Tag Archives: tourism

‘The new trend is customers prefer more privacy’

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Sunjukta Chakraborty, CEO, Delaire

India has lot of unexplored destinations waiting to be explored and discovered. It is time to focus and promote such domestic destinations, says Sunjukta Chakraborty, CEO, Delaire (a new tourism representation company), in an interview with Prasenjit Chakraborty.

Q. Your view on the representation business against the backdrop of the pandemic?

A. Yes, definitely the representation sector did get hit hard, but everything is a learning curve; these testing times do inspire us to work a lot harder. It has also shown us in what different ways we can approach our clients and market them differently.

Q. What changes have you implemented in your marketing and service strategies, keeping the current situation in mind?

A. As we are a fairly new player in the representation business, the digital approach has been a game changer. It is playing a pivotal role in marketing our group of hotels which we represent and helping us generating new business. All our hotels have embraced ‘the new normal’, and are adhering to the Covid-19 norms so that the clients who visit our properties feel safe and secured to enjoy their stay.

Q. Which hotels that Delaire represents in India have witnessed brisk business in the last few months?

A. Dune Eco Village and Spa – Pondicherry for us has witnessed brisk business in the last few months as the USP of this property is that its spread across 35acres of land having 62 uniquely designed bungalows/villas and cottages right on the private beach front and the spacing between two villas are sufficient for the clients to feel safe as per the new norms. The guests feel comfortable to be in the lap of the nature at Dune Eco Village and Spa away from the hustle bustle of the crowded cities. Our kitchen gets stocked up with the fresh produce grown in our own organic farm inside the property.

Q. What important trends you observed in terms of customer behaviour?

A: Now the new trend is that customers prefer more privacy and stay in private pool villas or beach villas. So this new trend has worked in our favour as we boast of thematic accommodations like – Bamboo houses, Mud houses, Kerala style houses, Baywatch houses, Nawabi houses, Dome houses and high-end suites such as Gramam Suite, Tower suite, Karikudi suite along with pool villas.

Q. Are you getting inquiries for properties which are located in lesser-known destinations?

A. As we are in the B2B business. our customers being travel agents are promoting lesser-known destinations more compared to the commercial ones. We are getting inquiries for our lesser-known property like Dune Elephant Valley which is situated 20kms off Kodaikanal.

Q. What lessons has the pandemic taught?

A. We think that the domestic market is a treasure for us. This being the main lesson we in general learnt is that we used to promote international destinations more compared to domestic. We have heaps to offer as our country is beautiful and diverse in terms of culture, land and nature. So we should focus more on promoting domestic destinations which in turn are pocket-friendly. India has a lot of unexplored places waiting to be explored and cherished by our clients.

As a representation business, we learnt that we need to bring every hidden gem (properties) to the limelight which would work amicably for the clients as well as us the ones having representation business.

 

AlUla is making waves worldwide with its newly launched domestic brand campaign, and for being a new and upcoming tourism destination. We are glad to bring you 15 top reasons to visit AlUla once the borders are open.

1. Marvel at the 94 elaborately-carved tombs built by the Nabataean Kingdom at Hegra, Saudi Arabia’s first UNESCO World Heritage Site.

2. Stroll through the labyrinth of 900 mud-brick houses that make up AlUla Old Town. Take a tour with a Rawi up to the castle to get a bird’s-eye-view.

3. Catch the magical 30-minute window when the sun rays illuminate the path of The Siq at Jabal Ithlib, the Holy Mountain at Hegra.

4. Explore the open-air living museum of AlUla through aerial views from a vintage aircraft, a helicopter or a hot air balloon.

5. Spot the carved lions of Dadan and the rock inscriptions at Jabal Ikmah to uncover stories of ancient civilisations.

6. Train-spotters and history buffs must visit Hijaz Railway and Hegra fort, and learn about the famous train route.

7. Be one with nature on a half-day Adventure Trail through the dramatic Madakheel landscapes or try the shorter Hidden Valley or Oasis View trails.

8. Feel the wind in your hair while whizzing through the canyon on a zipline, or hire a three-wheeled desert buggy at the new Adventure Canyon.

9. Follow the pack on bike or horse-back with these newly launched leisurely trails through the sand dunes of AlUla’s unique landscapes.

10. Bike/hike to Harrat Uwayrid for brilliant views of Hijaz Mountain range, the ideal backdrop for sunset photos.

11. Visit Maraya – the Guinness Book of Record’s biggest mirrored building. This multi-purpose concert and entertainment venue is reopening early 2021. Its cladding of 10,000 square metres of mirrors reflecting the desert landscapes makes it a magical experience that is never the same.

