Looking ahead for 2015 with Market Research, Sales and Marketing and Product Development

1. @gotobermuda #BTAsummit

2. @gotobermuda #BTAsummit

3. @gotobermuda #BTAsummit

4. @gotobermuda #BTAsummit

5. @bermudatourism #BTAsummit

6. GoToBermuda.com
Erin Smith
Research & Business Intelligence
Bermuda Tourism Authority

7. GoToBermuda.com
KPIs (Key Performance Indicators)
Management Metrics
(i.e.)
Sales Calls
Leads
Website Visits
CTR
Media Exposure
Organizational
Performance
Measures (i.e.)
Groups Booked
Room nights
Generated
Direct Spending
Generated
% of Demand
Generated
Packages Booked
ROI
Destination/
Market Performance
(i.e.)
Arrivals (#Visitors)
Direct Spending
Jobs Supported
Hotel Occupancy /
ADR
Visitor Satisfaction

8. GoToBermuda.com
Finding the Right Balance
• In 2013, for each $1 spent by cruise visitors, air visitors
spent $11
• Increasing air arrivals is essential to ensure the economic
success of tourism
• The average cruise visitor to Bermuda spends $124 on land
while the global average is $127

9. GoToBermuda.com
2014 Tourism Performance
Air Arrivals
Visitor Spending
Cruise Arrivals
Yacht Arrivals
Hotel Average Daily Rate
Hotel Revenue Per Available
Room

10. GoToBermuda.com
2015 Outlook
1,000
3,000
5,000
7,000
9,000
11,000
13,000
15,000
Room Nights Already Booked – All Types
2015 2014

11. GoToBermuda.com
2015 Outlook
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Individual (Leisure and non-group Business)
Room Nights Already Booked
2015 2014

12. GoToBermuda.com
2015 Outlook – Online Demand for Hotels

13. GoToBermuda.com
2015 Outlook – Online Demand for Air
• The average demand is
4,514 flight
searches/day
• The last two weeks
have seen a 41.5%
increase over the
previous four weeks

14. GoToBermuda.com
Targeting to Potential Visitors

15. GoToBermuda.com
Targeting Geographically
71%
13%
10%
2014 Online Demand
#1 New York City
#2 Washington, DC
#3 Boston
#4 Philadelphia
#5 Chicago
#6 Toronto
#7 Los Angeles
#8 Providence
#9 Baltimore
#10 Montreal

16. GoToBermuda.com
Targeting by Persona
Experience Seekers
• 36-50 years old
• Double income, no kids
• HHI $200K+, high disposable
income
• 6+ trips per year
• Immersive travel experiences
• Looks at reviews and
recommendations from
experts and friends
• Desired experience: Leisure,
Culture, me time
Adventure Seekers
• 25-35 years old
• Moving up in their career
• No family or very young
family
• HHI @ 100K+
• Millennials with disposable
income
• 6+ trips per year, 2-3 trips
around authentic experiences
• Active on social media,
spends time and money on
interests
• Desired experience: Culture,
adventure, motivation
Dream Tripper
• 51-65 years old
• HHI @ $150k +
• Couples traveling together,
sometimes with friends
• Lots of planning, includes tour
and package options
• 8+ trips per year, 2 vacations /
6 getaways including visiting
family
• Not highly engaged in social
media, loyal to associations
• Desired experience: leisure,
culture, storytelling
Go For It Families
• 36-50 years old
• HHI @ $200k +
• Kids are older and can engage at
the parents’ level
• Mom makes decisions
• 7+ trips per year, 2 vacations / 5
getaways
• Lots of travel centered on
activities
• Unique experiences, higher end,
creating memories matters most
• Desired experience: Leisure,
culture, adventure, excitement

17. GoToBermuda.com
Online Visitor Panel
• Online member community for past and current visitors to Bermuda
• Currently have over 5,000 who have joined

18. GoToBermuda.com
Current & Future Initiatives
• Research on Product/Experience gaps
– Transportation
– Beach experiences
– Nightlife/Entertainment
• Value proposition from the consumer perspective
• Growing Vacation Rentals Trend
• Integration of CRM (Customer Relationship
Management)
• ROI
– On-island events/experiences
– Sales & Marketing performance
• Service Standards benchmarking and measurement

