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Isla Cozumel Marketing Group, an Alliance of Private Business
The Isla Cozumel Marketing Group is an alliance created by Steven Lorenzo of International Advertising and private businesses to promote the island destination. The group includes hotels, resorts, shop, attractions, restaurants and more.
By: Steven Lorenzo, marketing consultant
The hotels and resorts on Isla Cozumel, Mexico mostly depend on travel wholesalers to book their rooms. The larger wholesalers receive six figure marketing funds from the local tourism authority to promote the island, The problem is that the wholesalers are having difficulty filling the rooms to maintain a decent occupancy rate for the hoteliers. To make matters worse, wholesalers pay the lowest industry rates on rooms then mark them up considerably for retail sales. In a nut shell, hotels and resorts on Isla Cozumel generally have a lot of available room inventory on their hands and aren't making the profit they should from the occupied rooms.
The answer lies in direct reservations through self promotion. Steven Lorenzo, senior marketing consultant for International Advertising, inc out of Miami has created an alliance of on-island private businesses to promote travel to the destination. Through Internet destination promotion featuring the island's resorts and directing consumers to their own on-line reservations page, hotels will now fill more rooms while enjoy larger profits and be able to take charge of their own discounts promotions. The Isla Cozumel Marketing Group is a well orchestrated Internet marketing campaign which includes focused social media and will produce fast and effective results for its members while also lessening the dependency for wholesalers which are not producing the desired results.
The strategies are also made to work with current in-house social media efforts from hoteliers. "We're not asking you to stop your current in-house social media. On the contrary, we will compliment your efforts and take them to a new, higher level", says Steven Lorenzo.
So far, 14 businesses have joined the Isla Cozumel Marketing Group and another 14 are expected to join within the next week.
The Isla Cozumel Marketing Group offer their members the following commitment:
1. Increased bookings from direct consumers and retail travel agencies
2. The highest level of professional social media and Internet Marketing
3. A tight integration with your in-house Internet marketing efforts
4. Destination promotion featuring your property
For interviews and any additional information, contact Steven Lorenzo steven@intl-
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Directed by Steven Lorenzo, International Advertising offers marketing consulting services including the latest Internet strategies.