Page 14 - FCEA Proposal For Airport VIP Concierge Service Concession 2022_Neat

3. Strategic Objectives

 Continuous commitment to achieve a balance and reasonable financial return
 Increase FCEA and AAA revenues yearly in the next five years
 FCEA to augment the brand distinctiveness of Aruba and Aruba Airport Authority by
providing the best Airport VIP service ultimately resulting in a higher ranking for the
Airport and for Aruba
 Increase the current FCEA International marketing, digital and social media marketing
budget with initiatives to boost further and increase sales
 Create additional revenue streams by:
 Partnerships with on-island taxis
 Partnership with well-known and reputable organizations targeting the Affluent Travel
Agencies, for example, Virtuoso.
 Partnership with Luxurious Condo that targets the Affluent clientele
 Partnership with Luxury concierge services around the world
 Partner with more well-known Booking agent’s platforms as Expedia, Jet Blue
Vacations & more.

Marketing Initiatives 2022 and beyond

One of the successes of FCEA is based on its implemented marketing strategy. As part of its strategic
priority to increase brand recognition, FCEA invested in traditional advertising and PR. FCEA has also
invested in visibility on many Social Media Platform. Furthermore, FCEA participated in many Travel
Shows in the US and LATAM, Travel Road Shows in the vicinity of New York, and Wedding Shows
with the goal to market the First Class Experience to participants. FCEA also worked closely with the
Aruba Tourism Authority sales team in the various markets. Moreover, FCEA aims to establish dedicated
partnerships with Local and International partners. First Class Experience enjoys strong word of mouth.
This resulted in many reviews received by its clients organically. These reviews increased through the
years and have often been referred to by new clientele. While FCEA’s robust marketing strategy combined
with an organic review strategy resulted in an increase of 216% YTD July 2022 compared to the same
period in 2021, FCEA defined additional marketing initiatives that will focus on in 2022 and beyond.

High-Value Initiatives
1. Continuously strengthen the established partnerships
2. Nurture new partnership as St Regis Hotel opening next year
3. Further Pursue the sales booth at the arrival corridor
4. First Class Experience wants to expand the Last-Minute Sales office, requesting more badge
for more sales representatives
5. American Express Partnership aims to provide sophisticated and worldly VIP service for their
clients. First Class Experience is working towards this high-value partnership
6. Being a member of Virtuoso. Virtuoso is a leading global Luxury Travel Network with more
then 20.000 advisors specializing in luxury travel.

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