About

Summary:

In 2015, the Aruba Tourism Authority partnered with Acorn Tourism Consulting Ltd to conduct destination perception research in the UK. The aim was to evaluate Aruba's brand awareness, determine its competitive position among Caribbean destinations, and establish a baseline for future marketing strategies.

Our Approach:

We conducted quantitative research using an online survey targeting 1,000 UK long-haul holidaymakers. The nationally representative sample included travelers who holiday outside Europe at least once every three years. Participants completed a five-minute survey designed to gauge awareness, perceptions, and preferences for Aruba compared to other Caribbean destinations.

 

Outcomes:

The research revealed that 61% of respondents had heard of Aruba, with strong associations including safety, award-winning beaches, and welcoming people. Aruba ranked as the 10th most visited Caribbean destination and 14th among aspirational destinations. The study identified cost and competition as key barriers while providing actionable insights to shape future marketing strategies.