MARKETING & REVENUE MANAGEMENT
2021 Q1-Q4
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01. NEW WEBSITE WWW.DIVIRESORTS.COM Overview New Website Layouts Comparison Charts 360° Tours Brochures Site Tour & FAQs Site Launch PR Reporting
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OVERVIEW A Brief History of www.diviresorts.com: From 2014 to March 2019, Divi Resorts’ main website, www.diviresorts.com, had reported healthy YOY revenue growth, with increases of 20%. Overall traffic also grew at a rate of 13.7% YOY. However, from March 2019 through most of 2020, there was a YOY decrease due to COVID-19 and the shutdown of both travel and our resorts. Even though the website performed well, it was not responsive, and it required a second, scaled-down platform to deliver a mobile experience. The mobile content we could deliver was a fraction of the desktop version, and it was not possible to use a booking code to simplify the booking experience. Why is having a strong mobile experience so important? • 2014 – 2017 – Desktop traffic dominated mobile averaging 69% of total traffic • 2017 – 2018 – Desktop and mobile were identical 44.4% to 43.98% • 2019 – 2020 – Mobile overtook desktop with 52.27% of our bookings
More concerning than the change in booking trend, was the revenue per visit. In 2017, desktop produced a total of $6.11 per visit compared to mobile at only $0.91 per visit. This clearly indicated that we were losing potential bookings on mobile to third parties, whose mobile experience was more informative and easy to use.
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NEW WEBSITE WWW.DIVIRESORTS.COM | OVERVIEW
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NEW WEBSITE WWW.DIVIRESORTS.COM | OVERVIEW
Launching of a New Website On September 1, 2021, Divi Resorts launched a new, modern, and responsive website that focuses on: • Mobile-First Ability – Allowing us to create pages built specifically for mobile and desktop offering a seamless experience. The goal is to increase mobile-driven revenue to 25% of total website revenue. • A Better User Experience – Reducing the number of pages, while offering more informative content, based on feedback from surveys and user experience. • Modern and Fresh Appeal – Create a clean fresh look for the brand aimed at attracting audiences in our target age group, while also increasing efficiency and delivering a quicker and more effective user experience. • Specific Audience Targeting – The ability to deliver specific content to specific visitors, market to customized audiences with segment targeting, and eblast campaigns to a specific target audience through the agency’s platform. • Multi-Language Content – The site will offer a more robust experience, with more pages translated (our previous site only had one page). The first two foreign languages, Dutch and Spanish, will be in place by the end of January 2022.
Website Cost - Vizergy • $34,291 - Includes template, custom programming, project management, custom design, comps, and personalization. • $6,500 - To add all custom language pages. • $1,500 - To design, create, and build a new media portal (this is currently being created. Final product delivery by the end of January 2022.) • *When our IQware system update is complete, we will be able to add Vizergy’s Targeting Hub. The cost is $3,000. From the Targeting Hub, we will be able to do specific audience targeting. • The final cost of the website is expected to be $46,000.
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
NEW WEBSITE LAYOUTS
Home Page 7
Specials 8
NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Weddings & Honeymoons
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Groups
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Phoenix Main Page
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Phoenix Suites
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Phoenix Amenities
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Phoenix Dining
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Aruba Island Activities
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Clean Check
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Book with Confidence
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Travel Agent Portal
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
Contact Us
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Island Quiz
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NEW WEBSITE WWW.DIVIRESORTS.COM | NEW WEBSITE LAYOUTS
News & Travel Requirements
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COMPARISON CHARTS To help consumers identify the differences between our resorts and to better align their vacation expectations with a destination, marketing created several informative comparison charts. These charts are easy to navigate and instantly let consumers compare destinations and vacation experiences that match their expectations as well as compare the best starting rates (up to three resorts can be compared at one time), while also providing the best starting rate and direct links to the booking engine. *All comparison charts were created by Avalaunch Media and they update the charts upon request. The cost to create, build, and maintain the charts was $4,950.
Comparison Chart 22
NEW WEBSITE WWW.DIVIRESORTS.COM | COMPARISON CHARTS
Mood Comparison Chart
Resort Comparison Chart 23
NEW WEBSITE WWW.DIVIRESORTS.COM | COMPARISON CHARTS
Suites Comparison Chart On each resorts rooms/suites page, there is a room comparison chart that helps consumers easily understand the differences in our accommodations. The charts display the “best value” rooms and the check availability button links directly to the booking engine.
Suites Comparison Chart 24
NEW WEBSITE WWW.DIVIRESORTS.COM | 360° TOURS
360° TOURS Marketing has showcased 360° tours throughout the website and has created one complete 360° tour for each resort, which is highlighted within the resort’s main page galleries. Our 360° tours and photography are housed on Kuula. This program allows us to build and store each tour. The cost is $192 per year.
Divi Aruba Phoenix
Divi Dutch Village
Divi Village Golf
Divi Flamingo
Divi Little Bay
Divi Southwinds 25
DIGITAL BROCHURES Marketing redesigned our company brochure and created dedicated brochures for each resort as well as all-inclusive, weddings, and groups. All brochures are digital only and can be downloaded and printed.
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Divi Aruba Phoenix
Divi Dutch Village
Divi Village Golf
Divi Southwinds
Divi Flamingo
Divi Little Bay & Oceans
NEW WEBSITE WWW.DIVIRESORTS.COM | BROCHURES
Divi Carina Bay & Oceans
Groups
Oceans at Carina Bay
Oceans at Divi Little Bay
Honeymoons
Divi Resorts
Weddings 27
Brochure Stats Our brochures, restaurant menus, resort maps, and all-inclusive information now reside on issuu.com. This program offers a digital experience where we can track impressions, readership, and clicks to the booking engine. September 1-November 30, 2021 Cost: $450 per year
1,721,916
1,599,275
Total Impressions
Total Reads
00:01:19
1,468
Average Read Time
Clicks
Publication Performance - Number of Reads
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NEW WEBSITE WWW.DIVIRESORTS.COM | BROCHURES
Readers Around the World
Top 10 Countries United States of America .......... 1,292,454
Bonaire, Sint Eustatius, and Saba... 17,986
Canada.......................................................................... 54,292
Sint Maarten (Dutch part)....................... 16,977
Netherlands.............................................................. 53,103
Virgin Islands, U.S............................................... 12,891
Aruba.............................................................................. 44,762
Barbados........................................................................ 2,799
United Kingdom. . ................................................ 25,272
Germany......................................................................... 5,569
Reading Devices
Sources
Desktop 42% |
Phone 58%
Embeds 100% |
Issuu.com 0% 29
SITE TOUR & FAQS When the new website was launched, we wanted to make sure that consumers could navigate it easily and use all of the new features. We created a tour landing page with FAQs to ensure ease of use.
Website Tour 30
NEW WEBSITE WWW.DIVIRESORTS.COM | SITE TOUR & FAQS
FAQs
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WEBSITE LAUNCH We promoted our new website launch through eblasts, social, and a press release. Our new website launch press release was featured in 100+ outlets with a potential audience of more than 33+ million people.
Eblast
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NEW WEBSITE WWW.DIVIRESORTS.COM | WEBSITE LAUNCH
Aruba
Caribbean Vacation
PRWeb 33
2018-2021 Divi Resorts Website Performance On the performance charts, we tracked 2018-2021 and compared 2021 to 2019, which is the best year to date for the website and transient sales. The new website launched on September 1st. For most of September and October, our resort islands’ travel advisories went from level three (reconsider travel) to level four (do not travel), which generated fewer reservations, but all other numbers showed an increase, specifically revenue and ADR.
Revenue - All Devices January - November 2021 Website Revenue
2021
2020
2019
2018
2021 vs 2019
$4,730,869
$2,087,938
$3,750,712
$3,246,959
26.13%
Reservations
2,833
1,335
2,642
2,363
7.20%
Room Nights
15,277
7,439
13,339
12,643
14.53%
$309.67
$280.67
$281.18
$256.82
10.13%
5.39
5.57
5.05
5.35
6.73%
1,180,550
737,125
1,075,645
959,509
9.75%
0.68%
0.48%
0.65%
0.48%
4.62%
ADR Avg. Room Nights Website Visits Converted Reservations
September (Launch 9/1)
2021
2020
2019
2018
$347,684
$108,544
$295,857
$224,601
17.52%
Reservations
212
54
231
162
-8.22%
Room Nights
1,088
342
1,069
837
1.78%
$319.56
$307.38
$276.76
$268.34
15.46%
5.13
6.33
4.63
5.17
10.80%
99,410
51,314
77,791
69,975
27.80%
0.81%
0.27%
0.74%
0.67%
9.46%
Website Revenue
ADR Avg. Room Nights Website Visits Converted Reservations
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2021 vs 2019
NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING October Website Revenue
2021
2020
2019
2018
2021 vs 2019
$394,706
$136,751
$258,509
$261,188
52.62%
Reservations
268
90
182
193
47.25%
Room Nights
1,279
490
855
933
49.59%
$308.61
$279.08
$302.35
$279.94
2.07%
4.77
5.44
4.7
4.83
1.50%
Website Visits
97,863
66,833
76,513
97,993
27.90%
Converted Reservations
0.87%
0.35%
0.59%
0.55%
47.45%
ADR Avg. Room Nights
November
2021
2020
2019
2018
$1,023,713
$189,912
$424,264
$481,996
141.29%
Reservations
542
115
243
278
123.05%
Room Nights
3,289
669
1,386
1,653
137.30%
$311.25
$283.87
$306.11
$291.59
9.65%
6.07
5.82
5.7
5.95
6.50%
108,897
53,897
99,874
82,062
9.03%
1.48%
0.55%
0.60%
0.58%
146.76%
Website Revenue
ADR Avg. Room Nights Website Visits Converted Reservations
YOY 2021 vs 2020 Revenue: +126.58% Reservations: +112.21% ADR: +10.33% Conversions: +42%
2021 vs 2019
2021 Bookings By Device Desktop: 72% Mobile: 27%* Tablet: 1%
2021 Revenue Per Visit Across All Devices January 1-August 31, 2021: $3.39 per visit (pre-launch) September 2021: $3.49 per visit October 2021: $4.03 per visit November 2021: $9.40 per visit 2021 to Date: $4 per visit *Goal of new website was to get mobile bookings to 25% of revenue. This has been achieved in 90 days.
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Traffic - All Devices
January - November YTD Visits
2021
959,509
9.75%
3.8
2.90
3.31
3.2
14.80%
3.24
2.83
3.07
3.10
5.54%
2021
2020
2019
2018
2021 vs 2019
99,410
51,314
77,791
69,975
27.79%
3.21
2.82
3.11
3.34
3.21%
3.69
2.84
3.21
3.10
14.95%
Time On Site
Visits
2021 vs 2019
1,075,645
Page Views per Visit
October
2018
737,125
Time On Site
Visits
2019
1,180,550
Page Views per Visit
September (Launch 9/1)
2020
2021
2020
2019
2018
2021 vs 2019
97,863
66,833
76,513
97,933
27.90%
Page Views per Visit
3.22
2.68
3.10
3.18
3.87%
Time On Site
3.68
2.52
3.08
2.84
19.48%
November Visits
2021
2020
2019
2018
2021 vs 2019
108,897
53,897
99,874
82,062
9.03%
Page Views per Visit
3.30
2.77
2.99
3.48
10.37%
Time On Site
3.82
2.67
2.9
3.08
31.72%
YOY 2021 vs 2020 Visits: +60.16% Page Visits: +31% Time On Site: +14.5% 36
NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING
Revenue - Tablet As seen in the total number of visits, tablet usage is rapidly decreasing.