19. GoToBermuda.com
Building a Network

20. GoToBermuda.com
Research in the Consumer Cycle
• Measure and analyze every stage in
the consumer cycle
• Dream – how and where do they get
ideas and inspiration for a vacation?
• Research – what are their habits
during the research phase and how
can we influence their decision?
• Book – where are they booking, for
how much and how far in advance?
• Experience – how was their
experience and what can we do to
improve it?
• Share – how are they sharing their
experience and what are they saying?
How can we encourage that?
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dream
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share
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book
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21. GoToBermuda.com
Victoria Isley
Sales & Marketing Strategy
Bermuda Tourism Authority@victoriaisley

22. GoToBermuda.com
Bermuda’s Position on the Brand Arc
Bermuda
Beaches
Cruises Narrow, defined
very loyal visitor base

23. GoToBermuda.com
22
number of websites
visited before
booking
GoToBermuda.com

24. GoToBermuda.com

25. GoToBermuda.com
258 month window for significant planning
Strategic Planning &
Creative Production
• Creative Strategy
• Creative Brief
• Creative Concepting
• Photo Shoots
• Video Production
• Scripts
• Media Planning
• Promotional Partners
• PR Pitching
In-Market with
Marketing
• Paid Media
• PR
• Activate Promotions
• Social Media • OTA Partnerships
• Airline Partnerships
• Tour Operators
• gotobermuda.com
• Hotel Partners
• OTA Partnerships
• Tour Operators
• Travel Agents
• Visitors Centers
• Collateral
• On-Island Partners
• Social Media
Stage 2
Stage 3
Stage 4
Stage 5
Select Destination
Hotel Search
Arrival
21 days
87 days
56 days
Stage 1
120 days
J( nc
dream research book experience
share
r
consumers

26. GoToBermuda.com

27. How do we want to make them feel?

28. GoToBermuda.com
Experience, Emotion,
Personal Connection
Content & Context
Retail Offers &
Activation
Need to Reverse the Message House
to Expand the Market

29. GoToBermuda.com
Bermuda’s Market Mix
Business
20%
VFR
15%
Leisure
65%
Air Arrival Market Mix
Business VFR Leisure
Business
40%
Leisure
60%
Hotel Market Mix
Weighted by Roomnights
Business Leisure
GoToBermuda.com

30. GoToBermuda.com
Paid
media
earned
media
social
platforms
owned
properties
incentives
content
Influencer engagement
advertising
owned
Sponsorships
Print
Online
OOH
Endorsements
Websites
Blog
Email
Visitors Guides
Tradeshow
Booths
Apparel
Sales
Fam Tours
Added Value
Partner Marketing
Sponsored
Distributed
Create
Curate
Build Trust
PR
Partnerships & Co-branding
Experiential Marketing
Events & Engagement
Advocacy & Loyalty
Celebrity
social
Facebook
Instagram
Twitter
Google+

31. GoToBermuda.com
BRAND &
EXPERIENCE
MARKETING
RETAIL OFFERS
& ACTIVATION
80%
20%
Messages into Marketing & Promotion

32. GoToBermuda.com
c
dream
(
research
n
experience
share
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book
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200 Million
Impressions

33. GoToBermuda.com
LEVERAGING LOCAL & INFLUENCER
TALENT FOR STORYTELLING

34. GoToBermuda.com
AFAR Overview
Concept: Proper Fun
Opportunity Summary: Bermuda Destination Guide depicting Proper Fun to live in
web/mobile with on-site promotion, custom videos by Afar writers; on site promotions
via carousel & banners; rich media unit with trip generator for Proper Fun trip, with
promotional giveaway at the end; giveaway for 6 sample itineraries to vote for your
favorite for a chance to win.
Print:
2x ROB (Nov/Dec & Jan/Feb), bringing content to life in a custom page, profiling
three experts and their “Proper Fun” recommendations (Jan/Feb 2015); 1/6P
promo unit in Jan/Feb issue
Video: 3x video cuts produced by Afar writers
Digital:
Sponsorship of the Bermuda Destination Page, Includes (3) pieces of custom
content with one seasonality refresh; Custom video highlights
Email:
1x Wanderlust eblast to 5,000 opt-ins, Newsletter Banner, Newsletter Partner
Post
Social: Four (4) Facebook posts and Tweets

