ITH To Focus On ‘Incredible India’ In Leisure Thrust

Bhisham Mansukhani - Mumbai

In a thrust towards diversifying its portfolio, International Travel House (ITH) is working on the idea of promoting Brand India with its recent diversification into leisure tourism on the inbound front alongside its outbound compendium. Having focused exclusively on the business travel segment, ITH is currently headlong into tapping the burgeoning leisure market and on the inbound front. It has associated itself with the Incredible India icon to promote its high-end product titled `Luxury Vacations’ and is also in the process of formulating holidays for the mid-segment Indian. According to ITH managing director, Anil Bhandari, "The latest complement of specialised luxury vacations focuses on customer profiles rather than any particular part of the globe, which is a distinct advantage that ITH enjoys, given its stellar reputation as a veteran corporate travel agency. The focus is on customised holidays for individuals. FITs are our priority, presently."

"Luxury Vacations are a diversification into Indian inbound in the premium segment - low volume high yield tourism featuring India's finest and most authentically traditional lodging in Havelis and heritage properties across the country. International and domestic tourists availing of these packages will be treated to limousine transport and escorts, reminiscent of gentry. The escorts are highly educated, some of them even historians, which enhances the intangible value of the overall experience. This is a unique niche but it is not a small one. We cite a lot of future growth potential in providing that 'Incredible' experience." Bhandari has given himself another two years to start operating charters which is when he expects the overall charter market in India to attain critical mass. "One will however have to watch how the low cost carrier phenomenon unfolds internationally and whether this may render charters as economically unviable," he cautions.

Bhandari is also currently overseeing the development of the ITH portal, which is expected to go online by 2005 and will complement the promotion of international and domestic holiday packages with a focus on the mid segment putting out value for money products.