{"id":126631,"date":"2019-07-08T14:30:19","date_gmt":"2019-07-08T14:30:19","guid":{"rendered":"https:\/\/www.bnreport.com\/digital-research-how-aeromexico-palace-resorts-seek-the-perfect-balance-between-digital-and-traditional-media\/"},"modified":"2019-07-08T14:30:19","modified_gmt":"2019-07-08T14:30:19","slug":"digital-research-how-aeromexico-palace-resorts-seek-the-perfect-balance-between-digital-and-traditional-media","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/digital-research-how-aeromexico-palace-resorts-seek-the-perfect-balance-between-digital-and-traditional-media\/","title":{"rendered":"Digital Research, How Aeromexico &amp; Palace Resorts Seek the Perfect Balance Between Digital and Traditional Media"},"content":{"rendered":"<p><strong>What: <\/strong>The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage digital content to start a conversation and turn consumers digital research into online <em>and<\/em> offline sales.<br \/><strong>Why it matters: <\/strong>No matter how much technology brands throw at marketing, excellent content, and <em>the human factor<\/em> count for a lot, especially when consumers are purchasing an <em>experience<\/em> and not just on price.<\/p>\n<h2>Consumers&#039; Digital Research Speaks Volumes<\/h2>\n<p><a href=\"http:\/\/www.palaceresorts.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">Palace Resorts<\/a> is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. Thats why <strong>consumers looking for an exceptional experience do a lot of digital research<\/strong> before making their purchases.<\/p>\n<p>\u201cWere not a commodity you buy on a budget. <strong>So we talk a lot about our destinations<\/strong>,\u201d <strong>Gerardo Garcia, Palace Resorts Vice President of Sales and Marketing in the USA<\/strong>, told Portada during a sit-down interview at <a href=\"https:\/\/www.portada-online.com\/events\/PORTADAMIAMI19\/\" rel=\"noreferrer noopener\" target=\"_blank\">Portada Miami<\/a>. <strong>\u201cWe try to bring the customer into a conversation.\u201d<\/strong><\/p>\n<blockquote><p>Our core business is to run successful hotels, so we have to find the right people on the technology side.<\/p>\n<\/blockquote>\n<p><strong>Potential guests often visit 20 websites before booking<\/strong>. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. \u201cPeople dedicate a lot of time to their process of buying a vacation. <strong>Their digital research process creates that inspirational moment,\u201d Garcia told Portada.<\/strong><\/p>\n<h2>Balancing the Human Factor With Technology<\/h2>\n<p><strong><img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2019\/04\/palace-resorts-logo.jpeg\" \/><\/strong>Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, <strong>having a call center and live chat are key tools in the purchasing process.<\/strong><\/p>\n<p>Garcias marketing team includes <strong>15 people dedicated solely to responding 24\/7 to customers questions posted on social media or at Trip Advisor<\/strong>. \u201cThe more I learn about technology, the more I value the human factor,\u201d Garcia said.<\/p>\n<p> <img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2019\/04\/Captura-de-pantalla-2019-04-21-a-las-21.52.57.png\" \/><\/p>\n<p>Gerardo Garcia (left) at Portada&#039;s Travel Marketing Board&#039;s Portada Miami Meeting<\/p>\n<p><strong>Working with third-party vendors is a critical part<\/strong> of Palace Resorts marketing strategy. <strong>Allowing vendors to manage technology<\/strong> \u201c<strong>allows us to focus on our marketing strategies and find the right channel to launch that campaign<\/strong>. Our core business is to run successful hotels, so <strong>we have to find the right people on the technology side.<\/strong> Otherwise it becomes overwhelming,\u201d Garcia explained.<\/p>\n<p><strong><a href=\"https:\/\/www.portada-online.com\/2019\/04\/15\/curacaos-cmo-ariela-nerubay-automated-behavioral-emails-more-than-double-open-and-click-through-rates\/\" rel=\"noreferrer noopener\" target=\"_blank\">Automated behavioral email<\/a> is also one of the most important channels for communicating with existing customers.<\/strong> In addition to its CRM software tool <strong>Clever<\/strong>, Palace Resorts uses <strong>HubSpot<\/strong> to send emails based upon customers preferences.<\/p>\n<h2>A First for Aeromexico<\/h2>\n<p><strong><a href=\"http:\/\/www.aeromexico.com.mx\/\" rel=\"noreferrer noopener\" target=\"_blank\">Aeromexico<\/a> is the first brand in Latin America to create a chatbot<\/strong> to respond to customers questions on <strong>WhatsApp.<\/strong> According to the airlines <strong>Paola Camacho Stern, senior specialist co-brand partnerships, <\/strong>other brands are taking notice.<\/p>\n<p><strong>If customers dont get the answers they need, the chatbot transfers them to Aeromexicos call center,<\/strong> where personnel has actually been reduced thanks to the assistance of the chatbot.<\/p>\n<p>In spite of the technology, <strong>the human factor remains a critical component for ticket sales<\/strong> since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.<\/p>\n<blockquote><p>We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. <\/p>\n<\/blockquote>\n<p><strong>\u201cWe have a lot of people that want to talk to a human being. What we are looking for is a balance<\/strong>. I dont think the call center is going to disappear, but our digital will grow more until it finds a balance,\u201d Stern said.<\/p>\n<h2>Communicating the <strong>E<\/strong>xperience with Content<\/h2>\n<p><strong><img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2019\/04\/aeromexico-logo.jpeg\" \/>Aeromexico relies heavily on social media to communicate its brand and the airlines experience. <\/strong>\u201cWe have very strong social media channels, a lot of followers. We are focusing on making people feel like we&#039;re not just an airline but the best company to take them from one place to another,\u201d Stern explained<strong>.<\/strong><\/p>\n<p><a href=\"https:\/\/www.portada-online.com\/2019\/07\/08\/digital-research-aeromexico-palace-resorts-balance-between-human-and-digital\/\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>Read More \u2013 Source<\/strong><\/a><br \/>\n[contf]<br \/>\n[contfnew]<br \/>\n        <img decoding=\"async\" src=\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2017\/10\/PortadaNewLogo1.png\" \/><\/p>\n<h5><a href=\"https:\/\/www.portada-online.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">portada online<\/a><\/h5>\n<p>[contfnewc]<br \/>\n[contfnewc]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What: The internet offers seemingly infinite ways for consum..<\/p>\n","protected":false},"author":1,"featured_media":126632,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[202],"tags":[],"class_list":["post-126631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital Research, How Aeromexico &amp; 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