2024 MARKETING REPORT
DIVI RESORTS WEBSITE & CONTENT SUPPORT 01.
• Website Performance
• New Website Features
• Adobe Reports
• Google My Business
• 2024 Photography/Videography/Drone Work
• Aruba
• Bonaire
• St. Maarten
• Issuu
• Scanova
WEBSITE PERFORMANCE
2019-2024 diviresorts.com Performance
The first six months of 2024 have outperformed 2023, with revenue up 21%, reservations up 21.46%, room nights up 17.82%, ADR up 2.71%, and website visits up 10.86%.
Throughout 2024, we have dealt with reduced inventory at specific resorts due to construction at Phoenix, Flamingo, Village Golf, and Little Bay. We overcame this factor for certain weeks in Q1 and Q2, but it will remain a challenge, specifically at Phoenix in Q3 and Q4.
We remain optimistic for the last half of 2024, but we anticipate a softening and reduction in travel for the last quarter of the year. Historically, in an election year, rhetoric and negative media chip away at consumer confidence, which can result in less spending on travel. Marketing works closely with Revenue Management/Sales to anticipate these fluctuations and adapt appropriately to changing markets.
We recommend continuing promotion over Thanksgiving/Black Friday/Cyber Monday/Travel Tuesday (usually, one sale covers all these holidays). This has successfully added revenue and lifted occupancy at the end of the year and early January 2025.
NEW WEBSITE FEATURES
At the end of Q2, we launched the Booking Urgency Widget on our website, enhancing user engagement and driving conversions. This widget, prominently displayed on our resort home and specials page, provides real-time data on recent searches and bookings. Showcasing current booking activity adds some urgency to book their next vacation today. The widget implementation included a onetime setup fee of $850 and a monthly maintenance cost of $100, offering a costeffective solution to increase our booking rates.
ADOBE REPORTS
Countries Report by Page Views
ADOBE REPORTS
ADOBE REPORTS
United States Report for www.diviresorts.com YTD Page Views
ADOBE REPORTS
United States Report for www.diviresorts.com YTD Revenue
ADOBE REPORTS
GOOGLE MY BUSINESS
Google numbers for the first half of the year have increased due to our efforts in Google Business and Metasearch through Cendyn (formerly WiHP).
Google’s March 2024 core update refined its algorithms to better identify and reward original, informative, and valuable content. Websites producing well-researched and comprehensive content are more likely to see positive impacts on their rankings. The marketing team works closely with Vizergy, our website agency, to ensure SEO and the impact of Google’s changes are maximizing our website opportunities.
2024 PHOTOGRAPHY/VIDEOGRAPHY/DRONE WORK - ARUBA
Beach Bar
Coffee Corner
Mulligan’s
Mesa Latina at Windows On Aruba
Wave Shack
Model Room Phoenix
Model Room Village Golf
2024 PHOTOGRAPHY/VIDEOGRAPHY/DRONE WORK - BONAIRE
Pools
Resort
Chibi Chibi
pureocean
Slice Pizzeria
Divi Dive Bonaire
Deluxe Double
Deluxe King
Beachfront Studio Beachfront One-Bedroom
Mix at Oceans
Seabreeze
Gizmo’s Birthday Bash
Brochure Stats
All brochures, restaurant menus, resort maps, all-inclusive information, etc. reside on Issuu. This program offers a digital experience that allows us to track impressions, readership, and clicks to the booking engine.
Cost: $528 per year.
January – June 2024 Readers Around the World
SCANOVA
Scanova offers dynamic QR code generation and management, providing guests with swift access to our digital marketing materials directly from their mobile phones. These QR codes are strategically placed across our resorts, appearing in key locations such as:
• Menus
• Brochures
• In-Room Guides
• Trade Show Flyers & Booths
For $900 a year, we gain the capability to track usage, curate dynamic content optimized for mobile screens, and make real-time edits to links. In the first half of 2024, we introduced 31 new QR codes, bringing our total managed codes to an impressive 178.
