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Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.


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“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

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“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

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Boeing scraps 2019 financial forecast, halts share buybacks in wake of 737 MAX disaster

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World’s biggest aerospace corporation was forced to pull its full financial forecast for the current year due to unresolved issues surrounding Boeing’s once best-selling 737 MAX aircraft.

Boeing also announced plans to pause share buybacks, citing “a challenging time for our customers, stakeholders and the company.”

“Across the company, we are focused on safety, returning the 737 MAX to service, and earning and re-earning the trust and confidence of customers, regulators and the flying public,” Boeing Chairman and CEO Dennis Muilenburg said in a statement.

The manufacturer had previously posted a report on the first-quarter earnings that managed to fall in line with analysts’ expectations, while its revenue was slightly less than projected. Boeing’s earning per share totaled the expected $3.16 from January through March, while the revenue amounted to $22.92 billion against $22.98 billion forecasted by London-based provider of financial markets data Refinitiv.

Boeing stressed that the previous guidance didn’t reflect the impact of two crashes of the company’s flagship planes, leading to the grounding of all 737 MAX 8 jets by global regulators, lawsuits from some air carriers and a decline in market value.

According to the producer, more than 135 test and production flights of updated software for the 737 MAX have been carried out so far.

Boeing’s bestseller crashed on March 10 not far from the Ethiopian capital of Addis Ababa six minutes after takeoff on the way to Nairobi, Kenya. The tragedy, which killed 157 people, marked the second crash involving the same jet model in less than six months. In October, the same type of aircraft, operated by Indonesia’s Lion Air, crashed in the Java Sea shortly after takeoff, claiming the lives of 189 people.

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Indian travelers expected to spend $136 billion by 2021

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The Indian traveler has come of age, spending approximately $94 billion in 2018, on around 2 billion domestic and international trips, helping the Indian travel and tourism industry achieve unprecedented scale.

The momentum is expected to continue and the industry will grow at a 13 percent CAGR to $136 billion by 2021, according to a report, ‘How Does India Travel’. The report outlines how India spends on travel, the influence of online channels in their purchase journey and potential growth opportunities for travel businesses till 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorised each against their online research behavior:

Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.

Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.

Experience-oriented traveler: Around 70 percent of their bookings were done online and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.

Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.

Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

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Syrian Tourism Minister: Work in progress to attract tourists from Russia

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Syria’s authorities are making persistent efforts to attract guests from Russia, with religious tourism viewed as a major area, Syrian Tourism Minister Rami Radwan Martini said on Friday.

“Work is in progress to attract tourists from Russia. The first area is religious tourism. Russians may be interested in such places as Maaloula, Saidnaya, Aleppo and Damascus,” he said.

According to the minister, the second area is the development of the coastal tourism infrastructure. Russia’s capital is being attracted to do that, he noted.

“Our participation, that is, of the Syrian Tourism Ministry and travel companies, in an exhibition in Moscow is expected. At that exhibition, we will present videos, booklets and other materials about Syria’s places of interest that we offer to visit,” the minister said.

He added that the restoration of antiquities was in full swing. According to Martini, the Syrian authorities have given new life to the historical markets in Homs.

“Also, a large number of churches has been restored in the Old City of Homs. The biggest mosque in the region, Khalid ibn al-Walid Mosque, was completely destroyed. We have been able to restore it,” he added.

As for Aleppo, the Old City has been fully restored there. “We include every district that has been restored in our tourist plan to make sure there is a tourist flow there,” the minister said.

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Japan’s first domestic passenger plane since 1960s to challenge Boeing and Airbus

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Mitsubishi Aircraft Corporation, an aviation unit of Japanese industrial giant, is planning to start deliveries of Japan’s first domestically-produced passenger plane since the 1960s as soon as next year.

The 88-passenger jet has a flight range of about 2,000 miles, while a smaller variant can fly up to 76 people for about the same distance. The MRJ (Mitsubishi Regional Jet) made its maiden flight in November 2015 with the first deliveries slated for mid-2020.

Mitsubishi Aircraft Corporation initially planned the first deliveries of the jet for 2008. However, the date was pushed back five times due to production difficulties. Orders for the aircraft that once totaled 474 units from US and Japanese carriers have been reportedly reduced to 407 jets so far.

The Japanese conglomerate, a longtime supplier of aircraft components to Boeing, invested over 600 billion yen ($5.36 billion) into MRJ as of March 2018 with another 200 billion yen ($1.8bn) expected to be pumped into the project by the end of 2020. In October, Mitsubishi announced plans to invest an extra 170 billion yen ($1.5bn) in capital into its aircraft unit, canceling 50 billion yen ($446mn) of the debt owed by the division.

The long-anticipated MRJ, which is designed for local air transportation, may become a peer competitor for such mainstays as Canada’s Bombardier, whose C Series regional planes are marketed as the Airbus A220, after the 2017 acquisition of the unit by the European aerospace giant. The Japanese jet is also expected to provide keen competition to Brazil’s Embraer that announced plans to create a joint venture for Embraer’s airliners in 2018.

The newcomers in the sector of regional air service, such as the Russian Sukhoi Superjet-100 and the Chinese Comac ARJ21, which are currently undergoing test flights, may also challenge Airbus and Boeing.

Mitsubishi is currently involved in legal proceedings with Montreal–based Bombardier. In October, the Canadian aircraft manufacturer filed a lawsuit, accusing the Japanese corporation of stealing secret information and causing Bombardier “to suffer irreparable financial loss.”

Mitsubishi counter-sued, saying that the Canadian aircraft producer had violated antitrust regulations through “a multifaceted scheme to expand its power within the regional jet market by impeding the entrance of a new competing aircraft.”

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