News 05.11.18
Tenerife promotes active holidays
Tenerife (EU800) is continuing its drive to promote active breaks with a new sports and adventure brand dubbed Tenerife No Limits. It will focus on promoting hiking and trekking; cycling, surfing and windsurfing; whale watching, walking trails and more.
“Our diversity of landscapes and activities is endless, which gives us the opportunity to target niche segments, such as active sports, as well as our luxury product,” said a Tenerife Tourism Corporation spokesperson. The island is also promoting its premium offering under the Tenerife Select banner, with a focus on rural accommodation, gastronomy, wine and its core family product, which has been bolstered by several hotel improvements this year.
In the north of the island, Taoro Garden Hotel, previously Hotel Atalaya has been refurbished, as has Route Active hotel, previously Apartmentos Bahia Parque. In the south, Hotel Jardin Tropical, and Hotel Iberostar Sabila – previously Torviscas Playa Hotel – have also finished renovation work.
Last year, Tenerife welcomed just NEW MESSAGE
Tobago rebrands
Tobago Tourism Agency (CA250) is rebranding the Caribbean island as a “destination in its own right”. The Tobago Beyond campaign, announced today at WTM London, will distance the island from neighbouring Trinidad while promoting its unspoilt nature, adventure activities and authentic Caribbean experiences. Louis Lewis, chief executive of Tobago Tourism Agency, said: “We want Tobago to be a stand-out destination in its own right and have used the island’s unique character and features to guide our creative and messaging exploration.”
12 05.11.2018 Pigeon Point, Tobago
New destination guides and an online training programme for travel agents have also been announced, including a booking incentive that offers the chance to earn a trip to Tobago. Lewis said: “The product in Trinidad and Tobago is so different that if you try to sell the two to one audience, you dilute the both of them or miss the message on one.”
Hiking is one of many active adventures on Tenerife
more than two million UK visitors, its highest ever number; Brits are the number one overseas market, accounting for 36% of arrivals. Outdoor sports will be predominant for international marketing too, with a focus on events such as the Tenerife Bluetrail – the highest mountain race in Spain – taking place from June 7 next year and the PWA Windsurfing Championships, taking place from August 5-11. The Tenerife Walking Festival is on May 21-25. To learn more, book onto a Tenerife Roadshow. The tourist office
is on the road this month with stops including the Marriott Renaissance in Manchester on November 27 and at The Clayton Hotel in Birmingham on November 28. To attend, email
bookings@eventsfortravel.com, quoting Tenerife Roadshow. As ever, the Canary Islands’ presence will be one of the largest within the Spanish pavilion and it is hard to miss their branding. Joining them on the stand is tourism minister Alberto Bernabe, El Cabildo president Carlos Alonso and Tenerife Tourism Corporation president Vicente Dorta.
He admitted that there had previously been a challenge with the trade when selling Tobago, citing the wide “array” of what’s available on the island as being overlooked. “We were very strong in five areas including ecotourism and soft adventure. We have the longest protected rainforest in the western hemisphere, one of the highest densities of bird species and the largest brain coral in the world.” Lewis revealed that Tobago Beyond would target the superboomers and Dinky (dual income no kids yet) markets. “We know these groups have the means to afford a Caribbean escape, but also the inclination to find something different that feels off the beaten track – somewhere that gives them the feeling of discovering something for the first time.”
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SECONDS WITH...
TRACEY DYSON
UK regional sales director, Eden Roc Miami Beach (LA100)
HOW’S BUSINESS BEEN THIS YEAR? 2018 has been a strong year for Eden Roc Miami Beach, with an average occupancy of 82% this year to date. We have also seen a substantial increase in bookings from the UK travel trade. This is partly due to the extensive investment in refurbishing the property as well as heightened awareness thanks to a travel trade campaign that we put in place this year.
WHAT’S NEW AT EDEN ROC MIAMI BEACH? This year, the iconic Eden Roc Miami Beach hotel has undergone a $250 million makeover to create a new Beach Cosmopolitan experience. Signs of the investment include poolside DJs, activities, mixologists and pool fl oaties; the reimagination of Morris Lapidus’s famous 16-seat lobby bar; the introduction of Malibu Farm restaurant; refurbished rooms with Saatchi art and Maison Margiela amenities; a reinvented Esencia wellness spa; and the launch of Boho Hunter boutique.
WHAT ARE YOU INVESTING IN FOR 2019? We will be working even more closely with our travel agent friends: investing in more face-to-face training – both individually and as part of bigger-scale roadshows; hosting agents on group and individual fam trips; running incentives and competitions; doing joint marketing with our key trade partners; as well as launching a new online training programme that is currently in the planning.
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