The Guest is the Hero

Enjoying the ice bubbles on Abraham Lake

These are the elements we bring together to create the adventure. This is our framework to determine which options will best work together.

JP Fortin

JP Fortin

Owner + CEO

Mar 26, 2020

Filed Under

Our role, whether we are involved in marketing, sales, guiding a tour or preparing a meal is to provide guidance and assistance for our guests.

They are the heroes choosing to embark on an adventure. We are the mentors, the coaches, the guides, the facilitators and the cheerleaders helping them along the way. We often fulfill many of these roles at once. That means that sometimes we use a directive approach, telling them what to do. Other times we provide a more gentle guidance, creating situations that allow them to discover the answers for themselves. The goal is to adapt our style as needed to create the best experience for the guests.

Finding Our Ideal Guest

Not all heroes are created equal, neither are their mentors. Meaningful connections require a match between the two and that’s why we are not the right company for a number of visitors to our region.


Like us, our ideal guests tend to be what Destination Canada refers to as Cultural Explorers or Authentic Experiencers. Travel Alberta refers to them as Curious Adventurers, summing them up as visitors who like to “immerse themselves in the places they travel – leaving time for unplanned encounters and activities that allow them to truly know a destination”.

Those guests are attracted to our adventures because of the values and cause we share. Being clear in our messaging early on in the journey, staying true to our goal and guiding principles, allows us to attract guests who will most enjoy what we offer.

Their Motivations

Our shared purpose is what allows us to create meaningful connections with our guests at the company level. At the product level, we need to consider what our guests are hoping to achieve on their adventure.

Guest Context

There are four main reasons why our guests choose our adventures. They want to:

  • explore the region;
  • try a new activity;
  • meet others interested in similar activities; and/or
  • enjoy the outdoor lifestyle.

All of our adventures include a combination of these. The importance of each of these motivations varies depending on the market and the product but the goal is to focus on the areas where at least two of them overlap.

The Booking Guest

During the early stages of the journey, we typically work with one person from each group. This guest tends to be the one best aligned with our adventures but they also need to consider the interests of their partners.

The best approach we have found is to stay true to who we are rather than trying to show that our adventures have something for everyone. At the same time, we have also found that the guest handling the booking typically is someone who enjoys planning and considers it part of the adventure.

They want to learn as much as possible before they commit and they enjoy longer-form content and detailed guides of the region. Instead of having us make the case as to why their group will enjoy our experiences, we provide them with the information they need to make the case themselves.

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