The Secret to Creating Travel Experiences That Guests Never Forget
Think back to the last time you had an unforgettable travel experience.
Maybe it was an awe-inspiring view, a powerful cultural moment or a connection with a local guide who shared their story from the heart.
Now ask yourself: What made it so special?
For tourism operators, the key to standing out isn’t just providing an activity or a place to stay; it’s about creating moments that leave a lasting impact.
Whether you run small group tours, boutique accommodation or adventure activities, true magic happens when guests say:
“That was incredible – I’ll never forget it!”
So, how do you turn a good experience into an unforgettable one? Let’s explore my thoughts on how you can do that..
1. Go Beyond Service…….Create a Story
People remember stories, not just services.
Great travel experiences have a narrative that makes them feel part of something bigger.
Tip: Build your experience around a story. Maybe it’s about the land, the culture or your personal journey. I have a number of tourism experiences to speak about the region, the characters of the town and also share a few myths.
Example: Instead of just offering a whale-watching cruise, tell stories of the whales’ migration, their cultural significance and the conservation efforts protecting them just like Sea World Cruises on the Gold Coast does.
Another great example: The Maria Island Walk, Tasmania doesn’t just take guests through stunning scenery, it immerses them in convict history, Aboriginal heritage and unique wildlife encounters, making it more than a hike.
A New Zealand Example: Te Puia, Rotorua weaves Māori stories into geothermal tours, arts, and cultural experiences, leaving guests with a deep appreciation of local traditions.
2. Surprise & Delight with the Unexpected
The best experiences include a moment of surprise. Something guests didn’t expect that makes their day even better.
Tip: Find small ways to exceed expectations with delight moments.
Example: A boutique lodge could place a handwritten note and homemade treat in guests’ rooms or a kayaking tour could provide guests with a surprise digital photo album of their journey.
A real life example: Tali Wiru at Uluru isn’t just a luxury dinner under the stars, it includes Indigenous storytelling, traditional music, and astronomy insights, creating an unexpected multi-sensory journey.
A New Zealand Example: Hobbiton Movie Set Evening Banquet Tour ends with lantern-lit walks back through the village, surprising guests with magical scenes from the films under the night sky.
3. Make Guests Feel Like Insiders
Travellers don’t just want to see a place, they want to feel connected to it. Offering behind-the-scenes experiences makes them feel special.
Tip: Give guests access to something exclusive. Maybe a secret location, private tasting, or meeting a local legend.
Example: Instead of a standard tasting, a winery could offer a vineyard walk, grape picking, and blending their own personalised wine.
Another example: Sydney Opera House Backstage Tour lets guests stand on stage, visit dressing rooms, and hear stories from staff about life behind the scenes.
A New Zealand example: Zealandia by Night in Wellington gives guests exclusive evening access to spot kiwi birds and hear conservation stories under the stars.
4. Engage the Senses for a Deeper Experience
Unforgettable experiences are multi-sensory. Consider what guests hear, taste, touch, smell, and see. Address each sense as part of your experience.
Tip: Activate all five senses to create richer experiences.
Example: A cultural tour could include tasting native bush foods, hearing traditional music, learning weaving, and smelling local spices.
Another example: Lake Cave, Margaret River enhances tours with dramatic lighting, silence at key moments and reflections in the underground lake for full immersion.
A New Zealand example: Te Anau Glowworm Caves, Fiordland combines rushing underground rivers, serene glowworm-lit chambers, and storytelling to engage every sense.
5. Let Guests Take Home More Than Memories
The best experiences leave guests with more than photos. What about offering a new skill, perspective or meaningful keepsake.
Tip: Offer guests something to carry forward. A handmade item, cultural learning, or new insight?
Example: A cooking class could send guests home with a personalised recipe booklet and spice pack.
Another example: Boomerang painting workshops in the NT let guests create their own Indigenous art to take home, adding deep personal meaning.
A New Zealand example:Waka Abel Tasman gives guests not only the adventure of paddling a Māori waka but teachings on karakia, Māori navigation, and teamwork that stay with them long after.
6. Foster Real Human Connections
People don’t just remember places, they remember the people they met.
A warm personal connection can turn an experience into a life-changing memory.
Tip: Encourage interaction between guests, staff, and locals. Make them feel welcome and valued.
Example: A guided walk could end with a meal where guests share stories with guides and each other, turning strangers into friends.
Another example: Gulung Mardrulk Wet Season Experience in Kakadu is led by Indigenous Bininj people, sharing knowledge of country, bush food and traditional skills, fostering powerful connections.
A New Zealand example: Kapiti Island Nature Tours includes stories from the Barrett whanau, whose family guardianship of the island weaves personal and cultural connections throughout the visit.
Creating Travel Experiences That Last a Lifetime
The best tourism businesses don’t just sell activities or accommodation, they sell transformation.
If you want guests to say, “That was one of the best experiences of my life,” focus on:
Telling a resonant story
Adding delightful surprises
Offering exclusive insider access
Engaging all five senses
Giving meaningful takeaways
Building personal human connections
Because in the end, the best travel experiences aren’t just seen, they’re felt. For me some of the most amazing travel memories are because of the stories I was told. I remember being 18 on the edge of the Gran Canyon and being told of the original pioneers who trekked to the bottom of the canyon for water, our tour guide's great grandfather had been one of those pioneers. That story has stayed with me for decades.
What’s the most unforgettable travel experience you’ve had in Australia or New Zealand?
What story do you want your guests to walk away with?
Let’s work together to craft unforgettable moments that connect, inspire, and transform because your guests deserve more than just a holiday, they deserve a story they'll tell forever.
