TOWARDS AN ACTION PLAN FOR
BAHAMAS, BARBADOS, JAMAICA
AND TRINIDAD TOBAGO
Sao Paulo, November 26th. 2013
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Agenda
\\ Segmentation map
\\ Action Plan
Customer Segmentation
We learnt from the quantitative study that motivations are
the key segmentation criteria for both actual & potential
visitors to Caribbean
36
Diving
Seeking for new things/
Out of routine.
Up to
25
y.o.
// Singles
// Travel with friends
// Study and/or work
anos
26
Night out entretainment
Shopping
to
Making new
friends/Get to know
new people.
Income: R$2101 to
R$4800
anos
a
45
y.o.
Income: R$ 4800 to R$
9600,00
R$ 9600,00+
// Married
// Travel with family (including
kids and even with other
relatives)
Cultural activities
46
to
55
y.o.
Income R$ 9600,00 +
// Married/Divorced
Cultural enrichment
Relaxing
Enjoying beach & sun
// Travel in couple
// Post-graduated
3 Mains Clusters have been identified as opportunities for exploration
HAPPY FAMILIES
YOUNG CONNECTOR
36
Diving
Seeking for new things/
Out of routine.
Up to
25
y.o.
// Singles
// Travel with friends
// Study and/or work
anos
26
Night out entretainment
Shopping
to
Making new
friends/Get to know
new people.
Income: R$2101 to
R$4800
anos
a
45
y.o.
Income: R$ 4800 to R$
9600,00
R$ 9600,00+
// Married
// Travel with family (including
kids and even with other
relatives)
Cultural activities
46
to
55
y.o.
Income R$ 9600,00 +
// Married/Divorced
Cultural enrichment
Relaxing
Enjoying beach & sun
// Travel in couple
// Post-graduated
EXPERIENCED
TRAVELLERS
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Deep Dive into the customer motivations
There is a wide range of motivations that impact on the choice of the Caribbean destination:
RELAXING / ENJOY BEACH & SUN:
is a default still a differential Caribbean property vs. other destinations (ie. USA & Europe).
SHOPPING:
is a complement that become a must among families & experienced travellers, but is never a reason in itself.
MAKING NEW FRIEND/GET TO KNOW NEW PEOPLE:
is a key drivers for the young target choice and is secondary for the others.
SEEKING FOR NEW THINGS/ OUT OF ROUTINE.
might be explore differently depending on the target: it means adventure (youngers), entertainment (families)
and unique/genuine experiences to enrich life (experience travellers).
CULTURAL ENRICHMENT/CULTURAL ACTIVITIES:
becomes relevant for Caribbean in 3 possible perspectives: music (youngers) natural sights (families)
and local gastronomy (experience travellers).
DIVING:
is a narrow motivation. The Caribbean offers in Brazilian potential demand perception a full horizon
of opportunities in “reconnecting with nature”, undersea discoveries, social imaginary of surf as well as other
“natural sports” such as hiking and birth watching.
TO BE SUCESSFUL IN PROMOTING BRAZIL TOURISM TO CARIBBEAN IT
IS ABSOLUTELY KEY TO SEGMENTATE THE DEMAND ACCORDING TO MOTIVATIONS
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Young Connectors
Who are they?
Influencing factors
Men and women aged 18 -25,
single, students or newly graduated, from A/B
class. Looking for financial independence
today have a little income and the family’s
support.
1. They use digital media to get information
and plan the trip.
They usually travel with friends.
3. Ticket prices: they choose the cheaper
ones, therefore flight with stops are not a
problem for them. They usually pay in full (they
save before buying the ticket).
They look for enjoying their vacations, have
fun, meeting new people; they prefer
destination with a lively nightlife and the
experience exchange.
2. In case of graduation trips, the convenience
and security offered by travel agencies prevail.
4. Accommodation prices: they choose simple
and inexpensive hotels giving up comfort.
5. Most of the budget is spent in the nightlife:
bars, clubs and drinks.
Young Connectors
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
MORE AFFINITY WITH: JAMAICA
I´ve already
heard
96%
What do they know
about Jamaica?
\\ Jamaica has a strong identity not
associated with the common places in the
Caribbean.
\\ It stands out in a positive way for the
Reggae music, Bob Marley, Rastafarian
lifestyle, young, relaxed, free and friendly
vibe.