12. Coming in 2021, Habitas AlUla, an eco-resort with a focus on immersive music and cultural events, and Ashar Resort, 5-star luxury desert suites which will transform into a Banyan Tree Resort later in the year. Both will be opening for bookings during the course of the year.

13. Book an evening Stargazing Tour at Al Gharameel, get comfortable on a traditional carpet and as you stare into the bright stary night and hear stories of the human ingenuity of ancient civilisations – it’s like 2020 didn’t happen.

14. Go hunting for rock formations at sunrise or sunset, the best time to view iconic AlUla rocks such as Elephant Rock, Face Rock, Rainbow Rock, Hand Rock, Dancing Rocks Or Pyramid Mountain.

15. Take a stroll through the oasis of lush palm groves or visit AlUla Fresh Farm and sample the varieties of zingy citrus fruits, such as the Jaffa orange and helo lemons or enjoy the desert while sipping on an Arabic coffee.

 

The Great Salt Lake in Utah is the largest lake west of the Mississippi River

‘Our target segments from India are FIT, Luxury, and small group visitors’

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Utah Office of Tourism will hire a full-fledged representation firm in 2021 to expand their reach in travel trade & PR activities. Besides this, plans are also afoot to develop strategic co-operative marketing campaigns and hosting key travel trade partners in the state, says Rachel Bremer, Global Travel Trade & Destination Development Manager, Utah Office of Tourism and Film, in an exclusive interview with TravelBiz Monitor.

 

Q. Currently, there is no direct flight from India to its capital city Salt Lake. What according to you should be the ideal route to visit Utah? Is there any chance to start a direct flight from India after the completion of the renovation of the Salt Lake City Airport?

Although we don’t have direct flights to India right now, Salt Lake City International Airport is a Delta hub airport and is easily accessible via flights from the East Coast and West Coast. International flights to Europe, including the non-stops to Paris and Amsterdam are scheduled to resume this spring. These European connection flights are recommended for long-haul flights to/from India and Salt Lake City International.

The Salt Lake City International Airport has undergone a USD 4.1billion rebuild allowing for increased flight capacity, larger aircraft access, and increased passenger capacity within the airport. The first phase of this rebuild opened in September of 2020 with 30 new gates. Completion is scheduled for early 2025, with 67 new gates including 6 dual-use international gates. We are currently working with the airport team to identify new direct flight opportunities and will be evaluating South-Asia options.

Rachel Bremer, Global Travel Trade & Destination Development Manager, Utah Office of Tourism and Film,

Rachel Bremer, Global Travel Trade & Destination Development Manager, Utah Office of Tourism and Film,

Q. As of now, India is not in the list of top ten source markets for Utah. What is your strategy to make India to figure (among the top 10) in that list, especially against the backdrop of the new normal?

With strategic co-operative marketing, partnerships, education, and product development, as well as targeted consumer marketing, we will see growth from this market. We must inspire consumers to visit Utah while educating them on how to visit, and creating an accessible, bookable product for our travel trade partners. We are fairly new to the market, this will take time, but I am optimistic that with the right messaging, partnerships, and education we can increase visitation and visitor spending from India.

Q. Which cities in India is currently your focus?

We tend to consider the types of trips that Utah beckons; the extended road trips, and therefore we are aiming to tap into the FIT/luxury, and small group visitor segment. These are visitors that typically have already travelled to the US, and are looking to expand their exploration beyond the East Coast and West Coast. Comprised of honeymooners/couples, families, and small multi-family groups that will enjoy the vistas and viewpoints along our scenic byways, hiking in our National Parks, and state parks, bespoke cuisine, glamping, and other unique experiences. The pandemic and the eventual travel normalcy will lead to many people looking for a destination that offers respite, and scenic beauty, which is what they will find in Utah.

With this in mind, as we continue to develop brand awareness and devote marketing efforts in India; our focus will be Tie-I cities including New Delhi, Mumbai, Chennai, Bangaluru, Hyderabad, and Kolkata.

Q. Rocky Mountaineer, an eminent train company, has announced its plans to introduce a new Colorado to Utah route for its luxury train journeys in 2021. What important leverage points will it offer to Utah tourism?

The Rocky Mountaineer expanded route from Denver to Moab is a phenomenal new product that we are excited to launch with them. We have been working with local tour operators to offer extended set departures from Moab, offering additional nights in Utah, and working with key travel trade partners globally to package and promote this spectacular new product.

This presents an opportunity to refine our product offerings, develop new, enriching experiences for the visitors, and support the local visitor economy in Utah in new immersive ways.

Q. Given Utah’s spectacular landscape, many prominent Hollywood films like Mission Impossible, Forrest Gump, Independence Day, etc. have been shot in Utah. Do you have any plan to target Bollywood as well? If yes, elaborate.

