Trip Conception

Big Questions:
 Where do we want to explore?
o New Zealand- one of the world’s epicenters of eco-tourism as it relates to preservation of natural
environments and native culture.
 Where do our repeat customers and future customers want to go?
o Which are our most popular trips?
o
 What do we want our customers to get from this trip? OVERVIEW
o Revel in unspoiled natural landscapes and engage Kiawith
Ora!Maori
Come culture, while and
join Go Learn beingDr.privy
KellytoBricker,
New Director
Zealand’s approach to preserving the islands’ cultural and natural history.
of Parks, Recreation, and Tourism in this island-hopping
 Research departments around campus and their faculty adventure on one of Earths most recently explored
o Email, call, setup meetings with faculty that display interest New Zealand. This tour will focus on the
landmasses:
o Director of Parks, Recreation, and Tourism- Dr. unspoiled
Kelly Brickergeological wonders, Maori culture, endemic
 Focus on New Zealand’s public and private animal policy efforts
species, andtohow
preserve the islands
the public and private sectors
resources work commensally to ensure preservation of each. With a
 Why are we going to New Zealand? healthy mix of structured and unstructured time, you’ll get
o One of the most unique and unspoiled areas of to thevisit
world
scenes from Lord of the Rings, stroll leisurely

NEW ZEALAND:

o Rich in diverse landscapes
o Cultural mix of European descendants and native
through Wellington where every street seems like a
Maori world, learn and engage with Maori culture,
different
What are barriers/ potential issues with travelling to New Zealand?
cruise through the mystical Milford Sound, and much
o more! Our trip leader, Dr. Kelly Bricker, is an expert in the

CULTURE AND
What are the advantages of travelling to New Zealand? field of Sustainable Tourism and will be guiding the trip
o No application for tourist Visa if staying under 3through
months.the lens of conservation and sustainability. If
you’re interested in culture, nature, and flourishing
biodiversity, this is the trip for you!

CONSERVATION
Fall 2019
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Trip Conception
Initial Trip Conception Questions
 Where do we want to explore?
o New Zealand
 One of the world’s epicenters of eco-tourism as it relates to preservation
of natural environments, biodiversity, and native culture.
 Where do our repeat customers and future customers want to go?
o Which are our most popular trips?
 What are the trip components that draw those folks in?
 Look over evaluations from past trips that have cultural and
environmental components
 What do we want our customers to get from this trip?
o Appreciation of natural landscapes
o Engage with Maori culture
o Learn about the biodiversity and endemic species of New Zealand
o Privy to New Zealand’s approach to preserving the island’s cultural and natural
history
 How tourism can be mutually beneficial to the traveler and host
 Who could lead the trip?
o Ask other CE programs about their partners to see if there is a potential
connection
o Email, call, setup meetings with faculty that display interest
 Director of Parks, Recreation, and Tourism- Dr. Kelly Bricker
 Background in Sustainable Tourism. Focus on New Zealand’s
public and private policy efforts to preserve the islands resources.
 Professor of Anthropology- Karen Leslie Kramer
 Background in human sociality and behavior, especially in rural
South American villages. Research experience in native
populations
 What are barriers/ potential issues with travelling to New Zealand?
o Overall, an expensive destination
o Have not lead a trip to New Zealand before
o Short history- not as many historical buildings
o Public transportation isn’t as frequent or extensive
 What are the advantages of travelling to New Zealand?
o English speaking country (no translating necessary)
o Lots of geographical variance with short amounts of transportation required
o No application for tourist Visa if staying under 3 months
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o Fall (here in the U.S.) is not the high season for NZ

o Very safe country with little to no safety concerns
o Popular and hip destination to travel to
o Friendly people
o Great customer service, as NZ is a tourism-reliant economy
Steps
1. Generate initial ideas: trip theme, potential trip leaders on and off-campus, activities in
country
a. Trip theme
i. Conservation and culture. To immerse our traveler-learners in the
uniqueness of New Zealand’s mesmerizing landscapes, native Maori
culture, biodiversity, and learn about the public and private sector’s
efforts to preserve each of the above.
1. Those broad topics allow for the instructors to bring their
background and experience into the trip. With that said, the
theme of the trip could morph into something slightly different
depending on the background of our trip leader(s).
b. Identifying potential trip leaders
i. Ask for references from current trip leaders, or contacts in other
departments
ii. Meet with other departments in CE (especially Lifelong Learning) and
inquire about their connections
iii. A faculty member or professional with experience in Anthropology,
Geology, Tourism, and/or Biology background is preferable
1. Having multiple trip objectives pertaining to different areas of
expertise is a good thing, since it will allow us more possibilities
for who can lead the trip.
2. Research departments on campus and put out emails with initial
information
3. Inquire about interest in leading a trip and set up a meeting
c. Research activities that fit our trip theme
i. Unspoiled landscapes
ii. Maori culture
iii. Biodiversity
iv. Sustainable tourism
d. Estimate cost
e. Establish budget and revenue targets
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Building the Trip

