By ANDREW WAREING
When Jennifer East is looking for who her competitors are in the world of kayaking and adventure tourism, she is not just looking down the street. The fact is, that lodge down the road might actually be an ally.
“Alliances are the key to success in tourism today,” says East, the manager of Killarney Mountain Lodge and Outfitters. “We are no longer competing with the business down the street. In fact, the more we work together, the more effective we will be able to be as a region at promoting Northern Ontario.”
Company president Maury East says their membership with the Paddling Ontario Alliance, a product committee of the Ontario Tourism Marketing Partnership Corp. (OTMPC), has allowed the company to develop several successful programs. One is an outdoor kayaking and photography program with internationally recognized photographers, as well as painting programs.
“(The OTMPC alliance) has been key to the expansion of our outdoor recreation excursion and sof- adventure excursions through their product alliances,” says East.
He says these alliances have resulted in a “dramatic” increase in business. They even managed to help maintain the same level of business for Killarney Mountain Lodge during one of the toughest summers in 2003, a season impacted by SARS, Mad Cow and the U.S.-Iraq war.
“Today’s visitor is looking for safe, educational and experiential programming that will enable them to push their personal boundaries,” says Jennifer
East. “This trend is something quite different from even five years ago. More and more people are interested in becoming active, trying new outdoor skills that they had never contemplated before, learning new things and exploring more wilderness areas.”
Developing new products to meet the interests of customers involves understanding both the markets one can realistically reach and the assets one has to develop new products, she says.
“One good strategy is to identify what you have that is unique, and build a product around that,” she says. “Often, a program may not be successful in the first few years, but if it can attract attention, especially through media, it will help you develop a reputation on which to build your business.”
She says infrastructure needs are also greater because of the changing demographic of the client base. More customers are getting older and there are a
wider variety of people pursuing outdoor adventure experiences.
Women account for an increasing share of the market.
“Statistics show that over 50 per cent of travel is booked by women,” says Jennifer East. “With this in mind, one of the most important things to consider about the women’s market is how to reach that market. Traditional advertising, especially for outdoor products like those in Northern Ontario, has often been very male-focused.
“Other important product elements for holidays targeted at the women’s market are comfort and accessibility, particularly for those trying outdoor adventures for the first time,” she says.
The peak period of activity for tourism in Northern Ontario takes place between May and October, but the “shoulder” seasons of fall and spring, as well as the slower winter period can offer other opportunities. East says special interest groups such as families holding reunions, photo/art workshops, corporate retreats and school groups are prime marketing targets during these seasons.
