Paris Je T’aime (Paris DMO)
Paris, France
June, 2021
Surfacing travellers’ trends and preferences for key inbound markets to deploy an effective marketing and communications campaign
Context
As travel and tourism began to recover post-pandemic, the summer of 2021 posed significant challenges for many destinations. Pre-pandemic rules and trends around summer demand were disrupted, requiring destinations like Paris to turn to data intelligence to unveil untapped markets and new segments, emerging trends in traditional markets, such as Italy.
The destination management office aimed at making decisions based on a precise segmentation of the buyer persona, to choose the best alternatives, in terms of arrivals and spending potential, for co-marketing campaigns, leveraging air connectivity possibilities in a still-recovering scenario.
Key goals
Using real-time and current data, Mabrian helped Paris Je T’aime to assess different indicators shaping the Italian summer market for 2021, to identify the segments with more potential in terms of demand and travel intention, length of stay, and spending habits. By determining the most promising segment, Paris DMO deployed a targeted marketing and communications strategy, in collaboration with an airline partner, to appeal to this segment in the Italian market, ensuring messages resonated with the needs, priorities, choices and preferences of the chosen segment for their summer holidays.
Approach
Mabrian performed a cross-analysis of several indicators and dimensions shaping Italian demand, combining cyclical data on Italians’ motivations and demand drivers, based on social listening tools refined to trace travel & tourism trends -both globally and pertaining to France and Paris; with insights on travel intention (based on flight search data, air connectivity performance and seats availability), accommodation choices, and spending patterns.
Mabrian analysis also integrated the Italian demand behaviour per regional markets, reference airports and connectivity, and other demographics, such as age, gender, type of passenger (single, couple, familia), length of stay and spending profile.This allowed to narrow down the origin markets, building buyer personas for specific travellers’ segmentations, that enabled our experts’ team to share recommendations on the better fit for the campaigns, both in terms of target audiences and airline partners.
Results
The outcome of this in-depth analysis was the definition of the buyer persona who would be at the core of the summer 2021 promotional campaign: an Italian traveller, 35 to 44 years old, coming from either Milan or Rome, staying in 3-star hotels, eager to enjoy plans related with arts & culture, local gastronomy, shopping and outdoors.
Along with connectivity insights and inspirational demand, Mabrian team was able to determine that the best co-marketing partners would be Air France and Vueling, to run what was a successful campaign that leveraged the buyer persona build around data trends, and focused on the specific search habits (from Monday to Thursday), and planning lead-time (80 days prior, with several retargeting stages 41 and 39 days prior) of such travellers.
