Weronika Czekaj
Tenerife Tourism Corporation, responsible for the promotion of the island, deploys data-driven advertising and insights to attract new visitors while travel recovers
July 12, 2021 – For many destinations, promoting and reactivating travel in a responsible way has been a tricky path to navigate throughout 2020 and 2021. Local and national lockdowns, the opening and closing of travel corridors, and other restrictions on travel have forced many Destination Marketing Organizations (DMOs) to continually delay or change strategy to adhere with the latest regulations. That’s why Turismo de Tenerife has chosen travel audience, an Amadeus company, to take a data-driven approach to advertising in order to promote Tenerife in a responsible and impactful way despite the challenging times.
Tenerife, the largest of the Canary Islands, currently uses Amadeus’ exclusive search and booking data analyzed by travel audience to track demand and get a better understanding of how the destination is performing in comparison to competitors. This has allowed Tenerife to gain insights into new competitors that have emerged due to shifting border controls. It has also delivered an understanding of where visitors may be coming from alongside the planned duration of the trip.
Starting at the beginning of July 2021, Turismo de Tenerife will now use this data to develop new targeted advertising campaigns with multiple strands of messaging tailored for various segments of traveler, framing the destination in new and uniquely attractive ways to appeal to different demographics. These campaigns will be regularly reviewed and optimized using insights gained from their performance as well as the most up-to-date search and booking data in order to promote responsible travel to the island both during and outside of “high season”.
Regularly tailoring the advertising campaigns’ messages also ensures that they reflect the current travel recommendations. Tenerife will keep potential visitors updated on the latest safety measures and actions taken by the destination to adhere to any new regulations.
David Pérez, Chief Executive Officer at Tenerife Tourism Corporation says: “Our digital advertising campaigns, informed by travel audience, will help to stimulate demand and generate bookings from potential visitors. Consumer travel behaviour and travel corridors are understandably regularly shifting at the moment. For example, if we compare data insights from 2021 with 2019, we can see the top destinations visiting Tenerife have changed this year, while the lead booking time is becoming much shorter than normal. Staying close to the data and adjusting our campaigns means that we can target potential travelers much more accurately with the right message, at the right time.”
Arialdo Piatti, Managing Director and Head of Product at travel audience, an Amadeus company, adds: “Tenerife has successfully taken part in travel corridors to many European countries when it has been safe to do so. Taking a data-driven approach to its campaigns with travel audience this year will help destinations like Tenerife to bring visitors back and reactivate tourism in a responsible way, which is key to successfully building traveler confidence in 2021 and beyond.”
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About Turismo de Tenerife
Turismo de Tenerife es una entidad pública dependiente del Cabildo de Tenerife dirigida a promocionar la Isla como destino turístico y a mejorar las cualidades de esta como lugar de vacaciones. Lo hace a través de un alto grado de especialización que nos permite incidir en la captación de toda clase de viajeros, ya sean familias, grupos de amigos, personas que viajan solas, etc.
A través de la unión de diferentes administraciones y el sector privado, la entidad opera en áreas como promoción turística, mejora del destino o promoción económica. Cuenta con medio millar de asociados que toman parte en la gestión del destino mediante su participación en el desarrollo de la estrategia turística de la Isla. Accordingly, the entity also promotes the Tenerife destination through different brands: Why Tenerife?, Work and Play, Gastronomy lab, Tenerife Select, Tenerife Golf, Tenerife Convention Bureau, Tenerife Film Commision, Tenerife No Limits and Tenerife Health Destination.
Turismo de Tenerife apuesta fuertemente por mantener a la isla como un destino de vanguardia que se adelante a los propios avances del sector turístico. Así, con el impulso de la entidad, la isla ha sido reconocida como Primera Isla Destino Turístico Inteligente de España, certificación otorgada por Segittur, la Sociedad Estatal de Gestión de la Información y las Tecnologías Turísticas, dependiente del Ministerio de Turismo. Por otro lado, y en su apuesta por la sostenibilidad, la isla ha recibido asimismo la certificación de Destino Biosphere otorgado por el Instituto de Turismo Responsable.
To find out more about Tenerife, visit www.webtenerife.co.uk.
About Amadeus
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We have developed our technology in partnership with the travel industry for over 30 years. We combine a deep understanding of how people travel with the ability to design and deliver the most complex, trusted, critical systems our customers need. We help connect over 1.6 billion people a year to local travel providers in over 190 countries.
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To find out more about Amadeus, visit www.amadeus.com.
