Case Study: Aruba boosts visitation and high-value traveler engagement with Big Village

Aruba increases destination visits 13% YoY with Big Village

The Caribbean island destination of Aruba faced the challenge of increasing tourism while attracting a higher-value traveler. Their previous marketing strategy was seen as generic and interchangeable with competitors. Big Village was engaged to provide a data-driven research and planning solution to innovate their approach and convert demand more effectively.

Big Village implemented a comprehensive solution beginning with a foundational segmentation study that identified six distinct high-value traveler segments. This data was used to create tailored communications and an omnichannel media plan, which was then activated precisely using the exact segment data rather than proxies. The results were significant: campaigns reached their target segments 40-50% more accurately, budget efficiency increased by over 25%, and website visits surged 61% year-over-year. Most importantly, overall visitation to Aruba increased by 13% and reached an all-time high.

Aruba