This document discusses the use of available tourism data for marketing research and policymaking. It defines key terms like marketing and discusses the need for meaningful research before committing resources to new markets. A variety of tourism data sources are described, like entry/departure cards, visitor surveys, and online reviews, which can provide insights into markets, customers, and competitors. Segmentation analyses of key markets like the US and UK are also summarized. The document advocates using demographic and lifestyle data to identify high-value customer groups to target marketing towards.

1. Use of Available Tourism Data for
Marketing Research & Policy
Tyrone Clarke

2. Definition of Marketing
• Marketing consists of the strategies and tactics used
to identify, create and maintain satisfying
relationships with customers that result in value for
both the customer and the marketer.
• A social and managerial process by which
individuals and groups obtain what they need and
want through creating and exchanging products and
value with others (Kotler, 1988,p.3)
• The management process responsible for
identifying, anticipating and satisfying customers’
requirements profitably (CIM, 1984)

3. The need for meaningful Research
• Before committing to the complexities and costs inherent in
exporting our tourism services, it is absolutely essential that we
undertake some degree of research to better understand the foreign
markets that we will be competing in and the consumers to whom
we will be selling.
• It is important that this research is meaningful; simply compiling
statistics and other facts about a market without any purpose, is of
limited value.
• Any information that we collect needs to be compared, interpreted
and conclusions drawn.
• Our marketing research activities should be planned and practical
exercises leading to specific decisions that drive our marketing
strategies.
• There is a plethora of data available

4. Market research versus marketing research
• Market research is about understanding the broader
marketplace in which we intend to compete.
• Marketing research, on the other hand, is about
understanding what 'package' of marketing elements (i.e.
the product, price, promotion and distribution factors) the
country will need to put together in order to meet
customer needs and to succeed in the marketplace.
• Market research is the more encompassing/broader
concept of understanding the market environment in
which you will be competing, while marketing research is
the more specific/focused view of consumer needs and
behaviour.

5. Gaining an Information Advantage
• In its role as the foundation of marketing, marketing research is
arguably marketing’s most important task. Today marketers
not only view research as a key ingredient in making marketing
decisions they also consider information to be a critical factor
in gaining advantage over competitors. Because organizations
recognize the power information has in helping create and
maintain products that offer value, there is an insatiable
appetite to gain even more insight into customers and
markets.
• Marketers in nearly all industries are expected to direct more
resources to gathering and analyzing information especially in
highly competitive markets.
• In conducting our research we also test concepts against our
competitors in order to gain further insights as to what sets us
apart and play to those strengths

6. Cost Implications
• While research is key to marketing decision making,
it does not always need to be elaborate to be
effective. Sometimes small efforts, such as doing a
quick search on the Internet, will provide the needed
information.
• However, for most marketers there are times when
more elaborate research work is needed and
understanding the right way to conduct research,
whether performing the work themselves or hiring
someone else to handle it, can increase the
effectiveness of these projects.
•

7. Marketing Decision Types of Research
• Target Markets- sales, market size; demand for product, customer characteristics, purchase
behavior, customer satisfaction, website traffic
• Product- product development; package protection, packaging awareness;
brand name selection; brand recognition, brand preference, product
positioning
• Distribution distributor interest;
• Promotion advertising recall; advertising copy testing, sales promotion response
rates, sales force compensation, traffic studies (outdoor
advertising), public relations media placement
• Pricing price elasticity analysis, optimal price setting, discount options
• External Factors competitive analysis, legal environment; social and cultural trends
• Other company image, test marketing

8. E/D Card
• The E/D card is a rich source of data for
tourism purposes. Serving both the
operational and policy aspects of the
tourism industry.
• The Caribbean is in an advantageous
position compared to larger countries who
utilize passenger surveys to estimate
tourist counts versus the Caribbean where
our data is virtually census data.

