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Buildingexperiences LIVETHELEGEND: BUILDINGEXPERIENCES Live the Legend: Building Experiences A publication by the Peru Exports and Tourism Promotion Board ©PromPerú Hecho el Depósito Legal en la Biblioteca Nacional del Perú N° 2009-11886 First edition – September 2009 Edition and Graphic Design: Toronja Comunicación Integral www.toronja.com.pe Photos PromPerú Archive: Enrique Castro-Mendívil, Eduardo Cayo, Luis Gamero, Fernando López, Inés Menacho, Mayu Mohanna, Pilar Olivares, Aníbal Solimano, Gihan Tubbeh, Talía Vargas, Luis Yupanqui. Prepress and printing Enotria S.A. All rights reserved. Total or partial reproduction of texts, graphics or photos from this book by any means is prohibited - except for brief excerpts for reviews or quotes, provided the sources are quoted - without express written authorization from PromPerú. Any illegal act against intellectual property rights regarding this publication shall be denounced, pursuant to Legislative Decree 822 (Copyrights Act) and the international laws that protect intellectual property rights. LIVETHELEGEND: BUILDINGEXPERIENCES 2-3 THEPERUEXPERIENCE CONTENTS PART 1 THE NEW TOURIST: THE EXPERIENCE SEEKER 6 • World tourism and the new market trends 7 • The new tourist 8 • Peru’s tourism positioning in the world 12 • Our main strength: authenticity 14 PART 2 CLASSIFICATION OF THE EXPERIENCE SEEKING TOURIST 16 • Potential clients and target group 17 • Consumer grouping 20 PART 3 LIVE THE LEGEND: 8 KEY MOBILIZERS 22 • Transforming our tourism offering into experiences 23 • Associations with Peru’s image 24 • What are the 8 key mobilizers identified in Peru? 24 PART 4 BUILDING EXPERIENCES: THE “PERU, LIVE THE LEGEND” CAMPAIGN 28 • Market analysis 29 • Communication strategy: from the product to the experience 30 • Campaign objectives 32 • Evaluating prototypes for the new campaign 34 • Selecting the slogan for the campaign 34 • Topics / destinations used in the campaign 34 • Mass media used in the campaign 34 • Transforming products into experiences 36 • Guidelines used in the campaign which you may apply to incorporate the experiences to your business or company 41 PART 5 TOOLS FOR POSITIONING EXPERIENCES 42 • Creating a competitive offering 44 • The promotion of experiences and the 8 key mobilizers 44 • Promotional material 49 • An image is worth more than a thousand words 50 • The colors of promotional material 52 • Media advertising 53 • Improving the webpages 54 • Preparing a digital presentation 54 • Tour packages and their benefits 54 PART 6 FINAL RECOMMENDATIONS 58 4-5 The potential of Peru as A tourist Besides being more informed about the modern-day tourists. PRODUCT IS ONE OF THE LARGEST IN THE destinations they choose to visit and demanding world. However, it currently has to quality services and infrastructure, today’s Thus, public and private tourism organizations, meet the challenges of A changing tourists look for traveling experiences that together with tour operators all over the country AND increasingly COMPETITIVE MARKET. stimulate their senses, change their lives and will form a team aimed at preparing a unified favor their self-realization. proposal, built on the same criteria. Market research conducted by the World Tourism Organization (UNWTO) and other In this document, PromPerú presents in a We also believe this is a great opportunity to prestigious consulting companies, such as practical manner the way it is developing its modernize and standardize our tourism industry Euromonitor and FutureBrand, show that current promotional proposal: “Peru, Live the in line with the latest world market trends. tourists are not the same as they used to be Legend”, aimed at directing the development of These are the topics we want to address and years ago. an efficient tool to contribute to the positioning share with you: of experiences as an added value offered to INTRODUCTION •Tourist market segmentation analysis • Analysis of Peru’s new tourism PromPerú is convinced that teamwork is the based on the “travel motivation” promotion campaign and the only way of presenting a sustainable tourism variable. incorporation of new market trends. offering and consolidating Peru as one of the world’s finest travel destinations. • Analysis of the association between • Definition of the process for Peru’s tourism offering, and the needs transforming the traditional offering and wishes of the experience seeking into an experience offering. tourist. • Presentation of a toolkit that • Grouping the country’s offering will enable you to handle modern according to the experience seeker’s marketing and communication tools needs and preferences. aimed at benefiting tourism companies PromPerú and businesses. The Peru Exports andTourism Promotion Board 6-7 PART 1 THENEWTOURIST: the experience