It is one of the SMEs participating in the Centre for Knowledge, Intelligence and Innovation in Tourism (Intelitur), promoted by the Chambers of Commerce, a programme to support technological innovation in Canary Islands companies.
Descubre Group consolidates in Madrid and Barcelona with its corporate TV channels at the point of sale. It already manages the contents of the channels of corporations such as Meliá, Majestic, BP and Cajasiete.
Descubre Group, a company from the Canary Islands specializing in tourism channels and in the creation of content for the promotion of products and services of institutions and companies, is one of the SMEs participating in the Centre for Knowledge, Intelligence and Innovation in Tourism (Intelitur), an initiative of the Chambers of Commerce that promotes and supports technological innovation in Spanish SMEs.
Descubre Group’s commitment to technology has led it to undertake an important process of national expansion that is allowing it to work in Madrid, Barcelona, the Balearic Islands and Andalusia. Five years ago, this initiative of young entrepreneurs from Tenerife began launching tourism channels such as Descubre Canarias to show the experiences that could be enjoyed in hotels on the islands and is now facing an ambitious process of expansion throughout the country. With these channels and hand in hand with large chains such as Meliá Hotels International, Room Mate, Barceló or Majestic, it has been introduced in other Spanish tourist destinations.
The company is also making a firm commitment to innovation and specialization in the creation of content for screens aimed at customers and users in establishments and points of sale, helping to promote consumption and inform while users are waiting to be served. Its main activity is now focused on Madrid and Barcelona, the headquarters of corporations and companies that need to reach customers and employees in multiple locations.
In this way, it has built up an important client portfolio and already manages from its offices in Tenerife, both internal channels for staff and channels for users at points of sale for entities such as Cajasiete, BP, Derby or Eurostars.
For the general director of the Chamber of Commerce, Vicente Dorta Antequera, “to go beyond five years of activity and expand in the national market is a feat for a Spanish SME in these times, especially for a company of Canary Island origin, which initially faces greater difficulties in accessing other markets”.
In this sense, he points out that “Descubre Group has managed to become a reference in content by its design and impact on sales, transferring existing knowledge about the tourism sector, promoting innovation and technology transfer, and encouraging technological development and the dissemination of best practices in the tourism sector, adapting the offer to new demands and opportunities”.
Regarding the diversification that the company is facing, the managing partner of Descubre Group. Iván Rodríguez de Azero, comments that “the audiovisual channel has become an indispensable support for businesses, as they can increase sales by up to 30%. They also improve the user experience, reducing the perception of waiting time by between 40% and 60%”. He also focuses Descubre Group’s success on the fact that “many companies install corporate channels, but few take advantage of them as a communication and sales tool”.
To help tourism entrepreneurs and SMEs to innovate and be more competitive, the Chamber of Commerce of Santa Cruz de Tenerife, with funding from the European Regional Development Fund and the Secretary of State for Tourism, is promoting the “INTELITUR” Knowledge, Intelligence, and Innovation Centre for Tourism project.
To this end, the Chamber offers all SMEs and agents the web platform intelitur.es, which provides access to knowledge, services, and tools available to improve their competitiveness, technology and innovation. Likewise, all those entrepreneurs who wish to carry out a free diagnosis of the needs of their business to generate new marketing channels for the loyalty and attraction of new customers, as well as the implementation of innovation processes in aspects such as positioning and online reputation, especially for the hotel and catering sector, etc.