The leisure division of the group is planning to woo the domestic tourists through an innovative marketing strategy: It is shifting the emphasis in its promotions from vanilla offerings to experience-based activities. |
The new marketing push is part of the group's 'Art of Holidaying' strategy. A media campaign is being planned on television, radio and Internet. |
While senior Taj officials would not divulge the details of the campaign, media planners said the campaign is expected to start from end-March or early-April. |
The leisure division's turnover is pegged at Rs 200 crore and is growing at 20 per cent. Taj officials expect the growth to rise to 28-30 per cent after the campaign. |
Tourism consultants point out that the needs of the Indian traveller have evolved rapidly over the last few years. |
No longer are domestic tourists interested in merely visiting sites mentioned in guide books or are just enjoying the amenities of a five-star hotels. Instead, he is looking for holidays that provide him with extraordinary experiences. |
To meet this emerging trend, the Taj group has revamped the offerings at its leisure properties in Goa, Jodhpur and Kochi. |
Sandhya Kunjur, general manager (marketing), leisure hotels, Taj group, said, "We are emphasising on those services that enable a tourist to remember his visit for a lifetime." |
As part of the new experience-based package, the hotel chain's Jodhpur property takes its patrons out for a camel-ride to the outskirts of the city at dawn to visit peacocks. |
Similarly, the Kochi property takes the patrons to spice plantations where they learn to cook new receipes from the spices grown there. |
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