cto workshop december 10.ppt.tyronne clarke

8/3/2019 CTO Workshop December 10.Ppt.tyronne Clarke

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Use of Available Tourism Data

for Marketing Research & Policy

Tyrone Clarke


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Definition of Marketing

Marketing consists of the strategies and tactics usedto identify, create and maintain satisfyingrelationships with customers that result in value forboth the customer and the marketer.

A social and managerial process by whichindividuals and groups obtain what they need andwant through creating and exchanging products andvalue with others (Kotler, 1988,p.3)

The management process responsible foridentifying, anticipating and satisfying customersrequirements profitably (CIM, 1984)


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The need for meaningful Research

Before committing to the complexities and costs inherent inexporting our tourism services, it is absolutely essential that weundertake some degree of research to better understand the foreignmarkets that we will be competing in and the consumers to whomwe will be selling.

It is important that this research is meaningful; simply compilingstatistics and other facts about a market without any purpose, is oflimited value.

Any information that we collect needs to be compared, interpretedand conclusions drawn.

Our marketing research activities should be planned and practicalexercises leading to specific decisions that drive our marketingstrategies.

There is a plethora of data available


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Market research versus marketing research

Market researchis about understanding the broadermarketplace in which we intend to compete.

Marketing research, on the other hand, is aboutunderstanding what 'package' of marketing elements (i.e.

the product, price, promotion and distribution factors) thecountry will need to put together in order to meetcustomer needs and to succeed in the marketplace.

Market research is the more encompassing/broaderconcept of understanding the market environment inwhich you will be competing, while marketing research isthe more specific/focused view of consumer needs andbehaviour.


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Gaining an Information Advantage

In its role as the foundation of marketing, marketing research isarguably marketings most important task. Today marketersnot only view research as a key ingredient in making marketingdecisions they also consider information to be a critical factorin gaining advantage over competitors. Because organizationsrecognize the power information has in helping create andmaintain products that offer value, there is an insatiableappetite to gain even more insight into customers andmarkets.

Marketers in nearly all industries are expected to direct moreresources 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 usapart and play to those strengths


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Cost Implications

While research is key to marketing decision making,it does not always need to be elaborate to beeffective. Sometimes small efforts, such as doing aquick search on the Internet, will provide the needed

information. However, for most marketers there are times when

more elaborate research work is needed andunderstanding the right way to conduct research,whether performing the work themselves or hiring

someone else to handle it, can increase theeffectiveness of these projects.


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Marketing Decision Types of Research

Target Markets- sales, market size; demand for product, customer characteristics, purchasebehavior, 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 responserates, 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


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E/D Card

The E/D card is a rich source of data fortourism purposes. Serving both theoperational and policy aspects of the

tourism industry. The Caribbean is in an advantageous

position compared to larger countries whoutilize passenger surveys to estimatetourist counts versus the Caribbean whereour data is virtually census data.


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E/D Card

Every permutation of data from the E/Dcard is useful.

Apart from the tourists count, this data canbe used for marketing purposes


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E/D Card

Today regional governments heavilysubsidize airline carriers into the region.

Therefore it is imperative that

governments understand the implicationsof their investments

Data from the E/D cards can aid in

determining this kind of investment Airline load factors Occupancies for hotels


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E/D Card

Following trends from the E/D cards canalso guide in the development of supply interms of room stock.

i.e if there is a heavy leaning towards aparticular type of product then countriescan invest in this type of product


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Survey Data

Types of surveys

Visitor Exit Surveys

Travel agent surveys

Delphi pannel

Hotel Registration information


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The New Technology

The Blogs (trip advisor) can also provide a richsource of data for both the private sector as wellas 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 productofferings are consistent with where the country

promotes itself In addition, rich content for advertising can comefrom this unsolicited source of data


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The New Technology

The internet has facilitated competitive analysiswhich would have been very difficult years ago.

Tour operator /travel agent websites, airlinewebsites, travel sites all provide competitive

analysis on where countries are currently tradingcompared to other destinations.

Monitoring these sites consistently can alsoprovide insight as to the state of the market at

over time i.e a plethora of special promotions inthe market would suggest difficult times fordestinations and can trigger further marketstimuli on the part of the destination


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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


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Defining the target Market

We have used segmentation studies in allour major markets

USA- PRIZM

UK ACORN

CANADA PRIZM

EUROPE in process CARICOM basic data


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Segmentation Analysis

Addresses four fundamental marketingquestions

Who are the target you want to reach?

