LLoret Turisme’s target is to evolve from a traditional tourism based on sun and beach, to a less seasonal visitor and with more heterogeneous interests.
Lloret de Mar, with 1,1 million visitors and 5,3 million overnight stays in 2017, is the fifth most important holiday tourist municipality in Spain. Despite its bonded success as a traditional destination among the main tourist markets for the country (Great Britain, Germany, France, etc.), Lloret’s tourism managers have drawn up an ambitious strategic repositioning plan, to achieve a more balanced destination, and less dependent on specific tourism markets and products.
One of this plan’s cornerstone is to know visitors’ interests and perceptions, and identify the tourism products that can help the destination’s transformation, getting it to impact the local economy as equitably as possible. For this, they’re leveraging Mabrian’s Travel Intelligence tool, that allows them to capture and analyze the user’s spontaneous interactions in Social Media and opinion portals, regarding the destination.
This knowledge is already being applied to segment and personalize communication, as well as to launch specific marketing campaigns such as #beallortenec, which seeks to capture the interest of specific market niches and related to specific products, with more interest for the destination.
From the analysis of Lloret de Mar visitors’ preferences and interests in the first half of 2018, clear trends can already be observed that are in the line of Lloret Turisme’s strategic objectives.
The interest shown by the users on Sun and Beach and Nightlife products, classic for the destination, has been reduced in favor of an increased interest in Cultural, Active and Family tourism products. This way, the relative weight and dependence on these traditional tourism products is reduced, offering alternatives that add value to Lloret.
However, it’s interesting to compare this interests evolution, with the satisfaction level shown by the visitors of the same, in their Social Media interactions. Thus, we see as an example, that while the Cultural product generates more interest and also more satisfaction, Active product generates more interest, but less satisfaction on the users’ part, compared to the first half of 2017. Family product, is practically stable in the satisfaction indicator.
Real-time monitoring of these indicators, along with many others that Mabrian platform offers, will allow Lloret to measure and act in an agile way in front of environment and demand´s evolution.