Instructor(s)

Stephen Ekstrom

CEO Founder at Learn Tourism

Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and founder of Learn Tourism - the nonprofit academy. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love of knowledge have made him a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, Sustainable Business Strategy and Transforming Customer Experiences from Harvard Business School, and Sustainable Tourism Destination Management from Cornell.

Course curriculum

    1. Welcome: Why Most Tourism Products Don't Sell

    2. Meet the Story: Willow Creek Farm

    3. Products, Services, Experiences: What's the Difference?

    4. The Job to Be Done

    5. Who Is Your Traveler, Really?

    6. Why Not Just Do It Free?

    7. Checkpoint: Spot the Traveler

    8. Blueprint Page 1: My Traveler

    1. The Expensive Mistake

    2. Read the Signals You Already Have

    3. Talk to Ten Travelers

    4. Test Before You Build

    5. Scenario: What Would You Do?

    6. Community Check: Should This Exist?

    7. Blueprint Page 2: My Demand Test

    1. Story First

    2. The Experience Arc

    3. Hands, Hearts, and Heads

    4. Build Your Run-of-Show

    5. Designed for Everyone

    6. Built-In Stewardship

    7. Reflection: What Will They Tell Their Friends?

    8. Blueprint Page 3: My Run-of-Show

    1. Why Pricing Feels Scary (and Why Underpricing Hurts)

    2. Know Your Numbers: True Cost per Guest

    3. Three Ways to Set the Starting Price

    4. Pricing Models: Static, Dynamic, and Everything Between

    5. Dynamic Pricing Without the Drama

    6. The Psychology of Price

    7. Pricing Lab

    8. Blueprint Page 4: My Price

    1. Bookable or It Doesn't Exist

    2. The Distribution Map

    3. Speaking Rates: Retail, Net, and Commission

    4. Build Your Rate Sheet

    5. Better Together: Packaging and Bundling

    6. Scenario: The Package Pitch

    7. Blueprint Page 5: My Channels, Rates, and Partners

    1. Launch Small, Learn Fast

    2. Listen Like You Mean It

    3. The Experience Scorecard

    4. When to Change, Tweak, or Retire

    5. Capstone: Submit Your Experience Blueprint

    6. Final Assessment

    7. Course Survey

    8. Share Your Success: Social Share Kit

About this course

  • $39.95
  • 46 lessons
  • 0 hours of video content

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