January - November YTD Visits
2021
2020
2019
2018
2021 vs 2019
37,601
37,672
113,476
114,366
-66.86%
3.19%
5.11%
10.55%
11.92%
-69.30%
$105,810
$80,203
$359,572
$292,389
-70.57%
Reservations
56
49
220
212
-74.55%
Room Nights
317
273
1,227
1,138
-74.16%
$333.79
$293.79
$293.05
$256.93
29.91%
5.68
5.57
5.58
5.37
1.79%
Visits share Revenue
ADR Avg. Room Nights
*2021 only up to 11/17
Revenue Per Tablet Visit 2018: $2.56 per visit 2019: $3.17 per visit 2020: $2.19 per visit 2021: $2.81 per visit
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Revenue - Mobile As clearly reflected in the growth of mobile numbers across the board, our new responsive website is delivering a higher revenue share and user experience.
January - November YTD
2021*
2020
2019
2018
2021 vs 2019
Visits
684,122
386,229
544,515
420,881
25.64%
Visits share
57.95%
52.40%
50.62%
43.86%
14.48%
$1,250,309
$324,547
$521,926
$333,561
139.60%
Reservations
732
209
401
289
82.54%
Room Nights
3,904
1,031
1,989
1,434
96.30%
$320.26
$314.79
$262.41
$232.61
22.05%
5.33
4.93
4.96
4.96
7.50%
Revenue
ADR Avg. Room Nights *2021 only up to 11/17
September (Launch 9/1)
2021
2020
2019
2018
2021 vs 2019
Visits
55,847
27,529
39,787
31,252
40.36%
Visits share
56.21%
53.65%
51.15%
44.66%
9.90%
$80,565
$8,434
$47,716
$10,298
68.84%
Reservations
54
5
43
12
25.58%
Room Nights
258
20
209
43
25.58%
$312.27
$421.71
$228.31
$239.49
36.77%
4.78
4
4.86
3.58
-1.65%
Revenue
ADR Avg. Room Nights
Revenue Per Mobile Visit Average 2014-2019: $0.91 per visit 2020: $1.30 per visit January-August 2021: $1.34 per visit 38
September 2021: $1.44 per visit October 2021: $1.56 per visit November 2021: $4.58 per visit 2021 to Date: $1.83 per visit
NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING
October
2021
2020
2019
2018
2021 vs 2019
Visits
53,693
33,816
37,965
50,614
41.46%
Visits share
54.87%
50.60%
49.63%
51.68%
10.59%
$83,606
$17,860
$30,181
$16,117
177.00%
Reservations
65
11
27
19
140.74%
Room Nights
252
60
104
65
142.31%
$331.77
$297.66
$290.20
$247.96
14.32%
3.88
5.45
3.85
3.42
0.78%
Revenue
ADR Avg. Room Nights
November
2021
2020
2019
2018
2021 vs 2019
Visits
59,995
27,602
54,377
36,533
10.33%
Visits share
55.09%
51.21%
54.45%
44.52%
1.20%
$274,972
$51,376
$85,055
$40,346
223.29%
Reservations
135
29
55
23
145.50%
Room Nights
846
34
155
150
445.81%
$325.03
$331.46
$256.19
$268.97
26.87%
6.27
5.34
6.04
6.52
3.80%
Revenue
ADR Avg. Room Nights
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Revenue - Desktop Desktop has also seen a significant jump in revenue per visit since the new website launched.
January - November YTD Visits
2021
2020
2019
2018
2021 VS 2019
458,827
313,224
417,654
424,262
9.90%
38.87%
4249.00%
38.83%
44.22%
0.07%
$3,374,750
$1,683,188
$2,869,215
$2,621,008
17.62%
Reservations
2,045
1,077
2,021
1,862
1.20%
Room Nights
11,056
6,135
10,123
10,071
9.22%
$305.24
$274.36
$283.44
$260.25
7.70%
5.41
5.70
5.01
5.41
7.98%
Visits share Revenue
ADR Avg. Room Nights *2021 only up to 11/17
September (Launch 9/1) Visits
2021
2020
2019
2018
2021 VS 2019
40,221
21,706
29,336
29,952
37.10%
40.46%
42.30%
37.71%
42.80%
7.29%
$255,231
$97,083
$230,920
$192,427
10.53%
Reservations
152
47
176
135
-13.63%
Room Nights
801
308
815
710
-1.72%
$318.64
$315.20
$283.34
$271.02
12.46%
5.27
6.55
4.63
5.26
13.82%
Visits share Revenue
ADR Avg. Room Nights
Revenue Per Desktop Visit Average 2014-2019: $6.11 per visit 2020: $5.26 per visit January-August 2021: $6.44 per visit 40
September 2021: $6.35 per visit October 2021: $7.22 per visit November 2021: $16.08 per visit 2021 to Date: $7.36 per visit
NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING
October
2021
2020
2019
2018
2021 VS 2019
Visits
40,781
30,350
31,792
35,592
28.27%
Visits share
41.67%
45.41%
41.51%
36.34%
0.38%
$294,555
$115,412
$213,015
$212,875
38.30%
Reservations
196
78
145
151
35.17%
Room Nights
983
423
695
742
41.44%
$299.65
$272.84
$306.50
$286.89
-2.23%
5.02
5.42
4.79
4.91
4.81%
Revenue
ADR Avg. Room Nights
November
2021
2020
2019
2018
2021 VS 2019
Visits
45,268
24,437
37,314
35,580
21.32%
Visits share
41.57%
45.34%
37.36%
43.36%
11.27%
$727,988
$138,536
$308,085
$385,196
136.29%
Reservations
397
86
173
225
129.50%
Room Nights
2366
514
960
1,313
146.46%
$307.69
$269.53
$300.92
$293.37
2.50%
5.96
5.98
5.55
5.84
7.39%
Revenue
ADR Avg. Room Nights
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Top Ten Website Pages & Conversion The new website was designed to simplify where consumers could find our best offers and efficiently deliver them to the booking engine. The difference in the top ten most viewed pages from January 1 to August 31, 2021 and September 1 to November 30, 2021 shows that this strategy is working. The home page and the specials page are now trending #1 and #2 in page views and delivery to the booking engine. This proves that consumers are finding the special page easily and that they are using our promo codes with the new book now dropdown widget. The information on the site is also helping to convert reservations. For example, our enhanced rooms/suites pages, which feature comparison charts and 360° room tours, are driving consumers to the booking engine and converting reservations from that page.
Old Site
January 1 – August 31, 2021
Page Views
Delivered to Booking Engine
Converted to Reservation
1. Resort: Divi Village Golf - Aruba
112,040
13.00%
9.72%
2. Resort: Divi Carina Bay – rooms and rates
94,622
9.50%
9.51%
3. Resort: Divi Phoenix – rooms and rates
81,555
8.70%
5.70%
4. Home Page
73,078
8.30%
2.80%
5. Resort: Divi Little Bay – rooms and rates
67,455
7.50%
2.50%
6. Resort: Divi Dutch Village – rooms and rates
60,559
6.90%
4.20%
7. Aruba Page Island Page
60,313
6.20%
1.20%
8. Resort: Divi Carina Bay – St. Croix
52,987
5.60%
3.20%
9. St. Maarten Page Island Page
49,828
5.20%
4.25%
10. 30% off Promotion
46,821
4.30%
3.10%
Source: Adobe Analytics
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NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING
New Site
September 1 - November 20, 2021
1. Home Page
Page Views
Delivered to Booking Engine
Converted to Reservation
57,281
14.40%
7.20%
56,804
17.00%
12.50%
3. Resort: Divi Carina Bay – rooms and suites
52,120
16.50%
6.50%
4. Resort: Divi Aruba Phoenix – suites
44,719
12.10%
5.20%
5. Resort: Divi Little Bay – suites
38,836
10.70%
4.50%
6, Resort: Divi Dutch Village - rooms and suites
36,933
10.00%
4.40%
7. Resort: Divi Village Golf – suites
20,376
7.40%
3.25%
8. Resort: Oceans at Carina Bay – home page
19,374
5.00%
2.00%
9. Resort: Divi Flamingo – rooms and studio
18,652
4.60%
1.40%
10. FAQ’s – travel news Page
16,771
4.20%
1.30%
2. Specials Page
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Google My Business With a responsive website, we achieved our goal of becoming the top Google search result for “Divi Resorts” within 90 days. This is without any paid search or “keyword” expenses. These numbers reflect searches for “Divi Resorts” only, and not individual resort name searches.
January - November YTD
2021*
2020
2019
2018
2021 vs 2019
Customer Views
8,981,799 6,350,976
7,025,061
7,179,754
27.85%
Listings on Search
3,128,075 2,093,395
1,995,866
2,753,889
56.72%
Listings on Maps
5,853,724
4,257,581
5,029,195
4,425,865
16.40%
Customer Actions
188,708
96,072
172,442
151,820
9.43%
Website visits
142,915
74,378
119,133
108,378
19.96%
13,146
7,008
12,903
9,306
1.88%
32,647
14,686
40,406
34,136
-19.20%
Photo Visits
7,666,189
7,681,408
7,102,945
7,000,156
7.93%
Customer Searches
7,046,775 4,634,700
4,887,064
2,856,454
44.19%
Calls Direction Requests
Direct Business Name Search Discovery Product Search Branded Brand Related Search *Up to Nov 30, 2021
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1,986,422
1,227,065
1,250,735
1,008,249
58.82%
5,046,150
3,402,316
2,632,255
1,646,990
91.70%
14,203
5,319
4,074
1,215
248.63%
NEW WEBSITE WWW.DIVIRESORTS.COM | REPORTING
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02. OCEANS LAUNCH
Website Photos Launch PR Social Flyers
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WEBSITE In October 2021, we added both Oceans at Divi Carina Bay and Oceans at Divi Little Bay to our website. Separate booking pages on reservhotel were built by revenue management to feature this new, upper-tier brand, and for consumers to be able to book directly to separate Oceans rooms from our standard resort rooms.
Oceans at Divi Little Bay 48
CARINA BAY & OCEANS | WEBSITE
Oceans at Divi Carina Bay 49
PHOTOS
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CARINA BAY & OCEANS | PHOTOS & VIDEOS
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LAUNCH In late September, our Oceans press release was featured in 39+ outlets with a potential audience of more than 28+ million people. We consider this a “soft” launch due to the difficulty in pinpointing an opening date. A second, more robust launch is planned for March 2022, when we will have photos, videos, and 360° content for promotions.
PRWeb Eblast
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CARINA BAY & OCEANS | LAUNCH
Caribbean Journal
The Virgin Islands Daily News
The Virgin Islands Daily News
The St. Croix Source 53
54
The Virgin Islands Consortium
Caribbean Journal
Caribbean Journal
Hospitality Plus
CARINA BAY & OCEANS | LAUNCH
Caribbean Travel
Travel with Val
St. Maarten - St. Maarten News
Best All Inclusive 55
SOCIAL
56
CARINA BAY & OCEANS | SOCIAL
57
CARINA BAY & OCEANS | SOCIAL
58
CARINA BAY & OCEANS | FLYERS
FLYERS
59
60
03. NEW & UPDATED WEBSITES The Links at Divi Aruba Windows on Aruba Divi Dive Bonaire
61
THE LINKS In November 2021, we launched a completely new website for The Links at Divi Aruba, which vastly expanded the content and improved the user experience with 360° tours, new photos and videos, and course information.
