance; and
• inspire operators through consumer advocacy and
prioritised marketing opportunities.
By meeting guests’ need for transformational experiences,
you can garner more positive online reviews and improve
your BOQEP result.
For more information visit https://teq.queensland.com/
experiences/best-of-queensland-experiences

49
07 HOW OTHERS
HAVE DONE IT

Case studies and examples.

 Case Studies
SELF
This suite of case studies provides mind the bod eart
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best practice examples of Queensland

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tourism operators who are already
delivering transformational experiences.
• Mental wellbeing. • Physical wellbeing. • Emotional wellbeing.
They provide examples of how to bring the six brand • Grow and evolve by • Feel energised, • Feel a sense of
principles to life. discovering, learning active, motivated belonging and
and having a deeper and challenged. connection to others.
While each of these operators may be delivering on understanding.
• Encourage healthy, • Contribute to something
all six of the Queensland brand principles, for the
• Create and innovate. positive lifestyles. greater than yourself.
purpose of this review we have highlighted those
principles that are most central to their values. 
We recommend you draw on these case studies for WORLD
ideas and inspiration in applying the brand principles
in your business operations and experience delivery. human mmunit the envi
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You will see that while each operator adapts these
principles according to their business values and
activity, there is a common focus on delivering
• Make the world better. • Participate in an • Care for, contribute
exceptional transformational experiences. As a engaged community to and protect our
• Promote progress,
result, all of these operators are part of the BOQEP based on shared natural environment.
freedom, equality,
and score in the high 90s of the customer reviews. diversity, tolerance.
positive values.
• Educate and raise
• Bring people together in awareness to create
• Eliminate poverty
an inclusive, proud and advocacy and action.
and discrimination.
supportive society.

51
 Juan Walker Feed the mind
Juan’s Walkabout Cultural Tours provide visitors
with stories and knowledge that enable them
Grow community
Supporting and growing community is
a major thread through the operation. 

WALKABOUT CULTURAL ADVENTURES to connect to country authentically through As the business grows, the local community is
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

the eyes of the local Aboriginal people. Guests benefitting through the employment of local
learn about the land and sea country, the Aboriginal people who are proud to share their
seasons, the plants, the animals and the bush land and culture as tour guides.  
Juan Walker, owner of Walkabout Cultural Adventures,
medicine. Juan’s aim is to open the hearts and
has been helping visitors connect with his Kuku Yalanji Juan works with troubled youths through the
minds of visitors to a deeper respect of nature
PCYC and Department of Child Safety, helping
country in the Port Douglas Daintree region for 19 years. and connection with the country around them.
their rehabilitation through connection to
The intimacy of Juan’s tours means that he can
He started as a tour guide at a local ecolodge, where he personalise his guest experiences and make a
country. He teaches Kuku Yalanji language at
the local primary school to share knowledge
discovered a skill and passion for sharing stories about real connection with them through his stories
with children in the broader community, not
the land and sea with people from around the world. of country and family and to understand the
just the Indigenous community. 
importance of not taking these things for
Juan established his own business to offer visitors more granted in their own lives.  Important elements in establishing and
tour variety and greater access to his country. growing his business included:
Lift the heart • Finding guides who shared his passion and
The cultural tours have also helped Aboriginal could attain a commercial driver’s license to
and Torres Strait Islander people who don’t have carry visitors.
a strong connection with their own country to • Training the guides to have a good
understand the importance of that connection. understanding of ‘country’, and importantly
Through the awareness and understanding the on how to ‘read’ people to ensure. they
tours offer, they are re-discovering their own could relate to the subject matter and deliver
connection with country.   consistently high-quality experiences. 
It is all of our responsibility to look after
the planet. When you go home take some • Providing international and domestic visitors
of these ideas of caring for country back to the with an authentic connection to country.

place where you come from. Get back in touch • Sourcing start-up capital and securing
with nature even if it is only your local park or creek. appropriate national park access and permits.

Everyone has in them that need to connect with

nature and Mother Earth.

