Luberon targets India’s luxury travel potential

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Franck Delahaye, Director of Luberon Tourism

Engages with Mumbai and Bangalore travel trade to strengthen ties.

On a mission to promote Luberon as a potential destination for Indian travellers, Franck Delahaye, Director of Luberon Tourism, visited India in February and engaged with the travel trade. The region is highly interested in the Indian market, with a focus on tapping into the B2B trade sector in Mumbai and Bangalore by meeting with agents in both cities. 

Sharing insights with T3, on Indian travellers’ interest in the destination, Delahaye noted that while Provence is well-known in France, European countries, and other international markets, it remains relatively undiscovered in India. 

“When people dream of France and Provence, they imagine hilltop villages, lavender fields, picturesque landscapes, clean air, and olive groves, and this is exactly what Luberon offers. It is not a destination for first-time visitors. Our focus isn’t on a mass market but on a niche audience. The U.S. is a major market for us, with travellers visiting year-round. In India, however, it is not about quantity but quality. We are not targeting large groups of young travellers or mass tourism. Our primary audience includes families, couples, and small groups with special interests who want to explore deeper,” Delahaye explained. Additionally, Luberon has only 45 hotels, most of which are luxury properties.

Luberon Tourism is focusing on repeat and high-end travellers who used to previously visit. This aligns with their promotional strategy for India. However, Delahaye pointed out a key challenge, they are not promoting Luberon during peak season in India. 

“During peak season, we don’t need more visitors. We already see an influx of travellers from around the world, and it is also vacation time for Europeans and the French. Prices are high, the weather is cold. During summer, it gets too warm, making it less ideal for promotion. That is why in India, we are focusing on spring, autumn, and early winter, which are the best times to visit,” Delahaye explained. “The ideal period is from March to early June and then from September to early December.” 

Regarding target markets, Delahaye expressed strong confidence in Bangalore’s potential. “That is why I chose Bangalore this time. Next, I will visit Delhi,” he said. The focus is on FIT clients, luxury clients who frequently travelled, and he noted that Bangalore has some excellent travel agencies catering to this segment. 

“India is just one of many markets we are exploring. We need to start somewhere and gradually expand. It is a step-by-step process,” Delahaye concluded.