by Nicols Barboza

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The LoveDestinations model
Photo by Tim McKenna
The LoveDestinations model
who am I?
Im a Marketing Professional dedicated to the
tourism industry. I have successful international
experience in marketing strategy conception and
tourism brand building. After many years of
studying the decision making process, I have
developed a whole new model for tourism
marketing: The LoveDestinations model and I
want to share it with you.
+
Masters Degree in Marketing and Sales Management
+
Business Manager
+
French Polynesia and exotic
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Tourism marketing consultant
+
Consumer behavior researcher
+
Specialist in millenials Marketing
by Nicols Barboza
BARCELONA, SPAIN - 2014

Marketing Consultant.
This model is a innovative
way to understand tourism
marketing. Developing
destinations as brands is just
the first step in a long road
for passengers attraction
and seduction.

The key of this new way of
defining the touristic
strategy is to recognize the
importance of the emotional
connection with passengers.

People are changing the
way they chose destinations.
They seek LoveDestinations.
Is your destination ready for
this challenge?
LoveDestinations

The

model


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LoveDestinations

The

model


Its a place that makes us dream.
Its a deep desire, a longing in our hearts.
The trip of our lifetime.
A destination that seduces us, that makes us feel special.
A destination capable of creating an emotional
connection, and lets us feel close even if its far away.

A place that makes us fall in love.
, ,
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LoveDestination?
what is a
And why you should care about this.
I want
to visit
this
place
I dream
with
living
this
a LoveDestination is irresistible.

a destination is attractive
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There are two variables to consider when building amazing destinations

Theres a line that
divides
the trip of your
lifetime
This line is
Only LoveDestinations
can make us dream.
The destination product
has been conceived as a
mix of programs,
packages, people and
physical product.
This place is ATTRACTIVE.

Bora Bora Pearl Beach. Photo by Pearl Resorts

LoveDestinations
vs
Destinations

Information vs Relationship
Recognized vs Loved
Generic vs Personal
Statements vs Love Stories
Quality vs Sensuality
Symbols vs Icons
Attributs vs Mystery
Values vs Spirit
Professional vs Creative
Image vs Personality
Desired vs Dreamed
Clients vs People
Trip vs Experience
Rational vs Emotional
Satisfies vs Delights
Multimedia vs Transmedia
Spectators vs Participants






All you need is Love
All you need is Love - Love is all you need - All you need is Love Love is all you need -
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how does this
model work?
Both variables, Physical attraction and Love,
give us 4 types of destinations.
Love
Physical attraction
LoveDestinations
Trendy destinations &
Unprepared destinations
Generic
Destinations
Attractive
Destinations
High Love + High Attraction
High Love + Low Attraction
Low Love + High Attraction
Low Love + Low Attraction
This model is an adaptation for tourism from Kevin
Roberts model for brands: Lovemarks. Lovemarks
are based on love and respect.
Learn more about this successful model on
www.lovemarks.com
Physical attraction
Physical product: Facilities - Transportation - Attractions - Reputation
Programes: Events - Festivals - Activities
Performance: Visitor mix - Quality - Service - Community - Trust
Packages: Offers
no Physical attraction, no Love
The recognition of physical attraction has to be earned with
hard work, strategic planning and destination management
efficiency. For being loved, a destination has to be
respected and perceived as attractive first.

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LoveDestinations

The

model


Love
LoveDestinations

The

model


Earning love is much more difficult than building attraction.
Destinations must have a capacity for seducing people,
transmitting passion and creating intimate relationships with
them. Its all about creating an emotional connection with
people, rather than selling to passengers.
Passengers are people

Sensuality: sensory experience
Passion: dreams - inspiration - mystery
Intimacy: commitment - empathy - belonging

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EASTER ISLAND (Chile)*

+ High Sensuality
+ High Passion
+ Average Intimacy

- Low Physical product
- Low Programes
- Low Performance
- Low Packages
Trendy or unprepared
4 types of destinations
High Love / Low Physical attraction
Destinations that are able to generate love, but its
lack of physical attraction turns this love into
something fleeting. They have some occasional love
generators, but they need to work on their destination
management first.
Trends are cool places, but are they going to last?
Unprepared destinations have good potential, but
they dont have the right touristic management.
*Example only. Destinations classification its up to your target travelers. Love and Attraction are both given by people.
destinations
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SALOU (Spain)*

- Low Sensuality
- Average Passion
- Low Intimacy

- Average Physical product
- Average Programes
- Low Performance
+ High Packages
Generic destinations
4 types of destinations
Low Love / Low Physical attraction
Destinations that we need, but dont desire. We may
even dont enjoy the whole experience, but they are
convenient because of their price, their location or
travelers habits.
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*Example only. Destinations classification its up to your target travelers. Love and Attraction are both given by people.
RIVIERA MAYA (Mexico)*

