Experience & Product Development
Build a destination, visitors want to return to and talk about.
We help you identify product gaps, develop bookable experience-led product, and structure offers so they’re easier to choose, easier to deliver, and more profitable for operators - a key focus explored in Breaking the Tourist Trap: Designing Authentic Experiences That Sell.
What you will achieve
By the end of this engagement, your destination will have:
A clear view of your experience gaps and high-yield opportunities
A pipeline of bookable products ready for distribution and direct channels
Stronger experience differentiation and storytelling that lifts perceived value
Better packaging and pricing structure that supports operator profitability
Improved consistency and visitor readiness across priority experiences
A practical implementation roadmap not just ideas
Who this is for
Best suited for:
Councils, RTOs/LTOs and regional alliances wanting stronger “bookable product”
Regions planning for dispersal, trails, or signature experiences, similar to approaches outlined in Visitor Experience, Dispersal & Trails
Destinations wanting to lift quality, yield and sustainability, not just volume
Teams needing structured facilitation across operators and stakeholders
What we do…
1) Product audit + gap identification
Review current experience mix, what exists, what’s bookable, what converts
Identify gaps by visitor segments, seasons, locations, and themes
Surface high-yield opportunities, where value and margin can improve
2) Experience design + refinement
Work with operators to develop and refine experiences or create new ones.
Strengthen “experience promise”, signature moments and delivery consistency
Support experience types including cultural, culinary, Indigenous, nature-based, wellness and events aligned with the shift toward Transformational Travel Is the New Luxury
3) Packaging + value structure
Build packages, bundles and upgrades that lift perceived value and yield
Simplify choices and clarify inclusions so experiences are easy to buy and deliver
Align pricing confidence with experience value, training + frameworks
4) Visitor readiness + implementation
Ensure experiences are operationally deliverable and consistent
Provide toolkits and templates for operators, so changes stick
Deliver a roadmap for rollout and prioritisation
Deliverables
Depending on scope, deliverables can include:
Destination Experience Audit Summary, gaps + opportunities
Priority Product Development Pipeline, what to build first + why
Experience concept templates and bookable product frameworks
Packaging and yield recommendations, practical, implementable
Operator workshop(s) + toolkits
Implementation roadmap with timelines and responsibilities
How it works
Step 1 — Diagnose: product audit + stakeholder input
Step 2 — Design: develop priority concepts + packages
Step 3 — Build: workshops/co-design with operators
Step 4 — Embed: templates, training and rollout roadmap
Engagement options
Product Audit + Opportunity Map (2–4 weeks)
Experience Development Sprint (4–8 weeks)
Signature Experience Program (8–12 weeks)
Ongoing Product Development Support (quarterly/annual)
-
We co-design and train. Operators own the delivery, and we provide structure, tools and guidance.
-
Yes — see the “Visitor Experience, Dispersal & Trails” page for trail-specific work.
