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