9. E/D Card
• Every permutation of data from the E/D
card is useful.
• Apart from the tourists count, this data can
be used for marketing purposes

10. E/D Card
• Today regional governments heavily
subsidize airline carriers into the region.
• Therefore it is imperative that
governments understand the implications
of their investments
• Data from the E/D cards can aid in
determining this kind of investment
– Airline load factors
– Occupancies for hotels

11. E/D Card
• Following trends from the E/D cards can
also guide in the development of supply in
terms of room stock.
• i.e if there is a heavy leaning towards a
particular type of product then countries
can invest in this type of product

12. Survey Data
• Types of surveys
– Visitor Exit Surveys
– Travel agent surveys
– Delphi pannel
– Hotel Registration information

13. The New Technology
• The Blogs (trip advisor) can also provide a rich
source of data for both the private sector as well
as government agencies.
• The private sector can use the feedback from
these sites to improve on product deficiencies
• Government can use this information as a
feedback mechanism to ensure that product
offerings are consistent with where the country
promotes itself
• In addition, rich content for advertising can come
from this unsolicited source of data

14. The New Technology
• The internet has facilitated competitive analysis
which would have been very difficult years ago.
• Tour operator /travel agent websites, airline
websites, travel sites all provide competitive
analysis on where countries are currently trading
compared to other destinations.
• Monitoring these sites consistently can also
provide insight as to the state of the market at
over time i.e a plethora of special promotions in
the market would suggest difficult times for
destinations and can trigger further market
stimuli on the part of the destination

15. Target Markets
• UK total population 60.9 million
• USA population 305 million
• Canada population 33 million
• CARICOM population 16 million
• China population 1.3 billion

16. Defining the target Market
• We have used segmentation studies in all
our major markets
• USA- PRIZM
• UK – ACORN
• CANADA – PRIZM
• EUROPE in process
• CARICOM basic data

17. Segmentation Analysis
• Addresses four fundamental marketing
questions
– Who are the target you want to reach?
– What are they like?
– Where do they live?
– How can we reach them most cost
effectively?

18. PRIZM ANALYSIS
• The strategy for identifying our marketing
targets is based on two tried and true
observations
– The customers of our product are existing
customers
– Birds of a feather flock together

19. PRIZM ANALYSIS
• Methodology
– Data Collected from E/D cards
– Names and addresses of all USA customers
– All duplicates removed from dataset
– All VFR travelers removed from dataset
– Total unique households

20. Who are the targets
• US visitors are predominantly upscale and live in
neighborhoods that run the gamut from urban to
rural
• 66.4% of all US visitors fall within 40% of US
base household count (first 2 quintiles)
– 42.6 % of US visitors fall into first quintile (20% of
total)
– Second Quintile contains 23.9% of all USA visitors to
Barbados
• 1.63 times as likely to reach our target audience
within this group

21. Game Plan Categories
Expansion Core
Index 100 ↑
NonTarget Conversion
Percent of
Game Plan Categories: US Visitors 1.61% →
• Core. There is a large proportion of customers in these clusters and households are more likely than average to be
customers.
• Expansion. Households in these clusters are more likely to be customers, but there are not many of them in either
the customer population or the base population.
• Conversion. Conversion clusters contain a significant proportion of customers; however, they represent an even
larger proportion of the base population. Therefore, indices suggest they are less likely than average to be customers.
Since these clusters represent a significant portion of total customers, they do have potential. However, because of
their under representation with respect to the base population, there are many households that have not been reached
yet. Target marketing strategies designed specifically for these clusters may attract or convert non-customers into the
Core group.
NonTarget. NonTarget clusters account for a small proportion of customer households, and indices
suggest they are less likely than average to be customers. These clusters may require further analysis for classification
due to their small numbers.