35. GoToBermuda.com

36. GoToBermuda.com
2Xthe CTR of
Afar Advertisers

37. GoToBermuda.com
Travel + Leisure Overview
Concept: Bermuda Through My Lens
Opportunity Summary: Travel + Leisure will hand-select two (2) high-profile Instagram
photographers to spend a weekend on Bermuda and compile photography and content
to post on their Instagram feeds, combined with a 1-day takeover of T+L Instagram
page. These digital components will be combined with pages and spreadvertorials in
upcoming print issues.
Print: Dec – National FP4C
Native:
BTA Takeover of T+L Instagram page generated 33K+ likes, the most successful Instagram
takeover on T+L to date; Each Instagram photographer posted 5-7 images of Bermuda to
their unique and highly trafficked Instagram accounts
Digital:
Custom billboard unit (970x250 collapsible), featuring a slideshow of the Instagram images
captured by the talent, with a short description of each photo / travel recommendations.
Email:
(2) Custom eblasts with itinerary teasers for escape to Bermuda, 1,500 Travel Specialist
recipients. 1 ran 12/27, delivering 926 clicks, 10.08% CTR. Daily e-newsletter sponsorships
ran as added value 12/13 (66 clicks, .18% CTR) and 12/17 (203 clicks, .6% CTR)
Social: Custom Facebook (602K+ Fans) and Twitter (789K+ Followers) posts

38. GoToBermuda.com
Multiple Channels with Inspirational Content

39. GoToBermuda.com
“This might be my favorite
picture I've posted all year.
It's from a job I did for
@travelandleisure with
@bermudatourism. Really
an honor.” @joshjohnson
Highest
Performing
Instagram Takeover in
Travel + Leisure

40. GoToBermuda.com

41. GoToBermuda.com
Google/TruView/YouTube Overview
Concept: Tastemade Video Content Play
Opportunity Summary: In conjunction with Google’s MCN (multi-channel network), BTA
worked with an MCN partner to pen, produce and promote native content, in the form of
edit and video, through their network of followers. Tastemade, with 15 million
subscribers, is the suggested MCN as it not only has a strong, authentic following of
foodies, it also aligns with heavy lifestyle and travel content readers. Ultimately, 6
episodes were produced that will be promoted via TrueView and can be repurposed for
other BTA marketing.
Native:
6 custom, native content videos to be promoted throughout TrueView
network, along with use for BTA marketing purposes
Video:
BTA acquired 6 video components as part of the native content produced by
Tastemade
Digital:
Over 33MM promotional banners impression to run throughout TrueView
network as well as GDN with expandable, lightbox units

42. GoToBermuda.com
3 Producers, 6 Videos, 500K+ Views
Living in the Pacific Northwest it probably wouldn't have occurred to me to prioritize a trip to
Bermuda, but you've changed my perspective! All of this looks amazing! Bermuda just moved way
up the list of places to see. Thanks for sharing!
OMG I REALLY HAVE TO VISIT BERMUDA AND ITS CUISINE <3 ILY

43. GoToBermuda.com
British Airways Cooperative Campaign
December bookings
up 27%
Length of stay
increased by 1 night
(7.5 to 8.5)

44. GoToBermuda.com
Out of Home
Long Island Expressway (LIE) from JFK

45. GoToBermuda.com
Targeted, Efficient, Creative, Measured
Pink Sale In-Market Now
80%
•More effective media
buying
•Dynamic weather
messaging

46. GoToBermuda.com
•Landing page traffic
up 82.5%
•Booking pace
up 30%

47. GoToBermuda.com
478 month window for significant planning
Strategic Planning &
Creative Production
• Creative Strategy
• Creative Brief
• Creative Concepting
• Photo Shoots
• Video Production
• Scripts
• Media Planning
• Promotional Partners
• PR Pitching
In-Market with
Marketing
• Paid Media
• PR
• Activate Promotions
• Social Media • OTA Partnerships
• Airline Partnerships
• Tour Operators
• gotobermuda.com
• Hotel Partners
• OTA Partnerships
• Tour Operators
• Travel Agents
• Visitors Centers
• Collateral
• On-Island Partners
• Social Media
Stage 2
Stage 3
Stage 4
Stage 5
Select Destination
Hotel Search
Arrival
21 days
87 days
56 days
Stage 1
120 days
J( nc
dream research book experience
share
r
consumers

