Project Sustainable Tourism

Team Meleco

Andrea Longoria Wendy Oliva Michael Lengyel Keith Nielsen Shashwat Bista

Who is Explora Caribe?

Founded 1996 110 Employees 140,000 guests last year Cater to Hotels and Cruise Lines

Port Cities Cozumel Costa Maya Puerta Vallarta Cancun Chiapas Maya Riviera and more...

Featured on the Sustainable Travel International Website (STI) Bronze Certification (Sustainable Travel International)

Cozumel Based Competitors

Alaventura Paragliding Amigo Trails Aventuras Mexico Profundo Baja Outdoor Activities (BOA) Cabo Expeditions Catherwood Travels Conexion a la Aventura Desafio Turismo de Aventura Ecoaventura Mexicana Chiapas EcoColors Emotion Team Explora Ecoturismo & Aventura EXXI Challenge MX Geo Aventura Hotel Xixim IBO Incentitours Journey Mexico

Mexico Verde Mountain Sports Mexico MSXpediciones Petra Vertical Reserva Ecologica Nanciyaga Rio Salvaje Rios Extremos Rio Secreto Sierra Gorda EcoTours Solei Tours South Hope Tlacuachu Adventures Vallarta Adventures Veraneando Adventures Veredas Adventures Wayak Tours

Independent Tours

Cozumel Based Competitors

Alaventura Paragliding Amigo Trails Aventuras Mexico Profundo Baja Outdoor Activities (BOA) Cabo Expeditions Catherwood Travels Conexion a la Aventura Desafio Turismo de Aventura Ecoaventura Mexicana Chiapas EcoColors Emotion Team Explora Ecoturismo & Aventura EXXI Challenge MX Geo Aventura Hotel Xixim IBO Incentitours Journey Mexico

Mexico Verde Mountain Sports Mexico MSXpediciones Petra Vertical Reserva Ecologica Nanciyaga Rio Salvaje Rios Extremos Rio Secreto Sierra Gorda EcoTours Solei Tours South Hope Tlacuachu Adventures Vallarta Adventures Veraneando Adventures Veredas Adventures Wayak Tours

SATURATED MARKET

Independent Tours

SWOT Analysis Strengths 


Weaknesses

Current sustainable practices

Not enough tours (some ports) (due to availability and location)

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STI certification

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Lack of online presence

Vision to Evolve

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Lack of Brand recognition

Large size company (nationwide)

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Obligation to the Cruise ships ($$$)

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Survived the ups and downs of the market, Demand from customers ! !

No opportunity for direct sales to consumer 


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SWOT Analysis

Opportunities Marketing

Threats Large amounts of tour companies

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Continued education

Maintaining ecosystems !

Expand tour lifespan (Online and In-Port, pictures etc.) !

Locals and under the table tours Economic factors Cruise accidents and bad publicity

Brand Identity

Natural Disasters

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What is Sustainable Tourism?

"Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities"
  (World Tourism Organization)

In order for a customer to behave dierently based on a brand’s social and environmental investments, they must first be aware of them (Nielsen)

Mission Statement

Surrounded by a rich culture based in ethics and quality assurance, we strive to reinvent tourism grounded in education and brand growth through sustainable practices. !

als Go Create a brand identity as a sustainable company Local involvement Return guests Extend tour lifespan Theme of education !

Mascot

Mexico Cozumel Eco

Mascot

Meleco

Mascot: Meleco

Recognized as a god of the wind and/or water According to Mythology, “...created a whole new generation for a new era�

Mascot: Meleco

“Meleco the best tour guide in Mexico�

Mascot: Meleco

Adults 48+ Income: 97,000 Well Educated

Core Profile

General Profile

2011 Cruise Profiles (CLIA)

Adults 25+ Income: 40,000 40% of USA

(2011 CRUISE MARKET PROFILE STUDY REPORTS POSITIVE CONSUMER ATTITUDES, Cruise Lines International Association)

Target Market

Age: 27 Unmarried Itinerary No Children Day 6: Cozumel Hobbies: Outdoor Mexico Recreation, Adventure Income: 60-70k at Port 9.00am-Arrive Jane

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5:00pm-Depart

Have been on a cruise before and ! occasional excursions

Andrew

*9.30am snorkeling tour !

Booked a cruise for March 2014

Target Market

Jane

Itinerary Day 6: Cozumel Mexico 9.00am-Arrive at Port 5:00pm-Depart !

Andrew

*9.30am snorkeling tour

9.00 AM

9.15 AM

9.30 AM

Van with Logo

Indirect Education

Booklet features facts regarding pollution, sea life, and a call to action

Snorkeling Guides

Compost Can !

Highly traďŹƒc areas, tour stops, etc. !

Collected and brought to the community garden and repurposed as fertilizer for plants which go to local restaurants.

Refillable Water Station Complimentary purified rain water to refill and refresh

Meleco Tee, sold exclusively at Meleco approved locations

Strategic Partnership Partnership Energetika (energetika.com) -Solar Lights -Phone Charger Stations

Now Jane and Andrew are planning their next Explora adventure.

New Excursion: Our 100% sustainable tour Ride a bike through the natural landscape to one of our community gardens where you can plant a tree to leave your mark Receive promotional discount incentive

Summary Iconic Mascot with personality !

Consistent brand exposure !

Large/small scale partnerships !

Local involvement !

Social media presence !

Proactive education

WORK CITED

"Learn More about Our Work around the Globe." Sustainable Travel International. N.p., n.d. Web. 17 Feb. 2014.

"Sustainable Development of Tourism." Definition. World Tourism Organization Network, n.d. Web. 17 Feb. 2014.

"Reports ." THE GLOBAL, SOCIALLY CONSCIOUS CONSUMER. Nielsen.com, 27 Mar. 2012. Web. 17 Feb. 2014.

"Vallarta Adventures - Leading Tour & Activity Operator in Vallarta - Dolphin Swims, Whale Watching, Zip-Lines, Outdoor & Offroad Adventures, Beach Hideaways and More." Vallarta Adventures. N.p., n.d.

Web. 12 Feb. 2014.

"Welcome | Ecotours Sierra Gorda." Ecotours Sierra Gorda. N.p., n.d. Web. 12 Feb. 2014.

"Live It. Love It. Explore It." Costa Maya. N.p., n.d. Web. 10 Feb. 2014.

"CLIA'S 2011 CRUISE MARKET PROFILE STUDY REPORTS POSITIVE CONSUMER ATTITUDES." Cruise Lines International Association. N.p., n.d. Web. 10 Feb. 2014.

"Quetzalcóatl." Encyclopaedia Britannica. Encyclopaedia Britannica Online Academic Edition. Encyclopædia Britannica Inc., 2014. Web. 17 Feb. 2014. http://www.energetika.com.mx

The End!