\\ But has also negative associations with
marijuana, social inequality and partially
the violence.
Intention to travel
I don’t
Yes
No
know
56% 29%
10%
Destinations considered
for the next trip
1. Local destinations with beaches and
lively spirit
// Morro de São Paulo, Bahia
// São Paulo State Coast
// Beaches in the Northeast region
2. International destinations
to be visited with the parents
// Europe (Barcelona, Venice)
// United States (Miami, New York)
// Buenos Aires
3. The Caribbean
// Cancun
// Punta Cana
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Happy families
Who are they?
Men and women aged 26-40,
married, who usually travel with
children and sometimes also with
other relatives or friends.
They are highly educated, A/B
SEL, with income from BRL 4,801
to BRL 9,600 & BRL 9,600+.
They look for resting, shopping,
leisure, entertainment for the
whole family, comfort and service.
Influencing factors
1. They plan well in advance and use the miles accumulated during
the year on business trips.
2. They usually pay in installments.
3. They get information on the internet because is more convenient
and offers more alternatives and prices
4. They prefer to buy in Travel Agencies because they feel more
secure even knowing that they could get better prices on the internet.
5. They choose based on convenience: the watchword is ALL
INCLUSIVE. Packages with integral solutions guarantee not
having bad surprises or big issues in the destination (in terms of
quality and costs).
6. Service and infrastructure to look after and entertain the
children is a key influencing factor. The Portuguese idiom is a “must
have” in this case.
7. Flights with stops or distance are not a problem as long as the
destination is attractive to all.
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Happy families
MORE AFFINITY WITH: BAHAMAS
I´ve already
heard
94%
What do they are interested in?
None of the 4 countries under analysis are mentions
spontaneously still Bahamas is recognized and
creates affinity when the following elements arise:
// Water Parks
Intention to travel
I don’t
Yes
No
know
76% 18%
Destinations considered
for the next trip
1. Miami/Orlando
This is a destination desired by most of the
interviewees. Those who have never been, plan to
go; and those who have been, want to go again.
The combination Disney // Shopping is a successful
combo.
// Diving with stingrays, sharks and dolphins
// Possibility to shop international brands “duty free”
// All-inclusive infrastructure and resorts
5%
2. Beaches in Brazil
// São Paulo State Coast
// Beaches in the Northeast region
Those are the well-known and comfortable
vacations (but currently expensive)
// Varied and organized activities for children
3. Culture/Shopping Destinations
// New York
// Buenos Aires
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Experienced Travellers
Who they are?
Men and woman aged 40+,
married or divorced with older
children, who usually travel alone
or with a companion.
They are highly educated and
have high income: BRL 9,600+.
They already travelled a lot, have
passports filled with stamps, are
passionate about travelling and
look for exploring different
activities able to bring unique and
enlightening experiences.
Influencing factors
1. They prefer direct flights, avoid stops when possible, waiting too
long between flights is unthinkable.
2. They prefer exclusive accommodations will little treats such as
SPA, gastronomic restaurants, well located
3. They use the miles accumulated throughout the year or they use
the miles to acquire other benefits (car rental, hotel, upgrades).
4. They buy everything with credit card and only the ticket is paid
in installments
5. They get information through mouth-to-mouth, trade magazines
and credit cards/airlines/banks magazines. Their planning is based
on digital media.
6. They only book the flight and the accommodation. All the rest is
acquired in the destination.
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Experienced Travellers
MORE AFFINITY WITH: BARBADOS
AND TRINIDAD & TOBAGO
I´ve already
heard
What they are interested in?
Neither Barbados nor Trinidad e Tobago
are mention spontaneously by the target.
When suggested the following elements
show potential:
// Untouched and preserved natural
nature
// Unusual experiences both in terms of
contact with the nature and local
history/culture
// Autochthonous gastronomy
// Distinguished or genuine hotel
infrastructure
// Cultural attractions, architecture.
