3.6 DTTT Product & Experience Framework

We have developed a framework to help DMOs understand how to design Signature Experiences that are aligned with the brand.

The DTTT has developed a framework to help DMOs understand how to design Signature Experiences that are aligned with the brand and that can fulfil the target audience. The framework is centred around 4 key pillars: Brand Match, Organising and Curating, Communicating, Packaging and Distributing.


The DTTT has developed a framework to help DMOs understand how to design Signature Experiences that are aligned with the brand and that can fulfil the target audience. The framework is centred around 4 key pillars: Brand Match, Organising and Curating, Communicating, Packaging and Distributing.

1. Brand Match

It all starts with the brand

A clearly defined brand should be the starting point to create appealing experiences for visitors. Experiences could reflect the destination brand's pillars and support them by looking back to awareness building.

Taylor experiences to audiences

Today's travellers seek more and more unique, personalised and "off the shelf" engaging experiences. It is important to have a clear definition of personas and markets to adapt experiences, but also a strategy to reach these audiences.

A natural extension of the brand

Products should be seen as the natural extension of the brand, offering the opportunity to provide authentic fulfilment to visitors. This is where experience ambassadors and rich storytelling come into play, linking message with fulfilment.

2. Organising and curating

Signature experiences should be the unification of local people and key places at the destination.

Local partners

Local industry partners are often at the core of the experiences and need to craft signature experiences. They are fundamental to involve to establish strong local partnerships.

Key places, local people

Key places are the best spots of the destination for your target audience, they could be established tourist spots or off the beaten path. Local people are knowledgeable about the destination and can contribute from a unique and authentic perspective to identify key places and create unique experiences.

Pairing experiences

By curating the offer, DMOs can pair the right experiences which really help lift the brand and offer a unique stand-out experience. Product pairing represents a key opportunity for DMOs who should select the highlights of a destination and pair them by similar theme, following a rationale for which is possible to create visual references anchoring stories and content to places and attracting specific target audiences to live unique and memorable signature experiences.

In particular:

  • Trails allow curating a range of individual itineraries based on different audience needs and different thematic clusters.
  • A map clustering experiences by theme or by geographical area is useful to guide visitors in space while experiencing the destination.
  • Pairing tourism products is the secret to crafting a signature experience representing the essence of the destination brand.
  • Experiences can be grouped under specific themes coherent with the destination image and appealing to specific audiences.

3. Communicating

Hero, Hub, Hygiene content strategy

Stories shaped around the brand experience represent a powerful and compelling message for potential visitors. A Hero, Hub, Hygiene content strategy helps lift the brand experience, seeking to build an image for the destination together with true ambassadors, taking their stories further as they become not only brand but experience ambassadors too.

Signature Experience Ambassadors

Designing product experiences together with destination ambassadors helps to build links between the most authentic voices representing the destination, unique and incredible visitor experiences and curated product pairings.

The combination of different places and products into signature experiences is perfect to build meaningful stories around the strong connections between people, businesses and the destination. This leverages a variety of stories to promote the destination and provides new perspectives for the eyes of consumers.

New products and experiences help differentiate the destination from its competitors. For this reason, it is important to have Ambassadors to promote them. Identify the great ambassadors of your destination by integrating them into the product and experience offer, this ensures the destination's visitor experience delivers on the brand. The stories you shape around your brand should build on the already powerful content provided by ambassadors. Take their stories further and make them become not only brand ambassadors but authentic experience ambassadors.

4. Packaging and Distributing

Aggregation & Experience Platform

How to aggregate, package and distribute destination experiences is a key strategic question for destinations today. How far you should go, depends on where you see yourself playing in the visitor cycle and where the DMO can create real value.

For some DMOs, packaging and distributing stops accuracy, where product pairings are developed into signature experiences and distributed through a content strategy. For others, the potential value of creating and supporting a product experience platform is a logical next step and helps industry see commercial value in addition to brand value.



The DTTT has developed a framework to help DMOs understand how to design Signature Experiences that are aligned with the brand and that can fulfil the target audience. The framework is centred around 4 key pillars: Brand Match, Organising and Curating, Communicating, Packaging and Distributing.