We are optimistic about opportunities to expand film tourism with Bollywood and other film industries. We work closely with the Utah Film Commission to send any leads, referrals, and film opportunities their way, as well as develop new film tourism product, and will continue to do so as we expand our work in India.

Q. According to you, when is the ideal time to visit Utah? Currently, how many nights Indians have been spending in Utah?

Utah is a year-round destination. We see four-seasons in Utah, with snow in the wintertime along the Wasatch Mountains in Northern Utah, and beautiful green mountainous drives in the summertime. Our National Parks are open year-round, and in the off-season for the National Parks, (fall-winter), visitors will experience a less busy, slower-paced experience. We are one of the few destinations where, in the springtime, you can ski in Northern UT, and within a few hours be surrounded by red rock, hiking to Delicate Arch in Arches National Park. Utah is an arid, dry state, and we recommend that visitors prepare for this with hats and clothes to protect them from the sun, plenty of water, and good hiking shoes, particularly when visiting Southern Utah in the summertime. In the fall visitors will experience leaf viewing, perfect for scenic drives.

Utah is a large state with varying driving distances between the National Parks. We recommend a minimum of 5 nights in Utah, and 8-10 nights to experience the Mighty 5 National Parks, the state parks, and viewpoints along the way.

Q. In terms of trade outreach, enumerate some of the activities planned for 2021.

In 2021 we aim to hire a full scope representation firm to expand on our current travel trade and PR efforts, develop strategic co-operative marketing campaigns, hosting key travel trade partners in the state, continuing our education efforts with additional industry training tools, and engage in more trade events and meetings.

We also need to continue to expand our DMC, and supplier connections to create pathways for contracting packaging, and bookable product.

Again, we have not been in the market long and have our work cut out for us, but, with the right strategic partnerships and development, we look forward to growing visitation from India, and supporting travel trade partners in that growth.

‘There is a huge potential to promote tourism from India to AlUla’

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The Indian consumers are always interested in experiencing new destinations, and AlUla is the newest gem in Saudi Arabia. With the pandemic still affecting travel around the world, AlUla’s vast open spaces and strict health and safety measures make it a safe and inspirational option for tourists, say Beena Menon & Huzan Fraser Motivala, India Representative, Royal Commission of AlUla in an conversation with TravelBiz Monitor.

 

Q. What makes you to embark on the first ever destination brand campaign for AlUla at this point of time for the domestic Saudi market?

The first ever destination brand campaign for AlUla, the heritage and cultural centerpiece of Saudi Arabia, was unveiled recently. The new campaign, AlUla – The World’s Masterpiece will help to achieve, Royal Commission of AlUla’s (RCU) visitor projections of 90,000 for 2021 and 130,000 for 2022. While the campaign is aimed at the domestic market, RCU expects it to have some organic reach digitally in international markets. In what is hoped will be a year of travel recovery, AlUla’s new brand campaign is aimed at deepening the Kingdom’s pride and affection for AlUla as well as ultimately increasing intention to visit.

Q. Please throw some light on AlUla and its significance for attracting tourist.

Located in the North Western region of Saudi Arabia, AlUla is home to a series of fascinating historical and archaeological sites. The Crown Prince of Saudi Arabia, Mohammed bin Salman bin Abdulaziz has a vision to turn AlUla County into a living museum, creating memories that visitors will share with the world. AlUla is a place of rich natural, human and cultural heritage dating back to 200,000 years of largely unexplored human history. Here one can experience over 7,000 years of human civilisation. AlUla is undergoing a careful and sensitive restoration to ready itself for modern-day guests. The four key pillars of AlUla are Heritage, Adventure, Art & Culture and Nature. AlUla has 4 significant heritage sites – Hegra and Hijaz Railway Station, Dadan, Jabal Ikmah and the Old Town of AlUla. With a focus firmly on conservation and light-touch tourism experiences, AlUla is set to be a must-visit culture and heritage destination. AlUla’s broad range of unique outdoor adventures and activities has been inspired by the history and heritage of the region.

AlUla has a host of unique accommodation options from luxury desert resorts such Sahary and Shaden, self-catered RVs, globally renowned brands such as Banyan Tree and Aman Resorts.

AlUla is home to Winter at Tantora (WAT), an exhilarating festival which took place between December and March in 2018/2019 and 2019/2020. AlUla’s rich history was on full display during the iconic festival. Held in the Old Town of AlUla, WAT was a three-month luxury festival spanning sport, music, food, heritage, and modern art. WAT also includes experiences like hot air ballooning, vintage aircraft rides, art installations, desert polo and adventure. The highlight of the festival was the world-class musical performances such as Lionel Richie, Enrique, Andrea Bocelli and Yanni.

