Case Study

Fundació Mallorca Turisme

CONSUMER INSIGHTS
Travel + Tourism

Promoting ‘Responsible Tourism’ among international travelers.

THE CHALLENGE

In November 2023, Fundació Mallorca Turisme published their Responsible Tourism Pledge in order to promote a new approach to the island’s tourism sector which focused on protecting Mallorca’s culture, local communities, and environment while still ensuring a world-class visitor experience.

At the same time, new direct flights were being offered for the first time between the U.S. East Coast and Mallorca, so Fundació Mallorca Turisme sought to increase their marketing activity in the U.S., but in a thoughtful and targeted manner, focusing on U.S. tourists aligned with their Responsible Tourism Pledge.

OUR STRATEGY

Heart+Mind Strategies conducted an online survey with 1,000 U.S. international travelers across 5 major feeder markets to Mallorca (Boston, New York City, Philadelphia, Baltimore, and Washington, DC).

Our survey included questions addressing numerous strategic priorities for Mallorca such as:

– Benchmarking Mallorca’s destination brand metrics in comparison to other Spanish and European destinations.
– Measuring U.S. tourists’ familiarity and interest in responsible tourism.
– Measuring familiarity and support for Mallorca’s Responsible Tourism Pledge.
– Message testing for the most effective way to communicate the Responsible Tourism Pledge to both persuade tourists to choose Mallorca as their next vacation destination, and to enthusiastically choose responsible tourism practices.

IMPACT

Our survey results and analysis clearly demonstrated that Mallorca’s Responsible Tourism Pledge was a well received policy that was persuasive to U.S. international travelers. This proof of concept was critical for reinforcing Mallorca’s responsible tourism strategy with stakeholders across the island.

Additionally, our analysis provided distinct profiles for U.S. international travelers who were already committed to responsible tourism, were open and interested in responsible tourism, and those who don’t prioritize responsible tourism at all. Finally, our profiles also provided evidence-backed message testing along with demographic, psychographic, geographic, and programmatic targeting recommendations to ensure a high ROI on Mallorca’s future advertising strategy in the U.S.