Tapping Travel Success: Multicultural Marketing

As the travel industry booms during the summer months, multicultural marketing reveals itself as their secret recipe. The minority market reality has companies, especially those associated with travel, leveraging the growing minority population with new marketing strategies. In 2010, the American Hotel and Lodging Association published “The Power and Opportunity of the Multicultural Markets,” which argues marketers should recognize the rising minority population and their purchasing power. Travel industry leaders have caught on and have implemented various multicultural marketing strategies in recent years. Hispanics—the fastest growing minority population which may become the United State’s majority population by 2043—lead multicultural travelers; however, they are not the industry’s only minority focus. Travel companies have also directed successful campaigns towards the African American, Asian and LGBT communities. While the successful travel campaigns are unique, their success unveils the minority population’s power. “The proof isn’t just in the pudding, it’s on the planes,” said George L. San Jose, president and chief creative officer at The San Jose Group. “The travel industry recognizes to the multicultural community drives some peaks in the summer months, and they have blazed successful trails for other industries to follow their success by tapping into multicultural markets.” Here are three effective travel campaigns geared towards diverse populations: Orbitz en Español In 2012, Orbitz noted the digitally savvy Hispanic consumer group who prefers to utilize the internet when booking their travel.Almost half of the Hispanic population would rather use apps or the internet to purchase tickets or make reservations, according to a 2012 Redmas poll. However, prior to last year, Spanish speaking Orbitz customers had to book their reservations over the phone, while English speaking customers were able to utilize Orbitz’s website and app. In October of last year, Orbitz launched Orbitz en Español the first full-service, Spanish-language travel website and accompanying app offering online or app reservation bookings. According to Orbitz, “Fifty-six percent of U.S. Hispanics are Spanish-preferring and moving to book on mobile devices at a rate three times faster than the general...

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The Future of Health Insurance in the U.S.

By Martha C. Rivera, Director of Strategy and Insights Everybody within the advertising and marketing industries as well as the government knows that health insurance is the hot topic these days. After waiting for nearly three years to see the various controversies related to “Obamacare” to be resolved, our country has suddenly arrived at the time to implement – the time to wait is over. The State Exchanges, the key tool for implementing the Affordable Care Act, should be live by Oct. 1, while open enrollment should begin in January 2014. Consequently, each state’s health department among others, health insurance companies, advertising agencies, digital services providers, media planners and many others are currently focusing extensive work on laborious and complex projects aimed to successfully meeting these fast-approaching deadlines. What will come next? “The Health Exchanges represent an unprecedented structural change to how people can buy health insurance, which has no known precedent in the world,” says George L. San Jose, president and chief creative officer at The San Jose Group. “Several important changes are to be expected in the mid and long terms in the U.S. healthcare. With the ACA, the new marketplace will have an estimated additional 33 million health care-card carrying members, who will now have unprecedented access to any health care provider they choose. I think of it as 33 million consumers who will now have a credit card in their hands that would allow them to purchase quality care from any provider.”   Will Health Insurance Monopolies come to an end? One of the main objectives of the health care reform, as it was communicated to the American public before the ACA was signed, was to help decrease health care costs by offering consumers a broader portfolio of choices on insurance policies, which would deliberately stimulate competition on service and costs. That’s where the Exchanges play a critical role: they are the vehicles for the regular citizens to have the opportunities to evaluate multiple options before enrolling in a particular...

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A Note on Health Reform Employers Mandated Delayed

Jul 03, 13 A Note on Health Reform Employers Mandated Delayed

Posted by in Healthcare

By Martha C. Rivera, Director of Strategy and Insights The extension of the deadline to implement the ACA Small Business component through 2015 is not a major setback of the reform. Instead, it seems a much needed administrative provision due to the enormous complexities that the implementation of this specific component entails. As a consumer communications and marketing consultant on the reform implementation, I’ve repeatedly seen, particularly in the last few months, that most entities involved in the execution of Small Business Exchanges have yet to arrive at a full understanding of what is needed. State health departments, health insurance companies, advertisers, digital services providers and many others, in general have focused their efforts on the Individual Insurance and Medicaid components of the reform, leaving a nearly impossible to meet the deadline for the Small Business part. According to the health care law, employers with 50 or more full time employees are required to provide health insurance to them under tax penalties. For this purpose, states should set up an online marketplace or Exchange, which would operate under the same concept of the Individual Insurance Exchanges. However, the reality of the labor statistics in the country determines several key questions (1). America has an estimate 27.8 million of Small Business in the U.S., defined as those with less than 500 employees. They represent 99.7% of all employers and employed 27.8 million workers in 2010.  However, nearly 80% of them have less than 20 employees (1). The health care law, as it was approved in March 2010, covered companies with 50 full-time equivalent employees, although the requirements to determine how a full-time equivalent is established and demonstrated remains unclear. Unfortunately, this is only one example of the many gaps yet to be filled regarding the implementation of this part of the law. Minority-owned small businesses represent about 43% of the total. The figure clearly indicates that entities involved must pay close attention to the specific needs of the Small Business Exchange’s multicultural users, a population...

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