 Interview potential trip leaders

o Determine whether 1 or 2 leaders will be required
o One-on-one meetings with 5-6 prospective leaders
 Outline Go Learn’s mission, vision, values, goals & objectives
 Bring past and current itineraries, trip information, and testaments from
past leaders
 What will they contribute to the trip? What sort of activities do they want
to lead and emphasize?
 Offer trip leader position(s)
 Negotiate details and pay
 It is important to have strong applicant pool, in case it doesn’t
work out with our top choice(s).
o Have trip leader sign a contract
 Involve trip leader in the planning process
o Go over hospitality, activities, and transportation
 Be flexible- trip leaders will have ideas of their own, and it’s important
that they have autonomy in what they are leading and teaching.
 Make changes in trip itinerary
 Decide on, and delegate tasks pertaining to what the leaders will be
doing, and check-in every other week leading up to the online publishing
of the trip.
 Final decisions on trip theme, activities, itinerary, accommodation, transportation
o Make sure that the trip isn’t too heavy or too light on activities
o Good balance between structured and unstructured time
o Contingency plans in case any of our accommodation, activities, or
transportation falls through
 Research other options that could serve as a last-minute backup
 Reserving hospitality accommodations, activities, and transportation in NZ
o Accommodation
 Luxury hotels, B &Bs, Farmstays, and Lodges
 Price estimates
 Inquire about group discounts, ask for price-matching, etc.
o Aim for 10% discount on all activities, accommodations,
and transportation.
o Activities
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 Kayaking through Glow Worm caves, kayaking through the Milford

Sound, guided hiking in Tongariro National Park, etc. (see “Trip Itinerary”
in the Trip Execution section.)
 Price estimates
o Transportation
 Air travel, railways, ferries/ water taxis, coaches
 Price estimates
 Generate final cost of trip and ensure it meets our revenue and budget targets

Marketing and Outreach

 Present marketing with the trip details

 Write online content for trip and consult with team (including marketing) to ensure
proper formatting and consistency
o New Zealand: Culture and Conservation
 Tour Home
 Tour Leader(s)
 Itinerary
 Details
 Terms
 Create a blog early in the process for the trip, keep it updated as the trip progresses
o Welcome post and invitation to upcoming presentation
o Share local news from locations on the itinerary
o Ask questions that engage potential customers
o Share anecdotes from past customers and tie them in to the upcoming trip
 Collaborate with Marketing Team to develop online outreach strategy
o Metrics for who has visited website and clicked on tours
 Send out trip information to them
 Facebook, Instagram, Pinterest
o Facebook- linked to blog and website updates/ posts, use testaments from
previous customers on other trips, notify followers of upcoming Go Learn
presentations on and off-campus, portal with an “inquire about this trip” option
that links directly to the NZ trip
o Instagram- 2 posts/ week with excerpts from previous trips and photos taken by
customers.
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o Pinterest- Clickable tiles w/ Go Learn trip poster designs, infographics with Go

Learn trip outcomes- both of which link to the NZ trip home page
 Public transportation advertisements
o UTA buses and trax
 Newspaper ads
o Fits with Go Learn’s demographic

Sales and Recruitment

 Focus on repeat customers first

o More than just getting people to sign up for our trips
 Show repeat customers that we value their feedback, experience, and
want them to be involved year-round
 If our primary and repeat customers are involved year-round, they
are far more likely to talk about it with their friends, family,
coworkers. This is what we need to tap into and where we can
recruit new customers for our trips.
 Set Go Learn apart from other travel providers by emphasizing the immersive
experience led by experts from the U of U community
o Have a strong elevator pitch for people calling with inquires
 Go Learn provides a personalized travel experience with a group of like-
minded traveler-learners. Our trips are led by university faculty or experts
a particular field, which provides the baseline for our trips. Not only will
you get expertise, but you can be certain that we’ve picked
accommodation and vendors that employ local residents, abide by
environmentally-conscious standards, and help to preserve socio-cultural
aspects of New Zealand.
o Will give a good balance of structured vs. unstructured time
o Going with friends and members of the community
o Do you know a friend who would want to go with you?
 “Do you know anyone who would help spread the word? We have 5
seats left”

