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Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s May 2017 ranking.

Once again, Hispanic netizens showed their love for travel, or at least their interest in travel options. Seventy-four percent of all users visited travel-related sites during the month of May.

One of this month’s surprises was Matador Network. The travel recommendations site, created by real travelers, joined the ranking for the first time. With 2.1 million unique visitors, it seems to have captured the attention of the Hispanic public with its relaxed tone and varied content.

Source: comScore MMX Multi-Platform, U.S., Hispanic All, Desktop and Mobile, May 2017, Desktop 2+ and Mobile 18+Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,505
   Travel26,276
1   TripAdvisor Inc.10,137
2   Expedia Inc.8,274
3   Uber5,913
4   Priceline.com Incorporated3,817
5   Lyft, Inc.2,865
6   MATADORNETWORK.COM2,115
7   Airbnb Sites1,986
8   USA TODAY Travel1,548
9   Southwest Airlines Co.1,459
10   Delta Airlines1,197

Once again, TripAdvisor made the top of our list. This is probably due to the fact that the platform has been skilled at updating itself, becoming a site that offers not only reviews of hotels, restaurants, and attractions, but also price comparisons. Forty percent of users who consult travel content pass through this platform.

U.S. airlines are still present in the ranking. Delta Airlines placed 10th, with 1.2 million users, squeezing out American Airlines (ranked 8th last month). Southwest Airlines remained in the ranking, although it dropped two positions, with 7% fewer users than in April.

Startups continued to show their relevance. Uber, Lyft and Airbnb remain strong month after month, ranking 3rd (with 5.9 million users), 5th (2.8 million users), and 7th (1.9 million users), respectively.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Nike

The athletic footwear brand announced a restructuring of its organization that cuts about 1,500 jobs and reduces the number of shoe styles offered by 25 percent. The move is Nike’s effort to reconnect with consumers and combat softening sales.Under the new alignment, called “Consumer Direct Offense,” Nike aims to better serve the consumer personally, at scale. Nike will focus on 12 key cities (New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan), which represent over 80 percent of Nike’s projected growth through 2020. To improve efficiency, a simplified geographical structure supports all key cities and countries, changing from six to four—comprised of North America; Europe, Middle East and Africa (EMEA), Greater China, and Asia Pacific and Latin America (APLA).A new organization, Nike Direct, led by President of Nike Direct Heidi O’Neill and Adam Sussman, chief digital officer, will unite Nike.com, direct-to-consumer retail, and Nike+ digital products. Nike will also extend innovations to its strategic wholesale partners.Nike Direct aims to unite physical and digital retail to serve consumers through apps. Over the next several months, Nike is also launching its Nike+ and SNKRS apps globally to energize the sneaker experience in new markets.The company tapped Michael Spillane, Nike Inc. president of product and merchandising, to help ramp up speed.

  • Heineken

In Europa, the Champions League is played at night time and fans enjoy it after work and with friends at pubs. In México, it does not happen in the  same way. Due to the time difference, the matches are played during work time. Heineken wanted to make Mexican fans feel the same passion for the Champions League as Europeans do, even if it happens while they are working. Publicis WW México, the agency led by Juan Carlos Tapia unveiled “The Freelancer”, a campaign developed by Jessica Apellániz and Diego Wallach, Creative Vice Presidents, and created especially for Heineken during a Champions League semifinal game. Participation started on April 10th 2017 at thefreelancer.com.mx; The winners left their real jobs for a week and they traveled to a Champions League semi-final match, where they worked for hours and even minutes before the game started; then, they enjoyed the game as a true fan. Publicis WW México is Heineken´s media agency in México.

  • Johnson & Johnson

Johnson & Johnson has chosen DM9 to handle strategic planning and creative direction for the feminine hygiene products brand Siempre Libre  in India, the Philippines, South Africa, Brazil, Argentina and Colombia. DM9 was already handling the account in Latin America. In 2015, J&J consolidated its global media account with J3, a dedicated shop within IPG’s UM, for global markets including Asia Pacific, Latin America (excluding Brazil), Europe, Middle East and Africa.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Natura

The Brazilian cosmetics company Natura says it’s in talks with L’Oreal to buy The Body Shop for US $1.1  billion and the deal is expected to close by the end of this year. L’Oreal owns The Body Shop. Natura, currently is one of the largest beauty companies in Brazil and sells its products both through standalone stores as well as through direct-selling representatives. Besides Brazil, it has a wide presence in several Latin American countries including Argentina, Peru, Columbia, Chile, Bolivia, Mexico, as well as in France. With around 1.5 million sales consultants, Natura has surpassed the sales of the direct selling beauty company, Avon, in Brazil for over a decade. The Body Shop, on the other hand, has over 3,000 standalone stores in 66 countries.The joint entity of Natura and The Body Shop would churn out net sales of US $3.465 billion with a presence in around 3,200 stores across the globe.

