Marketing Strategies for a diverse product

Presentation byDeputy Director of Tourism

David L. ShieldsFebruary 25, 2005

The Diverse ConsumerThe Diverse Consumer

Changing face of the visitor … no longer satisfied with sun, sand and sea only.

The Diverse ConsumerThe Diverse Consumer

Demands for exposure to the culture, particularly the food … demands for more activity, particularly soft adventure … demands for age specific activities (for young children, teens and adults)

The Diverse ConsumerThe Diverse Consumer

Emergence of the Corporate consumer

who demands and expects cutting edge

meeting facilities in addition to the

demands of Leisure consumers.

The Diverse ConsumerThe Diverse Consumer

Corporate meeting budgets increased by US$1.3M in 2004 (from $4 M to $5.3 M)

Meeting Planner spending increased by 4% in 2004. (Between 1998 and 2003, there was a decline of 14%)

22% of all meetings expected to be international in 2005.

The Diverse ConsumerThe Diverse Consumer

Emergence of the disabled market which

has been described as “the last untapped

segment of the market” by Travel Industry

International.

The Diverse ConsumerThe Diverse Consumer

Estimated that 10% of the global tourism market suffers from some form of impairment (10% of 694 million)

In Europe, disabled persons represent a large and growing market for both business and leisure travel (37 million disabled people in the European Union – UK and Italy with very high numbers).

How has Jamaica responded?How has Jamaica responded?

Jamaica capitalized on the differences in

our various tourism areas, and created

distinct resort areas, each with its own

characteristics and for which appropriate

marketing strategies had to be developed:

Distinct resort areasDistinct resort areas

Distinct resort areasDistinct resort areas

Distinct resort areasDistinct resort areas

Distinct resort areasDistinct resort areas

Distinct resort areasDistinct resort areas

Distinct resort areasDistinct resort areas

Accommodation facilitiesAccommodation facilities

Large convention type hotels to the Meetings Incentives Conventions Exhibitions marketLuxury resorts Boutique hotels (Importance of Unique Jamaica in helping to give life to the diversity of the product)VillasBed and Breakfast facilities.

Niche MarketingNiche Marketing

Development of new attractions … Caving, Canopy tours, ATV rides,

Swimming with the Dolphins, river tubing etc.

Niche MarketingNiche Marketing

Development of new attractions … use of programmes like the Royal Tour

and Destination Jamaica place Jamaica in the forefront of consumers minds.

Niche MarketingNiche Marketing

The Entertainment Cluster creating Studio Tours

The Children of the Drum

Niche MarketingNiche Marketing

Targeted press trips provide excellent exposure.

Improved convention facilities (rooms, meeting space, availability of e-technology).

Niche MarketingNiche Marketing

Weddings and Honeymoons

Bird Watching/Hiking

Health Tourism

Sport Tourism

Niche MarketingNiche Marketing

The Way ForwardThe Way Forward

With the growth in the number of disabled

persons travelling, construction must reflect

a new thinking,

… access

… general use of the environment

The Way ForwardThe Way Forward

Transportation providers also must

pay attention to this

… wheelchair access

… Group travel

The Way ForwardThe Way Forward

Providing service to a multicultural

clientele … service staff must be

trained in recognizing and handling

cultural nuances.

The Way ForwardThe Way Forward

Customs and Immigration must keep pace

with the rest of the industry.

Training institutions must keep abreast of

the changing demands offering specilized

training.

Marketing StrategiesMarketing Strategies

Sales

Communications

(Advertising & Public Relations)

Promotions and Events

Market Positioning Statement:Market Positioning Statement:

To discriminating, active, beach loving

vacationers, Jamaica is the complete and

unique warm weather vacation destination

providing excellent value, unmatched

hospitality and diverse experiences.