Micro Perspec ve of Tourism and Hospitality

Marketing Plan

Submitted by:

Members:

Toytoy, Margie
Banzuela, Larissa L.
Basali, Jenie Rose
Que, Althea Lhouise
Vitug, James Lorenzo
Gonzales, Honeylyn

Submitted to:
Ms. Princess Regano
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 BORACAY ISLAND

OVERVIEW
Boracay is a small tropical island located in the Western Visayas region of the Philippines. It is known for its pris ne white
sand beaches, crystal-clear turquoise waters, and vibrant nightlife. Boracay is o en hailed as one of the top beach
des na ons in the world, a rac ng millions of tourists each year.

• White Beach: Boracay's most famous beach, White Beach, stretches for approximately 4 kilometers and is
divided into three sec ons: Sta on 1, Sta on 2, and Sta on 3. It o ers powdery white sand, calm waters, and a
wide range of beachfront resorts, restaurants, and bars.

• Puka Beach: Located on the northern part of the island, Puka Beach is known for its tranquil ambiance and
natural beauty. It o ers a more secluded and less crowded beach experience compared to White Beach.

• Water Ac vi es: Boracay is a haven for water sports enthusiasts. Visitors can enjoy ac vi es such as snorkeling,
scuba diving, parasailing, jet skiing, paddle boarding, and sailing. The island's clear waters and vibrant marine life
make it a popular des na on for diving and snorkeling enthusiasts.

• Vibrant Nightlife: Boracay comes alive at night with its lively bars, clubs, and beachfront par es. Sta ons 1 and 2
are par cularly known for their vibrant nightlife scene, o ering a mix of live music, DJs, and re dancing
performances.

• Dining and Cuisine: Boracay o ers a diverse culinary scene, with a wide range of restaurants and eateries serving
both local Filipino dishes and interna onal cuisines. Visitors can indulge in fresh seafood, tradi onal Filipino
delicacies, and interna onal gourmet op ons.

• Island Hopping: Boracay serves as a gateway to explore the surrounding islands and islets. Visitors can embark on
island hopping tours to nearby des na ons such as Crystal Cove Island, Crocodile Island, and Ariel's Point.

• Environmental Conserva on: Boracay has undergone signi cant environmental conserva on e orts in recent
years. Following a temporary closure in 2018 for rehabilita on, the island has implemented stricter regula ons
to preserve its natural beauty and promote sustainable tourism prac ces.

Boracay o ers a mix of relaxa on, adventure, and entertainment, making it a popular des na on for both beach lovers
and thrill-seekers. The island's natural beauty, vibrant atmosphere, and warm Filipino hospitality make it a must-visit
des na on in the Philippines.
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 INDUSTRY AND COMPETITORS REVIEWS
In the tourism industry, which includes Boracay Island, that provides a variety of goods and services like leisure, fun, and
experiences like parasailing, scuba diving, and kite sur ng. In 2015, Lonely Planet travel guidebook listed the Philippines
as one of the top ten countries to visit, while Condé Nast Traveler magazine readers ranked Boracay as one of the top ten
party islands in the world. In 2012, Boracay was named the Best Overall Island by Travel Leisure magazine. because
Boracay is the pearl of Philippine beaches. But as me passes, there are also things or events that are not expected to
happen, like in April -October 2018, the government announced the temporary closure of Boracay Island in Malay Aklan
to carry out the rehabilita on for reasons such as viola ons of building and sewerage regula ons by business
establishments and deteriora ng environmental condi ons.

Six months later, everything was back to normal, but there was control over the number of tourists entering and stricter
regula ons to maintain order in the area. and at the same me hi ng the whole world with the COVID-19 pandemic.
and because of that, the number of tourists in the country decreased due to COVID 19. pandemic all over the world, and
one of the things a ected is our tourism, including Boracay. Among the more than 7,000 islands that comprise the
Philippines, the country with the fastest-growing economy in Southeast Asia, is Boracay. It's a ny island with a huge
tourism industry. It's a perfect me to visit the paradise, that is Boracay. It can now nally be experienced as it was
intended to be, with fewer tourists than in past years and new noise and pollu on rules in place.

Even though these challenges in the tourism industry have passed, the previously men oned region of Boracay is being
restored and o ering higher quality and improved services and products with the help of advanced technologies, such as
those used in restaurants, where it is now simpler to place an order and make payments using contemporary techniques
like bit coins and cashless payment. The use of modern technology is making reserva ons easier, just like in hotels.
The Pouch.ph o ce, a Bitcoin lightning wallet that is becoming more and more well-known on Twi er, is located right in
the middle of the stunning island of Boracay, behind D'Mall in Sta on 2. More than two hundred merchants now use
Bitcoin as payment. These include lodging facili es, nightclubs, dining establishments, and even ny companies like local
sari-sari shops. According to Harry Santos, who traveled to Boracay and documented his experience paying BTC on
“Bitcoin Island,”. So, the industry here has learned more about the things that should be avoided, and they can think of
other ways to make their services even be er.

