Expo Research
Philippine Travel and Tour Expo
Research Paper
The Philippine Travel and Tour Expo was held last February 19-21, 2010 at the SMX convention center. With the theme “Ready, Jet-set, Go!”, the event presents an exceptional atmosphere that stimulates the desire to travel among visitors – either by air, water, rail or road, for business or for recreation, within or outside the Philippines. Considered as the country’s biggest travel event, this year’s expo was participated by 230 travel and tourism companies which offered anywhere between 30 and 70 percent discounts on their products and services. The list of companies included international and domestic airlines, cruise operators, tourism agencies, hotels and resorts, tour operators, educational institutions, lifestyle companies, global distribution system providers, insurance companies, theme parks, and food companies.
1. Regional Marketing • Before expounding on the regional marketing, let’s start first with the Philippines as a whole. The Department of Tourism had a huge booth during the expo that basically catered to the foreign tourists on how the Philippines is a great place to live in. With only $30,000, you can own a beachside property in paradise, wake up in the wonders of nature and live in the heart of a vast city. Due regards to the market segmentation, the DOT focus more on the income segmentation and psychographic segmentation. As I indicated above, with $30,000, you can live your life in the Philippines. And that was really a good branding. For the marketing tool, the people who were in charge of the booth were only giving the book to the people who look like or are foreigners. The one thing that I remembered the most was their tagline “Live your dreams in the Philippines.” • CAR- Cordillera Administrative Region- Benguet The Benguet package relies on the psychographic segmentation of the market. The province is targeting the adventure seekers, and people not used to the lower class of
Research Paper
The Philippine Travel and Tour Expo was held last February 19-21, 2010 at the SMX convention center. With the theme “Ready, Jet-set, Go!”, the event presents an exceptional atmosphere that stimulates the desire to travel among visitors – either by air, water, rail or road, for business or for recreation, within or outside the Philippines. Considered as the country’s biggest travel event, this year’s expo was participated by 230 travel and tourism companies which offered anywhere between 30 and 70 percent discounts on their products and services. The list of companies included international and domestic airlines, cruise operators, tourism agencies, hotels and resorts, tour operators, educational institutions, lifestyle companies, global distribution system providers, insurance companies, theme parks, and food companies.
1. Regional Marketing • Before expounding on the regional marketing, let’s start first with the Philippines as a whole. The Department of Tourism had a huge booth during the expo that basically catered to the foreign tourists on how the Philippines is a great place to live in. With only $30,000, you can own a beachside property in paradise, wake up in the wonders of nature and live in the heart of a vast city. Due regards to the market segmentation, the DOT focus more on the income segmentation and psychographic segmentation. As I indicated above, with $30,000, you can live your life in the Philippines. And that was really a good branding. For the marketing tool, the people who were in charge of the booth were only giving the book to the people who look like or are foreigners. The one thing that I remembered the most was their tagline “Live your dreams in the Philippines.” • CAR- Cordillera Administrative Region- Benguet The Benguet package relies on the psychographic segmentation of the market. The province is targeting the adventure seekers, and people not used to the lower class of