on holiday travel ❖
sue arko
ver the past 30 years, many destinations have created special holiday-themed events in order to generate demand in a typically soft time of the year. By hanging over a million lights, decorating boats, conducting parades, and providing carolers and hot chocolate, they were able to draw tour groups to see all the spectacular creations. In today’s competitive and economically fragile environment, however, this might not be enough. In order for groups to keep coming back, destinations and tour operators must allow groups to “feel” or experience the event. Not only do tour operators and destinations have to create a holiday event, but they must create an event that touches the guests psychologically, evokes passion and triggers emotional connections. The following is what several travel professionals have to say about their holiday events and how they strive to connect emotionally with guests: Pete Weien, senior vice president and general manager of Gaylord Opryland Resort, describes the worldrenowned Country Christmas: “Christmas is when Gaylord Opryland shines its brightest, and our 28th annual A Country Christmas will make memories of a lifetime for guests who travel from around the world to experience the most captivating holiday resort entertainment, décor and food in America. “A Country Christmas includes two million sparkling lights and more than a dozen shows and attractions, including ICE!, an interactive, biggerthan-life ice sculpture world; the Radio City Christmas Spectacular featuring the Radio City Rockettes; a new holiday dinner show with Louise Mandrell; Christmas shows aboard the General Jackson Showboat and much more. “The Christmas spirit is incredibly
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Nashville’s Gaylord Opryland Resort celebrates the Yuletide in style.
Holiday Trips Involve More Than Lights and Carolers From Thanksgiving to New Year’s, magical events strike emotional chords in popular group-tour destinations real here. A Country Christmas is always a magical time for our STARS (employees), and that certainly translates into the guest experience. It is humbling that every year more than one million people choose to make Gaylord Opryland a part of their holiday celebration.” Similarly, Charlie McIlvain, director of the Granbury, Texas CVB, discusses the Candlelight Tour of Homes: “The Granbury Candlelight Tour of Homes is an annual event that residents and visitors to Granbury look forward to each December. Normally 12-15 historic homes and commercial buildings are highlighted in the tour. “Community volunteers spend weeks planning, decorating and prepar-
ing each facility to accommodate hundreds of guests. During the Candlelight Tour docents dressed in period attire great each visitor and spend time discussing the home’s or structure’s history and the families who have lived in the homes or the activities that have taken place in the commercial buildings. “Emotions set in as visitors experience kitchen aromas permeating the homes, bringing back memories of visits to grandparents’ homes for Christmas, Thanksgiving, Easter or other special occasions.” Finally, Rita Stephenson-Reedy, corporate marketing director, portrays Christmas at the Galt House Hotel in Louisville with KaLightoscope Christmas as the main attraction:
Georgia Department of Economic Development
10 April June 2011 2011
LeisureGroupTravel.com