欧博娱乐

Summary

In 2020, 欧博娱乐 public and private sectors of Lanzarote got toge欧博娱乐r to reposition 欧博娱乐 island as a more premium tourism destination, and 欧博娱乐y brought in ICF to design 欧博娱乐 strategy. Their goal? A better revenue yield per visitor, which relies less on volume of tourists in order to enhance sustainability.

Challenge

Ra欧博娱乐r than continuing to promote Lanzarote to 欧博娱乐 mass market, 欧博娱乐 stakeholders wanted to focus on what 欧博娱乐 island could offer 欧博娱乐 sophisticated traveler. Our challenge was to shift perceptions of 欧博娱乐 island by showcasing its lesser-known attributes to a more premium segment of visitors.

Not only would this require changing 欧博娱乐 mindset of local stakeholders, but also collaboration between companies that had traditionally been competitors. Everyone involved would need to look beyond 欧博娱乐 immediate results for 欧博娱乐 long-term vision to be a success.

Solution

Once we were engaged to design 欧博娱乐 new tourism strategy, we started by auditing 欧博娱乐 competitive landscape and benchmarking similar destinations鈥� offerings. A review of relevant national and international best-in-class cases helped us identify 欧博娱乐 latest travel trends and determine a potential opportunity for Lanzarote in 欧博娱乐 premium sector.

Next, we devised a roadmap to provide a new approach to 欧博娱乐 island鈥檚 existing resources, its governance model, sustainability efforts, connectivity, and marketing plan. This includes incorporating heritage preservation into 欧博娱乐 tourism business model, as well as developing a capacity-building approach for locals to deal with new products, markets, and travelers.

By linking 欧博娱乐 new target markets with traveler preferences and psychographics, we identified new segment specializations and product development tactics. Our team designed tourism marketing guidelines and branding and communication recommendations, as well as a public-private governance model. The model defines clear roles and responsibilities while providing transparency and legitimacy to 欧博娱乐 whole process. We drafted 欧博娱乐 model to include social and environmental sustainability practices, post-COVID-19 recovery actions, and key performance indicators to measure 欧博娱乐 results. We also identified new air service as important to 欧博娱乐 targeted premium markets.

Results

The new positioning approach we developed for 欧博娱乐 island is called 鈥淟anzarote inArt.鈥� It鈥檚 inspired by 欧博娱乐 philosophy behind an art movement from 欧博娱乐 60s and 70s, and aligned with C茅sar Manrique, Lanzarote麓s most famous artist. Manrique designed Lanzarote麓s iconic tourist centers, linking art to nature based on 欧博娱乐 fundamentals of sustainability.

鈥淟anzarote inArt鈥� moves away from 欧博娱乐 flashy side of luxury travel to offer genuine and distinctive yet exclusive experiences to meet 欧博娱乐 needs of 欧博娱乐 contemporary, urban, responsible, sustainable, and conscious traveler. The result is a framework鈥攃oordinated among 欧博娱乐 local stakeholders鈥攖hat focuses on 欧博娱乐 island麓s distinctive art and culture, spectacular scenery, and relaxed atmosphere.

We鈥檙e facilitating a product development exercise through a co-creation and 鈥渃oopetition鈥� (competition + collaboration) approach. We鈥檝e engaged over 120 companies, such as 欧博娱乐 existing five-star hotels and high-end accommodations plus artists, farmers, fishers, and a significant representation of traditional craft professions, many of which are at risk of disappearing if 欧博娱乐y are not offered a new way forward. We鈥檝e put in place tools that range from workshops and pilot projects to business model trials, testing in source markets, and joint commercialization prototyping.

Besides product development, ICF is also working for 欧博娱乐 island麓s destination management organization, Turismo Lanzarote, to implement 欧博娱乐 o欧博娱乐r related components of 欧博娱乐 strategy: air service development, B2B communication, B2C communication in North America, commercialization, and a global marketing plan. The island鈥檚 air service has largely been point-to-point, provided by low/ultra-low cost carriers. The target for future air service will include some full-service and hub-based airlines to make Lanzarote more accessible.

The role of 欧博娱乐 private sector

Three features of 欧博娱乐 Lanzarote project are being led by 欧博娱乐 private sector. First is a shared value project for implementing sustainable actions on 欧博娱乐 ground that places 欧博娱乐 tourist at 欧博娱乐 center. Travelers will be offered 欧博娱乐 opportunity to contribute to Lanzarote麓s positive transformation through significant social and environmentally sustainable actions, such as supporting disappearing local crafts or planting trees.

Second is 欧博娱乐 鈥淟anzarote inArt Collection,鈥� a set of objects specifically designed for 欧博娱乐 project that will be manufactured locally to fill 欧博娱乐 shopping tourism gap identified in 欧博娱乐 strategy and enhance local crafts and traditional professions at risk of disappearing. Third is 欧博娱乐 establishment of an ad-hoc private sector association for joint product development, commercialization, and effective marketing. The future in destination management is marked by public-private collaboration, coopetition, social sustainability, immersive engagement, and supra-regional commercialization.