What do you promise? What do you deliver?

Create

Creating a consistent experience across all dimensions of your business ensures your guests receive 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 lead to negative reviews and impact your business.

Start by fixing your experience

If you only leverage one thing from this guide, make it the Experience section. If you can create an experience that aligns with Queensland’s brand purpose, travel for good and sets you apart from your competition, you will garner positive reviews and bookings uplift. Focus first on fixing pain points and enhancing the highlights of your experience. Test improvements and learn as you go.

Checklist

Do your services deliver a ‘transformational experience’?

Is your brand reflective of the experience you deliver?

Adjust

Brand And Content To Reflect The Experience

Once you have adjusted your experience and aligned it to Queensland’s brand purpose, travel for good, adjust your brand and the content you use on your website, social media and customer communications (e.g. emails), to better reflect your new experience.

Leverage emotion and storytelling in your content to create a strong message to share with your guests.

Are your website, social media and communications reflective of the experience you deliver?

Do the reviews guests leave align with your intended experience?

Update

Your Website And Social Media

Ensure your improved experience and messaging is reflected on your website and in your social media posts. This shows travellers what to expect from the experience and creates consistency in how you communicate your experience across the different ways guests read about and interact with you.

Do reviews contain language such as “changed”, “inspired”, “community”, “energy”, “culture”, “learned”, “thank you”, “positive impact”?

HOW DO I KNOW IT’S WORKING?

Early indicators of success.

Best of Queensland Experiences Program.

Your measures

Your website is working better:

• Increased website traffic: your web hosting service should be 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?

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”.