30 May ARRIVEDO – ALEJANDRO BORASINO
Arrivedo develops curated content proximity guides for hotels and travel partners that enhance the experience for the guests and travelers of these travel providers. In addition to the quality content, Arrivedo provides the software for the integration of these guides in the websites and digital channels of each hotel group and partner. Alejandro Borasino, Arrivedo’s CMO + Growth & User Adoption, shares his experience as a successful Eurolatina startup working between LATAM and Europe.
Why your bet for Europe from LATAM?
“Europe is a key market for Arrivedo, as there are many hotels and independent groups, which need technology, versus the United States, where there is very high penetration of large franchises (Marriot, IHG, Hilton and Wyndham). Small groups and independent hotels find it difficult to invest in their own technology, and are great candidates to buy technologies like Arrivedo.
Arrivedo has published more than 1,300 guides with personalized content on the recommendations that each host (hotel group or partner) wants to share with their guests in reference to each place to stay, a community of expert writers continuously updates these, and of those 1,300 guides 25% are European customers.
LATAM has experienced a tourism boom in recent years and latinos have always been great hosts. Added value and quality tourism have been enhanced without losing local identity and we have been able to attract foreign visitors who did not come before. Our business started because one of the founders had a hostel and wanted to give his clients a better local experience and service. He had a paper map recommending the best activities to pursue around the hotel and thought that this should be digitized to facilitate its distribution with his guests.
Our product is very adaptable to our clients’ digital platforms. It allows them to identify and showcase in the guides the best activities around and inside each hotel, from restaurants, bars, tours, routes, shopping, adventure, to day trips, etc. This information along with photos, videos, maps, top addresses, descriptions and everything necessary to improve the local experience of the Latin and European visitor.
What are the main challenges faced by startups when expanding into Europe from Latin America?
In our sector, one of the challenges is to contact and establish the relationship with the decision makers of the hotel groups. That is why our presence in tourism and technology fairs and forums all over the world is fundamental, in fact, recently we were in several fairs in Berlin. In addition to content, we have an important part of our business in providing software services for the use of such content so we compete also with top technology providers.
The issues of data protection and data regulation have also been a challenge. We have helped our clients comply with the regulations.
Key learnings/recommendations for companies planning to grow internationally
Know your niche and the local market, they are key to both entrepreneurship and success.
As an entrepreneur when you create a product you have to be sure that there is a “market fit” and that the product, even for a small market can be taken to scale.
Find a partner who is perfect for your business: many markets are very difficult if you do not go hand in hand with a local partner. Identifying the profile of trusted partners, although not easy, is often key to positioning and selling the product.