Main Page
62
UPDATED WEBSITE | THE LINKS
The Course
63
Pricing
64
UPDATED WEBSITE | THE LINKS
Lessons
65
Tournaments
66
UPDATED WEBSITE | THE LINKS
Pro Shop
67
Clubhouse
68
UPDATED WEBSITE | THE LINKS
Contact & FAQs
69
Clean Check
70
UPDATED WEBSITE | THE LINKS
WINDOWS ON ARUBA In Spring 2021, we completely redesigned and launched a responsive website for Windows on Aruba.
Main Page
71
About
72
UPDATED WEBSITE | THE LINKS
Menu
73
Special Events
74
UPDATED WEBSITE | THE LINKS
Contact
75
DIVI DIVE In January 2021, we launched a completely new dive site for Divi Dive Bonaire with more information, easy to access forms, dive offers, special packages, certification courses, dive pricing, and bios of our dive team.
Main Page
76
UPDATED WEBSITE | THE LINKS
About Us
77
Island Adventures
78
UPDATED WEBSITE | THE LINKS
Dive Deals
79
Diving Services
80
UPDATED WEBSITE | THE LINKS
Contact
81
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04. CORPORATE MARKETING
Social Media Eblasts Public Relations Television Radio Contests Journalists, Influencers & Bloggers Partnerships & Site Visits New Photos Transient Sales Campaigns Operations Surveys (Replacing Unifocus) 2021 DVC Marketing Materials Menus, Flyers & Signage
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SOCIAL MEDIA Facebook Due to COVID budget restraints, Divi Resorts has not spent money on paid search campaigns since March 2020. For most of 2020, we created “vacation memories” campaigns to keep the public engaged and entertained while travel was restricted and our resorts were closed. In early 2021 and throughout this year, we’ve continued to promote travel to our resorts and islands by focusing on our price point, 30% discount, and featuring specialty programs like our Kids Stay Free and Kids Stay & Eat Free programs, wedding packages, romance/honeymoon packages, cancel anytime guarantee, best price guarantee, clean check program, and convenient onsite testing. As with booking pattern changes (30-45 days out), we’ve also seen a shift in who is booking and traveling, with stronger numbers in the 45- to 54-year-old range. We believe this shift is due to this age group being fully vaccinated with two COVID shots and a booster, empty nesters, and/or parents with children 12+ who have had their COVID shots. We’ve seen a very slight increase in Divi Resorts’ main Facebook page followers due to ending PPC campaigns, but we’ve seen higher increases in engagement, comments, and shares. All of our resort Facebook pages, continue to see strong growth across followers, likes, engagement, comments, and shares.
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CORPORATE MARKETING | SOCIAL MEDIA
AUDIENCE COUNTRIES 1. USA 2. Canada 3. United Kingdom 4. Aruba 5. Argentina
STATS STATS PAGE FOLLOWERS 186,857 to 187,992 Up 1,135 0.61% increase ENGAGEMENT Average Post 102,062 12.5% increase COMMENTS 3,803 to 3,902 Up 99 2.6% increase SHARES 2,505 to 3,201 Up 696 27.7% increase
Q1-Q4 2021 followers
186,857 to 187,992 Up 1,135 Q1-Q4 increase
0.61%
CITIES 1. New York 2. Boston 3. Miami 4. Oranjestad 5. Bridgetown AGE 13-17 – 1% 18-24 – 10% 25-34 – 15% 35-44 – 19% 45-54 – 31% 55-64 – 19% 65+ – 5% GENDER F – 50% M – 50%
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Facebook Resort Pages
PHOENIX
DUTCH
CARINA BAY
PAGE FOLLOWERS 10,349 to 13,141 Up 2,792 26.9% increase
PAGE FOLLOWERS 2,989 to 3,586 Up 571 19.1% increase
PAGE FOLLOWERS 8,003 to 9,511 Up 1,508 18.8% increase
ENGAGEMENT 15% increase
ENGAGEMENT 12.5% increase
ENGAGEMENT 30% increase
COMMENTS 23.4% increase
COMMENTS 20% increase
COMMENTS 50% increase
SHARES 20% increase
SHARES 5% increase
SHARES 32% increase
Q1-Q4 2021 followers
Q1-Q4 2021 followers
Q1-Q4 2021 followers
10,349 to 13,141 +2,792
2,989 to 3,586 +597
8,003 to 9,511 +1,508
Q1-Q4 growth
Q1-Q4 growth
Q1-Q4 growth
26.9%
19.9%
18.8%
SOUTHWINDS
86
PAGE FOLLOWERS 3,542 to 3,752 Up 210 5.92% increase
ENGAGEMENT 4% increase
CORPORATE MARKETING | SOCIAL MEDIA
LITTLE BAY
FLAMINGO
VILLAGE GOLF
PAGE FOLLOWERS 13,778 to 16,335 Up 2,557 18.5% increase
PAGE FOLLOWERS 3,467 to 4,099 Up 632 18.2% increase
PAGE FOLLOWERS 11,002 to 12,792 Up 1,794 16.3% increase
ENGAGEMENT 15.2% increase
ENGAGEMENT 3.69% increase
ENGAGEMENT 10.1% increase
COMMENTS 30% increase
COMMENTS 25.2% increase
COMMENTS 12% increase
SHARES 22% increase
SHARES 8.2% increase
SHARES 10% increase
Q1-Q4 2021 followers
Q1-Q4 2021 followers
Q1-Q4 2021 followers
13,778 to 16,335 +2,557
3,467 to 4,099 +632
11,002 to 12,792 +1,794
Q1-Q4 growth
Q1-Q4 growth
Q1-Q4 growth
18.5%
+18.2%
16.3%
Q1-Q4 2021 followers
COMMENTS 8% increase
SHARES 10% increase
3,542 to 3,752 +210 Q1-Q4 growth
5.92% 87
STATS IMPRESSIONS 13.68% increase ENGAGEMENT 18.5% increase LIKES 31.72% increase COMMENTS 10% increase
AUDIENCE COUNTRIES 1. USA 2. Argentina 3. Canada 4. Aruba 5. Brazil CITIES 1. New York 2. Oranjestad 3. Buenos Aires 4. Ontario 5. Philipsburg AGE 13-17 – 0.5% 18-24 – 4.4% 25-34 – 22.4% 35-44 – 27.6% 45-54 – 23.4% 55-64 – 14.9% 65+ – 6.5% GENDER F – 75% M – 25%
Q1-Q4 2021 followers
33,100 to 38,292 +5,192 Q1-Q4 growth
15.7% 88
CORPORATE MARKETING | SOCIAL MEDIA
STATS IMPRESSIONS 22.3% increase ENGAGEMENT 18.5% increase RETWEETS 36% increase LIKES 31.72% increase
AUDIENCE COUNTRIES 1. USA 2. Canada 3. United Kingdom 4. Aruba 5. Argentina CITIES New York Ontario Massachusetts California Florida GENDER F – 60% M – 40%
Q1-Q4 2021 followers
13,598 to 14,362 +764 Q1-Q4 growth
5.6% 89
STATS MONTHLY VIEWS 2.5% increase MONTHLY ENGAGED 7.8% increase DAILY IMPRESSIONS 5% increase
AUDIENCE COUNTRIES 1. USA 2. Argentina 3. Canada 4. Brazil 5. Aruba CITIES 1. New York 2. Buenos Aries 3. Oranjestad 4. Bridgetown 5. Philipsburg AGE 13-17 – 1% 18-24 – 6% 25-34 – 20% 35-44 – 25% 45-54 – 30% 55-64 – 13% 65+ - 5% GENDER F-65% M-35%
followers
10,192 to 11,385 +1,193 *YOY growth
11.7%
90
CORPORATE MARKETING | SOCIAL MEDIA
Posts
91
EBLASTS Eblasts remain an essential tool for marketing and sales. Supporting company messaging, important updates, sales, pre-arrival, and poststay communication.
DEMA Last Chance Deals 92
Monthly Dive Specials
CORPORATE MARKETING | EBLASTS
2021 DVC Welcome
Valentine’s Day Sale Follow Up 93
Valentine’s Day Last Chance
94
Flamingo Banquet Event Info & Menus
CORPORATE MARKETING | EBLASTS
St. Patrick’s Day Sale Teaser
DVC New Benefits - 2021
95
Southwinds Club Meeting 2021
96
Everyday Heroes - Last Chance
CORPORATE MARKETING | EBLASTS
St. Patricks’s Day Sale - Last Chance
Clean Check
97
99-Hour Sale Teaser
98
99-Hour Sale Last Chance
CORPORATE MARKETING | EBLASTS
30% Sale Extended
Divi Flamingo 2021 Update
99
Teaser 30% Summer Sale
100
Owners New Payment Portal
CORPORATE MARKETING | EBLASTS
DVC New Payment Portal
RCI Owners New Payment Portal
101
Travel Club & Villas Points New Payment
102
Bank Points DVC 2021
CORPORATE MARKETING | EBLASTS
Owners - Customer Service Email 2021
Thanksgiving Menus
103
DEMA 2021
104
50% Off - Black Friday
CORPORATE MARKETING | EBLASTS
50% Off - Cyber Monday
50% Off - Travel Tuesday
105
50% Off - Teaser
106
Christmas Menus
CORPORATE MARKETING | EBLASTS
Winter Sale - Teaser
Winter Sale - Launch
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PUBLIC RELATIONS Press Releases From January 2021 to November 2021, our 11 press releases were featured in 960+ outlets, with a potential audience of more than 344+ million people.
1. Divi Resorts Is Bringing Couples Together with 15% Off 2021 Caribbean Romance Packages to Celebrate Valentine’s Day 2. Divi Resorts Celebrates St. Patrick’s Day Early with 40% Off + Free Room Upgrades 3. Divi Resorts Celebrating the Spring Season with 30% Off All 2021 Caribbean Vacations 4. Divi Resorts’ 99-Hour Sale Offers 45% Off 2021 Caribbean Vacations 5. Divi Resorts Extends 30% Spring Sale on 2021 Caribbean Vacations 6. Divi Resorts Dives into Summer with Sizzling 30% Savings on 2021 & 2022 Vacations 7. Divi Resorts Launches Newly Redesigned Caribbean Vacation Website 8. Divi Resorts Makes a Splash with Fall Savings of 30% Off All 2021 & 2022 Vacations 9. Divi Resorts Launches Upper-Tier Oceans Brand on St. Croix & St. Maarten 10. Divi Resorts Welcomes Fresh Faces to Resort Teams on Aruba, Bonaire, and St. Croix 11. Divi Resorts Announces Biggest Sale of the Year with 50% Off 2022 Caribbean Vacations
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CORPORATE MARKETING | PUBLIC RELATIONS
Pitches From January 2021 to November 2021, we submitted Divi Resorts for 20 articles to various local, national, and international outlets.