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52
 Steph & Adam Hinks Feed the mind “We don’t simply show our guests Maggie –
we want them to connect with the island, the
Connection is core to Stephanie and Adam’s
reef and the people that live here and leave
mission. Taking the guest, with their knowledge
with a desire to make their own home a better
AQUASCENE CHARTERS and experience of where they are in the world
place. Our guests are often amazed that their
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

and connecting them to the natural wonder of

tour is this family showing them their back
the island and the Great Barrier Reef.
yard, it really breaks down any barriers to
Stephanie and Adam came to Magnetic Island as “Once you make that connection, e.g. the communicating with them.”
teenagers with their families and forged a connection squeal through the snorkel at the majesty
of the Reef, you then have their attention, Care for the environment
with the island’s special places. Now together, and their ears ready to absorb information and Protecting the natural beauty of Magnetic Island
after many years working with other operators in the a keen willingness to make a difference.” is a commitment the Hinks live by day‑to-day.
tourism industry, they wanted to create their own Lift the heart
Stephanie has become a certified Master
Reef Guide, so that she and Adam deliver a
business. Aquascene Charters is a tour experience high‑quality nature-based tourism experience
Stephanie and Adam take time to read their
that allows them to share their passion for their home – guests and learn their story and interests. with strong interpretation values, commitment
the island and the Great Barrier Reef– in a way that has That knowledge determines what stories they to nature conservation and reinvestment
share and how best to deliver experiences into the local community. The tours provide
visitors leaving with a greater sense of connection to that will delight. As a small family-run business, a learning platform for the Hinks to educate
others and the environment. Stephanie and Adam together with their their guests and encourage them to spread
children share their home and lifestyle in a conservation messages on their return home
genuine and authentic way with their guests and adopt greener lifestyles.
as they would family and friends.
“We strive to educate our guests, in an
No tour is exactly the same, there will be enjoyable and engaging delivery, of our
different conversations and a collection message of conservation to preserve this
of stories that Stephanie, Adam and their very special place we call home.”
children draw on as they spend time together
Aquascene Charters seeks to minimise their
with guests on the island and exploring the
environmental footprint in every action on a
reef environment. The tours take guests on
When you peel back the layers, the reason daily basis through use of a environmentally
their custom designed catamaran to explore
friendly vessel and waste minimisation and
for Aquascene Charters comes down to our secluded beaches and bays and access
recycling practices on board. The Hinks also
real love to connect with people and the fringing reef for snorkeling.
participate in programs to protect Magnetic
environment and inspire them to feel the same. Guests learn about the Great Barrier Reef Island and the reef and are proud to be 
and through the information and passion ‘Citizens of the Great Barrier Reef’.
Stephanie and Adam convey, gain a sense of
“By working together, our industry can help
ownership of the Reef and carry a commitment
protect our amazing planet and preserve its
mind eart the envi to its wellbeing and that of the broader
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environment back home.
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 Peter Gash Lift the heart
The Lady Elliot Island Eco Resort team’s mission
draws visitors who want to make a difference
“We get buy-in from our team because of
our passion and our shared values for the
environment, and also by looking after them.
Our crew have more commitment if you
LADY ELLIOT ISLAND ECO RESORT from across Australia and the world.
empower them to make changes.”
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

