digital branding
DESCRIPTION
The purpose of this presentation is to find, develop and understand the most effective practices and standards in the digital environment through a detailed analysis of Travel 3.0 campaigns in the 7 major beach destinations in Mexico. If you are interested in the full version of this report, please download it here: http://bit.ly/MBDestinationTRANSCRIPT
Digital BrandingBeach Resort Destinations in Mexico
Index
Introduction 3
Intent 4
Methodology 6
The Branding of Destinations 7
Technology 3.0 10
Official Web Sites 14
Content 23
The Destinations in Action 33
Case: Riviera Maya – Puerto Vallarta 46
General Terms 57
Final Considerations 59
Reference Sources 63
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The digital age has created new tools and platforms to interact with users which have changed the way brands communicate with their audiences. The tourism industry has not been immune to these changes and has begun to adapt to new formats. !!Travel 3.0 has made seeking recommendations and reviews, finding reference articles, gathering information about local attractions or regions, and viewing pictures all common and essential steps when choosing a vacation destination, while avoiding surprises and enriching the consumer experience. !!The beach resort brands of Mexico are no exception. Each is implementing various digital strategies to impact the growth of their brand, increasing their influence, opportunity and value through social media.
IntroductionTravel 3.0
3
Intent
The purpose of this presentation is to find, develop and understand the most effective practices and standards in the digital environment through a detailed analysis of Travel 3.0 campaigns in the 7 major beach destinations in Mexico.
Digital Branding
4
Background
According to the Bank of Mexico, in 2013 the tourism industry in our country made an economic impact of $13 819 000 000, 8.5% more than in 2012 and received more than 23 734 000 tourists, a 1.4% increase over the previous year. According to 2013 study by the World Tourism Organization, Mexico ranks in 13th place globally in terms of international tourist arrivals and 24th place in tourism earnings.!With the 3.0 revolution, social media and specialized sites are playing an important role in the tourism industry, mainly in travel planning. According to the World Travel Monitor (WTC), in 2013, 65% of travel reservations came via the Internet, a 10% increase over 2012.!In North America, 73% of bookings are made by users on computers, 18.5% are made on mobile phones and 8% on tablets. Although mobile devices numbers are smaller, it is a segment that has significant potential growth.!Given this trend, users have become more price savvy, seeking “a good deal for their money" and look for easily accessible locations with a vast range of hotels and tourist attractions that include eco and adventure tourism.!Mexico’s primary tourism markets are the United States, Canada, the UK, Spain and Brazil; selecting Riviera Maya, Cancun, Mexico City, Los Cabos and Puerto Vallarta as their top destinations.
Digital Branding
5
Methodology
The destinations were selected based on the number of visitors each location receives or its influence on the national and international market (mainly U.S. and Canada) !!!!!The KPI's (Key Performance Indicators) for this analysis are defined as:!!!Website:!• Ranking!• Visits / New Visits!• Optimizing SEO (Keywords - Search terms)!• Pillars (Content – what you are talking about)!• Web Design!• Functionality - Loading time / Mobile Optimization / Booking Engine!!Social Media:!• Participatory Digital Media - Comparative / Where They Are and What They Say / Campaigns.!• Travel Forums - TripAdvisor!• Social Environment!• Trending Topics!
Digital Branding
Definición de KPI’s y métricas
Investigación!por destino
Evaluación de!resultados
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Are Mexico’s beach resort destinations leveraging digital
technologies to their best advantage?
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Edgy destination with investment potential for
luxury, romance or fun. It plays on the natural
beauty of the environment and is concerned about
sustainability. It is ideal for business travel or to
attend international sporting or entertainment
events.
The premier destination for Mayan cultural
attractions, theme parks, ecotourism,
environmentally protective with beaches
that have received international certifications.
Growing hotel and property investment
destination, where the desert meets the sea in
an ideal setting for golfing. A playground
for Hollywood celebrities.
Traditional charm meets modern sophistication. Spectacular sunsets,
perfect for romance. A place where the
mountains meet the sea. An ideal retirement
destination and a vacation hotspot for
LGBT tourism.
How Do Mexico’s Destinations Represent Themselves?
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A relatively new destination where the hotel infrastructure is
growing. A unique place that is great for golfing and exploring Huichol
culture.
A traditional destination in Mexico, it is the port most visited Mexican
nationals to enjoy major events. In recent years incidents of insecurity
and violence has affected its image
internationally.
Colonial historic destination that's main attraction is the Sea of
Cortez and aquatic activities. Currently
going through a difficult time due to violence.
How Do Mexico’s Destinations Represent Themselves?