Trip Execution
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Pre-trip
 Send a couple emails in advance to get people excited, let them know what to
pack/expect, reminder email that we’re 2 weeks away
o Personally call all participants 2 weeks beforehand to check in
 Offer to set up a space with coffee and snacks for people to get together and chat
beforehand, as well as ask any questions
 Final meeting with instructor to make sure everything is set on their part
 Confirm with all vendors, trip leaders, accommodations
 Make an itinerary binder with maps, fun facts, etc.
 Make sure all liabilities waivers have been submitted, copies of passports have been
made, and other administrative work submitted

Trip Itinerary Highlights

Day 1
Welcome to Auckland! That flight was long, but the spectacular ocean views and green
landscaped intertwined with urban Auckland is a sight to behold! Today you’ll have a free day
to explore Auckland, New Zealand’s most populous city, after checking in to your hotel rooms.
Meet the group for dinner at the acclaimed Parnell149, which features local New Zealand
cuisine that is sustainably sourced. Stay out and enjoy the evening, or get to bed early. Our first
adventure departs early in the morning.
Day 3
Today, we hit to road early on our own motor coach down to the city of Rotorua. Once
there, we have three activities for the day:
 Geothermal Rotorua
 Waitomo Caves
 Botanical Gardens
Day 4
Today’s activities include:
 Historical account of conflict over the Whanganui River, and it’s significance to
the Maori tribe
o Led by Dr. Bricker
 Tongariro Alpine Crossing (in Tongariro National Park)
o One of the best day-walks in the world!
 Moderate level of activity
 Home to three different volcanoes
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 One was used for Mt. Doom in Lord of the Rings

 New Zealand's first national park

Day 5
Today’s activities include:
 Whanganui National Park
o Amazing hill country and rivers abound along our drive to get here!
 Bridge to Nowhere, Kawana Mill and the Pipiriki museum
 Forgotten World Tour
o Historical tour of Whanganui
 Led by Dr. Bricker
 Restored heritage areas, Maori guided river trips
Day 6
Today’s activities include:
 Drive to Wellington
 Kapiti Island Nature Reserve
o Learn about endemic species and how New Zealand is monitoring and
protecting it’s biodiversity
 World-class museums (Te Papa Tongarewa, for one) and galleries
 Vibrant downtown Wellington
o Ideal for walking, Wellington is nestled between the city and hills
Day 7
Today’s activities include:
 Early (but short) flight from Wellington to Queenstown
o Say goodbye to the North Island, and hello to the wild and scenic South
Island of New Zealand
 Short drive from Queenstown to Te Anau
o Fiordland National Park
o Hiking and Cycling possibilities
o Wildlife encounters

Day 8
Today’s activities include:
 Milford Sound
o Breathtaking views of jettisoning peaks and close encounters with wildlife
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o Kayak or take a cruise

o Swimming with dolphins
 Free-time to explore Te Anau
 Evening drive back to Queenstown
Day 9
Today’s activities include:
 Early flight from Queenstown to Christchurch
 Tranzalpine scenic train ride (day trip) from Christchurch
o Spectacular day-journey with views of Canterbury plains and foothills of
the Southern Alps
o Arthur’s Pass
o Photo opportunities and stops along the way to allow for light
exploration
Day 10
Our final day in New Zealand! Today’s activities include:
 Free-time in the morning to explore the funky city of Christchurch!
o Check out the daily artisan and farmers market
 Scenic hot air balloon rides
 Final group dinner at Chillingworth Road- a uniquely New Zealand dining
experience!
From here, you can board a flight back to Auckland, and then back to the United States.
This is the most cost-effective way, though you can choose to stay here on the South
Island or go back to the North Island to explore further!
*All transportation to and from locations and activities will be through private
coaches, unless otherwise specified.