48. GoToBermuda.com
Pat Phillip-Fairn
Product, Experiences & Events
Bermuda Tourism Authority

49. GoToBermuda.com
Bermuda Product & Experiences Development
Stakeholders across the Tourism Value Chain play an important role in the
visitor experience
Developing relevant, unique Bermuda experiences helps create opportunities,
employment and entrepreneurs throughout the hospitality sector

50. GoToBermuda.com
Product & Experiences Development Strategy
• Increase Visitor spending & length of stay
• Attract visitors to the island
• Address seasonality
• Create Jobs
• Potential Media Exposure
• Provide Unique, “homegrown” Experiences
Re-focused, strategic
approach – priorities:
• Market-driven assessment for
funding visitor experiences
• Alignment with above priorities
BTA-supported
experiences must
demonstrate a return on
investment/experience

51. GoToBermuda.com
Strategy - “Product vs Experience”
Products:
•Tours
•Excursions
•Hotels
•Restaurants
•Etc.
Experiences:
•Execution, delivery around the
product
•Unique, differentiating Bermuda
•Perceived as providing great value
for money
•Personalized, connecting with the
visitor: “creating memories”

52. GoToBermuda.com
Product & Experiences Development Strategy
•Alignment with Bermuda’s target personas
•Appeal to new generation of visitors
•Gaps identified by BTA surveys, consumer research
•Customer expectations, satisfaction
•Leverage our unique blend of cultural assets:
•Our people
•History/heritage
•Food
•Natural environment
•Sustainability – not just events
Market-
driven,
customer-
led

53. GoToBermuda.com
Market-driven, Customer-Led
2013 Awareness Study - Online research methodology was used to
survey 1,500 high income respondents in five key East Coast US market
areas.
When you think of travel destinations you would like to go to, what
attribute influenced your choice most?
36.70%
16.90% 15.90% 15.20%
0%
10%
20%
30%
40%
Culture Beaches Activities Climate

54. GoToBermuda.com
Perceptions of Bermuda
Weaker attribute
scores on “good
value,” strong “hotel
brands,” “family
friendly,” and “new
things to
experience.”
Prime activities
respondents
associated with
Bermuda:
• swimming/time on the
beach
• snorkeling/diving/reefs
• boating/sailing/kayaking
Cultural activities
were much less
associated with
Bermuda, however,
are a very strong
attribute in the
decision making
process – big
opportunity!

55. GoToBermuda.com
Also recognize importance of growing "experiential
vacations" trend
• Unique, authentic experiences,
• Being immersed in local culture, meeting
locals and seeing the real destination
• Luxury travellers willing to pay more for
such a vacation - if they feel they are
getting value for money
Our target
personas are
craving:
• “Many travelers expect personalized experiences
while on vacation. Now people are seeking
tailored, customized tour experiences. Today's
traveler craves variety, from adrenaline-pumping
active adventures, to zen-like spa visits”
From a recent
Orbitz study
on top traveler
trends:

56. GoToBermuda.com
Strategy - Leverage Bermuda's unique assets
to build competitive advantage and highlight our authenticity
Physicalelements-PRODUCT
Emotionalelements-EXPERIENCE

57. GoToBermuda.com
Applying the Product Development Framework
New/Enhanced
Product
Consumer
Research:
target visitor
expectations
and decision
timelines
Product
Inventory and
Gap Analysis
Market
Positioning
Stakeholder
Engagement
for
Implementatio
n (public &
private sector)
Measurement:
potential
ROI/return on
experience
(visitor
satisfaction)

58. GoToBermuda.com
Applying the Framework: Results 2014/2015
Almost $2MM in targeted BTA investment for 73
new/enhanced experiences, including capital
support
23 totally new experiences, aligned with customer
desires, BTA goals
Arts, Culture, Sports focus + Signature Experiences
Overlaying America’s Cup opportunity
Continual measurement: ROI and ROE - customer
satisfaction