1. Family Friendly Tropical Island Resorts to Escape to in 2021 2. Aruba Travel During Covid 3. Spectacular pools you won’t want to leave - Pureocean Pool at Divi Little Bay Beach Resort 4. Best All-Inclusive Resorts in Aruba - Divi Dutch Village Beach Resort and Divi Village Golf & Beach Resort 5. Spring Break Travel Ideas 6. Mexico/Caribbean hotels providing covid tests - Divi Resorts on Aruba & St. Maarten 7. Family Friendly Destinations - Divi Resorts 8. Top Places in the Caribbean for Families to Visit Post Pandemic - Divi Resorts 9. Post pandemic travel to Caribbean and Africa 10. U.S. Virgin Islands - Divi Carina Bay Beach Resort & Casino, St. Croix 11. The Best Adults Only Beach Hotels in the US - Divi Carina Bay, St. Croix 12. Best Places to Travel in October - Divi Carina Bay, St. Croix 13. Where to Visit in September - Divi Resorts - Bonaire & St. Croix 14. Fall travel deals - Divi Resorts 15. Fall & Winter Travel Deals - Divi Resorts 16. Top All-Inclusive Resorts Where Kids Stay Free - Divi Resorts 17. Warm Weather Escapes - Divi Resorts on Bonaire & St. Croix 18. Best Places to Travel in 2022 - Divi Resorts 19. Black Friday + Cyber Monday Luxury Travel Promotions - Divi Resorts 20. Black Friday, Cyber Monday, Travel Tuesday Deals - Divi Resorts
109
National Press
110
Aruba Today
Aruba Today
Knipselkrant
Aruba Product Update
CORPORATE MARKETING | PUBLIC RELATIONS
Aruba Product Update
Aruba Product Update
The Daily Herald
Visit Aruba Blog 111
112
SXM Talks
Aruba Product Update
Aruba Product Update
Aruba Product Update
CORPORATE MARKETING | PUBLIC RELATIONS
Aruba Product Update
Aruba Product Update
Aruba Product Update
Aruba Today 113
114
Aruba Today
Go to St. Croix
BonDia
Bonaire News Brief
CORPORATE MARKETING | PUBLIC RELATIONS
The Virgin Islands Daily News
The Virgin Islands Consortium
The St. Thomas Source
The St. Croix Source 115
116
The Virgin Islands Consortium
SMN News
The Daily Herald
Bes Reporter
CORPORATE MARKETING | PUBLIC RELATIONS
Bes Reporter
Bes Reporter
Bes Reporter
NoticiaCla 117
Masnoticia
St. Kitts Gazette
Dive shops join Bonaire’s restoration project At a time when responsible and sustainable tourism are greatly valued, Reef Renewal Foundation Bonaire (RRFB) is happy to welcome Divi Dive Bonaire and VIP Diving to their list of supporting dive shops. These two new dive operators will educate visitors and residents who want to learn more about coral reefs and reef restoration. Through organizing events, giving presentations and training volunteer divers, they will serve an essential role in encouraging the public to become involved in the Reef Renewal Foundation Bonaire’s project. “We, at VIP Diving, had the privilege to team up with Reef Renewal Foundation Bonaire and are proud and honored to be part of this endeavor. We are excited to participate in renewing the reef with our staff and dive guests. The corals give us so much joy, and now we have the opportunity to give some love back to the ocean. Together we can and will make a difference, and we will do our utmost to share our passion for ocean conservation, said Pascal Van Empelen, VIP Diving Operations Manager. As part of RRFB first phase, two nurseries with three trees each were installed in the shallow waters at Calabas Reef, accessible from shore for divers and snorkelers. The nurseries will have an initial capacity of 600 corals. Both critically endangered staghorn and elkhorn coral species are being hosted and propagated in the nurseries. The coral nurseries will be maintained by Divi Dive Bonaire and VIP Diving. Once the staff complete their training, the dive shops will have the opportunity to attract visitors to participate in the coral restoration experience. This can shape a tourists relationship with the marine environment and foster global stewardship for coral reef ecosystem. “Any action taken, whether it be large or small, can help”, explains Celine Van Meer, General Manager, Divi Flamingo Beach Resort & Casino. “Our entire team is excited to take action now, to help ensure sustainability for the future, as climate change, among other fac-
Tropical Nature is open Mon-Sat 10 to 6 nonstop in Lourdes Shopping Mall. Appointments: WhatsApp 7708911 or on the Tropical Nature Facebook page.
tors, continues to have an impact on our oceans and marine life.” RRFB, which started with a small group of local individuals, confirms its grassroots approach. They focus on actively involving the community in the coral restoration program, that is key to protect and preserve Bonaire’s marine ecosystems in a sustainable way. Bonaire dive shops supporting RRFB for several years are Beyond the Corals, Buddy Dive Resort, Great Adventures Bonaire, Tropical Divers and Wannadive. Through large-scale propagation, outplanting, and monitoring of genetically diverse corals, Reef Renewal Bonaire works to assist natural recovery of coral reefs. To learn more about how to get involved or lend support, visit reefrenewalbonaire.org or email info@ reefrenewalbonaire.org.
Trees are ready to be placed underwater: RRFB assistant coordinator Sanne Tuiten, VIP staff Pascal van Empelen and Christa Burger and RRFB coordinator Francesca Virdis
BES Reporter
Page 6
Aruba Today
Annual Parrot Roost Count January 30, 2021
Our thanks to Susan Davis of Infobonaire.com for the use of the chart, COVID-19 Measures, Phase 4, that we published last issue.
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Planting one of the trees are Divi Dive staff members Denise Glazer and Laurel Kjorlien with Guillermo Alcorta supervising for RRFB in background.
Divi staff assemble the trees: Denise Glazer, Ruud Janssen, Laurel Kjorlien and Malin Kaijser. Photos: Reef Restoration
The Bonaire Reporter Jan 27 - Feb 24, 2021
CORPORATE MARKETING | PUBLIC RELATIONS
Aruba.com
Aruba.com
Aruba Today
Aruba Today 119
120
Tourism Bonaire
Bonaire NU
TBC News Flash
The Virgin Island Daily News
CORPORATE MARKETING | PUBLIC RELATIONS
International Press
USA Today
Travel World News
A Taste for Travel
Globe Guide 121
122
Travel Pro
GoNOMAD
Vacation Industry Review
Caribbean Journal
CORPORATE MARKETING | PUBLIC RELATIONS
Flip Flop Wanderers
The Hike
USA Today: 10 Best
Islands 123
124
Trip 101
A Taste for Travel
FTN News
Seattle Pi
CORPORATE MARKETING | PUBLIC RELATIONS
A Taste for Travel
Travel + Leisure
MSN
Drift Travel 125
126
MSN Travel
Insider
Fifty-Five Plus
Duikeninbeeld.tv
CORPORATE MARKETING | PUBLIC RELATIONS
Spend Life Traveling
Business Mayor
Tour Expi
Business Insider 127
128
Family Vacationist
Family Vacationist
New York Post
The Suburban
CORPORATE MARKETING | PUBLIC RELATIONS
Islands
Omaha World-Herald
The FoodE Life
PhillySteph Travels 129
130
A Taste for Travel
Travel with Val
Trip Savvy
Family Vacationist
CORPORATE MARKETING | PUBLIC RELATIONS
Reviewed
Ron Reizen
Caribbean Journal
Millennium Magazine 131
Anita Van Wijngaarden’s Travel Blog
Anita Van Wijngaarden’s Travel Blog
Anita Van Wijngaarden’s Travel Blog
Fodor’s Travel
132
CORPORATE MARKETING | PUBLIC RELATIONS
Insider Travel Report
The Points Guide
Qual Viagem
Reisbizz Magazine 133
TELEVISION Wheel of Fortune – Syndicated
CBS’ The Doctors - Syndicated
Wheel’s shows cover 99.8% of US, reaches 5.1 million views each show
Nationally syndicated daytime talk show with millions of daily viewers
Various Dates: 2021/2022 Season (9/1/21 – 8/31/22) • Divi Village Golf – 4 Giveaways • Divi Dutch – 2 Giveaways • Divi Little Bay – 5 Giveaways • Divi Flamingo – 4 Giveaways • Divi Southwinds – 4 Giveaways • Divi Carina Bay – 4 Giveaways
• Divi Little Bay – 5-Night/6-Day Stay for Two Guests • In exchange, the resort was heavily promoted on-air with video, logo, photos, verbal mention, promotional credit, etc. • www.thedoctorstv.com/videos/man-strugglesto-move-on-after-his-sister-passed-from-braincancer
We are not including Divi Aruba Phoenix in contracts due to projected high inventory demand
Lifetime’s Married at First Sight Couples Cam
Complimentary reruns throughout the spring and summer hiatus
National reality television show on Lifetime with a large following
Redemption is around 25% on average
• Divi Little Bay – 7-Night Romance Package for Two Guests
The Price Is Right – Syndicated
• In exchange, the resort was promoted on-air and on social media with videos, photos, and more.
PIR covers 95% of the US and reaches 5.14 million views each show • Divi Village Golf - 2 Giveaways • Divi Dutch – 2 Giveaways • Divi Little Bay – 2 Giveaways • Divi Flamingo – 2 Giveaways • Divi Carina Bay – 2 Giveaways We are not including Divi Aruba Phoenix in contracts due to projected high inventory demand Complimentary reruns throughout the spring and summer hiatus Redemption is around 25% on average Notes • I have negotiated with Melanie Marsh to accept $250 per promotion this year which she has agreed to. That brings her 2021/2022 total payment down from $11,500 last year to $8,500 this year. • With the reduction of Phoenix, and 25% redemption on 33 promotions, we estimate fulfillment on 9 promotions @ $2K per promotion ($150/pn/double oc.) = $18,900 • Projected cost of TV for 2021/2022 season is $27,400. A savings of $6,600 over 2020/2021 season, for an estimated audience of 179.9 million households.
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• https://play.mylifetime.com/shows/married-atfirst-sight-couples-cam/season-3/episode-20
CORPORATE MARKETING | TELEVISION
The Price is Right
Lifetime
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CONTESTS Divi Caribbean Romance Package Contest February 10 – March 10, 2021
STATS
Prize: Enter for your chance to win a 5-night/6-day Caribbean Romance Package to Aruba, Barbados, Bonaire or Sint Maarten. Prize includes: • Suite Accommodations • Daily Breakfast for 2 • One Dinner or Brunch for 2 • Welcome Turndown Service upon arrival *Airfare, food, and beverage (outside of prize) not included.
GLEAM Entries: 556,550 Impressions: 6,807 Actions: 2,243 Users: 697 SOCIAL POSTS Facebook Posts: 12 Instagram Posts: 14 Twitter Posts: 10 Impressions: 101,099
Social Posts
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Conversion Rate: 10.24% Book a Vacation: 140 Referrals: 210
Likes: 1,715 Comments: 67 Link Clicks: 110 Shares: 46
CORPORATE MARKETING | CONTESTS
2021 Caribbean Family Adventure to St. Maarten April 4 – May 4, 2021
STATS
Prize: Enter for your chance to win a family adventure to Sint Maarten. Prize includes a fantastic stay & fun activities for 2 adults & 2 children • 6-Nights/7-Days at Divi Little Bay Beach Resort • 1-Bedroom Suite (sleeps 4) • 4 Tickets to Rainforest Adventure Experience • 3 days of non-motorized watersports from Aqua Mania Adventures *Airfare, food, and beverage not included. Tickets to Rainforest Adventures and 3 days of water sports from Aqua Mania Adventures provided by the vendor at no cost to Divi Resorts.
GLEAM Entries: 1,637,650 Impressions: 16,439 Actions: 10,832 Users: 2,016
Conversion Rate: 12.26% Book a Vacation: 358 Referrals: 481
SOCIAL POSTS Facebook Posts: 22 Instagram Posts: 22 Twitter Posts: 22 Impressions: 528,973 Likes: 2,902
Video Views: 22,401 Comments: 245 Link Clicks: 519 Shares: 445
Social Posts
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Fabulous Six-Night/7-Day Caribbean Vacation with Breakfast August 8 - August 31, 2021
STATS
Prize: Enter for a chance to win • 6-Night/7-Day for up to 2 adults & 2 children • Accommodations in a 1-Bedroom Suite • You pick the island! Aruba, Barbados, Bonaire or St. Maarten • Daily breakfast for up to 2 adults & 2 children *Studio accommodations on Bonaire. Airfare and meals (excluding daily breakfast) not included.