Peter’s vision for Lady Elliot Island Eco Resort is

“It feels like a family, I know all their names,
to showcase this magnificent jewel of Australia’s
what’s going on in their lives.”
Operated by Peter Gash, his family and remarkable Great Barrier Reef and to keep its access and
visitation costs at a level that all people can Peter’s goal is that Lady Elliot Island Eco Resort
team since 2005, this island once left barren by guano
afford to visit and experience its wondrous will be a far better version of itself in terms of
mining, is being returned to its former glory. Through natural beauty. technology and levels of sustainability.  
extensive restoration activities, Lady Elliot Island “Our business is booming because people want “We’ve got to keep striving to be better,
Eco Resort is an important site for seabird nesting to come to one of the best places on the reef. minimising our footprint, maximising the
We gave to the island and it’s giving back to us.” education and experience.”
and is known for an amazing array of spectacular
Peter is regularly asked for tips from other tourism
marine life and unspoilt coral reef. The introduction Care for the environment
and island operators and is happy to provide
of renewable energy has meant massive reductions advice to broaden the reach and benefits, believing The driving force behind the business is a
commitment to saving the island, reef, country
in the need for diesel and the associated greenhouse that the more you give, the more you receive.
and planet. Peter sees himself, family and
gas emissions. The island is on track to be “A rising tide floats more boats. The more partners as custodians, caring for the island
people on this positive path will help protect
fuelled by 100% renewable energy. and marine environment and educating and
the planet for our children.” empowering people to fall in love with and protect
its natural beauty.  Their focus is “to minimise
Grow community his environmental footprint and maximise the
Looking after our people sits alongside the visitor experience”.
environment as Peter’s core values and is
Guests to the island are asked to commit to a
number one from the perspective of making the
Sustainability Pledge to make a difference and
business run successfully. His belief is that if he
So many people are on the same mission protect and preserve the island’s ecosystem.
treats people well, they will do the same with him.
Together with the range of eco-activities and
and want to be there beside us holding our He derives a great deal of personal satisfaction
behind the scenes tours, guests learn about
hand. We enjoy spending time with our guests as from the positive work environment and staff
the need to respect and preserve nature and
we can help inspire them that the most important morale that this creates. The staff are considered
are inspired and enthusiastic to be drivers of
part of the family, not simply workers so Peter
thing is looking after this planet. change in the future.
puts his money where his mouth is and strives
to provide them with the best possible work “Our guests are curious, enquiring and wanting
conditions and wages. solutions. They inspire me.”

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54
 Vicki Jones Lift the heart
Vicki’s love for the outback and wealth of
knowledge for all things Winton and surrounds
Grow community
Vicki considers the local community and
other tourism operators as her valued internal

RED DIRT TOURS comes through in her engagement with guests. customers and is committed to treating them
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

Red Dirt Tours offers a range of tours of the local with respect and achieving win-win outcomes.
attractions including sites not accessible to the Red Dirt Tours buys lunches from a local pub,
public. Core to her interpretation is passing on an uses local accommodation providers and
The steady pull of the outback over many years
appreciation of natural environment and history incorporates local attractions within her tours.
finally saw Vicki Jones start her own touring company, in a way her guests understand and get excited Adapting to their requirements and changes in
Red Dirt Tours, in Outback Queensland. Vicki amassed about. Vicki uses layman’s terms to discuss the their offerings as they grow has been critical to
science of the environment and makes the Vicki’s success.
skills and experience across all facets of a tourism content personable and relevant. Guests might “As a local tourism operator and member of a
business after working in various roles throughout come on a tour to see dinosaur tracks, but they small community, strong relationships are really
Australia. The in-depth knowledge gave Vicki the come away with a greater understanding and important to ensure respect and a positive
appreciation of the amazing landscapes and the experience for all.”
confidence to realise her lifetime goal of owning a environment around them.
tour business and the capability to run the business “I like to help people understand what they’re Care for the environment
single-handedly. looking at – what they see in the sky, in the
Red Dirt Tour’s general philosophy that Vicki
ground and the history. If you express it simply
shares with her guests is to leave only footprints,
and make it sound logical, it resonates with
take only photographs. The operation minimises
the audience.”
waste through reusable products and the natural
environment is an element of the interpretation
Feed the mind within all of Vicki’s tours. She introduces her guests
Vicki draws on her previous experience to the region’s geology and how it has changed
as a Savannah Guide, the ‘Protectors and over time, the rich bird life and outback flora and
Interpreters of the Outback’ in her role as tour the land management of the grazing lands.
guide. Through her crafted interpretation, Vicky
shares her knowledge and gives her guests an
Learning to care for the environment comes understanding of the outback landscape and the
importance of the protection and conservation
from a deeper understanding of the environment
of the natural and cultural resources.
and we achieve that through the interpretation
we provide.

