The president of the Tenerife Cabildo, Pedro Martín, has announced that the island has begun the largest intelligent promotion of the destination through the analysis and cross-checking of data from its history. He said that it is a broad campaign through Turismo de Tenerife, that covers a total of five European markets - the UK, Germany, France, Spain and the Nordic countries - and that "it comes at a key moment for our destiny when Boris Johnson has announced that our main issuing market will reopen in the next few weeks, something that we are already seeing in an increase in reservations, "he added.
Martín insisted that this campaign aims to increase the competitiveness of the destination, which represents "a notable leap in its positioning, and will allow us to position ourselves in a privileged place during Amadeus searches and reservations of those profiles to which we are interested in attracting, at a time when, in addition, the rate of vaccination is being favourable, both in the issuing countries and on the island itself," he said.
He reminded that the new Tenerife Tourism strategy is focused on inspiring visitors who maybe don’t know the island, who are looking for something more than the sun and the beach; for those who want to discover a diverse destination, due to its nature, its skies, culture, heritage, and its wide range of leisure activities.
"For this reason, the objective will be to appear in the searches of this type of visitor, during the search process for their next holiday, through digital portals such as Destinia, eDreams, mytrip.com or vliegtickets.be", he stated.
Martin explained that the destination "already uses data from this platform, analyzed through Amadeus Destination Insight, to monitor demand and find out how the results of competing destinations, both emerging and traditional, are working and how ours is too".
He said that “now is the time to go one step further, within what the island is taking in its marketing plan as a smart tourist destination." He added that this data "will be the basis through which promotional campaigns aimed at specific audiences will be launched, with multiple message formats tailored to the different segments of travellers. It is about looking for the ideal format that inspires and attracts you, based on your preferences," he added.
The CEO of Turismo de Tenerife, David Pérez, assured that the process will consist "of capturing users in the inspiration phase, when they are still not sure of their destination and are searching among multiple competing destinations", adding that the other big difference with respect to all the campaigns that have been done previously, is that "we will know exactly the impact on searches and on ticket purchases to come to Tenerife."
Similarly, Pérez specified that the campaigns will not be static. "They will be reviewed and optimized regularly based on the results obtained and incorporating the most recent search and reservation data, all in order to promote trips to the island, both in high season and at other times of the year".
The managing director and product manager of Travel Audience, Arialdo Piatti, a company that collects search and reservation data through the Amadeus group, explains that "Tenerife has participated with great success in the establishment of travel corridors to many countries Europeans, as long as it has been safe to do so. Adopting an existing data-driven approach to campaigns targeting the travelling public will allow you to increase the number of visitors this year, as well as reactivating the tourism sector in a responsible way, a key factor to regain the confidence of travellers throughout 2021 and for the future."
