LoveDestinations Model by Nicolás Barboza

TOURISM MARKETING

by Nicolás Barboza

Confidential m

aterial. All rights reserved to Nicolás Barboza C

onsultant®. 2014 - Barcelona, Spain

The LoveDestinations model

Photo by Tim McKenna®

TOURISM MARKETING

The LoveDestinations model who am I?I’m a Marketing Professional dedicated to the tourism industry. I have successful international experience in marketing strategy conception and tourism brand building. After many years of studying the decision making process, I have developed a whole new model for tourism marketing: The LoveDestinations model ® and I want to share it with you.

+ Master’s Degree in Marketing and Sales Management + Business Manager + French Polynesia and exotic+ Tourism marketing consultant + Consumer behavior researcher + Specialist in ‘millenials’ Marketing

by Nicolás Barboza BARCELONA, SPAIN - 2014

“

Marketing Consultant.

This model is a innovative way to understand tourism marketing. Developing destinations as brands is just the first step in a long road for passengers attraction and seduction. !The key of this new way of defining the touristic strategy is to recognize the importance of the emotional connection with passengers. !People are changing the way they chose destinations. They seek LoveDestinations. Is your destination ready for this challenge?

LoveDestinations

The

model

®

Bora Bora Pearl Beach. Photo by Pearl Resorts®

LoveDestinations

The

model

®

It’s a place that makes us dream. It’s a deep desire, a longing in our hearts. The trip of our lifetime. A destination that seduces us, that makes us feel special. A destination capable of creating an emotional connection, and lets us feel close even if it’s far away. !

A place that makes us fall in love.

Love = Sensuality + Passion + Intimacy

Tehahupoo, Tahiti - Photo by Tim M

cKenna®

LoveDestination?what is a

And why you should care about this.

ATTRACTION&LOVE

I want to visit this place

I dream with living this

a LoveDestination is irresistible.

“

a destination is attractive

Bora Bora- Photo by Tim M

cKenna®

There are two variables to consider when building amazing destinations

There’s a line that divides ‘

‘the trip of your lifetime

This line is Only LoveDestinations

can make us dream.

The destination product has been conceived as a mix of programs, packages, people and physical product. This place is ATTRACTIVE.

“

Bora Bora Pearl Beach. Photo by Pearl Resorts®

LoveDestinations vs

Destinations

Information vs Relationship Recognized vs Loved Generic vs Personal

Statements vs Love Stories Quality vs Sensuality

Symbols vs Icons Attributs vs Mystery

Values vs Spirit Professional vs Creative

Image vs Personality Desired vs Dreamed

Clients vs People Trip vs Experience

Rational vs Emotional Satisfies vs Delights

Multimedia vs Transmedia Spectators vs Participants

!!!!!!

All you need is Love All you need is Love - Love is all you need - All you need is Love Love is all you need -

All you need is Love - Love is all you need - A

ll you need is Love

how does this model work?

Both variables, Physical attraction and Love, give us 4 types of destinations.

Love

Physical attraction

LoveDestinations

Trendy destinations & Unprepared destinations

Generic Destinations

Attractive Destinations

High Love + High Attraction

High Love + Low Attraction

Low Love + High Attraction

Low Love + Low Attraction

This model is an adaptation for tourism from Kevin

Roberts’ model for brands: Lovemarks. Lovemarks

are based on love and respect.

Learn more about this successful model on

www.lovemarks.com

Physical attractionPhysical product: Facilities - Transportation - Attractions - Reputation Programes: Events - Festivals - Activities Performance: Visitor mix - Quality - Service - Community - Trust Packages: Offers

no Physical attraction, no LoveThe recognition of physical attraction has to be earned with hard work, strategic planning and destination management efficiency. For being loved, a destination has to be respected and perceived as attractive first.

First comes attraction, then comes love.

Le Meridien Bora Bora . Photo by Le M

eridien®

LoveDestinations

The

model

®

Love

LoveDestinations

The

model

®

Earning love is much more difficult than building attraction. Destinations must have a capacity for seducing people, transmitting passion and creating intimate relationships with them. It’s all about creating an emotional connection with people, rather than selling to passengers.

Passengers are people

For being loved, destinations must have a soul.Sensuality: sensory experience Passion: dreams - inspiration - mystery Intimacy: commitment - empathy - belonging !

Taha’a Island. Photo by Nicolás Barboza.

EASTER ISLAND (Chile)*

!+ High Sensuality

+ High Passion

+ Average Intimacy

!- Low Physical product

- Low Programes

- Low Performance

- Low Packages

Trendy or unprepared 4 types of destinations

High Love / Low Physical attraction

Destinations that are able to generate love, but its lack of physical attraction turns this love into something fleeting. They have some occasional love generators, but they need to work on their destination management first. Trends are cool places, but are they going to last? Unprepared destinations have good potential, but they don’t have the right touristic management.

*Example only. Destinations classification it’s up to your target travelers. Love and Attraction are both given by people.

destinations

Easter Island. Photo by Nicolás Barboza.

SALOU (Spain)*

!- Low Sensuality

- Average Passion

- Low Intimacy

!- Average Physical product

- Average Programes

- Low Performance

+ High Packages

Generic destinations 4 types of destinations

Low Love / Low Physical attraction

Destinations that we need, but don’t desire. We may even don’t enjoy the whole experience, but they are convenient because of their price, their location or traveler’s habits.

Photo by unknown photographer

*Example only. Destinations classification it’s up to your target travelers. Love and Attraction are both given by people.

RIVIERA MAYA (Mexico)*

!- Average Sensuality

- Low Passion

- Low Intimacy

!+ High Physical product

+ High Programes

+ High Performance

+ High Packages

Destinations 4 types of destinations

Low Love / High Physical attraction

Most of your competitors are just destinations. For the last decades they have spent their budgets on developing their physical attraction, but they risk becoming insipid destinations. If they don’t develop love, they will be replaced by LoveDestinations.

