Nombre del equipo SUMMIT 2017

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1 Nombre del equipo SUMMIT 2017

2 Team Brazil SUL Hotels Daniel Nunes & Lígia Secco 01/ INTRODUCTION

3 01/ INTRODUCTION: Call for a positive impact Tourism can be a predatory activity International travel is set to increase by 35% over the next decade How bucket-list destinations will survive and maintain its uniqueness with the growing number of tourists?

Introduction Overtourism culminates in tourism-phobia Those who

a fair and inclusive city, a city with neighborhoods where people can

tourist apartments that is pushing low-income families out of their

We re working to make sure that our streets and squares aren t

4 Introduction Overtourism culminates in tourism-phobia Those who criticize the hegemony of tourism as an economic model are calling for a fair and inclusive city, a city with neighborhoods where people can live. We are denouncing speculation and condemning the black market of tourist apartments that is pushing low-income families out of their homes. We re working to make sure that our streets and squares aren t overwhelmed by visitors. They call it tourism-phobia but that s not what it is: it s a conscious demand for the right to the city. Jordi Rabassa, eldiario.es

5 Introduction MLP as a solution MLP is a smart and contemporary solution to a more sustainable industry in a growing travel community. SUL Hotels is well aware of the challenges to sell a super exposed tourism icon as Machu Picchu through a different route and more immersive experience. The changes on the rules to enter the arqueological site is as example of MP being in the center of this discussion. Brazilian market is opening its eyes to more experiential travel and Latin America destinations.

6 REPS & PR 02/ MARKET DEVELOPMENT

7 02/ MARKET DEVELOPMENT: Brazil crisis X opportunities An impeachment last year led Brazil to a political crisis which creates an unstable economic scenario, although our economy gives signs of recovery Brazil GDP in 2015 was -3,8%, in 2016 was -3,6%, this year is expected to grow 0.3% in 2017 and 1.3% in saw a decrease of 16.5% in 2016 of expenses abroad, the smallest amount since 29. In 2017 these expenses have increased by 35%, a total amount of US$ 12,429bi Current crisis opened eyes to travel in South America, specially Peru

MARKET DEVELOPMENT Number of Brazilians in Peru In 2016, 170 thousand Brazilians went to Peru. We are growing small, due to the situation in Brazil, but it is a sustainable growth.

8 MARKET DEVELOPMENT Number of Brazilians in Peru In 2016, 170 thousand Brazilians went to Peru. We are growing small, due to the situation in Brazil, but it is a sustainable growth. We grew 5% comparing to For a market like Brazil, in the last two years, growing slowly is good, because this is sustainable and we will not stop with our promotional work. Milagros Uchoa, Promperu Brazil

9 MARKET DEVELOPMENT MLP Brazil in numbers JAN-AUG Sacred Valley and Lares Adventure sales in Brazilian market increased 43,71% year to date. Although Salkantay had a small decrease (-5.75%), which is something we are paying attention to, general sales is growing 16,14% by August % Lares $ 87.9, $ , 43,71% Salkantay $ , $ , -5,75% Total BKG $ , $ , 16,14%

MARKET DEVELOPMENT SUL Hotels and MLP in Brazil We have worked close to MLP in Brazil for 3 years focusing on the trade with FAM Trips, sales calls and trade events.

10 MARKET DEVELOPMENT SUL Hotels and MLP in Brazil We have worked close to MLP in Brazil for 3 years focusing on the trade with FAM Trips, sales calls and trade events. In 2017 we have focused on trainings to main Tour Operators in São Paulo, special rates for agents to experiment Lares and sales efforts focused on agents that sell groups, who normally have more power to influence their clients. Besides the effort with the trade, we have also created actions with focus on educating the final consumer.

11 REPS & PR 03/ 2018 COMMERCIAL STRATEGY

12 03/ 2018 COMMERCIAL STRATEGY: Increasing Engagement Gamification: for trade and final consumer For the trade, the idea is to create sales campaign with main Tour Operators (Teresa Perez, Auroraeco, TGK and Venturas), one company per quarter. Meanwhile we will develop a quiz to increase awareness of the details of the product. For final consumers, we have partnered with Idea!Zarvos and Track & Field to reach their qualified clientele

13 2018 COMMERCIAL STRATEGY Idea!Zarvos partnership Idea!Zarvos is the coolest construction company, in which buildings host the offices of companies like Spotify and Nubank. The idea of this partnership is to create awareness of MLP brand among employees of these companies, not only on online communications but also on important commercial points in the region with displays explaining the concept.