Visits by Day
Visits by QR Code/Tag
SERVICES DRIVING DIRECT BUSINESS
• Eblasts
• Social Media
• Overview
• Influencers
• Contests
• ChatGPT & Adobe Generative AI
• Sojern Remarketing
• Press Releases
• Divi Resorts App
• National Television Promotions
EBLASTS
Eblasts remain an essential tool for marketing and sales. In addition to promoting resorts and sales to increase bookings, eblasts are excellent tools for communicating essential updates, incoming inclement weather, changing travel restrictions, important pre-arrival and post-stay details, island information, and more.
In February 2024, Google set new guidelines for bulk senders (5,000 or more emails a day) to improve email security. Google requires those who send large volumes of emails to authenticate - or validate - their email addressess. Divi Resorts, through Fuel/Blueshift our email provider, adheres to these new guidelines.
SOCIAL MEDIA
Overview
Marketing oversees 17 Facebook pages, 5 Instagram pages, 5 X pages, and 1 Tiktok page. Compared to the first half of 2023, all platforms have increased engagement and reach by an average of 22%.
These increases have been reached organically as we continue sharing more original video content and highlighting our competitive price points, best price guarantee, kid’s stay and eat free program, and romance and dive packages. We also work with influencers and journalists on FAMs and share their original content on social media.
AUDIENCE
COUNTRIES
1. USA 2. Indonesia 3. Aruba 4. Nepal 5. Bangladesh 6. Barbados 7. Canada
8. Netherlands
GENDER
Female: 64.4%
Male: 34.1%
We continue to post specific resort content to each resort’s Facebook account. The strategy behind keeping all of the individual Facebook accounts active is to ensure that the entire brand is unaffected if one resort has a crisis, e.g., a hurricane or a resort-specific issue (e.g., water contamination at Village Golf). Any specific communication is directed where it is needed and relevant.
As with previous years, we continue seeking great partnerships with influencers and bloggers worldwide. The content they shared with their audiences conveyed our resorts and islands’ unparalleled beauty from their perspective, helping us increase visibility and authenticity on social media.
Susan Campbell Freelance Journalist for USA Today, Fodor’s, and more
January 2024, Divi Dutch Village
• Instagram: @suectravel - 1,455 followers
Jenna Ricciardi Social Media Influencer
March 2024, Divi Little Bay
• Instagram: @thejennaricciardi - 164K followers
Travel Expert
April 2024, Divi Little Bay
• Instagram: @carmenordoneztv - 24.3K followers
• Morning Show: Tampa Morning Blend - 1.73M viewers
Baid Family & Travel Social Media Influencer
June 2024, Divi Village Golf
• Instagram: @momma_bows_and_lipsticks - 25.8K followers
Umang
Carmen Ordonez
Windows on Aruba Launch of Mesa Latina Concept with Promotion from Local Aruba Influencers
Rashida Schmit
Aruba Foodie Social Media Influencer
Mesa Latina Visit
• Instagram: @rashidaschmidt - 4.5K followers
Aruba Eats
Aruba Dining Social Media Team
Mesa Latina Visit
• Instagram: @aruba_eats - 20K followers
Aruba
•
Mesa Latina Visit
Instagram: @kiara.arends - 19K followers
Kiara Arends
Lifestyle Social Media Influencer
Valeryn Vasquez
Aruba Lifestyle Influencer
Mesa Latina, Windows Sunday Brunch, and pureocean visits
• Instagram: @rashidaschmidt - 26.2K followers
St. Maarten Radio Host
Gizmo’s 30th Birthday Bash
Jacky Rom
Gizmo’s Birthday with Jacky Rom - Audio
Contests
We launch contests through GLEAM throughout the year. This software allows us to design contest visuals and monitor and comply with federal/state regulations. It also offers us valuable stats and data on the people who enter our contests that can be used for marketing. It is simple to use and helps raise the profile and interest of our brand via social media and the diviresorts.com website, where details on the contests reside.
