Hotel representation of Canareef Resort Maldives at the industry exhibition KITF 2025 in Kazakhstan
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
Since December 2023, SEA Company has been acting as the official sales representative in Russia and the CIS countries for Canareef Resort Maldives – one of the largest resorts in the Maldives with the longest coastline. Thanks to the effective implementation of the strategy for introducing the hotel to the CIS markets, as well as the signing of direct contracts with all major tour operators in Russia, Qazaqstan, Armenia, and Kyrgyzstan, in 2024 it was possible to increase the number of bookings by 70.1%, the majority of which came from guests from Russia. As part of the new approved sales strategy for 2025, it was decided to activate additional tools to increase the number of guests through the hotel's presence at key tourism events in the CIS countries.
SOLUTION
Participation at industry exhibitions and workshops to connect with tourism industry representatives who directly interact with travelers is one of the most effective tools for developing B2B sales. Therefore, the hotel management decided to implement the "Hotel Representation at industry exhibitions and workshops” package, and to have the sales department specialists of SEA Company, together with hotel representatives, participate in the KITF 2025 international tourism exhibition in Kazakhstan.
REALISATION
A preliminary analysis of the tourism market in Kazakhstan was realized, as well as sales statistics for tours to the Maldives and the Canareef resort in particular: the number of room nights sold, average tour duration, and average sales check, in order to compile a list of companies for holding meetings at the hotel's stand.
Full coordination of the hotel's participation in the exhibition was ensured – scheduling and confirming meetings with key travel agencies, communication with all visitors who came to the hotel's stand, assistance with translation from English into Russian for agents who do not speak the language, and the like.
After the exhibition, marketing materials in Russian were sent to all interested exhibition participants.
Full coordination of the hotel's participation in the exhibition was ensured – scheduling and confirming meetings with key travel agencies, communication with all visitors who came to the hotel's stand, assistance with translation from English into Russian for agents who do not speak the language, and the like.
After the exhibition, marketing materials in Russian were sent to all interested exhibition participants.
RESULTS
1
All qualitative and quantitative KPIs of the project were fully met. Based on the meetings, the SEA Company sales department manager prepared a detailed report with preliminary arrangements and a summary table of all B2B partners with whom meetings were held.
2
46 pre-scheduled meetings were held, as well as over 100 speed-networking style meetings, where the hotel's opportunities for organizing holidays in the Maldives were presented.
3
According to statistics, in the three months following the exhibition, a sharp multiple increase in bookings from guests from Kazakhstan was recorded.
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