Le Meridien Cochin’s New Business Strategy Pays Dividends

Le Meridien Cochin has gone in for a change of strategy by embarking on what the company claims is a primary shift in its marketing focus, leading to a boost in both the portfolio and asset value of the property.

“Increase in advertising and travel budgets with a strong base in our source markets have been the cornerstones of our new initiative,” says Sanjay Sharma, general manager, Le Meridien Cochin. “Tapping the burgeoning tourism potential from European markets like UK, Italy, France, Switzerland, German and Russia while not forgetting to focus on domestic markets like Delhi, Mumbai, Chennai and Bangalore has paid huge dividends,” he said.

“For the period of December-January alone, international bookings are up by 12 per cent and domestic by 16 per cent respectively, as compared to last year,” says Sharma. One aspect of the strategy is not to market holiday packages, but rather to accentuate the holiday experience. “We have in the last six months hosted about 400 national and international people to come experience Kerala. And despite the boom, it is imperative that we further concentrate on our source markets to leverage the advantage of the current situation,” states Sharma. “We have earmarked marketing budgets for the different markets, but this time the promotions are being done in the native language of the target market - German, French, Russian, Arabic, Italian and of course English.”

In addition, the hotel has also been wooing guests with a host of value additions over the past year. Besides a four-hole putting green, there is a seafood specialty restaurant and an art gallery off the lobby, which are an instant hit among the guests.

The hotel has also won brownie points for being the only one of its kind in the state to offer multi-choice entertainment under one roof. While a live international band enlivens the dining experience in their multi-cuisine restaurant ‘Treasure Trove’, singers Charles and Collin go about strumming their guitars in the newly opened seafood specialty restaurant ‘Lagoon’. And for a touch of the traditional, the hotel has a niche in the lobby where a trio plays a fusion of live classical music. Another new venture of the property is their ayurvedic massage spa. “This again is part of our bid to market ayurveda as a strong tool for health tourism”, says Sharma.