seeker The overall purpose of this chapter is: • To offer a current overview of the world tourist market, of the new experience seeking tourist and of the position occupied by our country in such segment. • To analyze the tourist market segmentation based on the “travel motivation” variable. WorlD Tourism AnD ThE new mArket TrEnDs The way of doing tourism has changed over the past few years. Market saturation and the proliferation of new destinations have awakened in tourists an eagerness for new experiences and emotions. Tourism, understood as the simple fact of traveling to a more or less interesting destination, has evolved towards more complex forms of recreation and relaxation. Today’s tourists are more sophisticated and difficult to please; they want more and, that is why in their trips they seek unique experiences that stimulate their senses. Recent research conducted by specialized firms such as Plunkett Research, Ltd.1, coincide in pointing out that experiences are the axis of the new trends in the world tourist market, under the premise that even the simplest activity may be transformed into an unforgettable experience for the tourist, depending on how it is presented. 1 Plunkett research, ltd. “Travel, Airline, hotel & Tourism industry Trends”. september, 2008. <http://www.plunkettresearch.com>. 8-9 Part 1. The new tourist: the experience seeker Proof of that is that cultural destinations, Witnesses • Has an income higher than average. such as Peru, which have a great potential to offer experiences, are showing a noticeable “We are trying to escape the ordinary in • Is a natural born leader looking for growth2. order to experience something very different experiences of which can boast of from our daily life”5. in his social circle. Between 2000 and 2007, these destinations Thomas Clark, united states increased their sales values by 51% in • Isaware of brands and communication average3. “What moves us is the wish to discover a styles. Authenticity appears as a country on our own and experience something key component in their recall of a authentic, impressive and wonderful which particular destination or brand. The key: sell experiences, not surprises us with the unexpected”6. destinations saki Anzu, Japan • Prefers long trips and does not mind spending more money. Experiencies are key for innovating What is the new tourist like? tourism businesses. They have the • Is not materialistic and purchases capacity of creating indelible memories • His or her values, attitudes and things guided by an ethical and in the tourist, which helps to build loyalty motivations in life are aimed social equality spirit. to our products and give an added value at acting and not to be a mere in the competitive tourism market. The observer. • Is aware of the impact of human simplest way of building experiences is beings on the environment and, learning to play with images, sounds, • Is aware of what is going on around therefore, prefers activities and aromas and flavors. and in the world. products that do not harm it. • Has a higher education, broad cultural What is the new tourist looking for? background and open mind. • To learn about other cultures and ThE new TourisT • Is motivated by the opportunities their history. for his or her personal development and self-realization. • To discover and educate Currently, tourists are not longer happy with themselves while traveling. just visiting a monument and taking some • Although is not an expert, is able pictures. They give greater importance to to master a broad range of topics. • Opportunities that help them grow what they feel, the emotions generated in as a person and achieve their goals. them by a given place or activity, and to the • Has a positive attitude, is curious, memories they will keep when their trip is cheerful, and enjoys life. • To live the “daily life” culture, over and they return home. In other words, participating in the activities of the tourists are looking for travel experiences4. • Is not afraid of challenges. people and the place visited. “Even the simplest activity may be transformed into an unforgettable experience for the tourist”. 2 united nations World Tourism organization (unWTo), “international Tourism outlook 2008”. 3 FutureBrand. “Country Brand index 2007”. 4 Tourism Australia. “research and statistics”. <http://www.tourism.australia.com>. 5 Cramqiq Group international. “Focus group para percepciones de la marca”. <http://www.cramqiq.com>. 6 ibídem. Parte 1 Perú, país de oportunidades • To meet physical, mental and • The pleasure which experiences emotional challenges in order to grow. give to their senses. • To interact with people, make How does the new tourist choose where friends and become related. to travel? Characteristics of the tourists
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