2018 COMMERCIAL STRATEGY Track & Field partnership: education and

14 2018 COMMERCIAL STRATEGY Track & Field partnership: education and co-branding Action with Track & Field, leading sportswear fashion brand and promoter of Run Series (5K and 10K street races all over Brazil) MLP and T&F focus on people who like sports and outdoor life: campaign inspires runners to get in contact with the brand 3 months campaign, 22 races, 20,0 participants who pay around USD 1 per run

2018 COMMERCIAL STRATEGY Track & Field partnership: education and co-branding Promotion: social media, email

a discount for up to 4 people First results: 11 leads in the first week New partnerships to come: Track &

15 2018 COMMERCIAL STRATEGY Track & Field partnership: education and co-branding Promotion: social media, marketing, landing page where runners have to choose which program they like (Salkantay or Lares) to activate a discount for up to 4 people First results: 11 leads in the first week New partnerships to come: Track & Field will is opening in October its own travel agency (with Aurora Eco) and will sell Lares and Salkantay Routes

16 REPS & PR 04/ PUBLIC RELATIONS

17 04/ PR: It s not only PR PR and marketing initiatives are very connected, one of the reasons why we have internalized the service Regular PR is not enough for a connected world, as the way we travel and communicate changed with the internet SUL Hotels is using different ways to reach this connected consumer, who is looking for less intermediaries

PR Creators: award front-runner project will generate babies Creators was

experience it and create connections with local creatives.

18 PR Creators: award front-runner project will generate babies Creators was a very successful partnership of Terramundi Tour Operator in 2016 to create brand awareness for MLP in Brazil. Four creatives influencers travelled to Lares Valley in order to experience it and create connections with local creatives. In Sep, 2017, the project was nominated for Pure awards as one of the top 3 innovative marketing actions in tourismo in the world.

PR Creators: award front-runner project will generate babies The project for 2018 is having creative influencers leading groups in immersive experiences with MLP, and also producing new content.

19 PR Creators: award front-runner project will generate babies The project for 2018 is having creative influencers leading groups in immersive experiences with MLP, and also producing new content. The first themed group will have stylist Flavia Aranha, famous in Brazil for her researches on sustainable fashion, as the leader. Next leaders: chef Bel Coelho and buddhist monk Claudia Cohen.

PR Press Trips: focus on both printed publications and digital media We don't abandon the

newsstands with a 30k issues monthly (next edition includes an article about Lares Route).

20 PR Press Trips: focus on both printed publications and digital media We don't abandon the traditional way of PR, as the clientele for MLP in Brazil is aged between yo and is not totally absorbed by the digital era. As an example, Teresa Perez Tours just started selling their used-to-be corporate magazine in newsstands with a 30k issues monthly (next edition includes an article about Lares Route). After the Summit, SUL Hotels is bringing 5 journalists who write for different magazines and blogs like former MTV VJ Gaía Passarelli, author of a book about female solo travellers.

PR Next goal: Bloggers competition One of the plans for 2018 is to create an action of awareness about MLP in Brazil in the same patterns of Kerala Blog Express.

21 PR Next goal: Bloggers competition One of the plans for 2018 is to create an action of awareness about MLP in Brazil in the same patterns of Kerala Blog Express. KBE is a competition between blogs and youtubers that was developed in India and is in its fourth edition. Bloggers apply to be part of an election in Social Media. The most voted (and with the best portfolios) take part in a free trip. Their content will be published in different media.

22 SUL Hotels is joining forces with people who wants to make a positive impact on tourism and be part of the solution

Notes from March 27 Visioning and Goal-Setting Session: Product Development

Notes from March 27 Visioning and Goal-Setting Session: Product Development Defining the Theme and its Significance PD is important especially the way technology is changing the way we travel Tech driven