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LEAH CHANDLER, CDMECHIEF MARKETING OFFICER
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SOS IMAGE
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OVER 1B IMPRESSIONS
“The island's tourism industry has worked very hard to come back strong. There's a lot to
celebrate and we don't want the one-year anniversary (of Maria) to set us back.” – Brad
Dean, CEO of Discover Puerto Rico
A Puerto Rican Town Wrote ‘S.O.S. in the
Street after Hurricane Maria.
Now It Has a New MessageHurricane Maria One Year Later: Puerto Rico
Is ‘Eager To Welcome Visitors’
O “The tourism industry has recovered, and we are ready and willing
and eager to welcome visitors,” says Brad Dean, CEO of Discover
Puerto Rico.
Puerto Rico Welcomes Tourists
One Year After Maria
“We believe [Puerto Rico is] going to yield one of the best comeback stories in
tourism history,” says Brad Dean, chief executive of Discover Puerto Rico, a new
nonprofit group that helps visitors plan their trips. “The story isn’t about what
Maria did to Puerto Rico. It’s about what people achieved after Maria.”
A Year Later, Puerto Rico Says ‘Come On Down’
Yes, You Should Be Traveling To
Puerto Rico Now — Here's How To
Do It Responsibly
Puerto Rico Travel: San Juan
Back In Action A Year After
Hurricane Maria
One Year After Deadly Hurricane
Maria, The Best Way To Help
Puerto Rico Is To Vacation There
Somber Day for PR One Year After
Hurricane Maria
One year ago on Thursday Puerto Rico was devastated by
Hurricane Maria. Now homes have been rebuilt and roads
repaved, but many survivors are still struggling to recover.
Hospitality Leaders Tout Puerto Rico As
A “Comeback Story That Our Industry
Have Never Seen”
The Caribbean Comeback: The Latest From
Hurricane-Affected Islands
“On the Island, Dorado Beach, A Ritz-Carlton Reserve and The
St. Regis Bahia Beach Resort are scheduled to reopen in
October, with many other properties also on the path to
reopening before high season.”
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Why Puerto Rico Is No. 1 On Our Places To Go
List“Puerto Rico’s recently formed destination marketing organization, Discover Puerto
Rico, is steering attention to more far-flung attractions because, officials said, about
77,000 tourism jobs depend on it.”
The 19 Best Places To Travel In
2019
“…this destination once frequented by U.S. travelers for its abundance of culture,
diversity of landscape, and luxury hotels is making a comeback.”
Here’s Where To Travel In 2019
“There’s a newfound vibrancy in the streets of Old San Juan and along the Island’s
sparkling shores, and nearly all the major hotels and resorts have reopened with
stunning renovations.”
“…the Island is (mostly) open and ready for your
business. Simply choosing Puerto Rico as your
vacation destination helps an economy and the
families who rely on tourism dollars to continue to
rebuild.”
4 Can’t Miss Trips For 2019
The 50 Best Places To Travel In
2019
“The major highways and roads, however, are in good condition once
again, the San Juan airport is fully operational, and the country plans to
add 25 percent more hotel rooms by the end of 2019.”
The Best Places To Travel in 2019
Fodor’s Go List 2019
“On the enchanted isle of Puerto Rico, the 2019
forecast is sunny and inviting. Capital city San
Juan mostly bounced back, as did beach towns
like Condado and Isla Verde.
“More than a year after Hurricane Maria ripped through Puerto Rico, the island is
back in business and just in time for the pleasant winter months. Key to the
revival: its hotels, especially those along the northern coast, where most travelers
spend their time.”
The 10 Best Places To Visit This Winter
The 27 Best Places to Travel in
2019
The 19 Best Places to Go in
2019
But now, more than a year after the storm made landfall, Puerto Rico
has not only recovered: It’s been reborn. This year, Puerto Rico is the
statement trip to take.
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BRAND HEALTH WAVE 1JULY 2018
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COMPETITIVE FAMILIARITY
42%
27%
23%
17%
14%
11%
9%
5%
30%
29%
29%
29%
22%
15%
15%
9%
17%
26%
29%
32%
32%
29%
32%
23%
8%
13%
15%
18%
23%
32%
32%
44%
3%
5%
5%
5%
8%
12%
13%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
South Florida
Caribbean
Hawaii
Mexico
Puerto Rico
Dominican Republic
Costa Rica
Colombia
Destination Familiarity
I know a lot about this destination I know a fair amount about this destination I know a little about this destination
I know very little about this destination I’ve only heard the name
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COMPETITIVE VISITATION
86%
68%
59%
43%39%
28%
21%
12%
South Florida Caribbean Mexico Hawaii Puerto Rico Dominican Republic Costa Rica Colombia
Past Visitation to Competitive Destinations
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COMPETITIVE PRODUCT IMAGEPuerto
RicoCaribbean
Costa Rica
ColombiaDominican Republic
Hawaii MexicoSouth
Florida