22. US Visitors
Target Number of Percent of Percent
Category Clusters Base of Index
Households US
Visitors
Core 17 37.17 62.90 188
Expansion 2 1.48 1.51 103
Conversion 4 11.76 11.11 94
NonTarget 39 49.58 24.49 49

23. Tourism Authority’s-US Visitors Target Groups
Percent of US Visitor
Older Wealthy Couples
Percent of US Visitor % Comp Index Wealthy Midlife Families
16%
Older Wealthy Couples 15.8 232 35%
Wealthy Midlife Families 12.42 204 12% Young Professionals
Young Professionals 11.93 199
Older Upper-mid Mix 17.55 157 Older Upper-mid Mix
Young Urban Mix 8.04 110 12%
Non target 34.87 55 8% Young Urban Mix
17%
Non target
Percent of Base Households
Older Wealthy Couples
Percent of Base Households % Comp Household input
Older Wealthy Couples 6.53 4,765,999 Wealthy Midlife Families
7% 6%
Wealthy Midlife Families 6.1 4,449,718 6%
Young Professionals 5.99 4,372,342 Young Professionals
11%
Older Upper-mid Mix 11.19 8,160,246
Young Urban Mix 7.33 5,350,296 Older Upper-mid Mix
Non target 62.86 45,856,109 63% 7%
Young Urban Mix
Non target

24. CORE GROUP
US Visitor
Base Analysis
Social Lifestage Households 2000-2004
Group Group Cluster Nickname % Comp % Comp Index
S1 M1 1 Upper Crust 2.21 6.37 288
S1 F1 2 Blue Blood Estates 1.40 3.80 270
S1 Y1 3 Movers & Shakers 2.29 5.05 220
U1 Y2 4 Young Digerati 1.79 5.20 290
T1 F1 5 Country Squires 2.38 5.07 213
S1 F1 6 Winner's Circle 1.48 2.61 177
U1 M1 7 Money & Brains 2.93 6.61 226
S2 Y1 8 Executive Suites 1.57 2.07 132
T1 M1 9 Big Fish, Small Pond 2.03 3.76 185
C1 M1 10 Second City Elite 1.56 2.18 140
T1 Y1 11 God's Country 1.92 3.19 166
C1 Y1 12 Brite lites, Li'l City 1.99 2.18 109
S2 M2 14 New Empty Nests 1.46 1.70 117
S2 M2 15 Pools & Patios 1.69 1.95 115
U1 Y2 16 Bohemian Mix 2.63 4.66 177
U1 M2 26 The Cosmopolitans 1.62 1.91 118
U1 F2 29 American Dreams 2.90 3.37 116
U2 Y2 31 Urban Achievers 2.44 2.49 102
TOTAL 36.31 64.18 177

25. Expansion
US Visitor
Base Analysis
Social Lifestage Households 2000-2004
Group Group Cluster Nickname % Comp % Comp Index
T1 F2 20 Fast-Track Families 0.84 0.94 113
TOTAL 0.84 0.94 113
US Visitor
Base Analysis
Social Lifestage Households 2000-2004
Group Group Cluster Nickname % Comp % Comp Index
C1 F2 13 Upward Bound 2.04 1.93 95
S2 F2 18 Kids & Cul-de-sacs 2.04 1.71 84
S2 Y1 19 Home Sweet Home 2.34 1.82 78
T2 M2 28 Traditional Times 1.99 1.72 86
U3 M4 59 Urban Elders 1.78 1.75 98
TOTAL 10.19 8.93 88

