Our focus is on B2B marketing

Expanding its global footprint, Kerala Voyages, a service provider in the South Indian tourism segment, has lined up operations in the UK, South Africa and Spain by opening offices at each of these destinations to service tourists to India.

In an interview with Business Standard, Jay Kandy, director - Europe and Africa, Kerala Voyages, speaks on the road ahead. Excerpts

Could you elaborate on the activities and the immediate focus areas of Kerala Voyages?

The immediate focus is on B2B marketing in the UK and South Africa with specific packages that we have developed taking global trends into consideration. We are launching our latest products at the World Travel Market, the annual travel trade show, in London in November and ITB in March 2009, which will give us the opportunity to reach out to many players in the industry.

With Kerala-focused tourism players springing up one after the other, where do you position yourself?

We are positioned in a niche market aimed at the 40-something professional, businessperson, pensioner who wants choice, quality, excellence, but most of all value. We provide customised packages to suit different needs and tastes.

With the financial scenario the world over seeing gloom and frequent terrorism as well as communal issues revisiting the Indian subcontinent, what future do you see in the area of inbound tourism for the country?

In my opinion, the credit squeeze should work in our favour with people deciding to take fewer holidays and therefore being more choosy on where they want to go while looking to get the best out of that one holiday a year. On the terrorism aspect, this is a worrying development, but as we are focused mainly on Kerala, we are keen to assure visitors that so far Kerala has been insulated from such wanton acts of terror and therefore a safe destination. Also, there are no guaranteed safe holiday destinations anywhere in the world today.

You seem to be more keen on European operations?

Any expansion has to be carefully planned taking availability of resources etc into consideration. The UK, RSA and Spain have been initially targeted for a number of reasons but mainly for our knowledge of the market and availability of resources. What is the estimated investment you foresee in making things work?

We are currently focused on in-bound from Europe and South Africa as a start with outbound to South Africa as a next step. These are all relatively large investments in money, time and other resources.

Have you thought of global tie-ups in your bid to be an international player?

While we want to grow and be a recognised player internationally, we want to maintain our ethos and vision for the business. Therefore, identifying those who have the same synergy is another massive exercise in itself. We have been approached by a number of strategic investors from the US as well as major Indian tourism players; the next year should see some of the major players with interests in tourism segment coming onto the board.

Could you elaborate on your CSR initiatives?

We are designing a nature awareness programme for school children using audio and visual aids. Our wildlife consultant, author and naturalist Benny Kurien, will travel to schools within the district and across the state raising awareness amongst the future generations.