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Six
Senses Hotels, Resorts and Spas, a hotel management company
with seven properties in the South East Asian region, is focusing
on harnessing the Indian leisure market, particularly for
their two Maldives properties, Soneva Gili and Soneva Fushi.
Soneva Gili Resort & Spa, located on Lankan Fushi island,
25 minutes boat ride from Male international airport, is an
all over the water villa resort. Designed on the theme Elegance
Over Water, Soneva Gili, which opened a few months ago is
a ‘beyond stars’ property whose average room rate
is US$ 1,050 during peak season and US$ 653 during off season.
Both the properties are aimed at the discerning top bracket
Indian traveller, a niche segment, which according to Shridhar,
sales and marketing manager, Mumbai, Six Senses, is definitely
expanding. Despite having all properties outside India, Six
Senses has set up a dedicated marketing office in Mumbai as
the group perceives India to be a strong market for their
properties.
According to Shridhar, the net disposable income of the Indian
consumer has steadily risen over the last few years and is
prompted to look beyond the basic necessity and indulge in
some luxury. He is now exposed to a whole lot of options.
Two vacations a year or one at least has become the norm among
families with higher disposable incomes. In many cases one’s
standing in society is judged by the number of vacations that
one takes in a year and the destination one goes to for a
holiday.
“Over the last three years Six Senses has registered
a healthy growth in demand from the Indian market for their
flagship property, Soneva Fushi, voted as the best resort
in the world by a leading international travel magazine. The
property is meant to cater to the discerning need of the top
end market and commands a room rate of US$ 535 (standard room)
on room only basis during the peak season. Six Senses aims
to build up their marketing outlay for the Indian market steadily
over the next three years though currently they are tapping
a very niche segment and the marketing efforts are extremely
focused to tap only this segment,” stated Shridhar.
“A few years down the line people will increasingly opt
for designer labels, exotic vacations etc, which will not
only reflect a higher standard of living but also be an indication
that ‘one has arrived’. The ‘snob effect’
comes into play here, which is precisely what designer labels
and all those goods and services that come with a premium
price thrive on. Tapping the Indian market right now (slowly
but steadily) will give Six Senses a head start over competitors
who might want to tap the market when the economy is on a
boom. Branding and positioning are necessary marketing exercises
that take years to bear fruit and cannot be achieved overnight.
The investment that Six Senses is making right now for marketing
their properties in India will have given them a headstart
over competition,” stated Shridhar.
“India ranks amongst the fast developing nations of the
world, a sleeping giant, with unprecedented business opportunities
just like China which has become a global player in the last
two years. Suddenly there is a mad rush to China. Those who
made it in time enjoy the benefits that one gets from being
the first mover, an advantage that many business houses would
like to have but only a few enjoy. It’s all a question
of being in the right place at the right time and we intend
doing just that by entering the Indian market,” he added.
Six Senses has worked out a composite marketing plan for all
their three brands, Soneva (beyond stars boutique brand of
resorts), Evason (five star boutique category) and Pavilion
(four star hotels and resorts) like organising Fam trips for
top agents, tie-ups with major tour operators, featuring the
properties in tour operator’s brochures, in travel shows,
celebrity visits and destination features on television.
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