Former Executive Director and Chief Technology Officer of Lonely Planet Gus Balbontin gave a keynote address on ‘Adapting to a new world of experiences’ at the 2024 NSW Visitor Economy Forum.
Held at the ICC Sydney on 3 October 2024, the event featured the theme ‘Experience NSW’ and focused on the rising interest in authentic, interactive experiences that enable visitors to connect with local culture, natural landscapes and vibrant communities when travelling.
Mr Balbontin, who was born in Patagonia, set up his first business at 22 and has worked with Google X, Nokia and Amazon on the latest technology, creative cultures and building high-performing teams.
Now a founder, start-up investor and mentor, he motivates teams to do things differently by embracing a ‘small, simple, now’ approach.
Mr Balbontin urged the audience to ‘follow the customer’ and ensure they do not overspend in trying to predict the future or underspend in giving customers amazing experiences.
“Giving your customers an experience they will never forget is a certain way to drive innovation in your business and stay relevant,” he said.
“The pursuit will inevitably deliver uniqueness, authenticity, surprise and delight.
“Customer’s needs and expectations are continuously shifting - influenced by the market, the economy, competitors, geo-political change, social media and more. If you invest in your adaptability and embrace novelty your ability to delight the customer with unforgettable experiences increases.”
He advised attendees to keep the main reason why people travel top of mind: they want to embrace new experiences to “slow down time” and experience something different each time they travel.
Mr Balbontin concluded that experience tourism was the most important aspect of travel because it is the “only way we humans know how to manipulate time”.
