Benchmarking and tracking Dubai's global brand standing and competitive market positioning.
Proprietary research and tools drive Dubai’s global recovery.
Destination: Dubai, United Arab Emirates
Engagement: 2017 - Ongoing
COVID-19 forced the Dubai government to postpone their flagship global economic development and destination branding event, Expo 2020 – a major financial blow. To support amended planning and influence the destination’s recovery strategy and marketing efforts, Twenty31 was engaged to develop the Dubai Destination Brand Tracker, a robust quantitative research methodology, and to conduct in-depth surveys of representative samples of identified travel consumers in 24 major outbound markets.
Market assessment
Twenty31 developed a quantitative survey to assess stated and underlying consumer perceptions of Dubai’s tourism offering and to map competitive brand drivers, motivators, perceptions, attitudes, and travel intentions. This also included the creation of statistically representative sample plans to assess travel consumers in 24 major outbound tourism markets including South Africa, Nigeria, UK, Germany, KSA, China, France, and Belgium.
Advanced brand analysis
Using a series of advanced statistical analysis techniques including regression modelling, path-to-purchase modelling, and brand assessment modelling, we developed a market-specific viewpoint of Dubai’s challenges, opportunities, and forward potential in a post-COVID-19 environment. Data points were reported in market-level briefs with strategic interpretation and observations relevant for marketing, communications, and travel trade engagement.
Strategic briefings
We worked with DTCM’s leadership to support the destination’s recovery efforts using these research insights, producing 24 market-level briefs, a global report, and support during the strategic planning and implementation process. The project was repeated in early 2021 to evaluate market changes and emerging trends and to update the overall recovery strategy.
The Dubai Destination Brand Tracker was created by our team in collaboration with the client to analyze Dubai’s brand standing, competitive brand drivers, and map changing consumer perceptions and behaviours. It successfully informed the destination’s global marketing, communications, travel trade, and product and experience development recovery efforts.
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Designing and Managing a Business Intelligence Program to Support Tourism Recovery
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Developing a Model to Quantitatively Prioritise Markets of Opportunities and Optimal Investment Levels
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MGM Resorts - Defining MGM's Bold New Positioning
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Launching North America’s First Destination Health & Safety Certification Program (Skift IDEA Award Winner)
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FLYR - Defining Immediate Commercial Opportunities
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IHG Hotels & Resorts - Internal Strategy Framing
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Developing a World-Class Analytical Framework to Measure and Track Ras Al Khaimah’s Destination Brand Health
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Transforming Tourism Opportunities Across Identified Tourism Development Zones in Alberta, Canada
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Benchmarking and Tracking Dubai's Global Brand Standing and Competitive Market Positioning
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Crafting the Global Narrative for One of the World’s Most Spiritual Sites
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Developing a Sustainable Tourism Development Strategy for Rwanda
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Future-Proofing South African Tourism in the Wake of Covid-19
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Advising a DMO on How to Transition Into a High Impact Destination Management Organization
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The PEW Charitable Trusts - PEW Bertarelli Ocean Legacy Project
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Creating a Whole-of-Government 10-Year Tourism Strategy for Alberta
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Building a Tourism Framework for Three of Saudi Arabia’s Most Ancient & Valued UNESCO Heritage Sites
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Repositioning Bent’s Old Fort as a Top Historical Tourism Site
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Guiding the Future of Tourism Development and Management in Oman’s Capital City
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Co-Creating a Business-focused Tourism Development Toolkit for America’s National Parks
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Building an Evidence-based Tourism Development Decision-making Culture in Sri Lanka
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Assessing Peru’s Potential as a World-class Adventure Tourism Destination
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Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
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Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
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Co-Creating Kingston’s Integrated Destination Strategy
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Co-Creating the North’s First Community-led Tourism Strategy
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Creating a Training Platform to Support Tourism SMEs Access Global Markets
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AIG - Market Intelligence During COVID-19
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Development Canada’s Winter & Shoulder Season Tourism Potential
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Putting Jordan Front and Centre in the Minds of High-Value Travel Consumers and Travel Trade Partners
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Accelerating 'Right-fit' Tourism in Prince Edward Island
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Developing Palau’s High-Value Sustainable Tourism Growth and Management Strategy
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Co-Creating Halifax’s Tourism Development & Management Strategy
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Developing an Investment Strategy to Create a National Destination Management Company
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Identifying Opportunities to Accelerate Growth of Canada’s Culinary Tourism Assets
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Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
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Adventure Gear Company - Market Sizing
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Destination Canada - Visual Identity Refresh