What are they like?

Where do they live?

How can we reach them most cost

effectively?


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PRIZM ANALYSIS

The strategy for identifying our marketingtargets is based on two tried and trueobservations

The customers of our product are existingcustomers

Birds of a feather flock together


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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


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Who are the targets

US visitors are predominantly upscale and live inneighborhoods that run the gamut from urban torural

66.4% of all US visitors fall within 40% of USbase 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 toBarbados

1.63 times as likely to reach our target audiencewithin this group


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Game Plan CategoriesExpansion Core

Index 100

NonTarget Conversion

Percent of

US Visitors 1.61% Game Plan Categories:

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.


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US Visitors

Target

Category

Number of

Clusters

Percent of

Base

Households

Percent

of

US

Visitors

Index

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


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Tourism Authoritys-US Visitors Target Groups

Percent of US Visitor % Comp Index

Older Wealthy Couples 15.8 232

Wealthy Midlife Families 12.42 204

Young Professionals 11.93 199

Older Upper-mid Mix 17.55 157

Young Urban Mix 8.04 110Non target 34.87 55

Percent of Base Households % Comp Household input

Older Wealthy Couples 6.53 4,765,999

Wealthy Midlife Families 6.1 4,449,718

Young Professionals 5.99 4,372,342

Older Upper-mid Mix 11.19 8,160,246Young Urban Mix 7.33 5,350,296

Non target 62.86 45,856,109

Percent of US Visitor

16%

12%

12%

17%8%

35%

Older Wealthy Couples

Wealthy Midlife Families

Young Professionals

Older Upper-mid Mix

Young Urban Mix

Non target

Percent of Base Households

7% 6%6%

11%

7%63%



Young Professionals

Older Upper-mid Mix

Young Urban Mix

Non target


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COREGROUP

Social

Group

Lifestage

Group Cluster Nickname

Base

Households

% Comp

US VisitorAnalysis

2000-2004

% 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 213S1 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


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Expansion

Social

Group

Lifestage


BaseHouseholds

% Comp

US Visitor

Analysis2000-2004

% Comp Index

T1 F2 20 Fast-Track Families 0.84 0.94 113

TOTAL 0.84 0.94 113

Social

Group

Lifestage


Base

Households

% Comp

US Visitor

Analysis

2000-2004

% 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

F i T G


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Forming Target GroupsTarget groups were

formed by selecting those

clusters that indexed

above (100+) and

grouping those with

similar demographic and

socio economiccharacteristics.

Target groups account for65% of all US visitors to

the island and 37% of the

USA household counts

Nickname Count % Comp Count % Comp %Pen Index

Upper Crust 1,613,101 2.21 12,047 6.37 0.75 288

Movers & Shakers 1,672,033 2.29 9,545 5.05 0.57 220

Big Fish, Small Pond 1,480,865 2.03 7,111 3.76 0.48 185

Older Wealthy Couple 4,765,999 6.53 28,703 15.18 0.60 232

Blue Blood Estates 1,024,348 1.40 7,179 3.80 0.70 270

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

Fast-Track Families 610,702 0.84 1,782 0.94 0.29 113

Wealthy Midlife Famili 4,449,718 6.10 23,486 12.42 0.53 204

Young Digerati 1,308,793 1.79 9,828 5.20 0.75 290

Bohemian Mix 1,919,575 2.63 8,818 4.66 0.46 177

Executive Suites 1,143,974 1.57 3,912 2.07 0.34 132

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 140The Cosmopolitans 1,183,871 1.62 3,615 1.91 0.31 118

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

Older Upper-mid Mix 8,160,246 11.19 33,183 17.55 0.41 157

American Dreams 2,115,686 2.90 6,379 3.37 0.30 116

Brite Lites, Li'l City 1,455,404 1.99 4,125 2.18 0.28 109

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

Base Households US Visitor Analysis 2000-2004



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PRIZMNE Clusters

Life-

stage

Group

Social

Group

Base

Households

%Comp

US Visitor

Analysis

2000-2004

%Comp

US Visitor

Analysis

2000-2004

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 Couplesare predominantly middle-aged and older married couples living

in expensive, single-unit homes. There is a somewhat higher than average Asianrepresentation in these households. These comfortable couples tend to be college-educated,often with advanced degrees, and hold white-collar occupations with high incomes. Themedian household income for this target group is $89,930. Older Wealthy Couples enjoytravel, and are likely to be members of any frequent flyer program. When travelingdomestically, they are likely to use Continental Airlines and visit Maine, New Hampshire, orVermont. 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