26. Forming Target Groups
Base Households US Visitor Analysis 2000-2004
Nickname
Upper Crust
Count % Comp
1,613,101 2.21
Count % Comp %Pen Index
12,047 6.37 0.75 288
Target groups were
Movers & Shakers 1,672,033 2.29 9,545 5.05 0.57 220 formed by selecting those
Big Fish, Small Pond 1,480,865 2.03 7,111 3.76 0.48 185
Older Wealthy Couples 4,765,999 6.53 28,703 15.18 0.60 232 clusters that indexed
Blue Blood Estates 1,024,348 1.40 7,179 3.80 0.70 270 above (100+) and
Country Squires 1,736,830 2.38 9,583 5.07 0.55 213
Winner's Circle 1,077,838 1.48 4,942 2.61 0.46 177 grouping those with
Fast-Track Families 610,702 0.84 1,782 0.94 0.29 113
Wealthy Midlife Families 4,449,718 6.10 23,486 12.42 0.53 204 similar demographic and
Young Digerati 1,308,793 1.79 9,828 5.20 0.75 290 socio economic
Bohemian Mix
Executive Suites
1,919,575
1,143,974
2.63
1.57
8,818
3,912
4.66
2.07
0.46
0.34
177
132
characteristics.
Young Professionals 4,372,342 5.99 22,558 11.93 0.52 199
Money & Brains 2,136,713 2.93 12,496 6.61 0.58 226
God's Country 1,402,639 1.92 6,032 3.19 0.43 166
Second City Elite 1,138,957 1.56 4,130 2.18 0.36 140
The Cosmopolitans 1,183,871 1.62 3,615 1.91 0.31 118 Target groups account for
New Empty Nests 1,063,372 1.46 3,218 1.70 0.30 117
Pools & Patios 1,234,694 1.69 3,692 1.95 0.30 115 65% of all US visitors to
Older Upper-mid Mix 8,160,246 11.19 33,183 17.55 0.41 157
the island and 37% of the
American Dreams
Brite Lites, Li'l City
2,115,686
1,455,404
2.90
1.99
6,379
4,125
3.37
2.18
0.30
0.28
116
109
USA household counts
Urban Achievers 1,779,206 2.44 4,702 2.49 0.26 102
Young Urban Mix 5,350,296 7.33 15,206 8.04 0.28 110

27. Older Wealthy Couples
US Visitor US Visitor
Life- Base Analysis Analysis
stage Social Households 2000-2004 2000-2004
PRIZMNE Clusters Group Group %Comp %Comp Index
1 Upper Crust M1 S1 2.21 6.37 288
3 Movers & Shakers Y1 S1 2.29 5.05 220
9 Big Fish, Small Pond M1 T1 2.03 3.76 185
TOTAL 6.53 15.18 232
1) Older Wealthy Couples are predominantly middle-aged and older married couples living
in expensive, single-unit homes. There is a somewhat higher than average Asian
representation in these households. These comfortable couples tend to be college-educated,
often with advanced degrees, and hold white-collar occupations with high incomes. The
median household income for this target group is $89,930. Older Wealthy Couples enjoy
travel, and are likely to be members of any frequent flyer program. When traveling
domestically, they are likely to use Continental Airlines and visit Maine, New Hampshire, or
Vermont. International travel destinations likely include European countries such as Spain,
Portugal, Ireland/UK, France, or Italy.
Older Wealthy Couples are also...
More Likely to... Less Likely to...
Have Household Income $500,000+ Have a Home Valued <$80,000
Have EBI $500,000+ Be an Income Below Poverty Family
Have a Home Valued $1,000,000+ Live in a Mobile Home or Trailer
Have a Professional School Degree Have No Vehicles in the Household
Have 2004 Household Wealth $1,000,000+ Have Only an Elementary School Education
Belong to a Country Club Eat at Shakey’s, Whataburger, or Pizza Inn
Buy Tennis Equipment Eat at Checker’s, Mazzio’s, or Godfather’s Pizza
Cruise on Royal Caribbean Rent or Buy a Music Video Tape
Contribute $50+ to PBS a Year Be a Fan of Truck Racing/Pulls
Belong to an Arts Association Eat at Sonic, Rally’s, or Captain D’s
*EBI: Effective Buying Income. Refers to after-tax income.