59. GoToBermuda.com
Experiences Highlights 2015 - New
Uncover the Arts series
Insiders Guide to Bermuda’s Cultural Treasures (Nov-Mar)
BHW 2015
Cultural celebration and “Bermuda-style” carnival for National Heroes Day weekend
Funworx Bermuda
Hydrobikes for water-based experiences
On D’ Rock Experience
New North Shore open-air venue featuring local food, entertainment and vendors
Shelly Bay Beach Amenities and Beach House Restaurant
Family-focused Bermuda-themed experience and tours
Plein Air Festival
Landscape painting experience for local and overseas artists
Taste of Bermuda
Dining experiences with local families

60. GoToBermuda.com
Pilot Gigs
Invitational six-oared rowing regatta
Bermuda Explorer - Authentic Bermuda Experience
Recreational, dining and cultural experiences with local families
Bridging Bermuda Railway Trail
Enhancing Railway Trail for runners, bikers, hikers, and eco-experiences
Blue Sky Flights
Aerial tours showcasing Bermuda’s eco-focused attributes
The Bermuda Hibiscus Gardens Trail
Eco-themed, nature-based tour
Soma Sailing
Personalized yacht charter sailing and tours through Bermuda’s hidden coves
2016 Viper North Americans
High-performance one-design dingy regatta
Experiences Highlights 2015 – New

61. GoToBermuda.com
Experiences Highlights 2015 – Sport
Bermuda Marathon Weekend (Signature Experience)
International running event
Bermuda Triple Challenge
A three day weekend obstacle course series
Bermuda Open Golf
Invitational Golf Tournament
Futsal Invitational 2015
International Indoor Soccer invitational
Bermuda Open Volleyball
International team tournament
Kitty Michael International Golf Tournament
Women’s International Invitational Golf Tournament
Marion – Bermuda Yacht Race (Signature Experience)
Invitational open water race from Marion, Massachusetts to Bermuda
Bermuda Fly-fish Invitational
Open water fly-fishing tournament
Bermuda Golf Association
Season long scheduled of golf events

62. GoToBermuda.com
Experiences Highlights 2015 – Signature (Sport)
Bermuda Marathon Weekend
International running event
Bermuda Triple Crown
A series of four Sport Fishing Tournaments
Marion – Bermuda Yacht Race (Signature Experience)
Invitational open water cruising race from Marion, Massachusetts to
Bermuda
Argo Group Gold Cup 2015
International Match racing Tour Sailing regatta
World Rugby Classic
8 nation world cup of Classic Rugby

63. GoToBermuda.com
Experiences Highlights 2015 – Arts & Culture
Chewstick Hubie’s Nights
Celebrating local entertainers and legacy of legendary Bermuda
entertainment hub
Late Nights @ BNG
Fusion of art and entertainment at the Bermuda National
Gallery
City Food Festival
Celebrating Bermuda’s culinary offerings
International Town Crier Competition
Featuring 25 town criers from Bermuda and overseas
Cup Match Summer Splash (M)
Series of events and entertainment around the Cup Match
holiday
Bermuda Fashion Festival
Hamilton-based fashion events, partnered with New York
fashion cruise

64. GoToBermuda.com
Re-purposed Experiences, Aligned with Market
Trends
Revised and updated to reflect customer-led strategy, long-term
goals, e.g.
• Bermuda-inspired menus to highlight food culture
• Extended customer engagement, exposure online
Restaurant Weeks
• Collegiate-level sports teams for spring training
• Pilot programme with nine NE US golf teams in March
2015
Sports Spring Break
• Themed water trails to providing fun, authentic,
educational experiences while leveraging business
opportunity for local tour operators
Bermuda Water Trails

65. GoToBermuda.com
What's In it for You?
Be a Hero - channel your guests to Bermuda’s diverse
activities, events - add further value to Bermuda
experience, increase repeat visitors
Tailor our strategy for yours - apply our strategy to
your experiences, leverage the best of Bermuda
Partner with BTA - to offer new experiences, we're
open to ideas!
Use our data - look out for BTA
outreach/updates/lunch & learns on experiences, to
extend value for your own offerings
Engage! Contact us with questions, comments, ideas
on experiences@bermudatourism.com

66. GoToBermuda.com
Thanks for Your Attention
GLAD to see
you!
We’d LOVE
to hear from
you
We’re a
COLOURFUL
bunch
TIME to get
to work!