Spain, Ministry of Tourism

In 2011, The Ministry of Tourism for Spain engaged Daniels + Roberts
to launch cobranded promotions within the US market for Air Europa along with Iberia Airlines.

Subsequently, Daniels + Roberts was engaged by the Ministry of Tourism of Spain for a multi-year project. The primary objective was to drive more tourism to Spain from the U.S. concentrating on the U.S. tourist segments that provided the highest in country spend and possessed traits that would yield recurring travel. Simply put, find and grow Spain aficionados.

The desired tourist segment is defined as “The Cosmopolitan.” A profile characterized by its interest in urban tourism, cultural tourism, gastro-tourism and shopping. This profile claims a higher than average consumption of products such as art and culture, planned itineraries and cultural events. It boasts a high social status and has a higher than average standard; in terms of declared income level, this segment is the second with the strongest presence with a high revenue level.

Our “target” is someone who will travel frequently, stay multiple nights, spend a substantial amount of money and steep themselves in all the cultural aspects that Spain has to offer.

To identify those potential travelers the following strategy was undertaken:

• Using inquiries, promotional responders and past travelers to Spain, we matched against individual and household level data to determine who these people were and what characteristics made them stand out from their neighbors.
• The household level data utilized consisted of in excess of 1000 behavioral, demographic, attitudinal and psychographic variables.
• We then compared that analysis to a comparable sample set, living within the same areas of known international travelers with habitual “indulgent” level spending habits.
• We then created a Look-A-Like (LAL) model that could be used to target individuals and households within the US population for promotions for Spanish travel with a high degree of response probability, generating new interest and new tourists. This culminating with 44 million households segmented into prioritized deciles of 4.4 million each.
• In addition to the Consumer Profile Review, a secondary study was completed.
• This study took the form of a web-based Traveler Profile and Behavior Study. And supplemented our segmentation and data analysis of target U.S. based travelers to Spain, with additional research that captured key behavioral and attitudinal travel attributes. Findings of these two studies were presented to Tourism Consuls of Spain.
• Findings of these two studies were presented to Tourism Consuls of Spain
• A third study that comprised of a survey to 1500 travelers to Spain per year in 2016, 2017, 2018 defined the activities, preferences, group size, planning cycles and much more.

AS A RESULT:

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From 2016-2017 Incidence of “Cosmopolitan” travelers to Spain increased by 29% (analysis forthcoming on 2018)

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Average in country travel time for single destination travel to Spain increased by 16%

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Average per diem spend increased 6.1%

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Daniels + Roberts is currently engaged with testing message and content development, creative execution and package design in specific US market to our 44 million priority 1 prospects