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PRIZMNE Clusters

Life-stage

Group

Social

Group

BaseHouseholds

%Comp

US Visitor

Analysis2000-2004

%Comp

US Visitor

Analysis2000-2004

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 Familiesare predominantly middle-aged (35-54) married couples withchildren living in expensive single-unit homes. These affluent households have a slightlyhigher than average Asian representation. Adults in this group tend to have earned bachelorand graduate degrees and hold a variety of white-collar occupations with high incomes. Themedian household income for households in this group is $92,915. Wealthy Midlife Familiestravel regularly and are likely to be members of Delta or USAirs frequent flyer programs.Their last trip was likely to have been domestic travel for business purposes and they tend totravel by airplane on domestic business trips three or more times a year.

Wealthy Midlife Familiesare also...More Likely to... Less Likely to...

Have EBI $500,000+ Live in a Multi-Unit Structure



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Young Professionals

PRIZMNE Clusters

Life-stage

GroupSocialGroup

BaseHouseholds

%Comp

US Visitor

Analysis2000-2004%Comp

US Visitor

Analysis2000-2004

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 Professionalsare predominantly younger (


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Older Upper-mid Mix

PRIZMNE Clusters

Life-stage

GroupSocialGroup

BaseHouseholds

%Comp

US VisitorAnalysis

2000-2004%Comp

US VisitorAnalysis

2000-2004Index

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 Mixare 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-collaroccupations. The median household income for this group is $71,025. Members of OlderUpper-mid Mix are likely to stay at a Hilton on vacation, be a member of Deltas frequentflyer 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 toinclude Continental and Delta.

Older Upper-mid Mix are also...

More Likely to... Less Likely to...



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Young Urban Mix

PRIZMNE Clusters

Life-

stageGroup

SocialGroup

Base

Households%Comp

US VisitorAnalysis

2000-2004%Comp

US VisitorAnalysis

2000-2004Index

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 Mixare predominantly singles and couples under age 45 living in multi-unithousing in urban areas. These young urbanites have a higher than average likelihood ofbeing Asian or Hispanic. They tend to be college educated and are employed in white-collarand sales/office administration occupations with midscale incomes. The median householdincome for this target group is $49,800. Members of Young Urban Mix tend to eat at avariety of restaurant chains, including Arthur Treacher, Roy Rogers, Boston Market, andRomanos 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


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Where are the targets?


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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 ElectriciansYellow 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


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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, Mens Tennis

Fortune Ed

Architectural Digest CNBC, Kudlow & Cramer

Business Week CNBC, Louis Rukeysers 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 Peoples 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 HonorsScientific American CNBC, Closing Bell

Fortune CNN, Lou Dobbs Moneyline

New York Times, Daily & Sunday NHL Playoffs/Finals

Money CNBC, Louis Rukeysers 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


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Why segmentation

Segmentation and target marketing arecentral to our marketing strategy

Different customer groups require the correct

marketing mix to suit their individual needs

NTAs operate on a limited budget which hasto serve all major markets and therefore

targeting ensures an effective allocation ofresources in areas with a high potential forconversion


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Product

The effectiveness of planning themarketing mix depends as much on theability to select the right target markets as

on devising a product which will generatehigh levels of satisfaction.

Tourist have to believe that the productoffers high value.

There should be continuous monitoring ofproduct via exit surveys


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Product

The BTA consistently monitors thecompetition to ensure that ourservices are amenities beingoffered are consistent with marketnorms and encourage the localsuppliers to enhance theirproducts to reflect this.

Research will also developstrategies to lift the quality ofproducts and services beingoffered on island and raising thenational standards. ZAGAT AAA

Monitor the quality of all thecomponents of the product andprovide feedback to suppliersfalling below the standards.

Duty free sector Cleanliness drive


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Brand Image

In order to effectivelysell and promote acountry we need tounderstand theconsumers perceptionof the destination anddetermine what points ofdifferentiation set the

island apart from thecompetition

Conducting brand auditsstarting with theperceptions of currentcustomers

Barbados for exampletrades on Friendliness,safety and security

The island that works.


