Disha Shah Ghosh - Mumbai Cora Cora Maldives is geared to tap the Indian market with participation in variety of trade shows along with B2C & B2B outreach programmes. Vishen Mootoo, Director of Sales & Marketing, Cora Cora Maldives speaks to Disha Shah Ghosh about the all-inclusive premium branding of the resort, and the importance of India as a source market.
Q. What is the brand positioning of Cora Cora Maldives?
Cora Cora Maldives is positioned as a premium all-inclusive (Gourmet Meal Plan) resort with its motto: it’s freedom Time. We’re talking of the feeling ‘hair down, feet up, check in, chill out’. What’s lost can always be found – reconnect with the real you. Have whatever you want whenever you want it’s all unlimited. So forget the rules; have breakfast at midnight and drinks in the morning! Whether vegan, vegetarian or all-out cheat meals. We’ve got tons of options for everyone. We are here to help make sure you are living the best life, every moment, everyday.
It’s freedom time. Made by us, lived by you.
Q. India is key market for Maldives, with a lot of stakeholders active in the Indian Market. How are you planning to differentiate your property from the peers?
Indeed India is an important market for the Maldives, generally speaking equally for Cora Cora Maldives. As a premium all inclusive resort we have four restaurants; in each restaurant guests will have the choices to choose from vegan, vegetarian, gluten free dishes as well as meat and seafood. We offer an array of zero proof beverages, and that does set us apart from the standard all-inclusive concept which is already available in the market. We are working not with stakeholders but fans of Cora Cora Maldives and there is a handful of them which cater for all regions of India. With this strategy of having a handful of fans working with us, it makes it easy for distribution towards the B2C segment. We are also working with a handful of media partners who will give justice to the new brand, and position Cora Cora Maldives as a premium product in the India market.
Q. Where does India Rank in terms of priority markets for Cora Cora Maldives?
India ranks among our top 5 markets, 9 months out of 12 months.
Q. In terms of market segmentation, which set of travellers are your key areas of focus?
Our focus is on couples but we have noticed a growth in the last 5 years in the Maldives with lots of families travelling for their gateaway. At Cora Cora Maldives, we do equally cater for the Families, with our range of Two Bedroom Villas both on the beach and overwater as well as Cora Kids, where our junior guests can be entertained.
Q. With regards to promoting the property in India, what is your strategy in terms of in-person events, online and digital activities?
Our strategy in this market is to do regular in-person visits to our partners/fans, making sure they are up-to-date with the product knowledge; additionally small events amongst the B2C segment with presentation. Another area is attending major luxury B2B trade events for our brand awareness and networking in the region. Moreover, we are engaging with our partners for collaboration on the digital platform and influencers to elevate the brand awareness and its offering.
Q. Are you working with airline partners for better reach?
We are open for discussion with airlines when the right time comes. Indeed we will like to collaborate with the airlines serving the destination with fam trips, press trips, and to create package trip for a better online/retail reach.