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55
 Greg Donovan Grow community
Greg is committed to doing the right thing for
the local community, the volunteers, and the
Care for the environment
The event is creating awareness amongst guests of
the importance of minimising their environmental
footprint and putting environmental sustainability
BIG RED BASH environment. His passion has created a profitable,
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

safe, sustainable and family-friendly event focused into practice. Guests are responsible for their own
on celebrating outback life and culture. rubbish which empowers them to find ways to
reduce it and for their own supply and consumption
The Big Red Bash, the world’s most remote music festival, “We want people to feel like it’s a community.
of water. Composting toilets are used on site to
A little town springs up for a week, ‘Bashville’, the
draws over 9,000 people across the Outback to see great deliver a better experience for guests compared
second biggest town in Queensland to the west with portaloos and to benefit the environment.
Aussie acts and re-connect with families and friends. of the great divide.” They eliminate the need for water and produce rich
Experiencing the Outback environment and culture The event has broad appeal, welcoming like‑minded compost. The Big Red Bash is looking to reduce and
then ultimately eliminate all single use plastics, with
and a deep sense of community are core to the event’s travellers from family groups and grey nomads
with a taste for outback adventure, to backpackers all vendors removing their own waste. “We want to
success. A dried-out bed of an ancient lake and a giant working through their Aussie bucket lists and the be part of the movement towards environmentally
red sand dune as a backdrop form the perfect setting for local community. The sense of community and sustainable events and encourage event organisers
connection Greg has fostered means travellers keep and vendors to get on board.”
an outback concert. As legendary Aussie artists fill the
returning to be part of something rather special in Big Red Bash’s forward-thinking event crew
desert air with their classic sounds, travellers and locals the desert. is passionate about ensuring the event has a
sit back together and soak up the magic.  Free tickets are provided to all locals, the Indigenous minimal environmental footprint on the
pristine local environment. Environmental
community is involved in the event and the local
sustainability is a central element in the event
council is engaged to maximise event benefits.
planning and delivery.“
“We came for the music but were blown away by
the atmosphere, the setting and the camaraderie.”
Promote humanity
Being part of a unique event and community
Back in 2013, Greg invited musicians to entertain
means the highly coveted 500 volunteer roles
competitors and volunteers at the Big Red Run,
are readily filled. “We put a lot of emphasis on
a 250km marathon fundraiser he organised to
the volunteer experience, making sure it’s a really
raise money for Type 1 diabetes. When the event
positive and worthwhile experience where they feel
We all had the same attitude and thoughts attracted 500 people to listen to the music, he
valued and are valued.”
about sustainability and how important it is for knew he had the beginnings of a music festival in
the outback, and the Big Red Bash was conceived.
an event like this to do the right thing, to be seen
Giving back continues, as now every year burly
to be doing it and delivering on that. blokes in frocks and wigs sprint down the dune
in a ‘drag race’ to raise thousands of dollars for
the Royal Flying Doctor Service.

“Big Red Bash was born out of a desire to make a

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Service who are looking after our guests is the

56 right thing to do.”
 Fiona Merida Feed the mind
Master Reef Guides focus is on the delivery of
best practice interpretation, master story-telling
Promote humanity
A foundation of the program is
acknowledgement that people are individuals

MASTER REEF GUIDES, GBRMPA and experience delivery to connect with and and they learn better from like minded
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

inspire visitors. Fiona encourages operators to individuals with whom they can forge a greater
look at their own guest surveys, questionnaires connection. Master Reef Guides include women
Fiona Merida is breaking down barriers in her role running and feedback and use those insights to raise and men aged from 19 to 60, from 11 countries
the Master Reef Guide program for the Great Barrier Reef the quality of interpretation and experience. and a range of languages. This enables guests
to hear messages from someone they can
Marine Park Authority, Tourism and Events Queensland “You’ll learn where you are having an impact,
relate to. This breadth of guides also broadens
what is memorable for your guests – aspects
and the Association of Marine Park Tourism Operators. As a you might be undercooking.”
the space for different voices and experiences
to share their knowledge and passion for the
former tour guide and marine biologist , Fiona saw a huge
wonders of the Reef.
opportunity to enhance the experience for visitors to the Care for the environment 
“Different people resonate with different
Great Barrier Reef through sophisticated and memorable Fiona’s vision is that tourism is only a benefit to
people. Master Reef Guides include many
the health and protection of the Reef.
guiding and interpretation. Master Reef Guides is a training unique and different individuals which gives
”It has long been proven that people will people the opportunity to hear a message
and leadership programme to assist guides and other staff protect what they know – and know what from someone that they relate to. That was a
along the Great Barrier Reef to deepen they experience. If we strive to connect each really big driver for me, as well as opening the
guest with the Great Barrier Reef through our space for other voices.”
their knowledge and experience.
guiding and interpretation, then they can be
inspired to be make a difference to the future
health of not only the Reef but also our planet.”

