the island routes operation - sandals cdn€¦ · • aaa northeast expo • liberty travel expo...

ISLAND ROUTES The

operation

• The Island Routes Story • Product Development • The Booking Process • The Guest Experience • Marketing Presence

ISLAND ROUTES operation

A MISSION At Island Routes Caribbean Adventures, our sole purpose is to provide unique, breath taking, authentic experiences that people will remember for the rest of their lives. We’re Caribbean born and bred and immensely proud to share the natural resources and beauty of the region we call home. We want people to experience our world the same way we do. Our company ethos is and we use this as our guiding light in the way we conduct our business. Whether it’s our commitment to delivering an exceptional level of service or ensuring the highest safety standards are always surpassed, our team of Caribbean nationals do it with smiles on their faces and fun in their hearts.

We’re on

In 2009, Island Routes Caribbean Adventures was born. Launching in just one destination – Jamaica. Rapid success and expansion allowed the company to expand in to 10 Caribbean island within 5 years and we launched our most recent destination, Mexico, this year. Our focus is to expand our product offering across the region while strengthening the existing partnerships that we have created!

HOW WE BEGAN

Island Routes Caribbean Adventures handpicks only the best of the best brag-worthy experiences

from across the Caribbean.

We thrive on building strategic business alliances with our certified partners,

which result in the creation of

OUTSTANDING CUSTOMER EXPERIENCES Backed & Supported by:

Strong technology infrastructure Efficient logistics Competent & experienced management Industry know-how & Best Practices

WHO WE ARE

12 Countries, 17 Resort Destinations & 13 Cruise Ports

WHERE WE ARE

destinations

• 2009

destinations

• 2010

destinations

• 2011

destinations

• 2012

destinations

• 2013

destinations

• 2016 3 5 8 7 11 12

WHO ARE OUR GUESTS

0

20

40

60

80

100

under 40 41 - 64 65 or overUS Canada Other

AGE SEX LOCATION

From a recent survey conducted across our destinations we discovered that our guests are:

60% 40% male

female

of our guests say that “the experience” is the most important factor when considering to do a tour 30%

WE ASKED GUESTS TO TELL US WHAT WAS IMPORTANT TO THEM WHEN CONSIDERING TO DO AN EXCURSION…

Peer Reviews

Convenience

Trusted brand

Customer service

Safety

Value for money

The experience

WHO ARE OUR GUESTS

WHO ARE OUR GUESTS WHAT IS IMPORTANT TO THEM IN GENERAL? • Technology

- 70% say they need fast, easy, timely access to information

• Wanderlust

- 77% of millennials say meaningful experiences are more important than wealth/ fame

• Social Media

- 96 hours per month are spent on social networks - They love to see new places and want to share and brag about it to friends

• Peer-reviews

- 68% won’t make a major decision without running it by their network first

500+ unique Tours & excursions and growing

Over 115 Partnerships with small to large tour

operators across the Caribbean

Continuously developing new and exciting experiences (over 60 built so far this year)

THE ISLAND ROUTES DIFFERENCE

We pride ourselves on our partnerships with only the most reputable tour partners

throughout the Caribbean

PRODUCT

PRODUCT

Systems

Legal/Risk

Sales

Marketing Accounts

Call Centre

Tour Operators

More centralized unit with a focus on all things product: 1. Development

2. Monitoring/Auditing

3. Communication/Distribution

4. Training

PRODUCT

How long does it take to build out a tour? • On average 7 days for existing* partners

*Given that all information is provided correctly upon submission

Tour Submission

Requirements & Audit Contract System

Build Out Distribution Training

1 2 3 4 5 6

PRODUCT development

REQUIREMENTS Product development

1. TOUR OPERATION DOCUMENT (TOD) • Lists all the pertinent details of a tour

• More accurately & effectively market the tour • Representing your product accurately • Sales agents easily access tour operation details

2. PUBLIC LIABILITY INSURANCE

• To ensure proper coverage for our mutual guests in the event of an incident • Established limits advised by our Risk Department based on the type of tour

and the risks involved

3. RETAIL & NET RATES

4. GOVERNMENT AND/OR REQUIRED OPERATING LICENSES 5. BUSINESS REGISTRATION 6. KEY CONTACT DETAILS 7. PRODUCT IMAGERY How are these images utilized?

• Island Routes website • Social Media platforms • Marketing collateral • E-blasts, online remarketing ads

REQUIREMENTS Product development

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING

10 categories have been identified with some critical sub-categories

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: ANTIGUA

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: GRENADA

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: BARBADOS

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: TURKS & CAICOS

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: ST. LUCIA

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: NASSAU

CATEGORIES Product

1. ECO ADVENTURES • Zip line

2. MOTORIZED LAND 3. BOAT TOURS

• Fishing • Catamaran

4. ANIMAL LIFE • Horseback

5. CULINARY 6. MARINE LIFE

• Snorkelling • Animal Encounters

7. CULTURAL / SIGHTSEEING 8. GOLF 9. TRANSPORTATION 10. SHOPPING Product gaps identified in: EXUMA

PRODUCT AUDITING • Conducted prior to each tour being listed and annually thereafter • 100 point check list:

– Transportation – Condition and quality of the facility and/or equipment – Food Safety – Safety of the facility and/or equipment and health & safety procedures – Licenses – Tour Guide Experience – Customer Experience

• Why do we do this? To ensure we are consistently delivering the highest quality experience

PRODUCT auditing

PRODUCT UPDATES • Tour operational details such as:

– Days of operation – Inclusions – Stop sells – Blackout dates – Discontinued tours

• Changes should be communicated to

product@islandroutes.com

PRODUCT distribution

PRODUCT TRAINING • Coordinate with partners to conduct product training sessions to

ensure our Sales Agents are equipped with adequate knowledge to feel confident when selling tours – Familiarization Trips – Remote training (Skype) – On-site training

PRODUCT training

BOOKING The

process

BOOKING process

CE

RT

IFIE

D

PA

RT

NE

RS

FREE-SELL

TRADE PARTNERS

UPDATES IN THE PIPELINE: Unique portal for each partner: • Manage and update tour details • Manage available inventory • Monitor all tour bookings

• Booking date • Tour date • Status i.e. confirmed, pending etc.

process BOOKING

SERVICE customer

Proactively solicit guest feedback

Our Goal is to respond to all negative experiences within 24 – 48 hours Launching a new customer service system that will allow for us to more

accurately and effectively monitor and track customer service issues

GUEST experience

48% of respondents said that customer service is the most important factor when considering to do a tour

MARKETING exposure

GLOBAL Marketing presence

MARKETING goals

EVENTS & TRADESHOWS The perfect way to engage with our adventures

CAPTIVATING ADVERTISING Allow guests to envision their vacation and be open to endless possibilities

EMOTIVE ONLINE CONTENT Online and social media content with emotional appeal

EXPERTIENTIAL EXPOSURE First-hand exposure to our adventures for media, key influencers and our team.

Metro Canada Circulation: 1.8 million

Liberty Travel & GOGO Vacations Ad 170+ Liberty locations, 40+ GOGO locations

Porthole Magazine Circulation: 500,000

ADVERTISING International Campaigns

Sichuan International Travel Expo in China Circulation: 5 million

Dreamscapes Circulation: 250,000

Air Canada Vacations Circulation: 1,530,000

Caribbean Voice (USA) Circulation: 34,087

ADVERTISING International Campaigns

American Way (AA) Circulation: 197,340,801 Southwest: The Magazine (SWA) Circulation: 138,000,000

Adventure Island Magazine Circulation: 25,000

Jamaica Travel Channel Circulation: 300,000

Montego Bay Airport Wall Wrap Impressions: 4,000,000

ADVERTISING In-Destination Campaigns

ONLINE www.islandroutes.com • Over 50,000 unique visitors every

month

• 50% increase in pre-booking YTD

• Bold, captivating imagery brings each experience to life

• Promotes each island as a unique destination

ONLINE Digital Marketing

Page Specific Key Words

Adwords

Link building Remarketing Ads

Organic Search

YouTube Ads

ONLINE E-mail Marketing • Twice monthly messaging and

promotional e-mails

• TRADE: a targeted database of 40,000

• CONSUMER: a targeted database of 150,000

PR Media Opportunities NATIONAL PUBLICATIONS (US / UK) • The Mirror (UK) – circulation 6,351,331 • National Geographic, Intelligent Travel • – circulation 500,000+ • USA Today – circulation 2,301,917 • Yahoo Finance - circulation 52.3 million • enRoute – circulation 1,530,000 • US Weekly – circulation 1,963,995 • Cosmopolitan – circulation 5,737,032 • The Sun (UK) – circulation 2,850,990 • U.S News - circulation 18,396,687 • Mailonline.co.uk – circulation 42,488,171

PR Media Opportunities RADIO REMOTES • Live interviews to promote tours &

destinations • 6 U.S. Multi-Station Radio Remotes • Minimum reach of 20 key U.S. markets, • Average of 15 million listeners!

TRADE PUBLICATIONS • Travel Pulse - +110,000 monthly unique users • Vacation magazine – circulation 300,000 • Caribbean Journal – circulation 66,560 • Recommend Magazine – circulation 48,379 • Travel Weekly – circulation 460,796 • Conference & Incentive Travel – circulation

100,000

EVENTS And Tradeshows

Yearly attendance at 15-20 top tier shows and monthly attendance a local trade shows all across North America including: • New York Times Show • Chicago Travel & Adventure • Boston Globe Show • AAA Northeast Expo • Liberty Travel Expo • CHA • JAPEX • Romance Travel Forum • Golf tournaments (Latin America, US &

Canada) • White Affair JTB “Star awards • Home Based Travel Agent Conference • Cruise Planners Convention • Cruise shipping and Cruise 3 Sixty

Cruise Trade shows

SOCIAL media TOTAL REACH: 140,000 PEOPLE 53,259 followers

52,000 followers

30,000 followers

3,000 followers

Example of partnership with celebrity and key

social media influencer @marcusscribner

THANK YOU! Questions?