In a bid to build strong relationships and instil trust in the Indian trade and consumers, the One & Only brand has increased its efforts to market its properties to the Indian market. Speaking with T3, Brett Armitage, Senior Vice President Global Sales, Kerzner, developers of the hotel brands Atlantis, One & Only Resorts and Mazagan Beach and Golf Resort Morocco, revealed that the company has spent time to identify key partners in the Indian market.
“When a destination has a strong presence in the source market, the property’s marketing is that much easier. Certain tourism boards don’t have a presence in the source markets that aren’t important to them, and the difference is like night and day. If a destination has a strong presence in the source country, with the backing of an airline, the property just slips right in,” he opined.
Kerzner began the year by participating in Tourism and Events Queensland’s ‘Queensland on Tour’ five-city roadshow in India. Kerzner recently etched a management agreement with Australia’s Hayman Island property, which Armitage believes gives the property the One & Only brand and the international distribution and reach that the brand brings. “The property there is an existing one with a new message, and adding an international brand gives Australia something to talk about. We are working with South Africa as well. The energetic India team drives the success of our properties in source markets. We have had a strong relationship with Dubai DTCM as well over the years,” he added.
Comparing the efforts needed for One & Only vis-a-vis the Atlantis, The Palm, Armitage opined that Atlantis’ being an iconic structure helped Kerzner get in the door. The property witnessed a 24 per cent increase in room nights from India last year. “We have been consistent and we see growth five years into operations. One & Only doesn’t have that same iconic advantage. Also, they are very niche, so are not attracting the masses either. Getting the consumer to understand the brand proposition and value is hard work,” he opined.
He further revealed that the company plans to bring the One & Only properties’ General Managers to meet with the fraternity key decision makers in the Indian industry later this year. He is also eager that the brand starts participating in Indian trade shows. He added that the relationship between Atlantis, the Palm and SATTE is well grounded, and as the One & Only brand picks up in India, he would like to see it participating as well.
Speaking about the importance of the Indian market, Armitage stated that India is still a small element for One & Only. “I am looking at substantial targets, but it’s still a very small base. Having ridden the success of Atlantis, starting again with One & Only is a big task. PR, marketing and trade/sales activation on the ground are of utmost importance. We have put our money where our mouth is, so to speak, and have a sizable budget for promotions in India,” he said. For the Indian market, Armitage opined, one needs to be persistent, consistent, have the investment, follow through, and keep the commitment to the market.