Photo by unknown photographer

*Example only. Destinations classification it’s up to your target travelers. Love and Attraction are both given by people.

BORA BORA (Polynesia)*

!+ High Sensuality

+ High Passion

+ High Intimacy

!+ High Physical product

+ High Programes

+ High Performance

+ High Packages

Love Destinations 4 types of destinations

High Love / High Physical attraction

Destinations that let us be part of a dream.

Photo by Tim M

cKenna®

*Sample only. Destinations classification it’s up to your target travelers. Love and Attraction are both given by people.

SensualityHow to create love !

We are seduced through our senses, so a destination has to create sensory experiences. !Hearing: sounds and music. Sight: colors, shapes and contrasts. Scent: smells and perfumes. Touch: textures and finesse. Taste: gastronomical offer. !

A sensual destination will stimulate people’s emotions.

Photo by Tim M

cKenna®

PassionHow to create love !

Phot

o by

Tim

McK

enna

®

As humans, we are moved by passion. We cannot resist nor change our passions. So a destination must transmit a passionate personality. !Build a DREAM (stories - heritage)

INSPIRE dreamers (icons - insights) Let MYSTERY surround the inspired dreamers (myths - intrigue) !

We decide with our heads, but we fall in love with our hearts.

IntimacyHow to create love !

Phot

o by

Tim

McK

enna

®

Listen, understand and build an experience, but never sell a trip. Sales must be replaced by intimate relationships with our travelers. !Destination ambassadors must find the passenger’s place within the destination by a deep comprehension of its aspirations. This can only be achieved by EMPATHY.

Creating this SENSE OF BELONGING will be essential for our dreamers.

The destination assumes the COMMITMENT of making the dream come true. !!Destinations must enter traveler’s most intimate place, their hearts.

Photo by Tim M

cKenna®

Making people fall in love with your destination is the way to improve your product and increase your business

is your destination sensual? does it transmit passion?is it sold with intimacy?

Loveis all you need.

Millenials Traveling

This new generation of travelers have completely different values from its predecessors. Destinations have to adapt to these new passengers.

People between 18 and 29 years old

Photo by unknown photographer

Brand loyalty|Hiper-connected |’Sharing opinions’ attitude |New experience seekers|More informed and more international travelers |

The best way to understand millenials is to be one of them.“

Although the Millennial generation isn’t the core customer group of airlines, hotels, and travel companies today, it will be in five to ten years, when Millennials enter their peak earning, spending, and traveling years.

And what about your travelers? !

TOURISM MARKETING

The LoveDestinations model my proposal

Let’s apply The LoveDestinations model ® to your destination and make it a successful business for your company and an incredible experience for your visitors.

Applying this model requires a 4 step process:

by Nicolás Barboza

“

Tourism brand building.

INSIGHTS EXPERIENCES COMMUNICATION AMBASSADORS

EMOTIONAL CONNECTION

LoveRESE

ARC

H

CRE

ATIV

ITY

BRA

ND

&IM

AGE

PEO

PLE

BARCELONA, SPAIN - 2014

Sensuality Passion Intimacy

WORKING AXIS

Research is the source of traveler’s

InsightsRESEARCH Deep study of our experience seekers. Understand their motivations, and their mindset. First, we must listen. They are giving us the key to connect with them.

Photo by Tim M

cKenna®

DATA

A

NA

LYSI

S M

ARK

ET F

OC

US

OBS

ERVA

TIO

N

Discover

Tourism is not about traveling, it’s about creating

Expe

rienc

es CREATIVITY We have to create,

design and explore the experiences around your destination. This will give

meaning to the trip, so we’d better plan

something memorable.

Photo by Tim M

cKenna®

EMO

TIO

NS

ADV

ENTU

RE

LIFE

TIM

E SE

DU

CTI

ON

Create

Before being travelers, people are dreamers. Therefore,

Comm

unication

BRAND&IMAGE We need to show the

world that there’s a place that is changing

the way we travel. We need to let them

know us, and let them love us.

Photo by Tim M

cKenna®

Re-imagine

PERCEPTIO

N

AWA

RENESS

PERSUA

SION

IN

FLUEN

CE

Am

bass

ador

s

People that work with LoveDestinations must love their product first. There are no salesmen, only brand

PEOPLE The Destinations

Ambassadors that are going to tell our story must be well

prepared. Achieving intimacy with travelers is not easy

nowadays, so we must train our team to be prepared for

this challenge.

Photo by Tim M

cKenna®

Train

LIST

ENER

S PA

SSIO

NAT

E ID

ENTI

FIC

ATIO

N

ENG

AGEM

ENT

Neuroscience has demonstrated the importance of emotions in our decisions. Our rational brain is only one player in this process, and we will convince it with the physical attraction. The second player is our emotional, intuitive brain, which we’re going to seduce and make it love us by applying the LoveDestinations model. !Emotion is the key for choosing destinations, and emotional connections have become not necessary, but essential. So, let’s build this connection through love.

LoveDestinations

The

model

®

Paul Gauguin: “Fatata te M

iti”

TOURISM MARKETING

The LoveDestinations model

CONTACT ME by email: [email protected] by phone: +34 644 275 097

The LoveDestinations model®Operations Center in Barcelona, Spain. Every photograph used in this presentation has its credits on the right side of the page.

Lest’s work on your destination

Photo by Jordi Folch

Nicolás BarbozaMillennials, we are more sensitive to changes. Consuming is about to suffer a new revolution. You need millennial dna in your company to adapt your business to this new wave of marketing.

Nicolás Barboza