Has lots of natural, scenic beauty 99 108 104 96 95 114 93 96Has excellent beaches 97 112 99 86 97 114 95 107Has vibrant music 100 109 95 95 94 102 100 99Is good for outdoor recreation 98 110 103 88 96 114 93 105Is rich with cultural experiences 100 105 98 96 94 110 101 92Is filled with history 101 102 94 98 94 107 104 93Has lots of water sports 98 112 98 84 97 115 92 109Has colorful arts and crafts 100 107 98 96 95 106 100 96Has unique natural features such as rainforest and/or bioluminescent water 100 110 106 98 95 114 91 85Has quality resorts and hotels 97 112 98 85 94 118 97 110Allows me to relax and recharge 98 114 101 85 98 115 91 103Is easy to get to 102 107 95 84 95 81 103 116Has unique restaurants 99 108 96 94 93 109 96 107Has interesting architecture 101 106 93 99 93 101 102 98Is affordable 103 102 100 96 101 80 103 100Is family friendly 99 111 97 82 94 117 88 108Has lots of unique festivals 100 106 97 98 95 104 98 101Offers good customer service 98 111 99 89 96 114 92 106Is easy to get around once you’re there 100 107 98 87 95 108 91 112Has great shopping 98 110 94 93 91 109 95 115Has good museums and attractions 99 102 97 96 93 109 98 107Is known for beer, wine or spirit production 103 112 92 92 97 86 105 95Is safe 99 111 103 79 93 129 74 112
Above average performance
Average performance
Below average performance
Performance Measures
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COMPETITIVE PERSONALITY IMAGEPuerto Rico Caribbean
Costa Rica
ColombiaDominican Republic
Hawaii Mexico South Florida
Colorful 98 108 102 95 96 110 97 99
Beautiful 98 111 104 96 96 116 90 99
Lively 99 109 96 95 94 108 96 105
Authentic 100 105 99 97 95 110 97 94
Vibrant 98 110 100 94 94 112 93 103
Welcoming 99 110 100 88 97 116 89 102
Adventurous 98 108 107 100 97 112 95 95
Free-spirted 99 111 102 95 96 109 91 102
Relaxed 98 116 100 87 98 115 89 101
Exciting 97 110 104 96 95 116 93 102
Exotic 97 112 110 100 100 119 89 89
Original 99 106 102 96 94 114 95 98
Charming 99 112 101 93 95 115 90 97
Refreshing 97 115 105 90 97 119 89 101
Artistic 99 108 98 96 92 109 97 101
Traditional 101 98 97 98 98 107 101 96
Enchanting 97 115 105 96 95 122 88 96
Peaceful 98 117 106 86 98 122 82 96
Wholesome 99 109 103 91 98 119 87 99
Cozy 98 111 103 93 100 110 90 101
Rustic 102 97 105 102 103 98 99 85
Overcrowded 99 96 88 94 99 100 110 117
Luxurious 94 119 99 90 94 130 87 114
Innovative 97 109 100 98 96 118 89 110
Sophisticated 96 111 98 94 98 120 87 113
Boring 102 88 101 104 111 83 101 102
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BRAND HEALTH WAVE 2MAY 2019
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THERE IS YEAR OVER YEAR GROWTH IN PUERTO RICO VISIT INTEREST
62%57%
35%38%
32%25% 25%
16%
63%55%
41% 41%36%
28% 28%20%
39%
49%
32%
56% 53%
38%
27%21%
56%51%
37%46%
32%26% 25%
15%
South Florida Caribbean Puerto Rico Hawaii Mexico Costa Rica DominicanRepublic
Colombia
Visit Intent to Competitive Set
Primary 2018 Primary 2019 Secondary National
BEYOND THE BRAND
Puente Natural de PiedraCabo Rojo, Puerto Rico
134,649,000Google searches during this session
*Estimate from www.internetlivestats.com
of the searches
didn’t result in an organic click.
40%
In some cases,
these changes
have resulted in
stagnation of organic traffic
growth.
Google Maps
Top Sights
Knowledge Panel
Destination Travel Guide
Some of those
places have
enormous exposure.
Google DMO Partnershipgives destinations the tools to improve the quality and
quantity of information available within Google’s products.
Google’s DMO Partnership
A set of free tools that you
can use to improve how
your destination looks in
Google’s products.
bit.ly/milesgdmo
Miles Support Services
Three services that help
destinations understand,
optimize and measure their
exposure within Google’s
products.
Audit & Work Plan
Content & Activation
Education & Training
Liz’s Slides
o Liz’s cool stuff
o Liz’s cool stuff
o Liz’s cool stuff
o Liz’s cool stuff
AUDIT DESTIATION IMAGESAuditing your destination content
Liz’s Slides
o Liz’s cool stuff
o Liz’s cool stuff
o Liz’s cool stuff
o Liz’s cool stuff
Auditing your tourism business partners
32%Of local
businesses are
unverified
41%Are missing
critical
information
53%Are missing
opening hours
Sample set of 22,579 audited businesses US and International
Discover the Palm
Beaches Content
9,000,000+ Views1,000,000+ per month
Content & Activation
The first DMO in
the world to
capture their
own complete
Street View
imagery
6,500,000Views, over 1,000,000
per month
366,000 imagesHSMAI
2018 PLATINUM
ADRIAN AWARD
All 366,137 images
have the BTA
branding at the
nadir
● Webinar(s)
● In-person workshop
● How-to worksheets
● Online “academy”
Education & Training
95%Extremely
Valuable or
Valuable
Google My
Business
Completeness
Initial Audit
Verified Listings
Website Listed 78%
Phone Number
Listed
Hours Listed*Excluding accommodation
90%
50%
66%
Google My
Business
Completeness
Results Audit
Verified Listings
Website Listed
Phone Number
Listed
Hours Listed*Excluding accommodation
89%
95%
85%
85%
Digital ecosystem
continues to
affect
Consumer Perception
Discover Puerto RicoResults to Date:
• 9.8 million views
from 930 images
• 150K+ views monthly
with $0 media spend
• Top 5 DMO content
programs in the world.
• 200+ industry members
attended workshops
80+Destinations in our
support program
33,000+Destination assets
added to Google
products
125,000,000+Views of destination
content and counting.
Thank you
milespartnership.com
For more information:
www.milespartnership.com/googledmoprogram