- Average Sensuality
- Low Passion
- Low Intimacy

+ High Physical product
+ High Programes
+ High Performance
+ High Packages
Destinations
4 types of destinations
Low Love / High Physical attraction
Most of your competitors are just destinations. For the
last decades they have spent their budgets on
developing their physical attraction, but they risk
becoming insipid destinations. If they dont develop
love, they will be replaced by LoveDestinations.
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*Example only. Destinations classification its up to your target travelers. Love and Attraction are both given by people.
BORA BORA (Polynesia)*

+ High Sensuality
+ High Passion
+ High Intimacy

+ High Physical product
+ High Programes
+ High Performance
+ High Packages
Love Destinations
4 types of destinations
High Love / High Physical attraction
Destinations that let us be part of a dream.
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*Sample only. Destinations classification its up to your target travelers. Love and Attraction are both given by people.
Sensuality
How to create love

We are seduced through our
senses, so a destination has to
create sensory experiences.

Hearing: sounds and music.
Sight: colors, shapes and contrasts.
Scent: smells and perfumes.
Touch: textures and finesse.
Taste: gastronomical offer.

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Passion
How to create love

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As humans, we are moved by

passion. We cannot resist nor
change our passions. So a
destination must transmit a
passionate personality.

Build a DREAM (stories - heritage)
INSPIRE dreamers (icons - insights)
Let MYSTERY surround the
inspired dreamers (myths - intrigue)


Intimacy
How to create love

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Listen, understand and build an experience,

but never sell a trip. Sales must be
replaced by intimate relationships with our
travelers.

Destination ambassadors must find the
passengers place within the destination by a
deep comprehension of its aspirations. This can
only be achieved by EMPATHY.
Creating this SENSE OF BELONGING will be
essential for our dreamers.
The destination assumes the COMMITMENT of
making the dream come true.


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Making people fall in love with your destination is the way to improve your product and increase your business
, , ,
Love
is all you need.
Millenials Traveling
This new generation of travelers
have completely different
values from its predecessors.
Destinations have to adapt to
these new passengers.
People between 18 and 29 years old
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Brand loyalty|Hiper-connected |Sharing opinions attitude |
New experience seekers|More informed and more international travelers |
The best way to understand millenials is to be one of them.

Although the Millennial generation isnt the core customer group of airlines,
hotels, and travel companies today, it will be in ve to ten years, when
Millennials enter their peak earning, spending, and traveling years.
And what about your travelers?

The LoveDestinations model
my propoal
Lets apply The LoveDestinations model to your destination and make it
a successful business for your company and an incredible experience for
your visitors.
Applying this model requires a 4 step process:
by Nicols Barboza

Tourism brand building.

INSIGHTS EXPERIENCES COMMUNICATION AMBASSADORS
EMOTIONAL CONNECTION
Love
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BARCELONA, SPAIN - 2014
Sensuality Passion Intimacy
WORKING AXIS
Research is the source of travelers
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RESEARCH
Deep study of our
experience seekers.
Understand their
motivations, and their
mindset. First, we must
listen. They are giving us
the key to connect with
them.
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Discover
Tourism is not about traveling, its about creating
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CREATIVITY
We have to create,
design and explore the
experiences around your
destination. This will give
meaning to the trip, so
wed better plan
something memorable.
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Create
Before being travelers, people are dreamers. Therefore,
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BRAND&IMAGE
We need to show the
world that theres a
place that is changing
the way we travel.
We need to let them
know us, and let them
love us.
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Re-imagine
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People that work with LoveDestinations must love their product first. There are no salesmen, only brand
PEOPLE
The Destinations
Ambassadors that are going
to tell our story must be well
prepared. Achieving intimacy
with travelers is not easy
nowadays, so we must train
our team to be prepared for
this challenge.
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Train
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Neuroscience has demonstrated
the importance of emotions in
our decisions. Our rational
brain is only one player in this
process, and we will convince it
with the physical attraction. The
second player is our emotional,
intuitive brain, which were
going to seduce and make it
love us by applying the
LoveDestinations model.

Emotion is the key for choosing
destinations, and emotional
connections have become not
necessary, but essential. So,
lets build this connection
through love.
LoveDestinations

The

model


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The LoveDestinations model

CONTACT ME
by email: nnbarboza@gmail.com
by phone: +34 644 275 097
The LoveDestinations model
Operations Center in Barcelona, Spain.
Every photograph used in this presentation has its credits on the right side of the page.
Lests work on your destination
Photo by Jordi Folch
NicolsBarboza
Millennials, we are more sensitive
to changes. Consuming is about to
suffer a new revolution. You need
millennial dna in your company
to adapt your business to this new
wave of marketing.
Nicols Barboza