Faced with outdated processes and systems, the Aruba Tourism Authority (ATA) wanted to modernize its approach to attract first-time and repeat visitors to the island. ATA partnered with Ansira to implement cutting-edge technology upgrades and data-driven marketing solutions, leading to an increase in repeat visits to the island and millions in tourism dollars.
CHALLENGE
Aruba Tourism Authority (ATA), the official marketing and tourism organization for Aruba, wanted to increase first-time and repeat visits to the island. To accomplish this goal, ATA needed to address some of the organization’s antiquated processes and systems and improve overall engagement with past and future guests.
43%
Increase in island return rate for targeted visitors
$2.1 MILLION
Incremental on-island spend from visitors who received more relevant emails
$20 MILLION
Incremental on-island spend from target market
SOLUTION
Ansira assisted ATA with the technology upgrades, customer insights, and data-driven marketing solutions necessary to boost tourism. The team started by building and restructuring ATA’s database and reporting platform for better data collection and visibility. Then it worked on visitor segmentation and modeling so ATA could send more personalized, relevant content to prospects. Ansira also built a global email platform that deployed communication in nine languages across 120 countries.
Through ongoing data mining and campaign analysis, Ansira uncovered an opportunity for ATA to invest more to engage high-spending customers. ATA adjusted its eCRM messaging for that audience and ran targeted media campaigns to meet high-spending tourists where they are. Due to ATA’s ability to deliver the right communication to the right customer at the right time, the organization saw not only an increase in repeat visits to the island, but also millions in incremental on-island spend.
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