Cost: $1,490 per year
2024 Caribbean Family Adventure
January 1 - 12, 2024
Prize:
Enter for a chance to win a 2024 Caribbean family adventure to Aruba, Bonaire, or St. Maarten.* This package includes:
• 6-Night/7-Day vacation for up to two adults and two children
• Roomy one-bedroom suite (sleeps 4)
• The all-inclusive package includes food, drinks, activities, amenities, non-motorized water sports, and more!
*Airfare and transportation are not included.
GLEAM Entries: 785,750
Impressions: 8,428
Actions: 3,182
Users: 1,435
Conversion Rate: 17.03%
Book A Vacation: 226
Refer A Friend: 143
Travel and Adventure Shows - 5-Night/6-Day Caribbean Summer Adventure
January 30 - April 1, 2024
Prize:
Enter for your chance to win a 5-night/6-day Caribbean Summer Vacation* for 2 adults at one of Divi Resorts’ stunning Caribbean destinations on ARUBA, BARBADOS, BONAIRE, ST. CROIX, OR ST. MAARTEN
• Accommodations in a Beachfront Hotel Room or Studio Suite
• Complimentary Bed & Breakfast Daily
*Airfare, transportation, and meals, excluding daily breakfast, are not included. Travel June 20 through September 22, 2024. Blackout dates apply, and subject to availability at time of booking.
GLEAM Entries: 903,750
Impressions: 7,664 Actions: 3,974 Users: 1,272
Caribbean Family Adventure to St. Maarten for Gizmo’s 30th Birthday
March 18 - April 4, 2024
Prize:
Enter for your chance to participate in Gizmo’s 30th Birthday week at Divi Little Bay on St. Maarten. This prize includes a fantastic stay and fun activities for up to two adults and two children.
• 7-Nights/8-Days at Divi Little Bay Beach Resort from June 1-8, 2024
• 1-Bedroom Suite (sleeps 4)
• All-Inclusive Plan
• Four Birthday Celebration Gizmo T-Shirts
• Photo Opportunity and Meet & Greet with Gizmo
*Airfare and ground transportation are not included.
GLEAM
Entries: 561,200
Impressions: 8,428
Actions: 2,614
Users: 889
Conversion Rate: 20.87%
Book A Vacation: 197
Refer A Friend: 176
Win Tickets to Soul Beach 2024
April 5 - May 2, 2024
Giveaway tickets as prizes, all tickets are given to us as part of our promotion agreement with Soul Beach festival promoters.
Prizes:
1st Place VIP Package includes:
• 2 Friday General Admission Comedy Show Tickets at the Renaissance Festival Plaza
• 2 Saturday & Sunday General Admission Concert Tickets
• 4 Gold Area Entry Passes at the Harbor Arena (2 Saturday/2 Sunday)
• 2 Party Pass Packages (total of 5 entries per person into 5 official Soul Beach Music Festival After Parties) with express entry access
• Bonus: 2 Friday General Admission Comedy Show Tickets at the Renaissance Festival Plaza and 2 Saturday and Sunday General Admission Concert Tickets
2nd Place Prize Package includes:
• 2 Friday General Admission Comedy Show Tickets at the Renaissance Festival Plaza
• 2 Saturday and Sunday General Admission Concert Tickets
• 4 Gold Area Entry Passes at the Harbor Arena (2 Saturday/2 Sunday)
3rd Place Prize Package includes:
• 2 Friday General Admission Comedy Show Tickets at the Renaissance Festival Plaza
• 2 Saturday and Sunday General Admission Concert Tickets at the Harbor Arena
GLEAM
Entries: 15,350 Impressions: 1,250 Actions: 249 Users: 222
13.57%
June 21 - July 18, 2024
Prize:
Prize includes a fantastic stay at participating resorts on Aruba, Barbados, Bonaire OR St. Maarten for up to two adults and two children.
• 5-Nights/6-Days
• Studio or 1-Bedroom Suite (sleeps 4)
• Daily complimentary breakfast
• Travel valid July 20, 2024, through June 30, 2025
*Airfare and ground transportation are not included. Blackout and holiday dates may apply.