GLEAM Entries: 978,500 Impressions: 6,177 Actions: 3,796 Users: 1,309
Conversion Rate: 21.19% Book a Vacation: 263 Referrals: 397
SOCIAL POSTS Facebook Posts: 20 Instagram Posts: 20 Twitter Posts: 20 Impressions: 789,201 Likes: 3,898
Video Views: 38,901 Comments: 301 Link Clicks: 689 Shares: 758
Social Posts
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CORPORATE MARKETING | CONTESTS
6-Night/7-Day Caribbean Vacation to Oceans at Divi October 6 - November 11, 2021
STATS
Prize: Enter for your chance to win a 6-Night/7-Days AllInclusive Getaway for 2 Adults to Oceans at Divi Little Ba on St. Maarten, OR Oceans at Divi Carina Bay on St. Croix.
GLEAM Entries: 1,996,100 Impressions: 9,082 Actions: 5,993 Users: 2,024
Conversion Rate: 22.29% Book a Vacation: 298 Referrals: 547
SOCIAL POSTS Facebook Posts: 20 Instagram Posts: 18 Twitter Posts: 16 Impressions: 1,098 Likes: 5,890
Video Views: 52,198 Comments: 525 Link Clicks: 785 Shares: 821
• ACCOMMODATIONS in an Oceans King room • ALL-INCLUSIVE includes food, drink, nonmotorized water sports, and resort activities *Airfare and transportation not included.
Social Posts
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JOURNALISTS, INFLUENCERS & BLOGGERS
Flip Flop Wanderers
Manon Van Os & Bram School Influencers/Bloggers
Video 2
March 1-4, 2021 | Divi Little Bay | St. Maarten May 22-26, 2021 Divi Flamingo | Bonaire June 2-6, 2021 | Divi Aruba Phoenix | Aruba Daily breakfast included. Social Presence • Facebook: www.facebook.com/ flipflopwanderers
Video 3
• Instagram: www.instagram.com/ flipflopwanderers • Twitter: twitter.com/Flipflopwander • Web: www.flipflopwanderers.com Deliverables Per Visit • 3 photo posts on Instagram • Multiple stories during stay • A blog post about the hotel • Use of best photos and videos for marketing
Video 1
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Video 4
Video 5
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
141
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CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
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Stilettos in my Suitcase
Kathleen Cohen Ellis, USA Influencer/Blogger/ Videographer
Video 2
April 15-19, 2021 | Divi Village Golf | Aruba Stay at Divi Village Golf for two (her and her photographer husband) with daily breakfast and a day spent at Divi Aruba Phoenix. Social Presence • Facebook: www.facebook.com/ StilettosInMySuitcase • Instagram: www.instagram.com/stilettos. in.my.suitcase • Youtube: www.youtube.com/channel/ UCcsmysDAJCRp4s7EHyJHQaw
Video 3
• Web: www.stilettosinmysuitcase.com • Videography: www.lifesmomentsvideo.com Deliverables - all three hotels • Cinematic video (including drone footage) of hotels, amenities, room, restaurants, interviews, etc. • Instagram posts, reels, and stories • Video and photos posted to blog, Facebook, and website • Exclusive photos and video content for marketing use
Video 1
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Video 4
Video 5
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
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146
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
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Utazómajom | DIY Travel Site Akos Toth, Ukraine Influencer/Founder
May 9-13, 2021 | Divi Little Bay | St. Maarten Resort stay and daily breakfast included. Social Presence • Facebook: www.facebook.com/utazomajom • Instagram: www.instagram.com/ utazomajomofficial • Web: utazomajom.hu Deliverables • 4 individual posts on Facebook (545.000 organic followers) • 2 live videos from the resort shared on Facebook (avg. 48.000 views) • 1 individual article about the resort on website (3 million page views a month) • 4 posts on Instagram (71.000 followers) • 8 stories on Instagram • Recommend Divi Flamingo for 6 months (at least 15 times) when publishing travel offer packages to Bonaire
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CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
Jamie Ever After
Jamie Taylor Influencer/Blogger, USA April 8-13, 2021 | Divi Aruba Phoenix | Aruba Upgraded to a Romance Package. Social Presence • Instagram: www.instagra.com/jamieeverafter • Web: www.jamieeverafter.com Jamie already had a reservation booked, we upgraded her to Romance package Received comp spa treatment upgrade, dinner at pureocean, tour with GM, recognition for her 10th wedding anniversary and photo session with our new vendor lensation. Exchange – social posts, Instagram stories, article on phoenix on her website
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Dream Salty
Sapir Shabat & Daniel Barbiyero Influencers April 8-13, 2021 | Divi Aruba Phoenix | Aruba Romance package stay. May 5-7, 2021 | Divi Village Golf | Aruba Stay in a One-Bedroom Suite. (they paid for this stay) Social Presence • Instagram: www.instagram.com/dream.salty • Youtube: www.youtube.com/channel/ UCSoMM1voSxEZIUDkXLXcxcQ • Web: www.dreamsalty.com Deliverables Per Visit • 3 photo posts on Instagram • Multiple stories during stay • A blog post about the hotel • Use of best photos and videos for marketing
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CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
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152
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
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Adi Hashamonai & Shachar Gonen Influencers/Bloggers
June 5-9, 2021 | Divi Aruba Phoneix | Aruba Social Presence • Instagram: www.instagra.com/adi_ hashamonai • Instagram: www.instagra.com/shachargonen Deliverables Per Visit • 3 photo posts on Instagram • Multiple stories during stay • A blog post about the hotel • Use of best photos and videos for marketing
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CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
155
Revian Chang Influencer/Blogger
June 6-8, 2021 | Divi Little Bay | St. Maarten Beachfront Double with daily breakfast. Social Presence • Instagram: www.instagra.com/revianchang Deliverables • Multiple stories and posts throughout stay • Use of best photos and videos for marketing
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CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
Nicole Trinidad Journalist & TV Host
September 30, 2021 | Divi Flamingo | Bonaire Nicole is a journalist and TV host from Curaçao, as well as a model and the emcee for Bonaire Awards 2021. She paid for her visit to Divi Flamingo.
Liliana Erasmus USA Today
October 2021 | Windows on Aruba | Aruba Visited Windows on Aruba for a comped meal for two was for inclusion in USA Today’s “Aruba’s Top Restaurants 2021 Listings” article. November 8-9, 2021 | Divi Aruba Phoenix | Aruba Romance Package stay in a one-bedroom suite, complimentary breakfast for two, romantic welcome turndown service, and an intimate beachside dinner for two at pureocean. This was for inclusion in USA Today’s “10 Best Hotels on Aruba” article. Social Presence
• Instagram: www.instagram.com/globetrauthor • Web: www.10best.com/local-experts/lilianaerasmus
157
Stephanie Sersen & AJ Vollmoeller “Married at First Sight”
September 3-9 | Divi Little Bay | St. Maarten Romance package stay for their wedding anniversary, which ties into their show. The couple also received a 2-tank dive, a sunset sail, and water sports from Debbie at Aqua Mania. Stephanie and AJ were married on Lifetime TV’s “Married at First Sight” (season 8) and are currently filming the spin-off show Married At First Sight Couples Cam (airing now). During their anniversary trip to St. Maarten, they self-filmed for the next season of “Married At First Sight Couples Cam” and also took videos and photos for their social media pages and travel blogs. Stephanie’s Instagram: www.instagram.com/phillysteph AJ’s Instagram: www.instagram.com/aj_vollmoeller Travel Blog (best viewed on mobile): https://msha.ke/phillysteph Lifetime https://play.mylifetime.com/shows/married-at-firstsight-couples-cam/season-3/episode-20
158
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
159
Alfredo Barulli & Antonella Attorre October 31-3, 2021 | Divi Aruba Phoenix | Aruba Studio or One-Bedroom with daily breakfast included. November 24-28, 2021 | Divi Flamingo | Bonaire Oceanfront Hotel with daily breakfast included.
Social Presence • Alfredo’s Instagram: www.instagram.com/alfredo.barulli • Antonella’s Instagram: www.instagram.com/antonellaattorre • Web: www.alfredobarulli.com • Stats: https://drive.google.com/file/ d/1F5__3tfet-rIf4TOfnLLe6J0iEvgTLOQ/ view?usp=drivesdk
160
CORPORATE MARKETING | JOURNALISTS, INFLUENCERS & BLOGGERS
161
PARTNERSHIPS & SITE VISITS Partnerships PADI Women’s Dive Day, Bonaire
Vujuday Music Festival, Barbados
Partnership with PADI in celebration of Women’s Dive Day.
February 9-13, 2022
Offer Details: Ladies Dive Getaway – It’s ladies night every night at Divi Flamingo Beach Resort & Casino. Grab your best friends and get ready for a delightful week or more of diving and dining on Bonaire. You’ll be greeted with a refreshing welcome cocktail upon arrival and a bottle of champagne to share in your room. Your 7-night stay also includes 11 boat dives, unlimited shore diving, daily breakfast, round-trip airport transfers, complimentary Wi-Fi, 10% off a full one-hour massage (retail $75), and 10% off manicure + pedicure package (retail $50).
Inclusions: • Welcome bottle of champagne • Welcome cocktail • 7-night stay • Daily Breakfast • 11 boat dives • Unlimited shore diving • Round-trip airport transfers • Complimentary Wi-Fi • 10% off a full one-hour massage (retail $75) • 10% off manicure + pedicure package (retail $50)
US Press Group, Bonaire August 16, 2021 Organized by TCB (Tourist Corporation Bonaire), five members of US media went on a dive/snorkel trip and had lunch at Chibi Chibi Restaurant.
162
Southwinds was selected as the host hotel for the festival. The festival was cancelled and moved to 2023.
Soul Beach Music Festival, Aruba May 25-30, 2022 Our Aruba resorts will serve as a sponsor for the 20th anniversary of the Soul Beach Music Festival.
Twice the Caribbean Press Trip, St. Maarten November 1-5, 2022 Press group checked in on November 3, 2021 and stayed in One-Bedroom Suites for two nights with breakfast, lunch, and dinner.