It’s now cool to be a eco-nerd

informed about the environment and
climate. The Master Reef Guides are
resonating with people of all ages and cultures
and creating a community that want to make a
difference to the environment through sharing,
what they feel privileged to experience every day,
with others.

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57
 Craig Pocock Feed the mind
A recent enhancement to the visitor experience
is the introduction of a world-first interpretive
Grow communnity
Skyrail is part of the fabric of the Cairns and
Great Barrier Reef community. As a major

SKYRAIL RAINFOREST CABLEWAY app and audio guide to more effectively engage operation, Skyrail values its roles as a good
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

visitors and deepen their awareness and corporate citizen and is an active supporter
understanding of the rainforest. The multi‑lingual of local charities and schools. Skyrail is also
app provides customised information to guests an employer to people within the community
Skyrail Rainfoest Cableway is globally recognised as
and uses GPS location and augmented reality and purchaser of local goods and services.
an innovative tourism operator and for delivering an technology to deliver an interactive, interpretive
 Skyrail has a long term, positive working
amazing and unique rainforest experience. What makes experience. By going beyond providing only
relationship with the local Djabugai people and
static information that visitors may not even
Skyrail stand out is a clear commitment to environmental read, Skyrail are educating them through
fosters their involvement in the organisation.
Djabugai people are encouraged to apply for any
best practice, conservation and education that benefits engagement and entertainment.
job vacancies as part of a positive employment
visitors, staff and the local Cairns and Great Barrier Reef program and currently 11 are employees.
Lift the heart
community. The operation is grounded in a triple bottom “Cairns and Great Barrier Reef is our home.
Skyrail operates in accordance with ISO 9001,
line approach: economic sustainability, presenting and We support the local community wherever
the world’s most widely recognised quality we can and we want the community
protecting the environment and looking after management system to help organisations meet and our staff to be proud of Skyrail
staff and supporting the local community. the expectations and needs of their customers. Rainforest Cableway.”
ISO9001 means Skyrail has a clear system in
place to gather and capture feedback from staff
and customers. The system creates a culture of
learning and continuous improvement within the
organisation where staff, knowing their ideas will
We are not just a cableway gliding across
be considered and valued, feel integral in driving
the rainforest, we are about story-telling. positive outcomes.
Unlocking the stories of plants, animals and
“We encourage our staff to talk to our
the history of the oldest rainforest on earth, customers and communicate feedback and
allows us to achieve our goal that everyone walks ideas to inform our strategic decisions.”
away as an accidental ecotourist. We’re telling our “The customer drives us to continuously
message in a way we haven’t done before and innovate. We need to understand how our
it’s getting so much traction with visitors. customer’s travel needs are evolving and
their value sets are changing so that we
continue to resonate with them and deliver
experiences that exceed their expectations.”
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 Grant Cassidy OAM Grow community
Grant knows his staff and the role they play
in driving continual improvement in the
Promote humanity
Making a positive difference within the
community is important to Grant, highlighted

THE EDGE APARTMENT HOTEL AND business is central to his success. He has in his role as Chairman of the Rockhampton
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

