Industry trajectory & Consumer analytics research report
My Projects:
PURPOSE: analyze the current state of the tourism industry, The Belize Collection’s (TBC) digital presence, and position in the industry. Observe, interview, and use AB testing to analyze and understand the emerging generation of travellers in the context of TBC. Report findings and pitch initiatives to improve marketing strategies, hospitality initiatives, and resort developments.
KEY INSIGHTS:
AI personalization models featured on TBC website, specifically booking & inquiry pages
Micro & Nano influencer portfolio and outlined collaboration contracts to engage authentically & meaningfully
Proposed partnerships with local sustainability-focused non-profits, developers, and advocacy organizations
Asset and amenity analysis efficiency report
SAMPLE OF MY FINDINGS AND REPORT
Over the course of the four weeks I worked with Julie and her team, I designed and executed an in-depth research project combining primary data from guest and expert interviews with secondary data from the Belize Tourism Board and Travel Boom. Based on my analysis of the market and consumer trends, I built a digital marketing strategy centered on UGC content, brand repositioning, and new investments in amenities and services. My deliverables included curated sustainability partnerships, AI-driven personalization models, and an influencer portfolio, which focused on shifting from single mega-influencers to multiple micro- and nano-influencers to improve authenticity, engagement, and booking conversion rates.
SUMMARY OF EXPERIENCE
KEY INSIGHTS:
Launched AB testing UGC campaign to collect data on trend adoption, short & long-form format repsonses, and SEO optimisation to build a data-driven media portfolio.
Produced strategy report and presentation to provide marketing and media teams with actionable insights and next steps
Developed photography, videography, and editing skills on social media platforms TikTok and Instagram.
PURPOSE: Design and execute a UGC campaign to explore and test content strategies on platforms TikTok and Instagram.
UGC research and AB testing in digital marketing:
SAMPLE OF UGC CAMPAIGN CONTENT AND ENGAGEMENT
Using professional photo and video cameras along with TikTok’s native editing tools, I adopted the role of a content creator, building a following from 0-1k, likes from 0-3k, and increasing views from 0-44k within two weeks.
Using Creator Insights and TikTok Studio, I designed and executed a digital experiment combining firsthand audience data with secondary market research. By analysing guest feedback, engaging with my follower base, and incorporating insights from the Belize Tourism Board, I identified content trends and audience behaviours that resonated with TBC’s current and prospective customers. These insights enabled me to refine TBC’s target audience and develop a tailored digital marketing strategy grounded in actionable data.
SUMMARY OF EXPERIENCE
“Grace joined us as our very first international intern at The Belize Collection and truly hit the ground running. We greatly valued her eagerness, initiative, and strong willingness to learn. She quickly adapted to the hotel’s daily operations, seamlessly interacting with guests to gather valuable market research and insights.
One of the most impressive aspects of her growth was how easily she stepped outside her comfort zone in a new country. We also saw her content skills flourish as she grew her following and views through data-driven strategies, which was incredibly beneficial to us from a UGC perspective. Her ability to share current trends, particularly from her demographic, provided us with fresh perspectives and new ideas.
On top of that, she introduced us to innovative concepts around AI, several of which we plan to integrate into our upcoming marketing strategy. Her contributions have left a lasting impact, and we are grateful for the creativity and insight she brought to our team.”
- Julie Kee, Director of Marketing and Sales
