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Caribbean competitiveness: Aruba selects TRAVELSAT

Aruba racing for competitiveness !

TCI Research gladly welcomes Aruba as a new TRAVELSAT subscriber in the Caribbean region. The Aruba Tourism Authority has commissioned a targeted competitive analysis including benchmarking of scenario-based price simulations for various tourism products AND competitive measurement of quality & value for money perception among visitors, using its global standard TRAVELSAT. Thanks to a complete objective and subjective price assessment the island can now identify areas for improving further its competitiveness !

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Dubai ranked 1st in awareness and image in the Arabian Peninsula

Based on a survey carried out among international travelers, TCI Research reports that Dubai achieves the highest scores both in awareness and positive image, compared with the other destinations from the Arabian Peninsula. With 93% of prompted awareness and 3 travelers of 4 having a positive image of Dubai, the Emirate surpasses its competitors in the region. However Abu Dhabi and Qatar also enjoy strong levels of awareness but still need to improve their image to rival Dubai, especially on female travelers.

More “emerging” destinations in the region like Ajman and Sharjah are known (even only by name) by around 1 traveler of 4 and still have opportunity to build a stronger awareness and consolidate their image.

Commenting the results, TCI Research CEO Olivier Henry-Biabaud adds: “While the overall image of Arabian Peninsula destinations may be often challenged by travelers, Dubai remains the most known destination in the region enjoying a solid brand capital. However the competition within the region and at international level is intensifying with both mature and new players: in this context, beyond awareness and image, actual visitors’ experience remains an essential factor of success for keeping a competitiveness advantage”.

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Flash online survey based on 300+ international travellers from 30 different markets, aged 18-70 years old.
Data collected in July 2013. Source: TCI Research traveller panel.

Caribbean competitive survey : beach beauty is no longer enough…

Caribbean islands attract 20 millions international tourists per year…but beyond dreams promoted in advertising campaigns, are they competitive in terms of visitors’ experience and quality of hospitality?

Based on its reference UNWTO endorsed global survey TRAVELSAT©, TCI Research has evaluated the competitive strengths and weaknesses of the Caribbean destinations vs main rivals in the world: Indian Ocean, Mediterranean, Asia-Pacific, Latin America and Arabian Emirates.

Beyond beach beauty and diversity advocated by their visitors, Caribbean islands benefit from several assets related to the local people hospitality, leisure and nightlife, local food quality and shopping experience. However intentions to recommend and repeat visit remain lower in the region (minus 15 points vs competition). The gap is driven by a number of competitive weaknesses related to less tangible yet crucial criteria such as the feeling of security, the cleanliness or the urbanization development.

Commenting the results, TCI Research CEO Olivier Henry-Biabaud adds: “Beyond central issues related to connectivity (cost to reach the destination, visas…), the global competition between « sun & beach » destinations is all a matter of consistency in quality perceived during the whole stay that can generate positive or negative word-of-mouth. The multifaceted Caribbean region is made of diverse destinations facing different tourism challenges and it offers a competitive experience to its visitors on tangible elements (beaches, accommodation, food…). However some of them significantly suffer from a lack of competitiveness in more intangible criteria (environment, feeling of security, people hospitality…) raising issues they should address if they wish to build a more competitive and sustainable tourism…while emerging destinations like Dubai or Croatia sell a different “sun & beach” experience for attracting European markets. Some of these issues are mandatory to manage for attracting BRIC markets too”.

[lightbox url=”http://tci-research.com/wp-content/uploads/top-5.jpg” title=”Image title”]Graphic TOP 5 most competitive criteria[/lightbox]

[lightbox url=”http://tci-research.com/wp-content/uploads/top-5-less.jpg” title=”Image title”]Graphic TOP 5 least competitive criteria[/lightbox]

List of destinations included in the benchmarking analysis : Bahamas, Barbados, Cuba, Dominican Republic, Florida (Keys islands) Guadeloupe, Jamaica, Martinique, Puerto Rico, St Lucia, St Maarten, Fiji islands, Cayman islands, Maldives, Mauritius, La Reunion, Australia, New Zealand, Hawaii, Nouvelle Caledonia, Greece, Turkey, Croatia, Cyprus, Malta, France (Riviera and Corsica), Italy (Sicilia and Sardinia), Madeira, Spain (Balearic islands, Canary islands), Brazil, Mexico, Indonesia, Malaysia, Thailand, Philippines, Abu Dhabi, Bahrain, Dubai, Oman, Qatar, Egypt (Red Sea), Morocco, Tunisia, Malaysia, Thailand, Philippines, Abu Dhabi, Bahrain, Dubai, Oman, Qatar.

10 tips for attracting more EU visitors in the Arabian Peninsula

Reviewing last results from the TRAVELSAT© Competitive Index, TCI Research and ATTRACT jointly suggest 10 tips to the Arabian Peninsula destinations for attracting more European visitors…

Read more…

Evaluating Quality of Destinations’ Digital Hospitality

Destinations the world over must adapt their practices to the changing behaviors of their clients with ever-evolving technological needs. A study done by TCI Research in association with the Tourism Intelligence Network of Québec shows that traveller satisfaction with the quality of digital hospitality is at the level of “acceptable,” but just barely.

Will destinations be ready to properly meet client expectations in 2013?

See the full survey results

TRAVELSAT© standard survey adopted by the Brittany region

The Brittany Regional Tourism Board has joined the growing list of regional DMOs in Europe using TRAVELSAT Competitive Index for measuring their competitive brand experience performances.

Emmanuel Meunier, TCI Research Head of Europe, comments: “We are glad to work along a quality and sustainability oriented region and help them identify destination management and marketing opportunities through research. Brittany has a unique position towards both domestic and international markets with exciting challenges to take up”.

TRAVELSAT adopted in several European sustainable projects

Sustainability stands higher than ever on top of all tourism players’ agenda and TRAVELSAT is currently involved in several European projects offering a standard measure of visitors’ satisfaction as part of criteria covered by labels and certification programs in place. Read more