28. Wealthy Midlife Families
US Visitor US Visitor
Life- Base Analysis Analysis
stage Social Households 2000-2004 2000-2004
PRIZMNE Clusters Group Group %Comp %Comp Index
2 Blue Blood Estates F1 S1 1.40 3.80 270
5 Country Squires F1 T1 2.38 5.07 213
6 Winner's Circle F1 S1 1.48 2.61 177
20 Fast-Track Families F2 T1 0.84 0.94 113
TOTAL 6.10 12.42 204
2) Wealthy Midlife Families are predominantly middle-aged (35-54) married couples with
children living in expensive single-unit homes. These affluent households have a slightly
higher than average Asian representation. Adults in this group tend to have earned bachelor
and graduate degrees and hold a variety of white-collar occupations with high incomes. The
median household income for households in this group is $92,915. Wealthy Midlife Families
travel regularly and are likely to be members of Delta or USAir’s frequent flyer programs.
Their last trip was likely to have been domestic travel for business purposes and they tend to
travel by airplane on domestic business trips three or more times a year.
Wealthy Midlife Families are also...
More Likely to... Less Likely to...
Have EBI $500,000+ Live in a Multi-Unit Structure
Have Household Income $500,000+ Have a Home Valued <$80,000
Have a Home Valued $400,000-$500,000 Be an Income Below Poverty Family
Live in a Home Built 1999 – March 2004 Have EBI <$15,000
Be Employed in the Management of a Company Be a Renter
Own a Cross Country Ski Machine Eat at Arthur Treacher or Rally’s
Travel Domestically on Continental Airlines Stay at a Motel 6 on Vacation
Rent a Vehicle from Hertz or National Buy from HSN/QVC/Other
Buy Soccer Equipment Expect to Marry in the Next Year
Eat at Roy Rogers Play Any Lottery 1+ Times a Week
*EBI: Effective Buying Income. Refers to after-tax income.

29. Young Professionals
US Visitor US Visitor
Life- Base Analysis Analysis
stage Social Households 2000-2004 2000-2004
PRIZMNE Clusters Group Group %Comp %Comp Index
4 Young Digerati Y2 U1 1.79 5.20 290
8 Executive Suites Y1 S2 1.57 2.07 132
16 Bohemian Mix Y2 U1 2.63 4.66 177
TOTAL 5.99 11.93 199
3) Young Professionals are predominantly younger (<45) singles and couples living in
multi-unit housing, often in urban areas. Households in this group are three times as likely as
average to be Asian and have a slightly higher than average Hispanic representation. These
young, white-collar workers tend to have bachelor and advanced degrees and earn upper-
midscale incomes. The median household income for this group is $63,624. Young
Professionals are likely to be members of Continental or United Airlines’ frequent flyer
programs and travel internationally by railroad. Travel destinations tend to include Asia,
Italy, and France.
Young Professionals are also...
More Likely to... Less Likely to...
Use Public Transportation Live in a Mobile Home or Trailer
Live in a Structure with 50+ Units Have Farm/Forest/Fishing Occupations
Have a Home Valued $750,000-$1,000,000 Have a Home Valued <$100,000
Have Art/Design/Entertainment/Sports/Media Occup. Live in a Boat, RV, or Van
Have Legal Occupations Be in the Armed Forces
Buy Latin or Jazz Music Use CellularOne for Cell Phone Service
Buy a Travel Book Buy from Hardee’s, Golden Corral, or Shoney’s
Travel Internationally on Continental Airlines Own a Rifle or Shotgun
Have a Liberal Outlook Eat at Arthur Treacher, Papa Gino’s or Ponderosa
Exercise at a Club Buy Sporting Goods from a Catalog

