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Travel Alberta

ATIS Examples and Best Practices

Each ATIS content type presents a unique opportunity to support the consumer in their vacation planning process, whether it’s helping to develop excitement and discovery through articles and listings, providing urgency on timing through events or helping consumers make purchasing decisions through offers.

By utilizing as many content types as are relevant to your business, you can support a consumer’s mindset wherever they are in their purchasing decision.

Businesses can use multiple content types to showcase their experiences. Below are some examples of how to use the content items in ATIS for optimal exposure.

Listings

An ATIS listing is defined as information about an Alberta tourism product that is relevant to the leisure traveller. Depending on the product that you sell, you may be eligible to create multiple listings with different listing types (categories).

Each listing should contain only one product or element; therefore, businesses that offer multiple experiences should create a unique listing for each experience and utilize the category and type that best represents that specific experience (see Listing Categories and Types).

Examples of businesses that would only need one listing:

  • Hotel offering accommodation only (under the Accommodation category)
  • Restaurant (under the Food and Entertainment category)
  • Retail outlet (under the Attraction category)
  • Spa (under the Spa category)

Examples of businesses that would be eligible for multiple listings include:

  • An accommodation with an onsite restaurant. The restaurant operates under a different name than the hotel and attracts locals and visitors. This business would be eligible for two listings under the following categories: Accommodation and Food & Entertainment.
  • An attraction that also operates an attached RV Park. This business would be eligible for two listings under the following categories: Accommodation and Attraction.
  • A ranch business that offers an accommodation and guided horseback tours. Visitors are not required to stay at the ranch in order to book a horseback tour. This business would be eligible for two listings under the following categories: Accommodation and Guided Tours.

Events

Events present an opportunity to attract visitation and provide a sense of urgency to travel within the event time-frame.

Events may be a one-time or annual event offered over a single day or a series of days within a specified period of time. An event can be a special set of activities that you offer at your establishment as a way of increasing visitation or happen outside of a recognized attraction as a standalone experience.

Events differ from listings in that an event is typically an experience that does not occur frequently throughout the year. Frequently occurring events may be better suited to a Listing or an Offer instead. Activities that are included in regular price of admission are typically considered an Event.

Offers

Once you have spurred the interest of a traveller through Listings or Events, Offers are your invitation to travellers to come and experience your product. A well-developed Offer can make all the difference in attracting travellers to your experience.

Adding your regular admission price is an acceptable practice, however including a value add or unique visitor experience that is engaging can be the most effective Offers.

Examples of great Offers include:

  • Hands-on experiences such as culinary events
  • Experiences that bring visitors behind-the-scenes or after-hours
  • Offers that connect visitors to local culture or history

Offers vs Events

Events differ from Offers in that typically events are spectator based where visitor attend to watch rather than participant. A good example of an event would be a concert or festival with outside entertainment.

If the event or activity requires the visitor to be a participant, where the activity would cease to exist without visitor involvement, it would typically be an Offer. A good example of this would be a brewery tour, long table supper or most other offers that center on an activity.

Here are a few helpful tips to distinguish between Events over Offers:

  • If your event is free, it would be classified as an Event and not an Offer. It is not a requirement that an event be free, but if it is free, it is always an Event.
  • If the experience is included your regular admission price, it is typically an Event and not an Offer. For example, if you feature special activities for a holiday, such as Canada Day, or a festival that does not require special ticket purchase, this would be classified as an Event. If the experience requires a ticket purchase outside of your regular admission, this may be better suited as an Offer.
  • Special price or discounted rates should be submitted as an Offer. To note, you can create a discount offer for an event if you are trying to push sales to compensate for low attendance or drum up advanced sales. A 2-for-1 admission coupon would be an example of this.  
  • Activities that are offered throughout the year as part of your regular programming are typically Offers.
  • Activities with a strong festival atmosphere and varied programming or experiences that are more spectator in nature are typically Events.

Refer to the business scenarios below for some examples on when to add your experience as an Event and when to add as an Offer.

Business Examples

Each business is unique and there are many way’s that to use the content types in ATIS to promote your business. The following business scenarios are meant as a guideline to help you choose the content types that will best support your activities.

  • Business 1 - Honey Bee Farm

    Eligible ATIS Content

    Listings

    • Accommodation: Campground
    • Attraction: Retail Outlet

    Offers

    • Guided tour of the facility

    This business would not qualify under the Guided Tours category and this category is reserved for companies whose main business is delivering scheduled tours. In this scenario, tours are an additional element of the experience and would qualify as an offer instead.

  • Business 2 - Prairie Distillery

    Eligible ATIS Content

    Listings

    • Attraction: Retail Outlet (to represent the store)
    • Food and Entertainment: Winery and Brewery
    • Food and Entertainment: Restaurant

    Offers

    • Home Brew Sessions
    • Hands-on Culinary Experiences

    Events

    • Harvest Festival

    The Home Brew sessions and Culinary experiences would be added as offers instead of events because they do not have a spectator component and a consumer would likely be required to purchase the tickets in advance in order to participate.

  • Business 3 - Mountain Peak Ski Hill and Recreation Centre

    Eligible ATIS Content

    Listings

    • Attraction: Amusement Park (include the different activities within the description: luge, biking, mini golf, etc.)
    • Attraction: Ski Hill
    • Attraction: Sports and Recreation Facilities
    • Attraction: Museum and Historic Site

    In this case, the restaurants would not be listed as separate listings because they are more amenities of the park as opposed to destinations unto themselves. If consumers would visit the park for the sole purpose of going to the restaurant, then this would be appropriate as a listing.

  • Business 4 - The Prairie Rider

    Eligible ATIS Content:

    Listings

    • Attraction: Amusement, Theme Park and Science Centres (train product)
    • Attraction: Retail Outlet (Greenhouse)
    • Food and Entertainment: Restaurant
    • Accommodation: Campground
    • Accommodation: Lodges and Cabins (for the Caboose Cabins)

    Offers

    • Main train ride experiences (if they have a few different ones that are vastly different, create an offer for each)
    • Theme Trains (one offer per theme)
  • Business 5 - McLean Ranch

    Eligible ATIS Content

    Listings

    • Accommodation: Guest Ranch and Farm Stays OR Accommodation: Lodges and Cabins
    • Guided Tours: Guided Operator

    Offers

    • One and four-hour long rides
    • Three-Day Cattle Drive
    • Two-day Long Table Supper (tag other operators as well to increase your exposure throughout the site)
  • Business 6 - Marshall's Farm

    Eligible ATIS Content

    Listings

    • Attractions: Agricultural
    • Attractions: Retail (greenhouse)

    Events

    • Each one of the special events offered throughout the year that are offered as part of the regular admission

    Offers

    • Long Table Supper
    • Cooking Classes

    The events included in the regular admission would be events because they do not require visitors to purchase tickets in advance of the events. The other events are more hands-on events (no spectators) and require a separate ticket purchase, therefore they qualify as an offer.