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A profile of the American tourist who travels to the Mexican Caribbean

Mexico breaks its record number of visits in 2017 with 39.3 million tourists; we analyse the profile and perceptions of the main international market: United States.

According to a report from the Tourism Secretary last February, the number of travellers that visited Mexico during 2017 grew by 12% compared to 2016, and this growth has continued during the first months of this year. The report published by DATATUR collects the latest results of tourist activity from January to April 2018, during which a total of 13.9 million international tourists arrived (10.2% more than in 2017). During this period, the US market stood out with 56.6% arrivals to the destination by air, followed by Canada with 17.7%.

Mabrian Technologies has conducted a study of the profile, characteristics and motivations of Americans interested in the most important tourist destination in the country; the Mexican Caribbean. This was done through the analysis of spontaneous interactions on Social Networks and opinion portals. Over 1.06 million tourist mentions and 164,000 hotel ratings in relation to Quintana Roo (Riviera Maya, Cancun and Isla Mujeres) have been analysed for this study, during the first half of 2018 and the same period of the year before.

The satisfaction indexes created by Mabrian, based on Natural Language Processing and Artificial Intelligence technology, allow to understand and measure users’ perceptions in relation to key aspects for the destination: Global Satisfaction (GTPi), Tourist Products (TPi), Hotel Service (HSi) and both Security (PSi) and Climate (PCi) Perception.

The US market reflects a very good global satisfaction level with the destination, however, it shows a downward trend in virtually all indicators, in comparison to the first quarter of 2017. The satisfaction index with the tourist products (TPi) is the one that shows biggest room for improvement, similarly to the hotel satisfaction index (HSi), despite it being the only one that actually grows in the year-on-year comparison.

Regarding the interests that these visitors show in their interactions on Social Networks, classic tourist products from Caribbean destinations stand out: Sun and Beach, Active and Family tourism.

However, what should be highlighted is that the satisfaction level shown by this market for the classic tourist products, reflects a notable decrease compared to the previous period. This trend could be an indicator of a certain overcrowding in the destination, which impacts on the visitor experience.

The study has also included a specific analysis of the satisfaction shown by Americans with respect to hotel services. In order to do so, 164,000 comments on 340 3-, 4- and 5-star hotels in Quintana Roo have been analysed.

In general, the American visitor values very positively the hotel service, with almost 70 points out of 100, showing a slight increase in satisfaction in all categories, compared to the first half of 2017.

The 3-star category is the one that shows a greater improvement margin, despite being at a good level.

From the specific analysis of Americans’ concrete satisfaction for each one of the departments that make up the hotel service, what can be observed is that the most valued aspects are the staff, location and entertainment, while the least valued is the room in all categories.

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