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Price

Extremely challenging for a destinationmarketing organization as they do notcontrol any inventory

We cannot tell a supplier to sell hisproduct at any specific price even if itspriced above where it should be.


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What do we do with Price

Develop structured or informal relationships with travel tradepartners who have a ready supply of data available

They supply relevant market intelligence regarding the pace ofbookings and what is being offered in the market i.e value for money

Conduct scans of the market as well as economic conditions todetermine what national efforts need to be undertaken and whatwould constitute a compelling offer.

Several of these initiatives have been instituted within recent yearswithin the region. However, there is a function for researchers todetermine the success rate as well as the ROI. The use of E/Dcards as well as Exit surveys extremely important in theseevaluations

In order to determine this we have to determine the correct timing forthe offer i.e the booking cycles of the consumer.

In determining the offer we calculate the return on investment toensure its feasibility and benefits to the country.


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Advertising &Promotion

Consistently conduct researchto monitor our advertising andPR efforts in all markets

Consistently word of mouth

ranks very high as a PRvehicle for Barbados.Suggesting the need to ensurethat the product is correct.

In recent years, use of theinternet has been veryimportant trend for Barbados.

Traditional media have beendiminishing in effectiveness

Have therefore reoriented ourcommunications efforts toreflect the changingenvironment


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Testing of Concepts

Before launching anycampaign it is testedeither through focus

groups or morerecently we haveembraced the newtechnologies to test

our concepts toensure that themessage is mosteffectively

communicated


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Distribution

Again simple questions on the exit survey can provideuseful insights into the distribution channels

USA

BOOKING CHANNELS

TOUR OPER.

WEBSITE

6%

TRAVEL AGENCY

WEBSITE

2%

HOTEL RESERV.

WEBSITE

7%

HOTEL RESERV.

14%

TOUR OPERATOR

6%

ONLINE AGENCY

35%

TRAVEL AGENCY

30%


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Website Customer tracking

Enhanced Tracking - The Internet offers an unparalleled abilityto track and monitor customers. Each time a visitor accessesour website they provide us with extensive informationincluding how they arrived at the website (e.g., via a searchengine) and what they did when on the website (e.g., whatproducts were investigated).

This information is being used in the redevelopment of our newsite and to provide information on interest of the consumer sothat the relevant content is added to the website

Research Tools A large number of Internet services haveadded options for conducting research. These include theubiquitous search engines, tools for conducting online

surveys, and access to large databases containing previousresearch studies (i.e., secondary research).


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Forecasting

Tourism is a highly perishable commodity. Aroom or airline seat not sold today cannot besold tomorrow

This highlights the need for accurate forecasting

as it has implications for jobs and the generalhealth of the economy as tourism is the mainengine of growth for many islands within theregion

Countries can be proactive in devising strategiesin the event of fall off in business.

The data from the E/D cards is useful as well asinformation from travel partners


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Forecasting

The BTA reported this to the government forplanning purposes.

This has resulted in a US$15 million fund being

established to aid properties and attractions indistress due to the economic fallout

This will minimize job losses and to try toprevent any major downturn in the economy

from the tourism sector as it is heavily tied to theother sectors of the economy


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Rationale for Events

In order to maximize the marketing spend it isfelt that events with significant televisioncoverage can provide a destination withadvertising 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 thedestination profile.

Finally, the additional visitation for the eventscan boost the immediate needs of the industry.


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Evaluation of Proposal

The evaluation of all proposals should beconducted based on the informationsources available

This should be done with a ROI on theseevents in mind. Must provide a minimum return of 20:1 to be a

viable option

Coverage of the event must be significantband in line with the image and profile ofBarbados.


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Event Evaluation

Focus testing and surveys of participantsto help with future events


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ICC World Cup

Delivered in numbers for the islandsurpassing the ROI required

Significant coverage but in areas where

the number of tourist not significant tobarbados


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Other Events

At this time not viable as the profile ofclients not necessarily Barbados clients


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Conclusion

Destination marketing and planning for theBarbados Tourism Authority involves interactionwith various publics from the both from the

supply side and the demand side and protectingtheir interest.

It is imperative that the relevant information tomake sound decisions is available and that

actions are taken in the most cost effective wayto the benefit of Barbados as a whole.


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QUESTIONS

cto workshop december 10.ppt.tyronne clarke

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