CASE STUDY
Trade Development Strategy for The Explorean Discovery Resorts, Cozumel, Mexico
A trade-focused, hospitality campaign to expand Explorean Resorts' brand into the North American market and position their two properties as unique destinations specializing in slow travel, soft adventure, and community-based experiences.
Campaign Highlights
TRADE-FOCUSED CAMPAIGN
We worked with the hospitality industry to help a luxury brand target new audiences with an appreciation for slow, immersive nature-based experiences.
NATURE AND OUTDOOR THEMES
We crafted stories highlighting the power of nature and the outdoors by featuring local, character-based storytelling
AWARD-WINNING STORYTELLING
Our films were the winner of multiple prestigious awards.
Details
Partner: Explorean Discovery Resorts
Location: Cozumel, Mexico
Key Themes: Soft Adventure | Nature | Slow Travel | Luxury | Community-Based Tourism
CHALLENGE:
The Explorean Discovery Resorts’ properties in Cozumel and Kohunlich offer two distinct experiences. While Cozumel offers guests the opportunity to enjoy the gorgeous beaches, community art, and immersive cultural experiences, Kohunlich offers luxurious accommodations in the middle of the vibrant jungle, encouraging adventurous excursions, connection to nature, and slow travel.
Their unique offerings, from nature walks with local guides to kayaking, diving, and cultural excursions, connect to the top trends that are currently driving travel in the post-Covid era. The emphasis is on discovery: the other, more natural side of Cozumel and the pristine jungles and little-explored Mayan ruins of the region.
Yet, while Explorean's brand is strong in Mexico, the resort continues to have few reservations from North American travelers.
SOLUTION:
In order to increase their bookings from the North American region and reach a new audience interested in sustainable, nature-based travel, GLP developed a trade-focused campaign based around the key themes that the properties wanted to showcase to attract new guests: Adventure, nature, luxury, and community-based tourism.
Furthermore, GLP worked to develop a new network of travel sellers, advisors, and tour operators in North America who specifically sold travel to this new, targeted audience. We packaged video, photography and sales sheets together as easy-to-use marketing materials for travel sellers.
Key Goals
ATTRACT NEW NORTH AMERICAN TRAVELERS TO EXPLOREAN’S COMMUNITY-BASED EXPERIENCES.
SHOWCASE THE RESORTS AS UNIQUE LUXURY DESTINATIONS, PERFECT FOR SLOWER TRAVEL, SOFT ADVENTURE, AND AUTHENTIC CULTURAL EXPERIENCES.
SPOTLIGHT LOCAL COMMUNITY MEMBERS TO SHOWCASE CULTURAL EXPERIENCES.
HIGHLIGHT THE HOSPITALITY AND EXTRA AMENITY OF HAVING TRAINED, LOCAL GUIDES.
Video Storytelling
STORY #1: KOHUNLICH: GUIDED BY NATURE
GLP's film “Kohunlich: Guided by Nature” was chosen as a finalist in the “Adventure Needs Nature” category of the Adventure Travel Trade Association (ATTA)’s 7th Annual Adventure in Motion film contest - a coveted travel industry competition, bringing in hundreds of film submissions from leading travel brands around the world. The film was also named a 2022 Magellan Award Gold Winner in the “Hospitality Marketing” category by Travel Weekly.
Our award-winning film captures the unique natural legacy of Kohunlich, Mexico through the eyes of local guide, Dany, who uses his passion for nature and adventure to foster authentic and immersive experiences for guests.
STORY #2: THE OTHER SIDE OF COZUMEL
“The Other Side of Cozumel,” showcases the “lesser-known” side of the famous coastal town, away from the crowded beaches and cruise ship ports. It introduces viewers to the island through the eyes of the locals, who are excited to welcome visitors interested in learning about their community through authentic experiences, slow travel, and adventure-packed expeditions.
The emphasis of this project is on discovery: inviting travelers to discover the other, more natural side of Cozumel and the pristine jungles and little-explored Mayan ruins of the region in Kohunlich. By connecting with travel sellers, advisors, and tour operators in North America, GLP is helping position Explorean as an exciting destination for travelers from North America who are seeking to fully immerse themselves in the culture and adventure of Mexico.
