Tahiti (case study) - Travelsat Competitive Index

Case study

Tahiti Tourism / AVIAREPS

Business Issue
- The Russian market offers opportunities for growth for premium sun & sea destinations
- How Tahiti Islands can better address this highly demanding market ?
- What priority segments to target with which brand positioning ?
Research implemented
- TRAVELSAT© Market Profiling combining multiple data sources
- Image & expectation survey among Russian Affluent international travellers
- Interviews of Polynesian tourism professionals (hotels, attractions, activities…)
- Desk research and integration of Third-part Big Data (air booking patterns)
Results
- An exhaustive report profiling the Russian market incl. demographics, economic environment, market size potential, travel preferences, booking modes…
- A SWOT analysis
- Guidances for a Marketing plan including:
  
  Consumer targets to be addressed (lifestyle, demographics, media profile…),
  
  Best appropriate product segmentation,
  
  Communications channels and content,
  
  Cities to be targeted,
  
  Retail and Trade influence strategies.