The market intelligence studies provide the necessary information for both operators and Destination Management Organizations (DMO) to design their marketing strategies and actions optimally and efficiently. This can be summarized in a series of specific objectives:

Analyze for each new market and segment:

  • Market dimension, evolution and perspectives.
  • Public types and characterization of their demand: sociological profile, seasonality, length of the trip, types of services demanded, trip organization, advanced booking, motivations, expenditure and price elasticity.
  • Purchasing behavior: information sources, decision key factors, etc.
  • Possibility of fostering customer loyalty and multiplying effect/fostering prestige
  • Quantitative and qualitative trends of both supply and demand.
  • Key players, advisors, opinion leaders and other trendsetters.
  • Associations, publications, events, fairs, portals, forums, blogs and social networks.
  • Key competitiveness factors and requirements.
  • Best practices in management and destination competitiveness improvement, marketing, products, business models and technologies.
  • Marketing strategies and actions. Minimum investment recommended.
  • Tour operators, travel agents and web portals working with this segment. Positioning and market share of every one, segment concentration, entries and exits. Estimated percentage of FITs.
  • Segment attractiveness: analysis of the 5 competitive forces and growth potential.
  • Analysis of competitiveness/price, distribution and offer variety compared between destinations. Positioning of each destination.
  • Knowledge and assessment of the destination by the tour operators and travel agents.

Analyze for each tour operator:

  • Turnover and market share (globally and by segments). Volume of tourists per segment and perspectives. Knowledge and assessment of our destination.
  • Brochure portfolio, products and destinations for each product.
  • Kinds of target audiences and percentage of loyal customers.
  • Positioning of the tour operator in the market.
  • Kinds of packages offered (length, accommodation, seasonality, etc.)
  • Interest in receiving information, participating in fam trips and receiving commercial proposals.
  • Programming calendar and contracting strategy.
  • Financial data

Analyze for each tour operator currently programming the destination:

  • Activities and visits carried out during the trip.
  • Effectiveness and profitability of the current marketing actions. Evolution of demand towards our destination along the last 5 years.
  • Client share (% of trips to our destination) per product, actual and potential value of the tour operator.
  • Explore strategies and actions to increase sales and customer loyalty
  • Other destinations offered by the tour operator and compared analysis: positioning, strengths, weaknesses and strategy of every one.
  • Perceived positioning of our destination and suggested positioning.
  • Destination assessment: strengths, weaknesses, satisfaction and resignation risk.

Analyze the projected image of the destination and brand awareness:

  • In the tourism guides and specialized publications
  • Articles and reports in the press and TV
  • Social media and related web pages
  • Tour-operator brochures

Do you miss any specific goal to be considered?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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