30. Older Upper-mid Mix
US Visitor US Visitor
Life- Base Analysis Analysis
stage Social Households 2000-2004 2000-2004
PRIZMNE Clusters Group Group %Comp %Comp Index
7 Money & Brains M1 U1 2.93 6.61 226
10 Second City Elite M1 C1 1.56 2.18 140
11 God's Country Y1 T1 1.92 3.19 166
14 New Empty Nests M2 S2 1.46 1.70 117
15 Pools & Patios M2 S2 1.69 1.95 115
26 The Cosmopolitans M2 U1 1.62 1.91 118
TOTAL 11.19 17.55 157
4) Older Upper-mid Mix are predominantly older (45+) singles and couples living in single-
unit homes. There is a higher than average Asian representation within these households.
They are likely to have bachelor or advanced degrees and are employed in white-collar
occupations. The median household income for this group is $71,025. Members of Older
Upper-mid Mix are likely to stay at a Hilton on vacation, be a member of Delta’s frequent
flyer program, and visit Orbitz.com. Likely travel destinations include Spain/Portugal,
Ireland/UK, France, and the U.S. Virgin Islands. Airlines for international travel tend to
include Continental and Delta.
Older Upper-mid Mix are also...
More Likely to... Less Likely to...
Have Household Income $500,000+ Have a Home Valued <$80,000
Have EBI $500,000+ Live in a Mobile Home or Trailer
Have a Home Valued $500,000-$750,000 Be an Income Below Poverty Family
Have 2004 Household Wealth $1,000,000+ Have Farm/Forest/Fishing Occupations
Have Legal Occupations Live in a Boat, RV, or Van
Gamble in Atlantic City Eat at Taco Time, Sonic, or Long John Silver
Be a Member of USAir’s Frequent Flyer Program Eat at Hardee’s or Captain D’s
Travel Domestically to ME/NH/VT Use CellularOne for Cell Phone Service
Belong to a Country Club Eat at Krystal Hamburgers or Godfather’s Pizza
Gamble in Lake Tahoe/Reno Eat at a Fast Food Fish Restaurant
*EBI: Effective Buying Income. Refers to after-tax income.

31. Young Urban Mix
US Visitor US Visitor
Life- Base Analysis Analysis
stage Social Households 2000-2004 2000-2004
PRIZMNE Clusters Group Group %Comp %Comp Index
12 Brite Lites, Li'l City Y1 C1 1.99 2.18 109
29 American Dreams F2 U1 2.90 3.37 116
31 Urban Achievers Y2 U2 2.44 2.49 102
TOTAL 7.33 8.04 110
5) Young Urban Mix are predominantly singles and couples under age 45 living in multi-unit
housing in urban areas. These young urbanites have a higher than average likelihood of
being Asian or Hispanic. They tend to be college educated and are employed in white-collar
and sales/office administration occupations with midscale incomes. The median household
income for this target group is $49,800. Members of Young Urban Mix tend to eat at a
variety of restaurant chains, including Arthur Treacher, Roy Rogers, Boston Market, and
Romano’s Macaroni Grill. They are likely to travel domestically on American or United
Airlines and belong to Columbia House or a classical music club.
Young Urban Mix are also...
More Likely to... Less Likely to...
Live in a Structure with 20-49 Units Have Farm/Forest/Fishing Occupations
Use Public Transportation Live in a Mobile Home or Trailer
Commute by Bicycle Have a Home Valued <$40,000
Live in a Household with 2+ Persons, Nonfamily Live in a Boat, RV, or Van
Have Art/Design/Entertainment/Sports/Media Occup. Have a Home Valued $1,000,000+
Eat at Carl’s Jr, Papa Gino’s, or Shakey’s Use CellularOne for Cell Phone Service
Eat at Del Taco, Bennigan’s, or Round Table Pizza Buy Fishing Equipment
Gamble in Las Vegas Buy Garden Supplies by Catalog
Go Mountain/Rock Climbing Own a Rifle or Shotgun
Play Racquetball Belong to a Veterans Club