Intention to travel
I don’t
Yes
No
know
76%
52% 29%
17%
74%
42% 35%
21%
Destinations considered
for the next trip
1. Africa
-Natural reserves and Safaris
-South Africa / Tanzania / Kenya
2. Destinations in Latin America
-Machu Picchu – Peru (gastronomy)
-Atacama Desert – Chile (biking)
-Mendoza – Argentina (wine)
Cultural/gastronomic destinations with unusual experiences
3. Timeless classics
// Italy (Toscana/Rome/Venice)
// Paris/New York
// Buenos Aires
Places they have already been, love and always want to go back
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
Premises of the action plan:
\\ BUILD SELECTIVE AWARENESS: combination of media and activities to maximize the investment
while achieving visibility among the selected target group.
\\ 2 years investment plan and 3 stages with specific objectives:
Stage 1: BUILD QUALIFIED AWARENESS - through a combination of Events, Promotions,
TV Content and Traditional Advertising. The use of endorsement and partnerships will be
key to achieve results faster.
Stage 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY
CUSTOMER TOUCH POINTS - development of tour packages, trade offers and incentive
program are at the core of this phase.
Stage 3: DEVELOP INFRASTRUCTURE - flights, accommodation and services.
\\ The investments required include both media and production.
\\ Figures are initial indications with the average Agencies discount.
\\ Coverage of the plan: 6 geographical areas indicated by FGV as most potential ones (São Paulo,
Rio de Janeiro, Belo Horizonte, Porto Alegre, Brasília and Recife).
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
JAMAICA ACTION PLAN
Jamaica
1
STAGE 1: BUILD QUALIFIED AWARENESS
PRESENCE IN MUSICAL EVENTS
\\ Sponsorship of 4 Bob Marley’s legacy shows (2 x year in public spaces).
\\ Jamaican Bands in the Rock in Rio event (1 big event).
GRADUATION TRIP PROMOTION & PARTIES
\\ 10 Jamaican thematic parties, leveraging on music and drinks in the main nightclubs.
\\ 4 graduation celebration parties in Universities.
\\ Partnership and promotional material in key Universities across the country.
LINGUISTIC & SPORTS EXCHANGES
\\ Cultural exchange to learn English with native speakers: partnership with relevant English schools and distribution of
promotional material.
\\ Sports exchange (i.e. Athletics): partnerships and distribution of promotional material in key sports clubs.
ADVERTISING & MEDIA CONTENT
\\ 1 Episode of the “Vai pra onde?” program, on Multishow, with Bruno de Luca (party theme).
\\ 1 Episode of the “Destino Aventura” program, on National Geographic Channel (adventure destination).
\\ 4 Articles on Jamaica’s main attractions in targeted magazines such Trip, Rollings Stones, Glamour etc.
\\ Online campaign with Brazilian celebrities tips.
\\ Online campaign using Usain Bolt during the 2014 Olympic Games.
\\ Banners in social networks and main portals with targeted audience.
INVESTMENT
\\ Pay TV channels: on TV series and films, with targeted audience.
It will be key to have a Project Manager to
execute and monitor the activity program.
APROX./YEAR
BRL 15.750. 000
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
JAMAICA ACTION PLAN
2
STAGE 2:
ENHANCE THE PRODUCT OFFER
AND ASSURE DISTRIBUTION ON
KEY CUSTOMER TOUCH POINTS
PACKAGES/ROUTES
\\ “Best Party Route”
\\ “Extreme Sports Route”
\\ “Cool Music Route”
\\ “Discovery & Adventure Route”
\\ “Graduation Celebration Trip”
EVENT TO LAUNCH THE PACKAGES
Event with the presence of travel agencies, journalists of key
magazines, websites, travel blogs, guides among other opinion
makers.
3
STAGE 3:
DEVELOP INFRASTRUCTURE
Jamaica
AIR TICKET AND ACCOMMODATION
\\ Develop charter flights.
\\ Be more flexible about stopovers: 1 or 2 days in Miami
or Panamá.
\\ Cool and convenient accommodation network for
young travellers: incorporating technology services, cool
design, and sustainable & safe environment.
SERVICES AND AMENITIES
PROMOTIONAL MATERIAL AND GIFTS
Production and distribution of folder, totem, calendars for
tour operators and trade.
\\ Develop the Jamaica digital platform guide, with the
collaboration of travellers (nightlife, leisure activities,
sports, etc.).
INFORMATION SUPPORT VIA INTERNET
Provide a consultant through Consulate or Airlines
to support the package sales.
INCENTIVE PROGRAM LAUNCH
Set a sales incentives with clear goals among the key tour
operators and trade.