 

  • Restorando 

Restorando has partnered with TripAdvisor in Seven Latin American countries to extend online restaurant reservations services to TripAdvisor users. Restorando works with over 5,000 restaurants and has seated 20 million diners to date across the Latin American region. Consumers browsing TripAdvisor restaurant listings now have the option to reserve a table online at thousands of popular restaurants in Latin American cities such as Buenos Aires, Mexico City and Bogota, among others. By clicking the Reserve button, consumers are brought to Restorandos online or mobile platforms to quickly and easily book a table.Terms and length of the agreement will not be disclosed.Headquartered in Buenos Aires, Restorando was founded in 2011, has raised US$22M in venture capital (Atomico, Emergence Capital, Kaszek Ventures and other investors) and has offices in Mexico City, Bogota, Sao Paulo and Rio de Janeiro. For more information, visit restorando.com.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

What: Portada talked to Robert Van Ness, Executive Vice President of Americas Preferred Hotels & Resorts about the luxury brand’s marketing strategies.
Why it matters: Preferred Hotels & Resorts has over 650 hotels in 80 different countries, each one of them is marketed as an independent brand.

According to a study published by global travel technology provider Amadeus in 2016, luxury travel saw a 4.5% compound annual growth rate (CAGR), versus 4.2% for overall travel, between 2011 and 2015. Luxury travel is defined as  outbound flights on business or first class. This trend is expected to keep growing towards 2025 at a CAGR of 6.2%, almost a third faster than overall travel at 4.8%. Preferred Hotels & Resorts  is an organization catering to the Luxury Travel segment. It  was founded by 12 North American hoteliers in 1968, originating as a referral organization for hotels, under the name Preferred Hotels Association. Today the organization has the world’s finest luxury hotels and resorts with an extensive global collection representing more than 85 countries. Preferred Hotels & Resorts does not own, operate, or manage any of the hotels within its portfolio. All of the hotels, resorts, and serviced residences within the Preferred Hotels & Resorts portfolio are independent entities. The organization’s quality standards are measured by yearly anonymous on-site inspections and real-time quality assessment scores pulled from social media sites. We talked to Robert Van Ness, Executive Vice President of Americas Preferred Hotels & Resorts (photo), a key decision maker for Preferred Hotels & Resorts Marketing.

Portada: What marketing challenges do luxury hotel brands, like yours, face today?
Robert Van Ness:
 “With the proliferation of brands globally, it is important to maintain your core identity. For any brand, a critical key to success is maintaining authenticity and originality.”

Digital marketing efforts such as display banner ads, PPC, social media, and email marketing campaigns work best for us.

Portada: Which marketing platforms work best for you to reach your customers? Why?
RVN: “
Digital marketing efforts such as display banner ads, PPC, social media, and email marketing campaigns. Because everything is trackable, therefore every media dollar is spent responsibly; the media can be targeted based on other traveler purchases (e.g. the ability to target a traveler who has booked an airline flight and not yet a hotel); A/B testing can be performed on creative. From a mass marketing perspective, we invest heavily in display and some PPC. From a direct marketing side, we develop and execute a lot of email campaigns throughout the year – these are particularly effective since our audience is very engaged with our brand.”

Because everything is trackable, every media dollar is spent responsibly.

Portada: Can you mention an example of a successful campaign you’ve done recently?
RVN:
 “An example would be our Florida / Caribbean regional campaign. By targeting high-intent consumers and capitalizing on peak booking times with a relevant message and strong offer, we saw a dramatic increase in revenue. Utilizing highly targeted tactics such as consumer search behavior on TripAdvisor and Sojern’s airline booking behavior allowed us to garner a large ROI.”

By targeting high-intent consumers and capitalizing on peak booking times with a relevant message and strong offer, we saw a dramatic increase in revenue.

Portada: What marketing trends are you seeing in the luxury hotel market?
RVN:
‘Book direct’ campaigns continue to be a major trend that many luxury hotel companies are pushing and/or adopting.”

Portada: Why do you believe they are (or will be) successful?
RVN: 
“Building a relationship with our guests and iPrefer members is important to their embracing the brand, and our hotels.  Some may think they cannot find independent, distinctive hotels AND a loyalty program.”

Portada: Which marketing agencies do you work with in the Americas?
RVN:
 “Hyperdisk, as well as notable industry leaders such as AdRoll for retargeting, TripAdvisor for regional targeting, Quantcast for demand generation, Sojern, DerbySoft for meta search management.”

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