CORPORATE MARKETING | PARTNERSHIPS & SITE VISITS
National Awareness Campaign in The Netherlands, St. Maarten Partnership with the St. Maarten Tourism Office for Divi Little Bay, which included a 7-day stay and daily breakfast for two. In exchange, we received the following:
OOH campaign: Digital screens with posters in cities Amsterdam, Haarlem, The Hague, and Rotterdam with a QR code to enter to win on the dedicated website. Expected impressions: 1,813,000 Social Media Campaign: Advertisements on Facebook and Instagram with swipe up to enter to win on the dedicated website. Expected impressions: 548,000
Native Video Campaign: Video advertisements in online articles that included a button to enter to win on the dedicated website. Expected impressions: 333,333 In total, 6,323 people participated. www.vakantiestmaarten.nl/win-een-reis-naar-stmaarten
163
Site Visits Wedding Site – Jillian Forte
Tori Thorgersen – AWFY
• February 2021
• April 2021
• Divi Village Golf
• Divi Village Golf
St. Maarten Family Segment – Travel Virtual Call • July 2021 • Divi Little Bay
Luann Wilkins – Travel by LuAnn • February 2021 • Divi Aruba Phoenix, Divi Dutch Village, Divi Village Golf
Cheroxie King – Travel Consultant
Tori Thorgersen – AWFY • April 2021 • Divi Village Golf
Wedding Site – Libanny Villla • July 2021 • Divi Aruba Phoenix
Morgan Penrice – Dreamstravel
Alejandra Ruiz – Interconnect
• May 2021
• September 2021
• Divi Dutch Village & Divi Village Golf
• Divi Aruba Phoenix & Divi Village Golf
• March 2021 • Divi Dutch Village & Divi Village Golf
Wedding Site – AWFY
Representatives – SXM in the Netherlands USP
Wedding Site – Molly Jackson
• May 2021
• September 2021
• Divi Little Bay
• Divi Village Golf
• March 2021 • Divi Dutch Village & Divi Village Golf
Darsielle Hayes – Inteletravel March 2021 • Divi Aruba Phoenix, Divi Dutch Village, Divi Village Golf
Bennie Vance – Vance Travel April 2021 • Divi Dutch Village & Divi Village Golf
Sander Langeveld & Ryan Hart – Europe for Tourism Corporation Bonaire/ GlobActive Travel Marketing B.V. • June 2021 • Divi Flamingo
• April 2021 • Divi Village Golf
ISI - Tanya Murphy – Cruise Planners • April 2021 • Divi Dutch Village
164
• Divi Dutch Village & Divi Village Golf
Natalie Carty-Kelly & Marvin Phillips – Dream Vacation • October 2021
Wedding Site
• Divi Village Golf
• June 2021 • Divi Village Golf
Koninklijke Marine • October 2021
Krista Mann – Ticket Counter Sandra Hijgeman-de Klein
Kathy Pierce – US office October 2021
• Divi Village Golf
• June 2021 • Divi Aruba Phoenix & Divi Village Golf
Wanda Thomas – 2busynot2travel • June 2021 • Divi Aruba Phoenix, Divi Dutch Village, Divi Village Golf
US FAM • November 2021 • Divi Dutch Village
Natasha Givens – Blue Journeys • November 2021 • Divi Dutch Village
CORPORATE MARKETING | PARTNERSHIPS & SITE VISITS
Seth Bruce – Elovaire
TUI NL FAM
• November 2021
• December 2021
• Divi Dutch Village
• Divi Dutch Village & Divi Village Golf
Wedding Site – Jessica Loesberg
Canada FAM
• November 2021
• December 2021
• Divi Dutch Village & Divi Village Golf
• Divi Dutch Village
Barbara van de Goes – Van der Goes Reizen • November 2021 • Divi Aruba Phoenix, Divi Dutch Village, Divi Village Golf
Wedding Site – Amanda & Zachary • November 2021 • Divi Village Golf
ZJCN – Marisol Zambrano November 2021 • Divi Dutch Village & Divi Village Golf
Wedding Site – Alexandra & Finnaly • November 2021 • Divi Village Golf
Travel Agent Jolande de Koning – Apollo from Home • November 2021 • Divi Flamingo
Wedding Site – Matthew & Christine • December 2021 • Divi Aruba Phoenix, Divi Dutch Village, Divi Village Golf
165
NEW PHOTOS Aruba
166
CORPORATE MARKETING | NEW PHOTOS
167
168
CORPORATE MARKETING | NEW PHOTOS
169
170
CORPORATE MARKETING | NEW PHOTOS
171
Carina Bay
172
CORPORATE MARKETING | NEW PHOTOS
173
174
CORPORATE MARKETING | NEW PHOTOS
175
Little Bay
176
CORPORATE MARKETING | NEW PHOTOS
177
178
CORPORATE MARKETING | NEW PHOTOS
179
Flamingo
180
CORPORATE MARKETING | NEW PHOTOS
181
182
CORPORATE MARKETING | NEW PHOTOS
183
Southwinds
184
CORPORATE MARKETING | NEW PHOTOS
185
TRANSIENT SALES CAMPAIGNS Summer Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
186
CORPORATE MARKETING | TRANSIENT SALES CAMPAIGNS
Fall Sale 30%
Above: Landing Page, Bottom: Social Post Right: Eblast
187
99 Hour Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
188
CORPORATE MARKETING | TRANSIENT SALES CAMPAIGNS
Spring Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
189
St. Patrick’s Day Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
190
CORPORATE MARKETING | TRANSIENT SALES CAMPAIGNS
Valentine’s Day Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
191
Cyber Sale
Above: Landing Page, Bottom: Social Post Right: Eblast
192
CORPORATE MARKETING | TRANSIENT SALES CAMPAIGNS
Winter Sale
Left: Landing Page, Bottom: Social Post Above: Eblast
193
OPERATIONS SURVEYS In late 2021, we discontinued using Unifocus ($22,320 per year) and created our surveys with Blueshift/Fuel, our eblast delivery provider ($0). The new surveys, while not as robust as the old ones, are free with our partnership. An eblast is sent to all guests post-stay with a link to the survey. All surveys are sent directly to the GM’s email so they can view and receive all survey summaries.
194
CORPORATE MARKETING | OPERATIONS SURVEYS
195
196
CORPORATE MARKETING | OPERATIONS SURVEYS
197
198
CORPORATE MARKETING | OPERATIONS SURVEYS
199
Post Stay - Divi Dutch Village
200
Post Stay - Divi Flamingo
CORPORATE MARKETING | OPERATIONS SURVEYS
Post Stay - Divi Carina Bay
Post Stay - Divi Southwinds
201
Post Stay - Divi Village Golf
202
Post Stay - Divi Little Bay
CORPORATE MARKETING | OPERATIONS SURVEYS
Post Stay - Divi Aruba Phoenix
203
2021 TIMESHARE MATERIALS
2021 Membership Guide
2021 Sandy Toes
204
CORPORATE MARKETING | 2021 TIMESHARE MATERIALS
2021 Brochure Tour No Buy
2021 Eblast Graphic
205
2021 DVC New Online Membership Features
2021 Loyalty Brochure
206
CORPORATE MARKETING | 2021 TIMESHARE MATERIALS
2021 DVC Pocket Guide
2021 Loyalty Sales Table - English Version
207
FLYERS
208
CORPORATE MARKETING | FLYERS
209
210
CORPORATE MARKETING | FLYERS
211
212
CORPORATE MARKETING | FLYERS
213
214
CORPORATE MARKETING | FLYERS
215
216
CORPORATE MARKETING | FLYERS
217
218
CORPORATE MARKETING | FLYERS
219
220
CORPORATE MARKETING | FLYERS
221
222
CORPORATE MARKETING | FLYERS
223
224
CORPORATE MARKETING | FLYERS
225
226
CORPORATE MARKETING | FLYERS
227
228
CORPORATE MARKETING | FLYERS
229
TRANSIENT SALES FLYERS
230
CORPORATE MARKETING | TRANSIENT SALES FLYERS
231
232
CORPORATE MARKETING | TRANSIENT SALES FLYERS
233
ADDITIONAL CAMPAIGNS
2021 DEMA Sale
234
CORPORATE MARKETING | ADDITIONAL CAMPAIGNS
2022 Dive Brochure
Brochure 235
MENUS Divi Aruba Phoenix
236
CORPORATE MARKETING | MENUS
237
238
CORPORATE MARKETING | MENUS
239
240
CORPORATE MARKETING | MENUS
241
Divi Village Golf
242
CORPORATE MARKETING | MENUS
243
244
CORPORATE MARKETING | MENUS
245
246
CORPORATE MARKETING | MENUS
247
248
CORPORATE MARKETING | MENUS
Divi Southwinds
249
Divi Flamingo
250
CORPORATE MARKETING | MENUS
251
252
CORPORATE MARKETING | MENUS
Divi Little Bay
253
254
CORPORATE MARKETING | MENUS
255
256
CORPORATE MARKETING | MENUS
257
Divi Carina Bay
258
CORPORATE MARKETING | MENUS
259
260
CORPORATE MARKETING | MENUS
261
SIGNAGE
262
CORPORATE MARKETING | SIGNAGE
263
264
CORPORATE MARKETING | SIGNAGE
265
266
CORPORATE MARKETING | SIGNAGE
267
268
CORPORATE MARKETING | SIGNAGE
269
270
06. REVENUE & SALES Website Reports Revenue & Sales Reports II & RCI
271
WEBSITE REPORTS Diviresorts.com Air + Resort Package Bookings - YTD
Airline
# Res
Room Nights
$Avg Room Avg Days Avg Stay Night Prior Arrival
AA - American Airlines
66
384
$330.85
89
5.81
B6 - Jet Blue
38
229
$342.72
108
6.02
UA - United Airlines
25
170
$359.70
131
6.8
DL - Delta Air Lines
18
119
$311.42
91
6.61
NK - Spirit Airlines
3
17
$289.03
32
5.66
CM - COPA Panama
1
9
$325.71
310
9
151
928
$335.76
126.8
6.83
Totals
272
REVENUE & SALES | WEBSITE REPORTS
Hotel Revenue
Extras Revenue
2021 Total Revenue
2020 Total Revenue
Variance
$127,045.80
$329.56
$127,375.36
$28,627.04
$98,748.32
$78,481.81
$130.00
$78,611.81
$4,421.00
$74,190.81
$61,149.58
$130.00
$61,279.58
$27,870.93
$33,408.65
$37,058.67
$99.78
$37,158.45
$0.00
$37,158.45
$4,913.45
$0.00
$4,913.45
$27,870.93
($22,957.48)
$2,931.39
$0.00
$2,931.39
$0.00
$2,931.39
$311,581.00
$690.00
$341,013.00
$72,600.96
$268,412.04
273
Countries Report Adobe® Scheduled Report Report Suite: diviresorts.com Date: Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 Segment: All Visits (No Segment) Report Type: Map Selected Metrics: Page Views Correlation Filter: None Broken Down by: None Data Filter: None Percent Shown as: Number
1,742,004 - 2,177,505 1,306,503 - 1,742,004 871,002 - 1,306,503 435,501 - 871,002 0 - 435,501
Page Views
Countries Report | All Visits (No Segment) | Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 | Graph generated by Adobe Analytics at 6:10 PM EST, 19 Nov 2021
Countries 1. United States 2. Canada 3. Aruba 4. Netherlands 5. Sint Maarten 6. United Kingdom 7. Barbados 8. Bonaire/Sint Eustatius/Saba 9. US Virgin Islands 10. Germany 11. Colombia 274
Page Views 2,177,505 56,870 45,559 45,402 19,660 19,473 15,243 9,399 7,980 6,101 5,384
87.9% 2.3% 1.8% 1.8% 0.8% 0.8% 0.6% 0.4% 0.3% 0.2% 0.2%
REVENUE & SALES | WEBSITE REPORTS
12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50.
France Mexico Curacao Argentina Italy Sweden Brazil Saint Martin Ireland Switzerland Belgium India Trinidad and Tobago Spain Martinique Chile Guadeloupe Philippines Australia Ukraine Puerto Rico Finland Austria Poland Uruguay Peru Jamaica Czech Republic Saint Lucia South Korea Venezuela China Panama Denmark Dominican Republic Bahamas Norway Romania Costa Rica Total:
4,801 4,798 4,491 4,297 4,087 3,411 2,732 2,215 1,994 1,853 1,814 1,529 1,529 1,450 1,429 1,317 1,123 1,108 1,045 936 919 857 822 707 703 677 639 630 554 551 528 520 485 472 458 452 452 435 418 2,478,124
0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 275
Countries Report Adobe® Scheduled Report Report Suite: diviresorts.com Date: Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 Segment: All Visits (No Segment) Report Type: Map Selected Metrics: Page Views Correlation Filter: None Broken Down by: None Data Filter: None Percent Shown as: Number
2,707,040.8 - 3,383,801 2,030,280.6 - 2,707,040.8 1,353,520.4 - 2,030,280.6 676,760.2 - 1,353,520.4 0 - 676,760.2
Revenue
Countries Report | All Visits (No Segment) | Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 | Graph generated by Adobe Analytics at 4:19 PM EST, 8 Dec 2021
Countries
276
1.
United States
2.
Revenue $3,383,801.16
91.3%
Curacao
$64,023.37
1.7%
3.