32. Where are the targets?

33. How can I reach them?
Likely Media Usage Habits by Target Group
1. Older Wealthy Couples
Classical Radio All News Radio
All Sports Radio Newspaper, Business/Finance Section
Yellow Pgs for Landscape/Garden/Tree Svc News/Talk Radio
2. Wealthy Midlife Families
Yellow Pgs for Building/Construction Supply Yellow Pgs for Electricians
Yellow Pgs for Furniture Stores Yellow Pgs for Landscape/Garden/Tree Svc
Newspaper, Business/Finance Section Yellow Pgs for Auto Dealer/Sales
3. Young Professionals
Source for TV Program Info, Internet Watch VH1
Jazz Radio Alternative Radio
Watch BET Watch BBCAmerica
4. Older Upper-mid Mix
Yellow Pgs for Travel Agents Alternative Radio
Classical Radio All Sports Radio
MOR/Nostalgia/Big Band Radio All News Radio
5. Young Urban Mix
Source for TV Program Info, Radio Alternative Radio
Urban Contemporary Radio Spanish Radio
Use Online Svc for Listen to Internet Radio Radio, NBA Regular Season

34. How can I reach Them?
Magazines Television Programs
1. Older Wealthy Couples
Washington Post, Daily & Sunday The West Wing
Wall Street Journal, Daily US Open, Men’s Tennis
Fortune Ed
Architectural Digest CNBC, Kudlow & Cramer
Business Week CNBC, Louis Rukeyser’s Wall Street
2. Wealthy Midlife Families
Traditional Home Celebrity Mole
Wall Street Journal, Daily MSNBC, MSNBC Live with Lester Holt
Food & Wine FOX News, Fox Report w/Shepard Smith
Money CNBC, Kudlow & Cramer
SmartMoney People’s Choice Awards
3. Young Professionals
New York Times, Daily & Sunday Access Hollywood (S)
Fortune Travel, Travel Channel Secrets
Los Angeles Times, Daily & Sunday VH1, VH1 All Access
Scientific American MTV, Road Rules
Washington Post, Daily MTV, Sorority Life
4. Older Upper-mid Mix
The New Yorker Kennedy Center Honors
Scientific American CNBC, Closing Bell
Fortune CNN, Lou Dobbs Moneyline
New York Times, Daily & Sunday NHL Playoffs/Finals
Money CNBC, Louis Rukeyser’s Wall Street
5. Young Urban Mix
Los Angeles Times, Daily & Sunday Nick at Nite, Family Ties
Chicago Tribune, Daily Soul Train Music Awards
Vanity Fair BET, Rap City
Elle Grammy Awards
GQ Malcolm in the Middle

35. Why segmentation
• Segmentation and target marketing are
central to our marketing strategy
– Different customer groups require the correct
marketing mix to suit their individual needs
– NTAs operate on a limited budget which has
to serve all major markets and therefore
targeting ensures an effective allocation of
resources in areas with a high potential for
conversion

36. Product
• The effectiveness of planning the
marketing mix depends as much on the
ability to select the right target markets as
on devising a product which will generate
high levels of satisfaction.
• Tourist have to believe that the product
offers high value.
• There should be continuous monitoring of
product via exit surveys

37. Product
• The BTA consistently monitors the
competition to ensure that our
services are amenities being
offered are consistent with market
norms and encourage the local
suppliers to enhance their
products to reflect this.
• Research will also develop
strategies to lift the quality of
products and services being
offered on island and raising the
national standards.
– ZAGAT
– AAA
• Monitor the quality of all the
components of the product and
provide feedback to suppliers
falling below the standards.
• Duty free sector
• Cleanliness drive

38. Brand Image
• In order to effectively
sell and promote a
country we need to
understand the
consumers perception
of the destination and
determine what points of
differentiation set the
island apart from the
competition
• Conducting brand audits
starting with the
perceptions of current
customers
• Barbados for example
trades on Friendliness,
safety and security
• The island that works.

39. Price
• Extremely challenging for a destination
marketing organization as they do not
control any inventory
• We cannot tell a supplier to sell his
product at any specific price even if its
priced above where it should be.

40. What do we do with Price
• Develop structured or informal relationships with travel trade
partners who have a ready supply of data available
• They supply relevant market intelligence regarding the pace of
bookings and what is being offered in the market i.e value for money
• Conduct scans of the market as well as economic conditions to
determine what national efforts need to be undertaken and what
would constitute a compelling offer.
• Several of these initiatives have been instituted within recent years
within the region. However, there is a function for researchers to
determine the success rate as well as the ROI. The use of E/D
cards as well as Exit surveys extremely important in these
evaluations
• In order to determine this we have to determine the correct timing
for the offer i.e the booking cycles of the consumer.
• In determining the offer we calculate the return on investment to
ensure its feasibility and benefits to the country.

