Optimize the visitor experience. Break down silos, create experiences.
Co-founded by industry veteran, Mickey Schaefer, The Experience Institute® (TEI) has devoted 2,000 hours of primary research to define and validate consumer-driven standards. We have developed a set of tools and products that give destinations consistency in assessing visitor satisfaction. And, a structyre that aligns stakeholders to a ‘shared product’ that can be strengthened together. Through TEI, destinations, their civic leaders, and stakeholders have an objective way to fuel their visitor economy — Competitive Positioning, Visitor Satisfaction, and Visitor Growth.
Savvy destinations use TEI to strengthen their brand experience.
THE PULSE OF THE VISITORSWhat do visitors really think? It starts with continuous standards-based surveys that quickly assess actual visitor experiences versus perceptions and desires. Providing insight into how well your destination is doing.
BALANCED SCORECARDBased on our visitor-centric proprietary standards, TEI's Experience Report and Visitor Report highlight your destination’s strengths and weaknesses, and provides the data you to need to influence and impact areas of need.
STAKEHOLDER ALIGNMENTWhen stakeholders have a seat at the table with the right data in hand, it is easier to identify, prioritize and find common ground around dedicating resources towards initiatives that matter to visitors.
The Destinations International Foundation Adds The Experience Institute as a Partner
As part of its ongoing commitment to provide research, education, advocacy, and leadership development to destinations, the Destinations International Foundation has named The EXPERIENCE Institute® (TEI) as a partner.
Experience Columbus: Download the Case Study
Using TEI's tools, see how Experience Columbus and the Greater Columbus Sports Commission have succeeded in breaking down silos and working cross-sector to implement visitor-centric initiatives.
Read the Vision for Continuous Improvement
With today's consumer in charge, destinations must focus on a vision that involves continuous, strategic improvement to the Visitor Experience. You can never stop improving the experience.
Experience Dedicated.
You’ve done the self-assessment, strategic planning, and updated your branding efforts. Now it’s time to take action on things that matter to visitors. And, create a pathway to repeat visits and referrals. What’s next? It’s EDD.
Our Experience Dedicated® Destination (EDD – We are Ed) program is gaining traction among destination organizations looking to engage and activate their stakeholder communities. Columbus has parlayed EDD into award-winning visitor experience ratings. Silos have disappeared, and they’re coming on strong.
Understand your visitor segments. Meaningful metrics.
Most snapshot research tells you what you want to know rather than what you need to know. And while “capturing visitor information” is a good start, very few destinations have data relative to the Total Visitor Experience.
To fill this void, TEI devoted 2,000 hours of primary research to define consumer-driven standards and Key Performance Indicators (KPIs) upon which destinations can measure their progress. Whether it’s once a week or once a year, you can know with confidence: "Are we moving the needle?"
Meaningful metrics are being used by destination stakeholders to prioritize resources and take action on 'things that matter' to visitors. Exactly where the focus should be!
ACTIONABLE DATAAnyone can collect data. But very few act upon the information. TEI has developed a survey approach wherein visitor experiences and opinions are measured against standards, giving destinations and stakeholders alike a means to build consensus and take action.
REAL LEARNINGRegardless of trip purpose, every attendee, business traveler or leisure traveler to your destination is a visitor. With standards-based questions you can understand the factors that turn “have to” visitors into “want to” visitors
REPEAT & COMPAREOften, research is used to justify spending rather than improve understanding of visitors’ wants and needs. Imagine the capability of receiving actionable data, with the ability to compare to other destinations or visitor segments.
Decision to Attend Study: Maximizing Attendance
Today's prospective attendees may decide to attend or not. The Destination Experience is the second-highest attendance driver. This report is chock full of insight to help you strategize.
Attendee Experience Report
Attendees are visitors too! Learn how your destination is doing against a blind, aggregate Index of other destinations. Gain insight on Attendees' Pre & Post Image Perceptions, Return Intentions, Recommend Intentions, and more!
Deliver Better Experiences. Product Infrastructure and People Infrastructure.
Many destinations are single-focused on their 'Product Infrastructure', because it will entice visitors to come. But, what's often missing is a simultaneous focus on the 'People Infrastructure'; the numerous encounters that will 'make or break' your destination's image and word-of-mouth.
That's why TEI's sister companies are dedicated to helping destinations build a knowledgeable, engaged frontline that delivers upon the brand promise. With a proven track record in aligning community stakeholders and the front-line to reinforce the destination's brand, powerful community pride and brand immersion is achieved. Residents learn that visitors are not the enemy — they fuel quality-of-life that would most likely not be present without them. Once you've gained strong community alignment, you can achieve anything.
INDUSTRY CERTIFICATIONYou are invited to join an international network of thousands of CTAs who have achieved this prestigious industry-recognized certification.
PRODUCT KNOWLEDGECustomized curriculum focuses on destination product and increased tourism spending.
COMMUNITY ALIGNMENTAligns stakeholders to work together to enhance tourism, with traditional and non-traditional partners.
COMPETITIVE ADVANTAGELeveraging CTA as a point of differentiation. Event planners and tour organizers report that CTA tips the scale in their site selection.
CONSISTENT MESSAGINGKeeps your front-line connected to destination vision and brand strategies.
BEHAVIOR CHANGEEmployers of CTAs report proven behavior change in key areas, year-over-year.
DestinationNEXT Futures Study
Communities are more engaged in the development of the destination experience, and organizations are more interested in developing strategic alliances across multiple economic sectors.
Destination International’s Equity, Diversity & Inclusion 2022 Study
The CTA program curriculum inherently encompasses the principles of equity, diversity and inclusion. See more about it in the study.
Want to know more about The Experience Institute?
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