Canada
$54,776.74
1.5%
4.
Argentina
$53,652.87
1.4%
5.
Netherlands
$29,372.28
0.8%
REVENUE & SALES | WEBSITE REPORTS
6.
Aruba
$27,502.84
0.7%
7.
United Kingdom
$25,585.06
0.7%
8.
Germany
$24,519.00
0.7%
9.
Bonaire/Sint Eustatius/Saba
$6,406.98
0.2%
10.
Sint Maarten
$6,370.86
0.2%
11.
Switzerland
$4,070.00
0.1%
12.
US Virgin Islands
$3,399.64
0.1%
13.
Colombia
$3,294.00
0.1%
14.
Singapore
$3,233.72
0.1%
15.
Barbados
$2,627.28
0.1%
16.
France
$1,937.96
0.1%
17.
Austria
$1,720.00
0.0%
18.
Belgium
$1,560.60
0.0%
19.
Saint Kitts and Nevis
$1,388.64
0.0%
$1,372.00
0.0%
$1,211.66
0.0%
22. Iceland
$1,113.00
0.0%
23. Guadeloupe
$700.57
0.0%
24. Bolivia
$636.00
0.0%
25. Trinidad and Tobago
$538.56
0.0%
$504.00
0.0%
Peru
$388.14
0.0%
28. Mauritius
$315.00
0.0%
29. Italy
$280.50
0.0%
30. Saint Martin
$239.00
0.0%
31.
$165.00
0.0%
32. Dominica
$162.50
0.0%
33. Martinique
$152.18
0.0%
$134.64
0.0%
20. Mexico 21.
Puerto Rico
26. Jamaica 27.
Saint Lucia
34. Bahamas Total:
$3,707,156 277
United States Report for www.diviresorts.com YTD Page Views Adobe® Scheduled Report Report Suite: diviresorts.com Date: Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 Segment: All Visits (No Segment) Report Type: Map Selected Metrics: Page Views Correlation Filter: None Broken Down by: None Data Filter: None Geographic Filter: United States Percent Shown as: Number
248,214.4 - 310,268 186,160.8 - 248,214.4 124,107.2 - 186,160.8 62,053.6 - 124,107.2 0 - 62,053.6
Page Views
U.S. States Report | All Visits (No Segment) | Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 | Graph generated by Adobe Analytics at 6:10 PM EST, 19 Nov 2021
State 1. New York (United States) 2. Massachusetts (United States) 3. New Jersey (United States) 4. Pennsylvania (United States) 5. Florida (United States) 6. North Carolina (United States) 7. Texas (United States) 8. Georgia (United States) 9. Virginia (United States) 10. Ohio (United States) 11. Connecticut (United States) 278
Page Views 310,268 215,423 170,231 123,649 115,772 113,747 94,115 81,249 75,202 71,549 69,863
14.2% 9.9% 7.8% 5.7% 5.3% 5.2% 4.3% 3.7% 3.5% 3.3% 3.2%
REVENUE & SALES | WEBSITE REPORTS
12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50.
Maryland (United States) California (United States) Illinois (United States) Michigan (United States) New Hampshire (United States) Indiana (United States) Tennessee (United States) South Carolina (United States) Rhode Island (United States) Wisconsin (United States) Colorado (United States) Minnesota (United States) Missouri (United States) Washington (United States) Kentucky (United States) Louisiana (United States) Arizona (United States) Alabama (United States) Maine (United States) District of Columbia (United States) Iowa (United States) Oklahoma (United States) Delaware (United States) Kansas (United States) Arkansas (United States) Nevada (United States) Nebraska (United States) Mississippi (United States) Oregon (United States) West Virginia (United States) Utah (United States) Vermont (United States) Idaho (United States) Wyoming (United States) North Dakota (United States) South Dakota (United States) New Mexico (United States) Montana (United States) Hawaii (United States) Total:
67,501 66,103 65,699 61,050 37,004 32,075 30,568 29,097 26,365 25,448 23,604 23,381 22,307 19,670 17,616 17,592 15,657 15,029 14,780
3.1% 3.0% 3.0% 2.8% 1.7% 1.5% 1.4% 1.3% 1.2% 1.2% 1.1% 1.1% 1.0% 0.9% 0.8% 0.8% 0.7% 0.7% 0.7%
14,299
0.7%
14,149 10,574 10,335 8,929 7,753 7,172 7,076 6,417 6,253 6,202 6,011 5,671 2,870 2,509 2,189 2,180 2,118 1,640 922 2,177,505
0.6% 0.5% 0.5% 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 279
United States Report for www.diviresorts.com YTD Revenue Adobe® Scheduled Report Report Suite: diviresorts.com Date: Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 Segment: All Visits (No Segment) Report Type: Map Selected Metrics: Revenue Correlation Filter: None Broken Down by: None Data Filter: None Geographic Filter: United States Percent Shown as: Number
458,367.2 - 572,959 343,775.4 - 458,367.2 229,183.6 - 343,775.4 114,591.8 - 229,183.6 0 - 114,591.8
Revenue
U.S. States Report | All Visits (No Segment) | Fri. 1 Jan. 2021 - Sun. 31 Oct. 2021 | Graph generated by Adobe Analytics at 6:10 PM EST, 19 Nov 2021
State 1. New York (United States) 2. Massachusetts (United States) 3. New Jersey (United States) 4. Florida (United States) 5. Pennsylvania (United States) 6. Connecticut (United States) 7. North Carolina (United States) 280
Revenue $572,959.11 $425,747.40 $246,016.88 $205,676.12 $161,101.87 $148,647.78 $128,343.68
16.9% 12.6% 7.3% 6.1% 4.8% 4.4% 3.8%
REVENUE & SALES | WEBSITE REPORTS
8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45.
California (United States) Virginia (United States) Maryland (United States) Georgia (United States) Texas (United States) Michigan (United States) New Hampshire (United States) Ohio (United States) Illinois (United States) Indiana (United States) South Carolina (United States) Colorado (United States) Tennessee (United States) Rhode Island (United States) Wisconsin (United States) Arizona (United States) Minnesota (United States) Washington (United States) District of Columbia (United States) Maine (United States) Nevada (United States) Kentucky (United States) Missouri (United States) Iowa (United States) Louisiana (United States) Utah (United States) Vermont (United States) Delaware (United States) Alabama (United States) Oklahoma (United States) Kansas (United States) Arkansas (United States) Montana (United States) Mississippi (United States) Oregon (United States) West Virginia (United States) Idaho (United States) South Dakota (United States) Total:
$124,933.80 $123,078.72 $108,266.35 $104,464.08 $103,831.23 $96,619.95 $90,565.68 $83,547.98 $80,367.99 $53,280.74 $51,146.09 $46,135.65 $44,823.43 $41,873.85 $38,819.74 $28,494.55 $28,056.58 $27,749.51
3.7% 3.6% 3.2% 3.1% 3.1% 2.9% 2.7% 2.5% 2.4% 1.6% 1.5% 1.4% 1.3% 1.2% 1.1% 0.8% 0.8% 0.8%
$27,082.96
0.8%
$25,099.86 $21,643.60 $20,805.60 $18,268.47 $18,183.50 $13,340.36 $13,093.45 $11,711.64 $11,138.20 $8,150.41 $7,836.38 $5,398.48 $4,931.97 $3,892.00 $2,949.32 $2,190.00 $1,883.00 $845.00 $808.20 $3,383,801.16
0.7% 0.6% 0.6% 0.5% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 281
REVENUE & SALES REPORTS
Total Transient Revenue Y
282
REVENUE & SALES | REVENUE & SALES REPORTS
YOY, 2017 - 2021, Q1 - Q3
283
Transient Revenue by Market S
284
REVENUE & SALES | REVENUE & SALES REPORTS
Segment YOY, 2017 - 1021, Q1 - Q3
285
Percentage of Total Busines
286
REVENUE & SALES | REVENUE & SALES REPORTS
ss Mix YOY, 2021 - 2020, Q1 - Q3
287
Transient ADR by Market Se
288
REVENUE & SALES | REVENUE & SALES REPORTS
egment YOY, 2017 - 2021, Q1 - Q3
289
Transient Revenue Transient Revenue by Market Segment - 5 Year Outlook - 2017 - 2021, Q1 - Q3
Segment Group
2017
2018
2019
$1,268,259
$1,418,644
$1,436,177
All Inclusive
$3,398,699
$3,396,511
$4,549,301
Internet
$5,320,265
$4,221,473
$7,079,546
$730,161
$476,878
$396,536
Transient
$2,275,006
$2,971,863
$2,367,427
Wholesale
$2,595,964
$2,223,171
$2,921,434
$1,001,079
$1,215,292
$1,258,199
$57,577
$10,350
$31,730
$16,647,010
$15,934,182
$20,040,350
Local
Contract Minivac Total:
Transient ADR by Market Segment - 5 Year Outlook - 2017 - 2021, Q1 - Q3
Segment Group
2017
2018
2019
$142.15
$158.03
$141.89
All Inclusive
$165.59
$184.69
$186.10
Internet
$165.16
$167.47
$187.51
Local
$101.30
$101.96
$102.38
Transient
$194.94
$210.58
$247.91
Wholesale
$120.46
$116.39
$131.72
Contract
$104.45
$95.81
$100.58
$48.18
$45.00
$45.00
$147.66
$154.34
$165.55
Minivac Total: 290
REVENUE & SALES | REVENUE & SALES REPORTS
2020
2021
% of Total Business Mix
$930,645
$482,581
$1,398,681
$2,643,416
Group
$1,862,520
$3,647,333
$144,870
$437,286
$931,593
$1,196,865
$1,011,970
$1,575,327
$889,719
$795,410
$9,546
$15,660
$7,179,544
$10,793,878
2020
Segment
2021
2020
4.47%
12.96%
All Inclusive
24.49%
19.48%
Internet
33.79%
25.94%
Local
4.05%
2.02%
Transient
11.09%
12.98%
Wholesale
14.59%
14.10%
Contract
7.37%
12.39%
Minivac
0.15%
0.13%
2021
$147.02
$157.96
$233.89
$183.05
$225.73
$176.59
$102.53
$112.21
$270.06
$211.16
$163.69
$121.52
$109.57
$121.88
$47.02
$45.00
$180.71
$141.17
*Divi Little Bay was closed from Sep 2017 - May 2018 *Flamingo was closed from March 2020 - Nov 2020 *Carina Bay soft opening April 2021. AI to EP grand opening October 2021 291
Sales Campaigns 2021, Q1 - Q3 Campaign
Book Dates
Travel Dates
Revenue Generated
diviresorts.com Air Package bundle
1/1/21 - 12/31/21
1/1/21-12/31/21
$350,000
Best Available Rate (Transient)
1/1/21 - 12/31/21
1/1/21-12/31/21
$2,536,279
Best Available Rate (Internet)
1/1/21 - 12/31/21
1/1/21-12/31/21
$1,512,766
Flamingo Monthly Dive Specials
1/1/21-12/15/21
1/1/21-12/20/21
$65,025
AAA
1/1-12/31/21
1/1 - 12/20/21
$415,670
Military Discount
1/1-12/31/21
1/1-12/20/21
$208,962
Owner/member Discount
1/1-12/31/21
1/1 - 12/19/21
$409,691