created a strong internal community by Salvation Army Red Shield Appeal committee.
THE EMPIRE APARTMENT HOTEL empowering his team to solve customer Grant and his staff have pledged to donate
problems and proactively look for ways to 100% of refunds from the container recycling to
Grant Cassidy OAM is the owner operator of pre-empt customers’ needs and expectations. communities and organisations in need. Recent
A programme of regular training ensures the donations have included $2,000 in Christmas
The Edge and The Empire Apartment Hotels in staff are continuously enhancing their skills gift vouchers to drought affected families in
Rockhampton which he developed drawing on and commitment to quality, which in turn Central and Western Queensland, $2,500 to
generates genuine loyalty to the business. the Royal Brisbane Hospital COVID-19 Clinical
his twin passions of quality customer service and
Trial Fund and $1,000 to the Biloela Tour De
environmental sustainability. The success of both “Empowering staff to respond to customer
Cure Cycling Team.
feedback and problem solve means our
properties reflects the steadfast commitment customers are happy and staff feel good “We want our customers and team members
of Grant and his team to quality outcomes because they can see the difference they to be proud of our commitment to the
are making to the guest experience.”  environment and the planet and encourage
for visitors and the environment.
all tourism businesses to take action.”
Due to his focus on quality, most of Grant’s
business is sourced through word-of-mouth
and referrals. “Invest in the front end and it will
reflect in the back end. Our business is thriving.
I can’t reinforce enough the importance of
People are more aware than ever of their consistently delivering uncompromising
impact on the environment which includes standards. It’s a win-win for the customer,
how they travel and where they stay. They are looking our team and the business.”

to embrace experiences that are good for the planet

Care for the environment
and want to align with businesses who share their
Grant has become a leader in environmental
values. We are really proud to make such a significant
sustainability in the tourism industry, introducing
difference and have received an enormous amount of to the business a new sustainability programme,
praise and support from our guests and staff since we ‘One Planet, One Chance’. Within nine months
launched the program. the programme sent 143kg of used guest
soap bars to Soap Aid for recycling and re-use;
transitioned fully from single use plastic guest
amenities to new refillable large format bottles;
mmunit the envi human and recycled a staggering 68,300 containers
co or te
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59
 Dr Terri Irwin AM Feed the mind
Australia Zoo is an educational experience for
all ages. They offer guided tours, educational
“One of the world’s largest and busiest
purpose-built facilities, Australia Zoo’s Wildlife
Hospital is playing a vital role in saving
Australia’s native species.”
AUSTRALIA ZOO programs such as ‘Zoo Keeper for the day’ and
Conservation messages form a major part of
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

a range of educational resources for schools

and universities. The various shows, encounters the stories that the team share with guests to
and tours take visitors on a journey of discovery Australia Zoo. Additionally, the Australia Zoo
Starting as a reptile park in the 1970s, Australia Zoo to learn about the incredible animals and website provides ideas and tips to visitors and
has grown in both size and scope to become a conservation efforts. the community on how to ensure ecosystems
remain healthy for generations to come.
preeminent wildlife conservation destination in the “Our goal is to share our passion and
world. Terri Irwin, with her children Bindi and Robert knowledge to give guests a greater
understanding and appreciation for wildlife.”
Grow community
and team, ensure the mission of crocodile hunter and Australia Zoo brings like-minded people together
wildlife warrior, Steve Irwin, ‘Conservation Through Lift the heart through initiatives such as the ‘Australia Zoo
YouTube Channel’ where people stay connected
Exciting Education’ continues. Visitors know that by visiting Australia Zoo,
with Australia Zoo and their conservation efforts.
they are making a difference as every dollar they
The channel subscription provides insights and
spend supports endangered species conservation
behind the scenes information including updates
projects. Visitors and other interested parties are
on rescue missions and an in-depth look at their
also invited to donate as a further practical way
research projects.
of making a difference. As Steve once said,
“When people touch an animal, the animal “It’s an exciting opportunity to see what goes
touches their heart. And instantly, we’ve won on behind the scenes with our family, keep up
them over to the conservation of that species.”  to date and learn about our new adventures.”

