The Council of Tenerife has carried out a intelligent promotion campaign through the company Amadeus which has been developed in travel search and reservation portals, online tour operators and digital communication media in Spain, France, Germany, the United States, the United Kingdom and the Nordic countries, and which has made it possible to stimulate demand, generate reservations and attract more of 150,000 travelers to the Island.
The campaign took place from July 2021 to April 2022. Throughout these ten months, messages about the attractions of Tenerife were transferred through the networks and banners and video ads were generated for each population segment that were periodically reviewed thanks to Amadeus custom machine-learning algorithms, a discipline in the field of artificial intelligence that allows computers to identify patterns in massive data and make predictions.
Through the use of these data it has been possible to know how many visitors who interacted with the promotion ended up spending their holidays in Tenerife, yielding a result of more than 130,000 national travelers, about 14,000 Germans and 11,000 British.
According to the island’s director of Tourism, Laura Castro, “through the campaign with Amadeus we have promoted and repositioned our offer and it has allowed us to reach new profiles of travelers with the help of this innovative platform in travel technology. We are faithfully convinced of the opportunities that the implementation of new technologies will offer us in communication and this is an example of it”.
“Thanks to digital tools, we have the possibility to connect desires or desires with the destination because we arrive directly at the profiles we are looking for. This is crucial information about when and where travelers were looking for travel plans, length of stay, search airlines and agency reservations, which has helped us to influence decision-making and development of marketing actions to continue positioning the Island in the national and international market,” added Castro.
Along the same lines, the CEO of Tourism Tenerife, David Pérez, who clarified that this is the second phase of collaboration that has been carried out with Amadeus. “The Cabildo, through Turismo de Tenerife, has also worked with the platform to promote the Island on air booking portals, an action that has made it possible to monitor demand in different markets and have a better idea of the performance of the destination compared to to our main competitors. “It has also made it easier for us to extract data on new markets of origin, seasonality patterns in reservations and the most popular flight connections, which has helped us when defining actions,” Pérez pointed out.
For video ads, their average viewability exceeded 70%, while markets like France and the UK saw higher rates, around 91% and 89%, respectively. Video completion rates, which measure the percentage of viewers who saw the ad from start to finish, reveal that viewers in the UK had the highest rate, at almost 70%, followed by viewers in Finland and Norway.
Another key metric was the number of clicks, with the highest percentages in Spain, the UK and France, with rates three times higher than the industry average.
In addition, through the analysis of the campaign, it has been possible to verify how markets respond to different promotional content. Thus the French and Germans preferred an announcement of family holidays, while the Spanish responded better to the offer of relaxation from Tenerife.
On the development of the campaign, Scott Falconer, Executive Vice President of Media Solutions, Hospitality, Amadeus, noted that data is the focal point of all its multimedia solutions. “During the campaign process, our Tenerife Tourism partners managed to increase their demand and competitiveness, while promoting their tourism sector,” he noted.