Innovation and diversification of the digital environment has resulted in communication with the consumer audience which can achieve several goals, depending on the medium used and the destination.!!According to Google, today's travelers plan their holidays using digital tools which highlight 5 phases: Dream, Plan, Book/Buy, Experiencing and Sharing.!!Drawing on this trend, brands/ locations can only influence or contribute in a calculated way during 2 of the aforementioned phases: Planning and Experience.!!The result is that many brands in general, and destinations in particular, have responded to these undefined parameters without refining their online content or presence to reflect what might be interesting to their customer.!!
Web 3.0
10
Joining Technology 3.0, where the consumer is an active participant, important and influential, is no longer an option in today’s marketplace.
“Think mobile, act mobile, and the rest will follow”-WTO
Web 3.0
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Social Network UsageNorth America Nov 2013 – April 2014
Source: Market Intelligence– DOME / StatCounter – Global Stats
Tumblr
StumbleUpon
YouTube
Google+
Fark
Dig
Vimeo
Otras
0% 15% 30% 45% 60%
0.02%
0.02%
0.05%
0.09%
0.11%
0.18%
0.94%
3%
4.59%
6.56%
10.93%
19.69%
53.82% The top Travel 3.0 social media sites for North American are Facebook, Pinterest and Tumblr.!!How is social media used during travelling? Some examples of the average American traveler:!• 72% publish photos on a social
network while on vacation !• 46% "check-in" (Facebook and
Foursquare) !• 70% update their status on
Facebook!!Top 5 Travel Technology Uses: !• Taking pictures !• Using maps !• Search restaurants !• Find Activities and Attractions !• Confirming flight times
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Digital Platforms
Cancún Riviera Maya
Los Cabos
Puerto Vallarta
Riviera Nayarit Acapulco Mazatlán
Sitio Web
Google+
YouTube
Flickr
Foursquare
Klout Score
Used by the Destinations100% of Mexico’s top beach resort destinations have a Fan Page on Facebook, a Twitter profile and a YouTube account.!!Social media content needs to not only be captivating according to the interests of users or followers, but it should generate a “call to action” that encourage the user to interact with the destinations.!!Although 70% of the locations have a profile on Google+ (an important tool for search engine positioning through Google Authorship & Author Rank), only 30% follow up with postings. !!None of the locations use microblogging on Tumblr, a site that in the first two months of 2014 received more than 170 200 000 million blogs and over 68.6 billion total posts.
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Official Web SitesUsed by the Destinations
“Programming without an overall architecture or design in mind is like exploring a cave with only a flashlight: You don't know where you've been, you don't know where you're going, and you don't know quite where you are.” ” - Danny Thorpe 14
Over the past 10 years, the most searched term / keyword has been “Cancun” in searches in relation to beach holidays in Mexico. These results are not surprising since it is the most popular and most visited destination in Mexico. !However, in recent years Riviera Maya and Los Cabos have been increasing their impact, not only in number of visitors to their websites, but in the positioning of their general rankings. Meanwhile, Acapulco, which focuses its strategy on the national market, Puerto Vallarta and Mazatlan have experienced a significant drop in visits to their sites, even though they are some of the most searched terms.
Destination Search Trends by Visitors
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Tourist Information!Organización Mundial de Turismo (OMT) - http://www2.unwto.org/es Secretaría de Turismo – http://www.sectur.gob.mx/ Sistema de Inteligencia de Mercados (Sector Turístico México) http://www.siimt.com/ DATATUR — http://datatur.sectur.gob.mx/ !Destinations!Cancún – www.cancun.travel Riviera Maya – www.rivieramaya.com Los Cabos – www.visitloscabos.travel | www.visitaloscabos.travel Puerto Vallarta – www.visitpuertovallarta.com | www.visitapuertovallarta.com.mx Acapulco – www.acapulco.triangulodelsol.travel Mazatlán – www.gomazatlan.com !Metrics!SocialMention – www.socialmention.com Alexa – www.alexa.com Tweet Reach – www.tweetreach.com Fan Page Karma – www.fanpagekarma.com Like Alyzer www.likealyzer.com Tailwindapp – www.tailwindapp.com All My Plus – www.allmyplus.com Metricspot – www.metricspot.com
Reference Sources
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Developed by: Mijo! Brands!!Author: Elidee Hernández
Editing: Jorge Chávez
Consultation: Daniel Gómez !!!!!Tel: 01 800 838 62 82 / 222 9696 / 223 2837!US / CAN: 1 (415) 738 0520!!Para conocer más, visita nuestro Grupo en Linkedin sobre Destination [email protected]!linkedin.com/company/mijo-brands!twitter.com/mijobrands
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