Beena Menon, India Representative, Royal Commission of AlUla

Q. When can we expect a similar campaign to be rolled out for the Indian market?

When the time is right and borders open, we will look at launching a campaign for the Indian market to create awareness and promote the destination.

Q. In terms of trade and media outreach, what are some of the activities chalked out?

AlUla offers an exciting cultural, artistic journey with its rich archaeology and heritage that form an important aspect of its character. Being a new destination in the market and given the backdrop of the pandemic, we will work closely with travel trade to create awareness and interest in AlUla, and drive visitation. We will work with the trade to promote AlUla and develop stand-alone itineraries as well as itineraries combined with other destinations in the region. We will conduct trainings, organise webinars and participate in key travel trade shows in India. Once the borders open we will implement roadshows, travel trade familiarisation and joint promotions with leading travel agencies, which will be critical to AlUla’s success in the market.

Through our marketing outreach programme, we aim to tie up with leading publications, have a robust media familiarisation trip programme and create bespoke media events. Our Marcom programme will also include working with a content creator/celebrity/influencer for a digital influencer programme to harness the power of an influential celebrity to launch and promote AlUla. We will also invest in a social media campaign across prominent channels like Facebook, Twitter and Instagram to showcase our iconic attractions and special promotions. Our consumer promotions will include tying up with prestigious global brands to create awareness of the key offerings of AlUla.

Huzan Fraser Motivala, India Representative, Royal Commission of AlUla

Q. Saudi Arabia is a relatively new market for tourism. How aggressive is your approach going to be?

The RCU has driven forward efforts to develop AlUla into a pre-eminent global tourist destination since 2017, and in the process is becoming a sector leader in the tourism pillar of Saudi Vision 2030. RCU has demonstrated its pedigree by unlocking the potential of AlUla as a high-profile emerging tourist destination in Saudi Arabia. AlUla aims to attract 2 million visits, resulting in SAR 120 billion in cumulative GDP impact and 38,000 jobs by 2035. AlUla is the first of the significant Saudi Vision 2030 initiatives to welcome visitors, having re-opened key heritage sites to visitors in October 2020 as a new year-round destination.

 

Q. How optimistic are you about the Indian market? Which cities are on your radar?

Beautiful Planet Destination Marketing has been appointed by RCU as their India Representative to handle the Marcom and travel trade activities, and launch and promote the destination in India. AlUla is a place of extraordinary human and natural heritage. AlUla is a new destination and home to several well-preserved heritage sites that lend themselves to immersive travel. AlUla has a geographical advantage being in close proximity to tourist destinations such as Jordan, Turkey and Dubai, and therefore agents can combine AlUla while visiting any of these destinations. We expect as soon as borders open, AlUla will be an interesting holiday destination to explore. AlUla is a living, breathing, open-air museum, full of awe-inspiring heritage sites and natural wonders, as well as endless ways to explore. There is a great potential to promote tourism from India to AlUla. The Indian consumers are always interested in experience new destinations and AlUla is the newest gem in Saudi Arabia. With the pandemic still affecting travel around the world, AlUla’s vast open spaces and strict health and safety measures make it a safe and inspirational option for tourists. AlUla’s heritage sites are now open as a year-round experience. For soft adventure enthusiast, AlUla has adventure activities like hot air balloon, cycling, hiking, ziplining, one can also go on vintage aircraft rides.

Besides the leisure traveller, AlUla will be a perfect destination for MICE travellers. Maraya is a world-class entertainment and conferences venue. It is one of the world’s architectural wonders; a total of 9,740 square meters of mirrors covers the exterior walls of the cube-shaped structure reflecting the desert surroundings of AlUla. AlUla will be a perfect place for destination weddings. AlUla has amazing resorts to host unique destination weddings.

Short flying time and easy connections to major cities of Kingdom of Saudi Arabia to Indian cities with Indian carriers such as Air India, IndiGo and SpiceJet will be an advantage. We will be looking at Tier-I cities including Mumbai and Delhi; Tier-II cities like Bengaluru, Chennai, Kolkata, Kochi. Saudi Arabia is the spiritual birthplace of Islam, and India being a country with the second largest Islamic population in the world, we will be targeting cities with high concentration for Umrah. Pilgrimage travellers can extend their stay in AlUla and club religious tour with leisure experience.

Q. Which are the countries currently on your radar for AlUla?

AlUla has opened its offices for tourism across the world in the USA, Asia, EU, Australia and China. We will be working very closely with the Saudi Tourism Authority to promote AlUla which will be the hero product for Saudi Arabia.