GLEAM
Entries: 488,000
Impressions: 4,412
Actions: 2,040
Users: 1,656
Conversion Rate: 14.87%
Book A Vacation: 173
Refer A Friend: 165
CHATGPT & ADOBE GENERATIVE AI
We leverage ChatGPT and other free-to-use artificial intelligence programs to enhance our social media copywriting process by generating captions and gathering copy inspiration. Its intuitive ability to understand and create effective copy and efficient language enhances our content creation strategy. To ensure our team is educated on using ChatGPT and other generative AI tools, we have provided comprehensive training to ensure they use these AI tools effectively and responsibly.
In addition to using ChatGPT, many of our current software programs have released new features powered by artificial intelligence. Blueshift, our email provider, features artificial intelligence that optimizes email subject lines, and Brandwatch, our social media scheduler, has recently released Iris. This ChatGPT-powered tool helps optimize social copy by the audience. Adobe has launched its generative artificial intelligence plugins, which are included at no additional cost through our Adobe Cloud subscription. With generative AI features now included in Adobe Photoshop, Lightroom, and Premiere Pro, our team is leveraging generative AI to produce optimized content.
Using ChatGPT to generate hashtags for a social media campaign.
Blueshift’s subject line generator uses copy in the body of your email to recommend subject lines based on your target audience’s demographics.
Brandwatch’s ChatGPT-powered copywriting tool, Iris, is ideal for creating short, educational social media posts based on user-generated requests and recommending hashtags.
Using Photoshop’s Generative AI feature to extend the edges of a photo to better fit our design needs.
SOJERN - REMARKETING
Sojern’s remarketing focuses on:
• Engaging travelers more efficiently across digital channels
• Delivering the right message in the right place at the right time
• Optimizing performance to drive awareness and conversions
• Generating cross-channel engagement
There are no up-front costs or monthly fees for Sojern; we only pay their 14% commission after the guest has completed their stay and checked out. If the reservation is canceled, we are not charged for the reservation. Payments are made monthly after reconciliations, and this program can be turned off within 30 days.
25% Off July Sale - All Resorts
Summer Splash Sale - Oceans at Divi Little Bay
PRESS RELEASES
ReisBizz
Island
Aruba Today
Aruba Today
The Virgin Islands Daily News
Aruba Today
The Virgin Islands Daily News
SXM Daily Herald
Aruba Today
Bonaire.nu
Bonaire.nu
Aruba Today
Aruba Today
Bonaire.nu
Gis Barbados
DIVI RESORTS APP
Blueshift provides our Divi Resorts App, email marketing, and operations surveys. The app is limited in some functions, but we have seen growth in time spent on the app and number of screens visited in 2024. Most of the app is connected to www.diviresorts.com for its content and is continuously updated. Marketing provided monthly updates for F&B specials and Activity Calendars to keep the resort information current.
Starting in April of 2024, the cost of the app increased to $265 per month. Overall, we have spent $795 in 2024 and have had over 33,000 unique visits to the app.
958.65 from 884 in 2023 8.44% Increase
2,486.32
NATIONAL TELEVISION PROMOTIONS
Wheel of Fortune – Syndicated
Wheel’s shows cover 99.8% of US and averages 8.5 million views per show.
WOF is anticipating high ratings this season due to Ryan Seacrest taking over from Pat Sajack. June 11 was Pat’s last show, which drew 11m views.
Various Dates: 2022/2023 Season (9/1/23 – 8/31/24)
• Divi Village Golf - 3 x 6N/7D for 2, AI, Studio Golf Villa Suite
• Divi Dutch – 3 x 6N/7D for 2, AI, Studio Suite
• Divi Phoenix - 3 x 6N/7D for 2, Bed & Breakfast, Studio
• Divi Little Bay – 3 x 6N/7D for 2, AI, Studio Suite
• Oceans at Little Bay – 3 x 6N/7D for 2, AI, King Hotel Room
• Divi Flamingo – 3 x 6N/7D for 2, AI, Deluxe Oceanfront Hotel Room
• Divi Southwinds – 3 x 6N/7D for 2, Bed & Breakfast, 1-bedroom Suite
• Divi Carina Bay – 3 x 6N/7D for 2, AI, Beachfront King Hotel Room
WOF has limited all hotel promotions in the 2024/2025 season to three promotions per hotel and a 6-night minimum stay.
