A tourism marketing workshop presents results for the improvement of the promotion of Lanzarote
A large group of hotel professionals, members of the Insular Association of Hotel and Apartment Owners of Lanzarote (Asolan), participated in the ‘Tourism Digital Marketing Strategy Workshop Lanzarote 4.0: Intelligent Pilot Campaign 2019’, organized by the Society of Foreign Promotion of Lanzarote.
Held at the Hotel Las Costas in Puerto del Carmen, the workshop served to publicize the aforementioned collaborative campaign, a pioneering pilot project worldwide that aims to improve the promotion and commercialization of the destination, beyond the usual channels, by participating to the private sector that will be able to generate direct sales, thus taking the campaign to the end of the tourism value chain through digital technologies.
To do this, Turismo Lanzarote will share the audiences generated in its digital campaign with the participating tourism companies, in such a way that they can reach those tourists who have been interested in the destination by offering direct offers from companies, and thus arriving from the usual information to direct sales.
This will be possible thanks to the data and digital audiences generated by the Lanzarote Tourism campaign, which tourism companies will take advantage of to offer their products and services to people who are interested in the destination, thus closing the purchase process and not losing interest. of them for other destinations. All this, in addition, reducing the dependence of the classic intermediaries, such as the Tour Operators and the reservation portals (OTAs, such as Booking or Expedia).