It will be key to have a Project Manager to
execute and monitor the activity program.
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
BAHAMAS ACTION PLAN
Bahamas
1
STAGE 1: BUILD QUALIFIED AWARENESS
EVENTS
\\ Replicate main resorts attractions in the main shopping malls (4 events).
PRESS CAMPAIGN - CONTENT
\\ Family magazines such as Crescer, Pais e Filhos, etc (8 articles).
\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, Viaje Aqui (4 articles).
\\ 2 Promotional campaigns in magazines such as Caras, Contigo etc., about well-known families
travelling on vacations.
ADVERTISING & MEDIA CONTENT
\\ 1 Episode of the “Nalu pelo mundo?” on Multishow (family entertainment).
\\ 1 Episode of the “Mundo Selvagem” on Geographic Channe,l with Richard Rasmussen (adventure).
\\ Pay TV channels: in kids & family channels such as Cartoon Network, Boomerang etc.
\\ Cinemas networks: Cinépolis, Kinoplex, Cinemark.
\\ Banners in airports.
\\ Digital Campaign.
It will be key to have a Project Manager to
execute and monitor the activity program.
INVESTMENT
APROX./YEAR
BRL 12.232. 000
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
BAHAMAS ACTION PLAN
2
STAGE 2:
ENHANCE THE PRODUCT OFFER
AND ASSURE DISTRIBUTION ON
KEY CUSTOMER TOUCH POINTS
PACKAGES/ROUTES
Bahamas
3
STAGE 3:
DEVELOP INFRASTRUCTURE
AIR TICKET AND ACCOMMODATION
\\ Family entertainment + shopping route
\\ Develop charter flights
\\ “Sea adventure Route”
\\ Flexible stopovers: 1 or 2 days in Miami or Panama
including accommodation
\\ “The Caribbean Pirates Route”
\\ “Hemingway and the sea Route”
\\ Create financial infrastructure to offer payment with
installments.
\\ Cinema Route: “Casino Royal & 007 experience”.
\\ “Wedding and honeymoon” Package
SERVICES AND AMENITIES
(RESORTS AND HOTELS)
\\ Develop online courses of Portuguese” and “How to
serve Brazilians with excellence.
EVENT TO LAUNCH THE PACKAGES
PROMOTIONAL MATERIAL AND GIFTS
INFORMATION SUPPORT VIA INTERNET
\\ Promote exchange of teachers and professionals such
as nannies and monitors.
\\ In partnership with well-known educational institutions
(ie. Senac), launch technical and vocational training
schools.
INCENTIVE PROGRAM LAUNCH
It will be key to have a Project Manager to
execute and monitor the activity program.
\\ Develop the Bahamas digital platform guide, with the
collaboration of travellers (hotels, resorts, restaurants,
cultural activities, sports).
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
BARBADOS ACTION PLAN
1
STAGE 1: BUILD QUALIFIED AWARENESS
Barbados
EVENTS
\\ 2 Events of contemporary art, photography and local dance in major museums like MAM, art galleries and Cultural Institutes
like Tomie Othake.
\\ 2 Jazz and Blues Festivals in Cultural Institutes such as Sesc and MIS.
\\ 1 Itinerant food festival (with local foods and drinks), in 6 geographical areas indicated by FGV .
PROMOTIONAL CAMPAIGS & PARTNERSHIP
\\ 2 Promotional campaigns in key refined restaurants to promote the best aged rum from Barbados.
\\ 2 Promotional campaigns to promote local ingredients, with micro courses, in supermarkets like Pão de Açúcar, Zaffari,
Santa Luzia etc.
\\ Promotional campaigns with 4 main culinary blogs.
ADVERTISING & MEDIA CONTENT
\\ 1 Episode of the “Lugar Incomum” program, on Multishow, with Didi (adventure).
\\ 1 Episode of the “Desejar Profundo” program, on Off channel (surf theme).
\\ 1 Episode of the “Diário do Olivier” program, on Multishow (culinary theme).
\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, Viaje Aqui (2 articles).
\\ Ads with tourism themes, in magazines, with targeted audience.
\\ Pay TV channel, with targeted audience.
\\ Digital Campaign.
\\ Cinemas networks: Reserva Cultural, Cinépolis and Kinoplex.
\\ Banners in airports.
It will be key to have a Project Manager to
execute and monitor the activity program.