Price Is Right – Syndicated Covers 95% of the US and generates over 5.14 million views each show
• Village Golf – 2 x 5N/6D for 2, AI, Studio Golf Villa Suite
• Dutch - 2 x 5N/6D for 2, AI, Studio Suite
• Divi Little Bay – 2 x 5N/6D for 2, AI, Studio Suite
• Oceans at Little Bay – 2 x 5N/6D for 2, AI, King Hotel Room
• Flamingo - 2 x 5N/6D for 2, AI, Deluxe Oceanfront Hotel Room
• Divi Carina Bay – 2 x 5N/6D for 2 AI, Beachfront King Hotel Room
PIR room nights were reduced from 6 to 5 for the 2024/2025 season. PIR only accepts all-inclusive prizes so both Phoenix and Southwinds are omitted.
Notes:
• Complimentary reruns throughout the spring and summer hiatus on all shows
• The TCB is no longer supporting TV promotions and covering Flamingo’s expenses; therefore, we have dropped both 25 Words Or Less and Pictionary from this year’s promotions
• Melanie Marsh fees $12,250 (negotiated special pricing, Aruba $500/ promotion, Barbados/Bonaire/St.Croix/St.Maarten $250/promotion)
• Anticipated redemption for the 2023/2024 season is 30%. Based on the same projected redemption in previous years, it’s expected that 11 certificates will be redeemed at an average cost of $6,500/cert = $71,500
• 2024/2025 season projected audience = 256M households based on last year’s viewership
• Total projected program cost = $83,750
We recently worked with the ATA to host this Good Morning Washington segment from the Beach Bar on Aruba (Video starts at 2:52). We are looking for opportunities like this one year-round at a $0 cost to the brand. Reach: 1M
Good Morning Washington, Live at the Beach Bar, with over 1M views
• Sales Promotions
• Conference Materials
SALES PROMOTIONS
Sales & OTA Promotions First 6 Months of 2024
• Up to 25% off is the standard starting rate for 2024
• Divi Dive Bonaire Dive Specials
• Bajan Safari Roadshow
• Heineken Regatta & SXM Carnival Sales Promotion
• Last Minute Travel Sale
• Leap Year Sale
• Memorial Weekend Summer Blowout Sale
• Soul Beach Music Festival
• Spring Frenzy Sale
• Fly Away & Play
• Summer Splash Sale
• Expedia Ad Campaign
• Travel & Adventure Shows
• ATA Italy Early Booking Campaign
• Divi Deal of the Week
Frenzy Sale
Spring
Last Minute Travel Sale Summer Splash Sale
Travel & Adventure Shows
Beneath the Sea Expo
OPERATIONS
• Brochures
• Signage
• Lobby Videos
• In-Room Materials
• Welcome Packets
All company brochures are available digitally and are kept up to date via Issuu. We have updated brochures with QR codes to provide menu information.
DIVI LITTLE BAY OCEANS AT LITTLE BAY
Divi Aruba Phoenix
Divi Flamingo
Divi Dutch Village
Divi Little Bay & Oceans at Little Bay
Divi Village Golf
Divi Southwinds
DIVI CARINA BAY OCEANS AT CARINA BAY
Divi Carina Bay
Divi Resorts
Groups
Weddings
OCEANS AT DIVI LITTLE BAY
Oceans at Divi Little Bay
Honeymoons
OCEANS AT DIVI CARINA BAY
Oceans at Divi Carina Bay
Replacement Restaurant Signage
Elevator Signage
LOBBY VIDEOS
We’ve updated our lobby videos to include current footage of the resorts and amenities as well as correct information, such as restaurant hours and activities. The color scheme of the motion graphics was also updated to better reflect the Divi Resorts brand.
These videos are played on TVs in each resort’s lobby for guests to view.