One of the direct compe tors of Boracay is Siargao, which is also known for its beau ful beaches and also o ers the
same ac vi es as Boracay, although they have some services that are not the same. like Siargao, which is known as the
"sur ng capital of the Philippines." Famed for its consistent swells and top-notch surf spots, Siargao is a beach paradise
too, and like Boracay, the island has dozens of nightclubs and bars with ear-popping music and a ton of booze. Although
Boracay o ers a livelier nightlife, it's not only a place to party. Water sports exist as well; kiteboarding, windsur ng,
sailing, skimboarding, etc. Not sur ng, though. Compared to Boracay, Siargao Island is far quieter. While the Island is an
excellent spot to surf, there are also quite peaceful areas.

Target Audience
The target audience for this marke ng plan is primarily leisure travellers who are seeking a tropical beach des na on.
They are typically between the ages of 26-45, with a moderate to high income level, and have an interest in outdoor
ac vi es, relaxa on, and exploring new cultures. They may be couples, families, or solo travellers looking for a
memorable vaca on experience.

SWOT ANALYSIS
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 Strengths

• Travelers looking for a tropical paradise will nd Boracay to be a cap va ng loca on because of its stunning
white sand beaches and pris ne waterways.
• There are myriad water sports/ac vi es available in Boracay, such as jet skiing, parasailing, scuba diving, and
snorkelling.
• The varying drinking establishments, clubs, and beach par es provide the island a lively nightlife that draws
partygoers and young adults who are searching for enjoyment.
• With a wide range of lodging op ons— from luxurious resorts to a ordable motels, Boracay boasts a well-
developed tourism infrastructure that caters to all kinds of tourists.
• With its many fes vals, regional cuisine, handicra s, and music, the island boasts a rich cultural legacy that o ers
visitors a genuine cultural immersion.

Weaknesses

• The island's sustainability and natural beauty have been impacted by extensive tourism-related overcrowding
and environmental issues.
• Travelers on a ght budget may nd Boracay less accessible in certain tourist spots due to high costs.
• Due to the Boracay's popularity, there are a lot of sellers and adver sers, which can be bothersome for visitors.
There are not many choices for public transit on the island, which could provide traveler’s transporta on
problems.

Opportunity
• The opportunity to enhance and protect the island's natural environment has been made possible by the recent
restora on e orts, which are drawing eco-aware tourists.
• By focusing on Overseas Filipino Workers (OFWs) and providing exclusive packages and discounts, local
des na ons can be explored to sa sfy their yearning for home.
• It is possible to encourage families and local tourists to choose Boracay as their vaca on des na on by working
with travel agencies and airlines to o er all-inclusive packages and discounted fares.
• Forming alliances with nearby companies and groups can result in the crea on of environmentally friendly and
locally bene cial sustainable tourism prac ces.

Threats

• Poten al tourists may be drawn away from Boracay to rival tourist spots in the Philippines and Southeast Asia,
like Palawan or Bali, Indonesia.
• Poten al tourists may be discouraged from visi ng the island due to unfavorable media coverage or internet
reviews about environmental degrada on and overcrowding issues.
• Typhoons and earthquakes are examples of natural disasters that can interrupt tourism opera ons in Boracay,
and raise visitor safety concerns.
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 MARKETING MIX (4PS)

Product

• Highlight the unique features and a rac ons of Boracay, such as its pris ne beaches, water sports ac vi es, vibrant
nightlife, and local cuisine.

• O er various travel packages and experiences, including beachfront accommoda ons, island hopping tours, water
sports rentals, and cultural ac vi es.

• Collaborate with local businesses to provide exclusive deals and packages that showcase the best of Boracay’s
o erings.

Price

• Determine compe ve pricing strategies for your travel packages, accommoda ons, and ac vi es in Boracay.

• Consider factors such as seasonality, demand, and the target audience’s budget range.

• O er exible pricing op ons, discounts, or special promo ons to a ract customers and create value for their money.

Place

• Establish partnerships with travel agencies, tour operators, and online booking pla orms to ensure wide distribu on
and availability of your Boracay travel packages.

• Promote your o erings through various channels, including your website, social media pla orms, and travel-related
websites.

• Make it easy for customers to access and book your packages by providing user-friendly online booking op ons.

Promo on

• Develop a strong brand iden ty and create compelling marke ng materials that showcase the beauty and unique
experiences of Boracay.