“We must be the change, seize the moment

and speak for the voiceless. Conservation is
Promote humanity
not just about little woodland creatures, it’s Steve and Terri established wildlife conservation
about our wildlife, wild places and ultimately organisation, Australia Zoo Wildlife Warriors,
us, humans. Our futures depend on our as a way to include and involve other caring
actions today.” – Bindi Irwin people in the protection of injured, threatened
If you can reach out and touch, love and or endangered wildlife. Visitors and wildlife
be with wildlife, you will forever be changed, Care for the environment enthusiasts are encouraged to join their global
wildlife force and donate to help in their mission.
and you will want to make the world a better place. Wildlife conservation is at the heart of Australia
Alongside Wildlife Warriors, Australia Zoo is
Zoo’s operation. Terri and her team’s vision is for
involved in a range of environmental initiatives
Australia Zoo to be the ultimate global zoological
to drive change, such as petitions to stop
destination and world leaders in conservation,
harvesting of crocodile eggs, adopt an animal
relating to both wildlife and their habitat. Australia
mind eart mmunit the envi human and sponsor a crocodile programme.
he eh co or te
Zoo contributes to conservation and wildlife
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research projects around the world and has a

wildlife hospital and rescue unit.
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 Simon & Gaye Terry Feed the mind “The engines are almost silent. But when they
are shut off, the guests’ chatter evaporates and
Cobbold Gorge is Queensland’s youngest gorge the still, trancelike magic of this hidden, wild
and has striking sheer walls, which narrow place envelopes us all.”
to a mere two metres wide in places. Access
COBBOLD GORGE TOURS In 2009, a nature refuge agreement was
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

is by guided tour only to protect the unique

environment for future generations. It also formalised with the then Queensland
ensures those who visit are educated about Department of Environment and
the history and evolution of the Gorge and its Resource Management. It established the
Outback Queensland born and raised, Simon Terry, his surrounding landscape. Guests learn about 4,720-hectare Cobbold Gorge Nature Refuge,
wife Gaye and children own and operate Cobbold Gorge the best of the Gorge’s stunning scenery, the which protects a number of vulnerable and
geology of the rugged sandstone formations, rare plant species including the rare Gilbert
Tours on their cattle property deep in the heart of the Gulf River ghost gum and forms important wildlife
the diverse flora and fauna, local bush tucker
Savannah region of north Queensland. Cobbold Gorge and the rich cultural history.   corridors and catchment linkages.

Tours was born out of a chance discovery of the magnificent The tours are conducted by Savannah Guides, The use of Savannah Guides is also an
important part of Simon and Gaye’s desire to
Cobbold Gorge by Simon nearly 30 years ago when a network of professional tour guides with
in-depth knowledge of the natural and cultural care for the environment and encourage guests
paddling up the creek with friends. Amazed by what they assets of the tropical savannahs of northern to feel the same way.
found, Simon quickly recognised the potential to share such Australia, north Queensland, Northern Territory “Savannah Guides are kind of like the
and the Kimberley region of Western Australia.  Night’s Watch of the Gulf Savannah –
a unique natural wonder with visitors. The tourism venture
protecting the realm, assisting guests and
bloomed rapidly from 200 visitors in the first year to now Lift the heart ensuring the environment is not harmed in
10,000 annually coming to the Gorge and The award-winning Cobbold Gorge Tours and the taking of tours.”
Village are an inclusive operation, a child and
staying at Cobbold Village. Activate the body
family-friendly destination, with tours, activities
and amenities designed for guests of all ages With their guide, guests explore the gorge on an
to enjoy from infants to retirees.  interpretive walk to the escarpment above and
“We pride ourselves on providing guests with then a cruise through the gorge on an electric
the perfect place to connect with nature and boat. The recent introduction of Australia’s first
each other.” fully glass bridge allows guests to get a true
We needed to share this discovery with the sense of the majestic, sheer walls as they cross
rest of the world. Every time I go up this Gorge, Care for the environment a 13 metre gap in the gorge.
it’s always the same feeling of wonderment of how From the start-up of the business, Simon and To stretch the body further, Simon introduced
special this place is. Gaye have maintained a steady commitment to a guided stand‑up paddle boarding cruise for
operating Cobbold Gorge Tours with minimum guests. While the scenic helicopter flight won’t
impact on the environment. Visitors take guided work up a sweat, guests get a bird’s eye view of
tours through the Gorge on custom-made boats the beauty of the gorge and the surrounding
with virtually silent, electric motors. landscape. If they take up a heli-fishing option,
mind eart the envi the bod
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 Alan Wallish Feed the mind
Guests’ reef adventure begins with an
informative briefing by an eco-accredited
Last year the company helped plant 1200 trees
in the Daintree Rainforest with the Australian
Rainforest Foundation to offset their carbon
emissions. Scientific research on sharks and
PASSIONS OF PARADISE marine naturalist. The guests learn about coral
stingrays is supported with donations of almost
EXEMPLARY TRANSFORMATIONAL TRAVEL EXPERIENCES