Divi Honeymoon Packages
1/1-12/31/21
1/1/19-12/31/21
$202,345
Divi Devotion Discount
1/1-12/31/21
1/1-12/31/21
$124,165
Valentine's Day - Love is in the Air
2/11/21-2/28/21
2/11/21-12/20/21
$54,778
Two Comp Return Antigen Tests
2/15/21-6/30/21
2/15/21-6/30/21
$638,303
Divi Fly High Into Savings
2/18/21-4/15/21
4/5/21-12/20/21
$110,484
International Market 15% off EBB
3/1/20-2/1/21
1/1/21-4/5/21
International Market 30% off EBB
3/1/20-2/28/21
4/6/21-12/20/21
$16,464
TUI Early Booking Bonus
3/1/20-4/30/21
4/6/21-12/20/21
$1,097,969
St. Patrick's Day Sale
3/11/21-3/31/21
4/10/21-12/20/21
Staycation
3/1-12/20/21
4/13-12/20/21
99-Hour Flash Sale
4/1/2021 - 4/4/2021
4/30/21-12/20/21
Cyber Sale
11/24/21-12/1/21
4/18-6/26, 8/20-12/19/22
$42,121
$178,921
Total:
292
$375,075
$177,000
$1,291,155 $9,807,172
REVENUE & SALES | REVENUE & SALES REPORTS
Campaign Details
5% off Air + Resort package bookings on the Divi website. $861K all-time production since July 2018. 30% Off RACK Rate 30% Off RACK Rate Low season distressed dates offering different dive value-ads varied by month 10% off BAR for active AAA & AARP members 20% off BAR for active and retired military for low season travel Percentage off nightly rates for owners/members that book additional nights/stays 5 up to 14-night packages that include room, f&b packages, and romance amenities Direct website booking engine incentives (i.e. %, upgrades, etc.) for customers that sign up. Flexible by TW. 15% Off Romance Package Two Comp Return Antigen Tests (Aruba & St. Maarten) 10% off NET Wholesale Promo Europe and Canada markets save 15% when booking 7 nights or more. Europe and Canada markets save 30% on low season travel when booking 7 nights or more. Up to 15% off TUI UK and TUI NL on stays of 7 nights or longer 40% off RACK on St. Patrick's Day only and direct bookings only A special local rate for last-minute distressed local business 45% Off RACK if booked over Flash Period
50% off RACK bookable Thanksgiving through Travel Tuesday (Direct Bookings Only)
293
2021 Group Production
JANUARY Room Nights 2021 OTB
294
APRIL
MAY
612
555
975
1242
2020
1,052
923
301
575
2,611
2020 Bud
1,018
960
595
1,320
1,725
2019
1,392
1,122
433
1,066
1,317
2018
1,789
847
920
1,083
1,242
2017
872
854
645
802
2,053
2021 OTB
FEBRUARY
MARCH
APRIL
MAY
JUN
JUN
47,721
74,134
90,578
131,799
189,143
2020
228,367
129,065
55,135
72,048
329,790
9
2020 Bud
158,088
134,500
101,565
207,340
255,800
25
2019
222,213
156,767
66,747
142,904
195,930
1
2018
383,532
125,635
135,135
145,696
194,195
1
2017
125,474
114,278
118,143
113,623
261,865
17
JANUARY ADR
MARCH
292
JANUARY Revenue
FEBRUARY
FEBRUARY
MARCH
APRIL
MAY
2021 OTB
163.43
121.13
163.20
135.18
152.29
2020
217.08
139.83
183.17
125.30
126.31
2020 Bud
155.29
140.10
170.70
157.08
148.29
2019
159.64
139.72
154.15
134.06
148.77
2018
214.38
148.33
146.89
134.53
156.36
2017
143.89
133.81
183.17
141.67
127.55
JUN
1
REVENUE & SALES | REVENUE & SALES REPORTS
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
TOTAL
714
1114
364
291
536
1211
164
8,070
752
69
17
30
15
14
308
6,667
1,815
1,535
1,090
690
1,355
1,095
635
13,833
1,099
1,591
1,354
692
1,012
1,313
729
13,120
1,166
655
679
596
1,791
1,098
667
12,533
1,181
1,180
978
570
949
918
437
11,439
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
TOTAL
97,225
190,887
50,620
39,590
78,194
203,359
31,286
1,224,536
98,059
9,813
3,143
5,225
2,657
3,008
56,982
993,292
52,360
208,775
153,325
104,868
174,581
136,283
80,962
1,968,447
149,510
214,807
183,557
103,742
135,753
165,580
103,044
1,840,554
142,251
108,255
88,020
95,925
191,015
128,355
74,907
1,812,921
70,687
189,091
141,808
67,796
123,540
112,649
50,309
1,589,263
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
TOTAL
136.17
171.35
139.07
136.05
145.88
167.93
190.77
151.74
130.40
142.22
184.88
174.17
177.13
214.86
185.01
148.99
139.04
136.01
140.67
151.98
128.84
124.46
127.50
142.30
136.04
135.01
135.57
149.92
134.14
126.11
141.35
140.29
122.00
165.27
129.63
160.95
106.65
116.90
112.30
144.65
144.53
160.25
145.00
118.94
130.18
122.71
115.12
138.93
295
Total Group Revenue YT
296
REVENUE & SALES | REVENUE & SALES REPORTS
TD, 2017 – 2021 Q1 – Q3
297
2022 Group Bookings to Date
JANUARY Room Nights 2022 OTB
MAY
JUN
339
1130
1216
38
0
140
111
364
140
180
320
718
1,175
2020
1,052
923
301
575
2,611
2019
1,392
1,122
433
1,066
1,317
2018
1,789
847
920
1,083
1,242
JANUARY 2022 OTB
FEBRUARY
MARCH
APRIL
MAY
JUN
174,760
224,144
92,655
184,296
227,177
9,777
0
38,675
22,535
53,365
26,124
25,050
51,950
92,707
154,155
1
2020
228,367
129,065
55,135
72,048
329,790
9
2019
222,213
156,767
66,747
142,904
195,930
1
2018
383,532
125,635
135,135
145,696
194,195
1
2021 2021 Bud
JANUARY
298
APRIL
574
2021 Bud
ADR
MARCH
1003
2021
Revenue
FEBRUARY
FEBRUARY
MARCH
APRIL
MAY
2022 OTB
174.24
390.49
273.32
163.09
186.82
2021
257.30
N/A
276.25
203.02
146.61
2021 Bud
186.60
139.17
162.34
129.12
131.20
2020
217.08
139.83
183.17
125.30
126.31
2019
159.64
139.72
154.15
134.06
148.77
2018
214.38
148.33
146.89
134.53
156.36
18
JUN
1
REVENUE & SALES | REVENUE & SALES REPORTS
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
1225
452
401
40
372
454
880
719
700
1,675
810
1,325
665
500
760
1,390
515
8,498
752
69
17
30
15
14
308
6,667
1,099
1,591
1,354
692
1,012
1,313
729
13,120
1,166
655
679
596
1,791
1,098
667
12,533
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
104
TOTAL 6,856 5,081
NOVEMBER
DECEMBER
86,283
86,984
64,574
6,200
49,606
61,094
228,871
81,395
79,601
199,547
108,175
200,000
84,000
57,325
94,700
173,550
80,864
1,148,600
98,059
9,813
3,143
5,225
2,657
3,008
56,982
993,292
149,510
214,807
183,557
103,742
135,753
165,580
103,044
1,840,554
142,251
108,255
88,020
95,925
191,015
128,355
74,907
1,812,921
NE
JULY
AUGUST
SEPTEMBER
OCTOBER
11,899
TOTAL 1,308,578 774,859
NOVEMBER
DECEMBER
TOTAL
152.07
192.44
161.03
155.00
133.35
114.41
N/A
190.87
134.57
260.08
113.21
113.72
119.13
N/A
N/A
152.50
133.55
150.94
126.32
114.65
124.61
124.86
157.02
135.16
130.40
142.22
184.88
174.17
177.13
214.86
185.01
148.99
136.04
135.01
135.57
149.92
134.14
126.11
141.35
140.29
122.00
165.27
129.63
160.95
106.65
116.90
112.30
144.65
299
Total Group Revenue 201
300
REVENUE & SALES | REVENUE & SALES REPORTS
18 – 2021 Q1 – Q3
301
2021 Call Data
Call Center Volu
302
REVENUE & SALES | REVENUE & SALES REPORTS
ume By Month 2021, Q1 - Q3
303
Call Volum
304
REVENUE & SALES | REVENUE & SALES REPORTS
me 2019 - 2021, Q1 - Q3
305
Call Center Gross Rev
306
REVENUE & SALES | REVENUE & SALES REPORTS
venue By Month, 2018 - 2021, Q1 - Q3
307
Call Center Total Gros
308
REVENUE & SALES | REVENUE & SALES REPORTS
ss Revenue YOY, 2018 - 2021, Q1 - Q3
309
Call Center Transient Room Revenue YOY, 2018 - 2021
Month
2021 Call Revenue
2020 Call Revenue
January
$223,852
$555,483
February
$261,086
$285,964
$517,166
$244,267
April
$332,084
$243,536
May
$443,255
$139,743
June
$331,363
$171,126
July
$434,750
$172,168
August
$229,522
$129,866
September
$245,703
$134,562
March
October
$198,709
November
$188,061
December
$304,253
2019 Cal
2020 Totals:
310
$3,018,781
$2,076,715
$
REVENUE & SALES | REVENUE & SALES REPORTS
ll Revenue
YOY Growth
2018 Call Revenue
YOY Growth to 2018
$279,378
98.83%
$154,767
258.92%
$235,481
21.44%
$198,019
44.41%
$334,032
-26.87%
$165,213
47.85%
$261,080
-6.72%
$171,336
42.14%
$322,541
-56.67%
$160,913
-13.16%
$264,796
-35.37%
$153,337
11.60%
$422,399
-59.24%
$205,683
-16.29%
$433,212
-70.02%
$276,358
-53.01%
$336,781
-60.04%
$188,101
-28.46%
$368,869
-46.13%
$192,421
3.27%
$347,931
-45.95%
$212,204
-11.38%
$587,138
-48.18%
$144,311
110.83%
2019
$2,889,700
2018 45.36%
$1,673,727
80.36%
311
Call Center Total Call Volume YOY, 2018 - 2021
Month
2020 Call Volume
January
4979
6670
February
4469
5297
March
6912
6626
April
5795
3609
May
5836
2809
June
8830
5182
July
8278
4127
August
5225
3791
September
5196
3867
October
3245
November
2739
December
4006
Totals:
312
2021 Call Volume
55520
41978
REVENUE & SALES | REVENUE & SALES REPORTS
YOY Growth
2019 Call Volume
YOY Growth to 2019
-25.35%
9148
-45.57%
-15.63%
6528
-31.54%
4.32%
5161
33.93%
60.57%
4499
28.81%
107.76%
5489
6.32%
70.40%
5415
63.07%
100.58%
6229
32.89%
37.83%
5446
-4.06%
34.37%
4607
12.78%
-100.00%
4267
-100.00%
-100.00%
3097
-100.00%
-100.00%
4384
-100.00%
32.26%
52522
5.71%
313
II & RCI II & RCI Rental Production Comparison, Q1 - Q3, 2021
314
REVENUE & SALES | II & RCI
Google My Business 2020 Q3 YTD Divi Hotles Marketing, Inc. > All
Rental Comparison
evenue
II
II Revenue
$98,401
304
$562,941
$39,825
138
$250,213
$114,530
0
$0.00
$13,547
19
$14,980
$6,420
40
$69,839
$41,087
75
$63,307
$0.00
0
$0.00
$313,810
576
$961,280
315
All of the work shown in the marketing presentation was produced in-house by the Corporate Marketing Department: Beverley David Corporate Director of Marketing Monica Ampolini Lead Graphic Designer Brendan Hickey Multimedia Specialist Alyssa Smith Communications Specialist Stephanie Trost Social Media Specialist