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Draft Final Report, 19 th July, 2012 ‣ Target Market Niches • villa based tranquillity • diaspora • volcano enthusiasts • sports tourism • soft adventure • business travellers • excursionists and short • yachting market breaks • dive market • cruise market • Irish market ‣ Geographic Market Focus • USA (North Eastern Seaboard, South East, South West • Canada (Ontario, Quebec, Alberta) ‣ Marketing Mix • UK & Ireland • Caribbean • Germany and Continental Europe • public relations • travel trade promotions • advertising • direct marketing and data base marketing • sales promotion • personal selling Monthly progress reports were produced by the PR representatives in Antigua, Guadeloupe, US, UK and Germany reporting on activities undertaken such as press releases, articles published, participation at holiday fairs/trade shows etc. A yearly progress report (until 2009) was prepared on the overall marketing effort, detailing activities undertaken in the various markets. 11.4 WEB-MARKETING Importance of Internet Marketing Increasingly, tourist destinations are using interactive web sites and web services to raise awareness, attract visitors and generate revenue from travel. General opinion is that the internet is more efficient and less costly than the traditional tools of travel marketing – notably advertising, travel fairs, production and distribution of brochures. Traditional marketing methods face new challenges as technology has displaced mass marketing with direct messaging to more specific audiences. Today’s marketing best practices include strategic web site design, search engine marketing, e- commerce, application integration, data collection, electronic fulfilment, real-time support, interactive tools catering to a global audience. This is particularly relevant when it is noted that according to the Montserrat stay-over Visitor Exit Survey Report (2010/11), www.visitmontserrat.com was identified as the most important source of information Montserrat as a tourist destination. Feedback from stakeholders is that the MTB web site is also an important channel for local Montserratian tourism operators who get business through referrals. Visit Montserrat Web Site Montserrat’s web site is simple, though attractively designed. However, there are a number of significant shortcomings which need to be addressed. MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 39
Draft Final Report, 19 th July, 2012 • Website is basically an on-line brochure and not an interactive web site. • Imagery poor – in particular, the photo gallery is, with the exception of a few shots, uninspiring. Some (e.g. the Antillean Crested Hummingbird) are impossible to make out. • No map of Montserrat showing points of interest, place names, etc. • Although Spanish, French and German editions of the web site are indicated, they don’t work. • Out of date information − the Rediscover Montserrat downloadable brochure indicates a) PR agencies in the US, UK, Germany and Guadeloupe as providing information services. But these contracts have been terminated b) Winair as providing flights to Montserrat, which has been discontinued, and c) no mention of SVG scheduled services to Montserrat. − − the old Guide to Montserrat ‘downloadable’ brochure is out of date and should be removed the Dive Guide has not been uploaded. Use of Website As web site statistics are not collected on a consistent basis, it is not possible to form any judgement as to the use, performance or effectiveness of the web site. However, available data for the year June 2011 to May 2012 (the only information available as data for months prior to June 2011 are not stored by the host company) indicate: • approximately 16.3 million hits • just over 1.3 million pages viewed from nearly 267,000 visits • average of 22,200 visits per month • just under 168,000 unique visits to the site − the average monthly unique visits is approximately 13,000 which does not vary significantly during the year. It is very important that web statistics are collected consistently as they can provide useful information on the effectiveness of promotions activities/campaigns in individual markets. A Google analytics statistics tracker was set up for www.visitmontserrat.com, but the credentials to access the statistics seem to be missing. • List of overseas tour operators featuring Montserrat misleading − only one of the 20 UK listed tour operators feature Montserrat − Guadeloupe tour operator only features Guadeloupe − German tour operator featuring Montserrat (Caribicinseln) not mentioned. MONTSERRAT TOURISM DEVELOPMENT PLAN 2012 – 2022 40
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