reef, fish and bird life and the activities the

$30,000 to the Oceania Chondrichthyan
company is involved in to ensure the long-term
Society since 2007. Passions of Paradise is
sustainability of the Great Barrier Reef. The
Family owned and operated, Passions of Paradise have also the only 100% AWARE partner in Cairns,
snorkelling and diving options at two pristine
donating a portion of every dive certification
been taking tourists and locals to the Great Barrier Reef Great Barrier Reef locations allow guests to
to Project AWARE, one of the largest marine
from Cairns since 1989. Alan Wallish, Managing Director experience the marine life and coral first-hand. 
conservation organisations in the world.
and Founder, built the first Passions of Paradise, a steel “We provide an unforgettable, highly
“We are passionate about ecotourism and
customer focused tour of the Great Barrier
catamaran, in Cairns in 1987 with the simple aim of we practice what we preach. We are at the
Reef to small groups of like-minded guests
forefront of sustainable reef tourism through
providing a fun trip to the Reef. Since then, two more who are looking for a unique, personal
our reef education and work assisting in
vessels have been designed and built to enhance Cairns reef tour experience.”
scientific studies and surveys for marine
the comfort and enjoyment of visitors. The most park authorities.”
Lift the heart
recent addition reaches world class reefs
Passions of Paradise participates in many Care for the environment
within a day trip. stewardship activities at their reef sites, working
Environmental sustainability is the life and
alongside other organisations with a common
soul of Passions of Paradise, and for many
vision for the health of the Great Barrier Reef.
years Alan has positioned the business as a
The company became a part of the Coral
benchmark ecotourism operator. Alan and his
Nurturing Program project in May 2019. The
team pride themselves on being guardians of
As a single product operator, our program involved the installation of six frames
the marine environment and strive to ensure
fortunes are closely linked to exceeding at Hastings Reef which can be used as a
every guest comes away from the tour with an
nursery to grow more corals. The approach is
the expectations of our clientele, and we appreciation of this precious natural wonder
new and unique, allowing fragments of broken
are constantly endeavouring to become the through the knowledge and inspirational
coral to be attached to the frames using a new
stories shared.
name that everyone talks or hears about within the technology, a coral clip.
industry – a tourism operator that appreciates nature “We value our passengers, with whom we
Passions of Paradise is involved in
hope spread our message of conservation
and gives back the environment. The Great Barrier Crown‑of‑Thorns eradication efforts and
and appreciation.” 
Reef is not ‘What we do’ but rather ‘Who we are’. completes surveys on the Reef’s health as
part of the Great Barrier Reef Marine Park
Authority’s ‘Eye on the Reef’ Program.

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 Conclusion
This guide is designed to help you deliver transformational
experiences that exceed your guest’s expectations and realise
their ultimate travel dreams.
The guide provides you with the knowledge and insights to now:
Travel occupies the
• embrace the new era of transformational travel and the
opportunities for your business;
space between dreams
• align your business with the new Queensland brand principles;
and reality, and today’s
• understand and adapt your business to satisfy the five core travellers are looking
guest expectations; for purpose-driven
• deepen guest engagement and positive advocacy for your transformational
business across the Five Stages of Travel; and
experiences that fulfil
• enhance your competitive advantage.
We hope you will continue to refer back to the guide as you evolve
their travel dreams.
and fine tune your guest experiences. We will regularly update the
guide with the latest intelligence and insights to support you.
If after reading the guide you feel you need help in applying the
ideas and concepts to your business, please contact your local RTO
or TEQ representative. There may be an opportunity for you to
access a mentor to work with you in reimagining your experience.

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teq.queensland.com/transformationalexperienceguide
Published by Tourism and Events Queensland May 2023