Post Trip
 Send out post -trip email and letter to all customers (1 week from start the end of the
trip)
o Comprehensive evaluation of the trip
o Evaluation of the trip leaders
o Invitation to a trip reunion dinner and slideshow
 Give options for trip reunion dates
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o Share photos via flckr.com

 Photos collected will be in the slideshow
 Debrief with trip leaders
o Discuss what went well and what could improve
 How were the group dynamics? The flow of activities? Was there too
little or too much? Did they have adequate time to share their expertise?
 Reach out to all accommodations, activity providers, and transportation services
o Give feedback (if necessary)
o Inquire about their experience with our travel group
o Express interest in using them again; foster a partnership
o Send thank you cards
 Post-trip gathering
o Trip leaders and trip participants are welcome
o Around 2 months after the return date, in order to given enough notice and
ensure that almost everyone can make
o Slideshow, dinner, Q & A with our trip leader and Go Learn staff
 Continue sending content to trip participants
o Keep them engaged year-round
 Use evaluation feedback as marketing for next year’s trip
o Blog posts
o Social Media
o Go Learn website

Trip Planning Timeline

 Summer 2018
o June
 Begin initial research into New Zealand
 Accommodations, transportation, flights, activities, vendors
 Find out if it is feasible
o Initial rough cost estimates
 Decide on rough trip theme
o July
 Set revenue and budget goals
 Begin search for trip leaders
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 Phone calls and emails to departments, attend university events

related to our target demographic
o Setup meetings with potential trip leaders
 Get-to-know-you style of meeting
o August
 Establish an itinerary of in-country activities that fit our theme and can be
lead by university trip leader
 Interview trip leader candidates and present them with our trip theme
and list of activities
 Make offer to candidate that best fits our program style
 This might have to be pushed back, depending on people’s
availability
 Fall 2018
o September
 Have instructors sign contract
 Gather input and ideas from trip leader, modify itinerary and trip theme
as needed
 Meeting with Christoph, Lauren, and trip leader to confirm trip theme
and activities
o October
 Confirm accommodations, transportation, in-country activities, air fare
research
 Negotiate
 This particular part has the potential to swallow up a good chunk
of time
 Start trip blog and begin posting about trip updates
o November
 Confirm accommodations, transportation, in-country activities, air fare
research (cont’d)
 Publish trip content online
 Begin marketing and outreach
 Meet with marketing to develop strategies
 Winter 2018-2019
o December
 Open trip for sign-ups
 Attend events on and off-campus to increase Go Learn exposure
 Promote trip online and throughout SLC with various forms of advertising
 Begin trip progress weekly meetings
o January
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 Begin taking deposits

 Our first trip deposits and payments could come before or after
this month
 Reach out personally and familiarize ourselves with our customers
 Make sure to inquire about their friends and family that might be
interested in a Go Learn trip!
 Trip progress weekly meetings
o February
 Continue updating trip blog as people begin to sign-up
 Goal by the end of this month: 3 total travelers with trip deposits put
down
 We need 10 total travelers, with 20 being our max
 Trip progress weekly meetings
 Continue marketing & assessing where our emphasis needs to be
 Spring 2019
o March
 Goal: 2 new signups by the end of the month
 Continue updating blog, pushing the trip online and across campus
 Trip progress weekly meetings
 Continue marketing & assessing where our marketing strongpoints are
o April
 Goal: 2 new signups by the end of the month
 Continue updating blog, pushing the trip online and across campus
 Trip progress weekly meetings
 Continue marketing & assessing where our emphasis needs to be
o May
 Goal: 2 new signups by the end of the month
 Continue updating blog, pushing the trip online and across campus
 Trip progress weekly meetings
 Continue marketing & assessing where our emphasis needs to be
 Summer 2019
o June
 Goal: Have 10+ total travelers signed up for New Zealand Trip
 Gather copies of passports, pertinent medical information, send out
packing lists, liability waivers
o July
 Reminders of necessary paperwork and trip documents
 Meeting with trip leader, Go Learn staff, and Lifelong Learning to verify
everything on the trip leaders end
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o August
 Verbal and written confirmations/ reminders sent out to
accommodation, activity vendors, and transportation
 2 weeks prior: send out final reminders to those who we need paperwork
from!
 Fall 2019
o September
 Trip departs!
 Go Learn staff ready and accessible to assist with anything that
comes up
 Send out post-trip evaluations and find out possible reunion dates
 Schedule debrief with trip leader
o October
 Debrief with trip leader
 Gather feedback and assess surveys
 Reach out to hospitality accommodations, transportation, activity
vendors
 Schedule reunion date
o November
 Trip reunion at University Guest House

Marketing
Trip and Trip
Conception Outreach Execution

June July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov

Trip Building Sales and

Recruitment Post-trip
phase