Meet Puerto Rico to pursue $150M in group biz

Meet Puerto Rico, the organization in charge of bringing groups and conventions to the island will purse $150 million a year in economic benefits related to meetings and conventions for Puerto Rico through 2017, reaching for a 30 percent increase in market share by the end of the two-year period, organization President Milton Segarra said Thursday.

“Our vision continues to position Puerto Rico as one of the preferred group and convention destinations of the Americas,” said Segarra. “Our mission is to be a leading Destination Marketing Organization (DMO), promoting our unique group and convention experiences, through branding, selling and services.”

Segarra unveiled the two-year blueprint during Meet Puerto Rico’s annual meeting.

To generate further demand, Segarra said the implementation of a new sales and business model will focus on increasing citywide and convention center bookings, sales team expansion into new markets and industries as well as increased participation in trade shows, client events and sales missions.

Key branding programs to extend the brand include deploying a global consistent message, leverage social media and other technologies to increase awareness, drive website visits and generate engagement by developing relevant content and leveraging third party information, he said.

“These integrated branding programs will be complemented by aggressive public relations social media programs and input from the Customer Advisory Board (CAB),” he said.

Meet Puerto Rico will launch the redesigned Ambassadors Program as well as partner locally with organizations focused on economic development for Puerto Rico. An expanded member engagement program will include evolving the Member Affairs Department composition to include stakeholders, MPR Supporters and students. An updated members section on the website will provide tools to help members with their daily outreach and education, he added.

“Meet Puerto Rico is a positive disruptor in the industry. We are always seeking new and innovative ways to keep Meet Puerto Rico in front of the trends impacting planners — and ultimately bookings to Puerto Rico,” said Segarra. “We are confident that with our new two-year innovative and strategic plan, we will continue along the same aggressive growth we have shown this past year.”

Under the fully launched new business program, the Brand Sales teams have solicited new accounts for the destination, conducted sales calls and appointments with key clients and generated leads for the destination, he said.

Meet Puerto Rico began the first quarter of the fiscal year 2015-16 on strong footing with more than 40 new bookings secured, representing more than 30,000 room nights for years 2015 through 2018. Groups range from multinational companies to medical, educational conferences and sporting events, among others.

“Our new strategic plan responds to our need of engaging all the tourism industry, stakeholders and our community in vitalizing Puerto Rico as a leading and innovative destination,” said Peter Hopgood, chairman of the Meet Puerto Rico Board of Directors.

“I am positive that the success of this collaborative plan will be reflected directly in the growth of the island’s economy,” Hopgood said.

Meet Puerto Rico to pursue $150M in group biz