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Sales Representation in Russia and CIS of Canareef Resort Maldives

Canareef Resort Maldives a secluded paradise island offering an all-inclusive meal plan, located on Addu Atoll, the southernmost atoll of the Maldives. Surrounded by the pristine waters of the Indian Ocean, the resort is part of a UNESCO biosphere reserve. It can be reached in just 90 minutes by a domestic flight from Malé International Airport or in 10 minutes by speedboat from Gan International Airport. Along the resort's coastline are neatly arranged 271 spacious beach villas in three categories, ranging from 76 to 97 square meters. Each villa features open-air bathrooms and terraces with views of the Indian Ocean. A unique feature of the resort is the island bridge, where guests can experience the local lifestyle of the islanders.
The resort's gastronomy is showcased in 4 restaurants and bars. Guests can rejuvenate their mental balance and tone at Canareef Spa, stay fit in the fully equipped gym, tennis court, swimming pools, or engage in various water sports at the certified diving center. For younger guests, there is a kids' club located on the resort grounds, overlooking a lake and featuring an outdoor playground, ensuring fun both indoors and outdoors.

BRIEF

The island on which Canareef Resort is located was opened to tourists in 2015 and over nine years, it has undergone several name changes and management companies. Throughout this time, Canareef Resort had never been represented in the Russian market, though some B2B partners were aware of it and had even sent tourists there. In 2023, the new management identified the Russian and CIS markets as priority targets for development but lacked experience and business contacts in these regions. The decision to seek sales representation was triggered by the high demand for Maldives vacations among guests from Russia and CIS countries, who are among the top visitors in the country. However, there were very few such guests at the resort.

In November 2023, resort representatives sought consultation from SEA Company to explore the resort's potential for the Russian and CIS markets and the possibilities for its development.

SOLUTION

After the SEA Company team became acquainted with the resort and conducted a high-level audit, a decision was made to begin collaboration under the "Hotel Sales Representative" package.

REALISATION

The first step, in accordance with SEA Company standards and policies, involved creating necessary marketing materials in Russian during the first month of operation, including a resort presentation, an image press release, and a fact sheet.

For the second step, also in the first month, the sales department compiled a list of leading tour operators that send a large number of tourists from the mass market segment to the Maldives. Meetings were then held with key tour operators to sign contracts and discuss cooperation. Additionally, the sales team prepared and sent a list of Maldivian DMCs that work with tourists from Russia and the CIS to the resort for signing direct contracts.

Having successfully completed the previous phases, the third phase involved increasing the number of guests from Russia and the CIS through the established channels. This included regular webinars, representing the resort at industry exhibitions, and developing new sales channels by increasing the customer base from a more niche segment.

The strategy developed is comprehensive, covering all market segments and balanced considering the current geopolitical situation. After a personal visit by SEA Company representatives to the resort, the strategy was tailored to the unique features of the resort.

WORK RESULTS

FOR THE FIRST 7 MONTHS OF 2024
1
The resort is available for booking through:
- the top 10 tour operators from Russia, including Anex Tour, Coral Travel, Russian Express, PAKS, Rustar, Panteon, and others;
- the top 5 tour operators from Kazakhstan, such as Kazunion, Fun & Sun, Selfie Travel, and others;
- the top 5 tour operators from Armenia and Kyrgyzstan, including Fenix Travel, Info Services, Lets Go, and others.
2
Direct contracts have been signed with more than 30 DMCs operating in the Russian and CIS markets.
3
The resort was featured at a:
- digital exhibition organized by the Top Hotels portal and the Maldiviana tour operator;
- Online Travel Mart Summer 2024 by Profi.Travel.
4
A Sales Calls was organized and conducted:
- with resort representatives in Kazakhstan;
- by SEA Company sales team in Azerbaijan.
5
The resort was showcased at the KITF international tourism exhibition in Astana (Kazakhstan).
6
A Sales Call was organized and conducted in Azerbaijan.
7
Webinars were organized and conducted with key tour operators from Russia and the CIS countries:
- Coral Travel Russia;
- Coral Travel Kazakhstan and CIS;
- Fun & Sun Russia;
- Fun & Sun Kazakhstan and CIS;
- Maldives Bonus;
- PAC group.
8
The resort has become a partner of the following events:
- annual summer party of tour operator Art Tour;
- business breakfast of the tour operator Planeta travel.

IS YOUR RESORT INTERESTED IN THE RUSSIAN AND CIS MARKETS?
SEND A REQUEST FOR A FREE CONSULTATION!

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