Tourism Promotion Council of Quintana Roo strengthens its destinations with technology
The CPTQ works to become an intelligent paradise, to know the details we interviewed Benjamín Jiménez, Director of Strategic Planning
The Tourism Promotion Council of Quintana Roo has been working to promote all the destinations of one of the states, a real heavyweight of the Latin tourism industry. To know in detail its operation, we interview Benjamín Jiménez, Director of Strategic Planning.
Could you define in a few words what is the purpose / function of the CPTQ?
"I'm in charge of the strategic planning direction, in which we basically carry out three main functions. The first is the strategic planning of the marketing and tourism promotion of the destinations of the Mexican Caribbean; the second one is the market intelligence, that is, all the information of studies that we can make of the markets from the point of view of the destination's demand, and the third is the evaluation of the results of the actions that we implement and convert in a vicious circle: we plan, we investigate, we plan and we measure. "
Within the same position, what are the responsibilities?
"Our main line of work is intelligence. Become an intelligent paradise, so that all the decisions we make have the best return on investment, and this intelligence is basically in two lines: online and offline intelligence, that is, take advantage of all the technological and innovation tools that are available to know the entire travel cycle of the tourist, in order to analyze it and be able to make the best decisions. It is important to know when the search for the trip begins, how and where you are looking for us, then make the conversion rate through the flights and the conversion in some way towards the lodging. Once the tourist arrives at the destination we must know their interests, mobility, even to measure how much they spend, and above all the preferences about the products and the perception they have of the destination, both in the places of origin and once they have already they are here. "
What are the objectives of Strategic Planning that will be implemented and why?
"One of the great challenges we have in the Tourism Promotion Council of Quintana Roo (CPTQ) is that we now cover all the destinations in the state. We have brands such as Riviera Maya that groups different destinations such as Playa del Carmen and Tulum and we have our own destinations such as Mahahual, Bacalar and Chetumal, which in turn integrate the Grand Costa Maya brand ".
"Precisely thanks to the planning we detect what are the needs of each brand and each destination. We know that we have destinations and consolidated brands and we have destinations in development and / or growth. Based on this, we know that there are destinations that need more money. Such is the case of Chetumal that needs more influx, more spills, more overnight ... Then Chetumal requires specific actions to increase the overnight stay, which in turn generates spills, but we also need to attract more tourists. On the other hand, more exclusive destinations such as Holbox, (to name it for its geographical position), we may focus more on the flow than on the flow, especially in high seasons where the cargo capacity of the destination can be exceeded ".
From the point of view of the origin of the passengers where there will be more emphasis, I mean, USA / Canada, Europe, China, Russia, Latam?
"We have six strategic markets that cover more than 80% of the flow of tourists from the state. In the first position is the United States, which represents around 39%. If we talk about visitors in total including cruises, this figure rises to almost 50%. There is always a great emphasis on this market because it is our neighboring country, it is a healthy economy and it has great accessibility. The second market is Mexico, but in the south of our state (Chetumal, Bacalar and Mahahual is the # 1 market, since domestic tourists occupy 80% of the influx.) Then there is the Canadian market, which is still the third Main market Before, the Canadian focused on Cancun but today it has moved more towards the Riviera Maya, the fourth market is Great Britain, all the tourism of that country is very traditional and faithful to Cancun and the Riviera Maya; It has been a bit variable, some years ago it was Colombia, at the moment it is occupied by Argentina, but the trends show that for the next year Colombia could be the fifth most important strategic market, Brazil is more or less in the sixth position. these are our main focuses, however we are interested in attracting the Russian market which had declined, however we hope to resume the presence of said market, thanks to the new flight that opened or the Azur Air airline between Moscow-Cancun. "
"We are very excited to implement such an ambitious intelligence system that can combine all the traditional tools, such as surveys, with all the technological and innovation tools currently on the market and those that come out, to be much more smart, which implies more benefits for all those involved in the tourism sector: local actors, gastronomic entrepreneurs, hoteliers, tour operators, and of course for our agents, commercial partners, intermediaries that are part of the tourism sector of the Mexican Caribbean. On our part are the open doors to share all the information of studies and / or analysis that we are doing and in the same way we want to be able to obtain information of the different sectors including the travel agent all the information that is not useful to be much more competitive and get benefits together. "