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Marketing Strategies for 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.

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Marketing Strategies for a diverse product

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  1. Marketing Strategies for a diverse product Presentation byDeputy Director of TourismDavid L. ShieldsFebruary 25, 2005

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

  3. 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)

  4. The Diverse Consumer Emergence of the Corporate consumer who demands and expects cutting edge meeting facilities in addition to the demands of Leisure consumers.

  5. 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.

  6. The Diverse Consumer • Emergence of the disabled market which has been described as “the last untapped segment of the market” by Travel Industry International.

  7. 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).

  8. 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:

  9. Distinct resort areas

  10. Distinct resort areas

  11. Distinct resort areas

  12. Distinct resort areas

  13. Distinct resort areas

  14. Distinct resort areas

  15. 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.

  16. Niche Marketing • Development of new attractions … Caving, Canopy tours, ATV rides, Swimming with the Dolphins, river tubing etc.

  17. Niche Marketing • Development of new attractions … use of programmes like the Royal Tour and Destination Jamaica place Jamaica in the forefront of consumers minds.

  18. Niche Marketing • The Entertainment Cluster creating Studio Tours • The Children of the Drum

  19. Niche Marketing • Targeted press trips provide excellent exposure. • Improved convention facilities (rooms, meeting space, availability of e-technology).

  20. Niche Marketing • Weddings and Honeymoons • Bird Watching/Hiking • Health Tourism • Sport Tourism

  21. Niche Marketing

  22. 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

  23. The Way Forward • Transportation providers also must pay attention to this … wheelchair access … Group travel

  24. The Way Forward • Providing service to a multicultural clientele … service staff must be trained in recognizing and handling cultural nuances.

  25. 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.

  26. Marketing Strategies • Sales • Communications (Advertising & Public Relations) • Promotions and Events

  27. 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.

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