• U lize digital marke ng strategies, such as social media adver sing, search engine op miza on (SEO), and email
marke ng, to reach and engage your target audience.

• Collaborate with in uencers, travel bloggers, and local media to generate buzz and posi ve word-of-mouth about your
Boracay o erings.

• Par cipate in travel fairs, events, and exhibi ons to promote your packages and establish connec ons with poten al
customers

OBJECTIVES
• Increase brand awareness and visibility of Boracay as a top travel des na on.
• Drive website tra c and generate leads for tourism-related businesses in Boracay.
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 • Enhance customer engagement and sa sfac on with Boracay’s tourism o erings.
• Increase bookings and revenue for accommoda ons, tours, and ac vi es in Boracay.
• Promote sustainable tourism prac ces and environmental conserva on in Boracay.

SMART GOALS

• Increase social media followers by 20% within the next six months through engaging content and strategic
partnerships with travel in uencers.
• Increase website tra c by 30% within the next year through search engine op miza on (SEO) techniques,
content marke ng, and targeted online adver sing campaigns.
• Achieve a customer sa sfac on ra ng of 90% or higher based on post-visit surveys within the next quarter
through improved customer service training, personalized experiences, and prompt resolu on of customer feedback.
• Increase online bookings by 25% within the next six months through strategic partnerships with online travel
agencies, targeted email marke ng campaigns, and user-friendly booking pla orms.
• Reduce single-use plas c waste by 50% within the next year through the implementa on of eco-friendly
ini a ves, educa onal campaigns, and collabora on with local businesses and communi es.

STRATEGY AND ACTION PLAN

Digital Promo on/Campaigns

We could use various digital channels, including websites, social media, and ads to spotlight the allure of Boracay.
Through carefully cra ed and targeted social media campaigns, we aim to show the beauty of Boracay to a wider
audience. By cul va ng and nurturing vibrant pro les on popular social media pla orms, we can curate and share
cap va ng content, including photos, videos, and stories, fostering a compelling and impac ul online presence.

In uencer Partnership
Partnering with travel in uencers and bloggers o ers an incredible opportunity to capture genuine and cap va ng
experiences in Boracay. Harnessing the power of their substan al social media followings, we can extend our reach to a
broader audience. The immersive portrayal of Boracay in their content has the poten al to generate cascading waves of
a en on, heightening the appeal of Boracay for individuals seeking a vibrant and exhilara ng getaway.
Tourism Events and Fes vals
Enriching events and fes vals that spotlight the rich cultural, historical, and recrea onal facets of the place not only draw
in visitors but also cul vate posi ve publicity. Humans have an innate curiosity for the novel and an inherent eagerness
to explore the unfamiliar. Therefore, fes vals and events unique to Boracay, o ering an exclusive and special experience,
have the poten al to cap vate tourists' interest and signi cantly elevate Boracay's popularity.
Collabora on with Travel Agencies
Collabora ng closely with travel agencies presents a wonderful opportunity to seamlessly integrate the des na on into
their curated tour packages. This strategic partnership not only enhances visibility but also resonates with travelers who
trust travel agencies for their comprehensive trip planning. Leveraging the exper se of travel agencies, we can e ec vely
highlight the enchan ng facets of Boracay, en cing prospec ve tourists with the promise of an immersive experience
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 from savoring local delicacies and engaging with friendly locals to possibly partaking in one of the fes vals that de ne
the island's charm.
Public Rela ons
Beyond establishing our own website and social media presence, the realm of digital marke ng expands further through
strategic investments, such as Public Rela ons. Cra ing a comprehensive PR strategy enables us to secure impac ul
media coverage across newspapers, magazines, blogs, and TV programs. Incorpora ng tools like press releases, media
kits, and press conferences into our approach ensures a mul faceted outreach. Recognizing that not everyone may come
across a social media page or website, this diversi ed approach across various mediums signi cantly ampli es our reach
and impact.

Branding
Ensuring a harmonious brand iden ty is crucial across all promo onal elements, encompassing logos, colors, and
messaging. Integra ng the brand into everyday items, such as a cup that serves as a seamless and e ec ve promo onal
strategy. This portable branding becomes a walking adver sement, as people carry it in public, imprin ng the name in
the minds of onlookers. As a des na on gains popularity, this walking promo on contributes to increased visita on.
Extending the brand to merchandise like shirts, jackets, and other items further ampli es its popularity, crea ng a
tangible and widespread connec on with the audience.

REFERENCES
h ps://guidetothephilippines.ph/ar cles/ul mate-guides/boracay-white-beach-guide

h ps://www.skyscanner.com.ph/news/ ps/10-fabulous-alterna ves-to-boracay

h ps://bitpinas.com/news/i-got-a-haircut-in-boracay-and-paid-with-bitcoin/
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