41. Advertising &
Promotion
• Consistently conduct research to
monitor our advertising and PR
efforts in all markets
• Consistently ‘word of mouth’ ranks
very high as a PR vehicle for
Barbados. Suggesting the need to
ensure that the product is correct.
• In recent years, use of the internet
has been very important trend for
Barbados.
• Traditional media have been
diminishing in effectiveness
• Have therefore reoriented our
communications efforts to reflect the
changing environment

42. Testing of Concepts
• Before launching any
campaign it is tested
either through focus
groups or more recently
we have embraced the
new technologies to
test our concepts to
ensure that the
message is most
effectively
communicated

43. Distribution
USA
BOOKING CHANNELS
TRAVEL AGENCY HOTEL RESERV. TOUR OPER.
WEBSITE WEBSITE WEBSITE
2% 7% 6%
HOTEL RESERV.
14%
ONLINE AGENCY
35%
TRAVEL AGENCY TOUR OPERATOR
30% 6%
• Again simple questions on the exit survey can provide
useful insights into the distribution channels

44. Website Customer tracking
• Enhanced Tracking - The Internet offers an unparalleled ability
to track and monitor customers. Each time a visitor accesses
our website they provide us with extensive information
including how they arrived at the website (e.g., via a search
engine) and what they did when on the website (e.g., what
products were investigated).
• This information is being used in the redevelopment of our new
site and to provide information on interest of the consumer so
that the relevant content is added to the website
• Research Tools – A large number of Internet services have
added options for conducting research. These include the
ubiquitous search engines, tools for conducting online
surveys, and access to large databases containing previous
research studies (i.e., secondary research).

45. Forecasting
• Tourism is a highly perishable commodity. A
room or airline seat not sold today cannot be
sold tomorrow
• This highlights the need for accurate forecasting
as it has implications for jobs and the general
health of the economy as tourism is the main
engine of growth for many islands within the
region
• Countries can be proactive in devising strategies
in the event of fall off in business.
• The data from the E/D cards is useful as well as
information from travel partners

46. Forecasting
• The BTA reported this to the government for
planning purposes.
• This has resulted in a US$15 million fund being
established to aid properties and attractions in
distress due to the economic fallout
• This will minimize job losses and to try to
prevent any major downturn in the economy
from the tourism sector as it is heavily tied to the
other sectors of the economy

47. Rationale for Events
• In order to maximize the marketing spend it is
felt that events with significant television
coverage can provide a destination with
advertising and promotional opportunities which
we could not have otherwise afforded.
• The combined effect of a number of these
events in the right segments can raise the
destination profile.
• Finally, the additional visitation for the events
can boost the immediate needs of the industry.

48. Evaluation of Proposal
• The evaluation of all proposals should be
conducted based on the information
sources available
• This should be done with a ROI on these
events in mind.
– Must provide a minimum return of 20:1 to be a
viable option
– Coverage of the event must be significant
band in line with the image and profile of
Barbados.

49. Event Evaluation
• Focus testing and surveys of participants
to help with future events

50. ICC World Cup
• Delivered in numbers for the island
surpassing the ROI required
• Significant coverage but in areas where
the number of tourist not significant to
barbados

51. Other Events
• At this time not viable as the profile of
clients not necessarily Barbados clients

52. Conclusion
• Destination marketing and planning for the
Barbados Tourism Authority involves interaction
with various publics from the both from the
supply side and the demand side and protecting
their interest.
• It is imperative that the relevant information to
make sound decisions is available and that
actions are taken in the most cost effective way
to the benefit of Barbados as a whole.

53. QUESTIONS