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Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
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Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl
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Travel.leisure.board.forum.pres.feb.25.2011.bal.harbor.miami,fl

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  • Tourism is relying in the US 3% more than in 2002, with an 89% dominance.
  • The top seven states compose 63% of the total market. Compared to 2002, the concentration went up from 59%. Georgia replaced Massachusetts.
  • Transcript

    • 1. Travel & Leisure Forum Miami, FL Feb. 25, 2011Mario Gonzalez Lafuente / Marina Suarez / Gabriel EmanuelliExecutive Director Chief Marketing Officer Director Sales & MarketingPuerto Rico Tourism Co. PRTC North-America PRTC
    • 2. AGENDA Challenge Overview “How to increase a more Profitable Sale”  Market – Industry Trends Open Forum – Discussion  Participants Input - Feedback What are we (Puerto Rico) doing to Improve (ROI):  Target Markets “Surgical” approach / Segmentation Demographically / (A / B / C) Air Gtwys priority / Aligning Product with Target = Luxury / 4 Stars, 3-2, etc. / Dist. Efforts based on priority (80/20) / Better Sales Channel Mix = % Direct Consumer / Groups, etc.
    • 3. Forum Topic How to increase a more ‘Profitable’ $ALE! $ALE Equals = Improved “Rev–Par”, Positive Contribution to local economy $$$ Together with a steady Volume Increase
    • 4. Industry Trends Global Economic “Crisis” – Lessons learned–Economy Value Cost $ “Savings” – US workplace / lay-offs, Un-employment = resulted on Less vacation time / Last minute Vacations – Value $ driven Consumer (Coupons / deals are In) – Rates (Value) more Important than Brands (loyalty programs) hotels-Airlines, etc. Shortened Booking window (Less 10 day’s) – Increased Hotel Competition, deals / offers to Impact % Occupancy #
    • 5. Industry Trends Internet / Technology / Educated Consumer – Enhanced Tools for “Shopping-Pricing $ Comparison” > OTA’s % growth double digit past 5 years ( % Com.) > 46% of ALL 2010 Vacations were week-end only > 59% Traveler’s state will have “Cruise’ Vacation Stayed In next 2 yrs. = All Inclusive Value12 Months: Last perception Condo –22% Home –20% Interested: Condo –46% Home –44%
    • 6. Founded 2008, key strenght! Will do the DEALComparison for you! Hotels / Flights / comparesKayak / Priceline /Travelocity / Hotel plrs. / Expedia, etc.
    • 7. Founded 2007 / Yapta conducts daily price checks on specificFlight segment, hotel destination, alerts when Prices drop below Avg.Even helps customers request Airline refund if rates drop after you Booked!
    • 8. Founded 2009, Based on the Concept of Viral Marketing / Users share DEALS with Friends& Fa.! And as more persons Book! The lower the Deal Price gets and everyone recievesMessages showing savings! ONLY a 2-Night Min. stay is required!
    • 9. Founded 2010, A-List Accom. + Top Brands / Limited timeOffers, Members only! A TripAdvisor Co.!.
    • 10. Founded 2008 / Members ONLY / Over 1,000 employees / Daily Deals via e-mail / earn $ for inviting Friends / Printvoucher ! Enjoy savings! Spa / Rest. Hotels, etc.
    • 11. AGENDA Challenge Overview “How to increase a more Profitable Sale”  Market – Industry Trends Open Forum – Discussion  Participants Input - Feedback How can we (Puerto Rico) Improve (ROI):  Target Markets “Surgical” approach / Segmentation Demographically / (A / B / C) Air Gtwys priority / Aligning Product with Target = Luxury / 4 Stars, 3-2, etc. / Dist. Efforts based on priority (80/20) / Better Sales Channel Mix = % Direct Consumer / Groups, etc.
    • 12. OPEN FORUM
    • 13. AGENDA Challenge Overview “How to increase a more Profitable Sale”  Market – Industry Trends Open Forum – Discussion  Participants Input - Feedback What are we (Puerto Rico) doing to Improve (ROI):  Target Markets “Surgical” approach / Segmentation Demographically / (A / B / C) Air Gtwys priority / Aligning Product with Target = Luxury / 4 Stars, 3-2, etc. / Dist. Efforts based on priority (80/20) / Better Sales Channel Mix = % Direct Consumer / Groups, etc.
    • 14. OPPORTUNITIES POSITIONING CONCEPT:  Puerto Rico is truly “Unique” because it is the ONLY destination that offers Visitors the excitement of an “Urban” Vacation in the Caribbean due to its Cosmopolitan City. The culture, cuisine, music, diversity, shopping and nightlife ALL contribute to the infectious energy of the city and, therefore, contribute to the most unique vacation experience in the Caribbean. TARGET MARKETS:  Adults 40+ years of age, Living in the PRIMARY (non-stop) SJU-Gateway cities For US & Canada, Annual household income of >$85k, Plus selected vertical Markets including bridal and epicurean as defined above.
    • 15. OPPORTUNITIESSales Channel MIX / OTA’s / Traditional Wholesaler’s /Travel Agents / direct consumersGroups / (small) – Weddings / advanced Bookings! Providing + “Occupancy” Base ROI / More efficient Marketing investments – market segmentations, ideal Targets, demographics / 1st. Tier Gtwys (North east / east coast US / Central)Large % “In-transit” visitors? Board a home port Cruise? Airline Hub Caribbean? Etc. visitors  Targeted promotions / Pre-post Cruise Pkgs. Offer’s.. One Shoe Size fits ALL > NOT!  Align Our Products to the correct Targeted Consumer  Luxury (5 star +) / 4 Star / 3 – 2 / Small Inns – Paradors
    • 16. OPPORTUNITIES Number of Vacation Days Per Year Italy 42 France 37Long Term: Germany 35-Balanced MIX, Origin Visitor’s Vs 90% US Great Britain 28- International Mkts. (Airline agreements) Canada 26- Stronger Currency = Better Value Japan 25 (Euro), USA 15 @ Source: WTO, 2009
    • 17. OPPORTUNITIES Potential Target? (Hispanics in US) Puerto Rico official language is both! English & SpanishRacial Group 2009 2043White (NH) 66% 46%Hispanic 15% 30%Black 13% 13%Asian 4% 8%Other 2% 3%
    • 18. OPPORTUNITIES
    • 19. OPPORTUNITIES
    • 20. OPPORTUNITIES Luxury / Upscale MarketSt. Regis Bahia Beach Resort W Retreat & Spa - Vieques Island Ritz Carlton San Juan Condado Vanderbilt
    • 21. http://www.puertoricoluxe.com/
    • 22. OPPORTUNITIES
    • 23. OPPORTUNITIES
    • 24. “Who will survive 2011’s “Who will survive 2011’sCHALLENGING MARKETING CHALLENGING MARKETING TIMES? TIMES?

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