Divi Aruba Phoenix
Divi Dutch Village
Divi Flamingo
Divi Carina Bay
Divi Village Golf
Divi Southwinds
Divi Little Bay
IN-ROOM MATERIALS
Working with our operations team, marketing created a new welcome packet incorporating serveral important pieces of information into one piece. We’ve used QR codes that can be regulary updated to keep the packets current. The packets help eliminate printed materials inside rooms and at the front desks. Plus, it folds into a convenient pocket-sized piece that also includes a spot to insert key cards.
Cost: $68,000.00 - 142,000 pieces - 0.478 per piece
Divi Southwinds
Divi Dutch Village
Divi Carina Bay
Divi Flamingo
Divi Village Golf
Divi Aruba Phoenix
Divi Little Bay
• 2024 Membership Materials
• Point Special Eblasts
• Club Escapes Special
2024 MEMBERSHIP MATERIALS
POINT SPECIAL EBLASTS
To help move inventory during shoulder season, a point special was created for DVC members. Over the course of two months, the email went out to 100% of the DVC membership.
Sends
As with the DVC point special, a Club Escape offer was created for Timeshare Vacation Owners and promoted over two months to
ScrolldownandcheckouttwogreateventsonArubaandSt. Maartenthatmightpiqueyourinterestandcomejoinus!
BRAND UPDATES & LAUNCHES 06.
• Divi Village Golf Renovation
• pureocean Website
• On Island Time
• New Outlet Launches & Restaurant Rebranding
• Wave Shack
• Chibi Chibi
• purebeach
• Windows on Aruba’s Mesa Latina
• Mix at Oceans
• New Outlet Concepts
• BarTapas Concept
• PureCafé Concept
• Divi Cares
DIVI VILLAGE GOLF RENOVATION
Room Number Sign
Hallway Sign
Timeshare Owner Renovation Brochure
PUREOCEAN WEBSITE
We successfully launched the redesigned pureocean Restaurant website, creating a fully responsive, mobile friendly site that breaks out each outlet into their own set of pages created to reflect the voice of each location. This redesign included:
• 13 Web Pages
• Mobile-First, Fully Responsive Design
• Targeted SEO Optimization
• Embedded Video Features
• Elevated User Journey
Old Site
New Landing Page
Aruba Barbados
Bonaire
St. Maarten
Our branded “On Island Time” newsletter is produced once a quarter and is promoted via eblast and social media to all our owners/members/ past guests. It provides them with timely resort updates, quarterly onisland specials, information regarding new menus or outlets, DVC updates, the success of Divi Cares initiatives, personable content from resort staff, and more. We do not print this magazine-formatted publication; it resides on Issuu in a digital format.
Our newsletter eblasts have an average click rate of 5.52%, an average open rate of 48.19%, and generated a total of $76,593.
ON ISLAND TIME
ON ISLAND TIME
Winter Newsletter
Island Adventures
Divi Cares
Employee Spotlight
Day in the Life
NEW OUTLET LAUNCHES & RESTAURANT REBRANDING
Wave Shack
Chibi Chibi
Windows on Aruba’s Mesa Latina
NEW OUTLET CONCEPTS
BarTapas Concept
Green Initiatives
Alex Nieuwmeyer Charity Golf Tournament
Over the weekend, The Links at Divi Aruba had the great pleasure of hosting the 2024 Mr. Alex Nieuwmeyer Charity Golf Tournament in support of the Micky’s Foundation Aruba. The tournament generated AWG 15,000. Divi Impact Foundation match the amount with another AWG 15,000 and wrote an impressive check of AWG 30,000 to Micky’s Foundation Aruba. On behalf of Divi Impact Foundation, we thank all our generous sponsers and to everyone who came out to participate.
All of the work shown in the marketing presentation was produced in-house by the Corporate Marketing Department:
Beverley David Corporate Director of Marketing
Katie Brown Marketing Supervisor & Web Developer
Jolee Sullivan Communications Specialist
Ariel Penland Multimedia Marketing Specialist
Julia Viaggio Social Media Specialist
Abbie Kerby Graphic Designer