INVESTMENT
APROX./YEAR
BRL 10.109. 000
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
BARBADOS ACTION PLAN
2
STAGE 2:
ENHANCE THE PRODUCT OFFER AND
ASSURE DISTRIBUTION ON KEY
CUSTOMER TOUCH POINTS
PACKAGES/ROUTES
\\ “Best of surf of the Caribbean” Route
\\ “Best rum + refined gastronomy” Tasting Route
\\ “History of the colonization + elegant architecture” Route
\\ “The English tradition in the Caribbean” Route
\\ “Wedding / honeymoon” Package
EVENT TO LAUNCH THE PACKAGES
PROMOTIONAL MATERIAL AND GIFTS
INFORMATION SUPPORT VIA INTERNET
INCENTIVE PROGRAM LAUNCH
It will be key to have a Project Manager to
execute and monitor the activity program.
Barbados
3
STAGE 3:
DEVELOP INFRASTRUCTURE
AIR TICKET AND ACCOMMODATION
\\ Develop charter flights.
\\ Flexible stopovers: 1 or 2 days in Miami or
Panama including accommodation.
\\ Create financial infrastructure to offer payment
with installments.
\\ Create a system, with the endorsement and
credibility of the Barbados Tourism Authority, to
enable the rental of upscale houses, with the
option of providing services like housekeeping,
cooker, etc. (use preferably www.airbnb.com.br).
SERVICES AND AMENITIES
\\ Develop the Barbados digital platform guide,
out of the commercial routes, with the
collaboration of travellers, and tourism programs.
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
TRINIDAD & TOBADO ACTION PLAN
1
Trinidad
&
Tobago
STAGE 1: BUILD QUALIFIED AWARENESS
EVENTS
\\ 2 Events of contemporary art, photography and local dance in major museums like MAM, art galleries and
Cultural Institutes like Tomie Othake.
\\ 2 Jazz and Blues Festivals in Cultural Institutes such as Sesc and MIS.
PROMOTIONAL CAMPAIGS & PARTNERSHIP
\\ 2 Promotional campaigns to promote local ingredients, with micro courses, in supermarkets like Pão
de Açúcar, Zaffari, Santa Luzia etc.
\\ Promotional campaigns with 4 main culinary blogs.
ADVERTISING & MEDIA CONTENT
\\ 1 Episode of the “Lugar Incomum” program, on Multishow, with Didi (adventure)
\\ 1 Episode of the “Parts Unknown” program, with Anthony Bourdain, on CNN (culinary theme).
\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, Viaje Aqui (2 articles).
\\ Ads with tourism themes, in magazines.
\\ Pay TV channel, with targeted audience.
\\ Digital Campaign.
\\ Cinemas networks: Reserva Cultural, Cinépolis and Kinoplex.
\\ Banners in airports.
It will be key to have a Project Manager to
execute and monitor the activity program.
INVESTMENT
APROX./YEAR
BRL 9.064. 000
ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN
TRINIDAD & TOBAGO ACTION PLAN
2
STAGE 2:
ENHANCE THE PRODUCT OFFER AND
ASSURE DISTRIBUTION ON KEY
CUSTOMER TOUCH POINTS
PACKAGES/ROUTES
3
STAGE 3:
DEVELOP INFRASTRUCTURE
Trinidad
&
Tobago
AIR TICKET AND ACCOMMODATION
\\ “Wedding and/or honeymoon”
\\ Develop charter flights.
\\ “Rustic nature” Route
\\ Flexible stopovers: 1 or 2 days in Miami or
Panama including accommodation.
\\ Create financial infrastructure to offer payment
with installments.
EVENT TO LAUNCH THE PACKAGES
PROMOTIONAL MATERIAL AND GIFTS
INFORMATION SUPPORT VIA INTERNET
\\ Create a system, with the endorsement and
credibility of the Barbados Tourism Authority, to
enable the rental of upscale houses, with the
option of providing services like housekeeping,
cooker, etc. (use preferably www.airbnb.com.br).
INCENTIVE PROGRAM LAUNCH
SERVICES AND AMENITIES
\\ Develop the Trinidad & Tobago digital platform
guide, out of the commercial routes, with the
collaboration of travellers, and tourism programs.
It will be key to have a Project Manager to
execute and monitor the activity program.