Download Marketing a Diverse Product

Marketing Strategies for a diverse product
Presentation by
Deputy Director of Tourism
David L. Shields
February 25, 2005
The Diverse Consumer
Changing face of the visitor … no longer
satisfied with sun, sand and sea only.
The 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 Consumer
Emergence of the Corporate consumer
who demands and expects cutting edge
meeting facilities in addition to the
demands of Leisure consumers.
The 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 Consumer
Emergence of the disabled market which
has been described as “the last untapped
segment of the market” by Travel Industry
International.
The 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?
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 areas
Distinct resort areas
Distinct resort areas
Distinct resort areas
Distinct resort areas
Distinct resort areas
Accommodation facilities
Large convention type hotels to the
Meetings Incentives Conventions
Exhibitions market
Luxury resorts
Boutique hotels (Importance of Unique
Jamaica in helping to give life to the
diversity of the product)
Villas
Bed and Breakfast facilities.
Niche Marketing
Development of new attractions
… Caving, Canopy tours, ATV rides,
Swimming with the Dolphins, river tubing
etc.
Niche Marketing
Development of new attractions
… use of programmes like the Royal Tour
and Destination Jamaica place Jamaica
in the forefront of consumers minds.
Niche Marketing
The Entertainment Cluster creating
Studio Tours
The Children of the Drum
Niche Marketing
Targeted press trips provide
excellent exposure.
Improved convention facilities
(rooms, meeting space, availability
of e-technology).
Niche Marketing
Weddings and Honeymoons
Bird Watching/Hiking
Health Tourism
Sport Tourism
Niche Marketing
The 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 Forward
Transportation providers also must
pay attention to this
… wheelchair access
… Group travel
The Way Forward
Providing service to a multicultural
clientele … service staff must be
trained in recognizing and handling
cultural nuances.
The 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 Strategies
Sales
Communications
(Advertising & Public Relations)
Promotions and Events
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.