That night, as we discussed his business model over drinks at his place, he shared that his success in whale sightings was based on monitoring the radio frequency of the ship in the harbor that did guarantee sightings. I just shook my head and chuckled.
That experience came to mind when I recently saw a PR release from Ylläksen Yöpuu, a resort village in Finnish Lapland, offering a guarantee to guests that they will see the Northern Lights during their stay. If they don't, their stay is half-price.
When one is in an off-the-beaten-path destination...that's a guarantee that just might motivate a visit.