Narrow-target client search in a highly competitive environment
In September 2020, the management of the Mirihi Island Resort Maldives approached SEA Company with a request to offer effective cooperation options to increase the guests flow from Russia and the CIS countries.
Mirihi Island Resort is one of the most private island resorts in the Maldives, which offers just 39 villas. The "back to nature" concept of the resort implies harmony and mutual respect for nature and man. The resort's villas are made from natural materials (wood), cosmetics for guests are made by the resort's own resources from natural ingredients only, in its activities the resort has long abandoned plastic and has reduced the likelihood of environmental pollution to a minimum. On the other hand, Mirihi Island Resort offers first-class service, exquisite cuisine and a special attitude to wine and gastronomy. The island has over 300 wines and champagnes from around the world, as well as the largest collection of rum in the entire Indian Ocean. The resort was created for those who want to take a break from modern life, to feel the nature of the most heavenly corner of the planet, to relax in body and soul, without sacrificing comfort.
BRIEF
Mirihi Island Resort is a unique product that is not suitable for a mass tourist, its target audience does not count on "golden luxury", but appreciates the pristine beauty of nature, peace and quiet. The resort is in great demand and has loyal fans in European countries, but due to the current difficult epidemiological situation and the ban on travel in a number of European countries, the resort needed to quickly change the segment, enter the Russian and CIS markets and establish cooperation with key B2B players. Finding a suitable guest who understands and appreciates the concept of Mirihi Island Resort in Russia and the CIS countries became an extremely difficult task for the resort management, because:
- the language barrier makes it difficult to fully convey the essence of the resort concept to representatives of the Russian tourist business;
- the target audience of the resort does not book such hotels through large and mass tour operators, you need to know the agencies and concierge services of the luxury segment and individual tours;
- finding the right contacts, cold calls working out, correct product presentation, 3-hour time difference, as well as coordinating meetings, takes too much time, which makes investments in the development of a new market unprofitable;
- you need to know the specifics of markets that are very different from the European and American ones, as well as the nuances of the internal features of doing business and the behavioral models of tourists in each of the CIS countries and Russia;
- an efficiently built and highly targeted system of interaction with clients is needed, which gives immediate results and improves over the years, which is impossible to implement on your own in a short time and without knowing the specifics of the market.
PROJECT TEAM
Education: politologist (Moscow State Pedagogical University) and management of innovation processes (The Russian Presidential Academy of Public Administration). Experience in hospitality and the luxury segment since 2005.
In 2006 Andrey started his work at the Radisson Slavyanskaya Hotel as a receptionist and was soon appointed to a managerial position. He continued his career in 2009, when, after returning from the USA as a PR-manager of the GANT boutique in New York, Andrey moved to the sales department of the Radisson Royal Hotel, Moscow (the most luxurious 5 * city hotel in Russia and Europe according to the World Travel Awards 2010- 2018). In 2011, he became the Sales Director and Head of the Representative Office in Russia of the Finnish hotel chain Sokos. In 2012, Andrey was invited as a director to create and head the PR and marketing department of the iconic 5 * historic hotel in the center of Moscow - Metropol. In 2013 Andrey joined SEA Company where he oversees the hotel business and luxury clients around the world.
Education – management, Financial University under the Government of the Russian Federation. Experience in hospitality and the luxury segment more than 8 years.
In 2008, Vitalii began his professional career at Alfa-Bank as an operational business support manager, and then headed the corporate customer service department. In 2013, he continued his career at VTB Bank in the corporate business department. In 2015, Vitalii joined SEA Company as a Business Assistant to the Managing Partner and a year later moved to the PR and Advertising Department, which he headed in 2017. In November 2019, Vitalii was appointed to the Executive Director of SEA Company. Now his area of responsibility includes the optimization of the company's business processes and control over the fulfillment of obligations to clients in all blocks (sales, PR and advertising, internet marketing, events).
Education – Tourism and hotel business management, Russian International Academy of Tourism. Experience in hospitality and sales & marketing since 2006.
In 2006, Natalya began her professional career at the Radisson Slavyanskaya Hotel as a receptionist, later becoming a shift supervisor. In 2008 she participated in the project of the development company Mirax Group and the Sungate Port Royal Hotel, Kemer Turkey to promote the hotel on the Russian market. In 2009, she continued her career at the IBIS Paveletskaya 3 * hotel as a sales manager, and in 2011 she became part of the sales and marketing team of the Golden Apple Boutique Hotel Moscow 5 *, which she headed in 2017 as the Director of Sales and Marketing. In 2018, the decision was made to join the hotel to the international Hilton chain. Natalya joined the project team for re-branding and introducing Hilton standards at the new Chekhoff Hotel Moscow (the first hotel in the Curio Collection by Hilton collection in Russia), which she successfully launched in May 2019. Extensive operational experience together with strategic planning of hotel sales gave a confident start to a new project, which in less than 3 months took a confident position in Moscow hotel business.
Education – Hospitality and the restaurant management, The Russian Presidential Academy of National Economy and Public Administration. Experience in hospitality – more than 5 years.
In 2016, Anastasia began her professional career at the Hilton Leningradskaya 5 * hotel in F&B department. In 2017, she worked at the Sretenskaya 4 * Hotel at the reception desk, performing the functions of receptionist, reservation agent and concierge. In 2018, she continued her hotel career in the sales department of the five-star design hotel "StandArt". In 2019, she joined SEA Company as a Junior Sales Manager. Anastasia is responsible for attracting new business for SEA Company clients, building long-term relationships with potential / existing partners. Anastasia has high-valued experience in representing luxury DMCs, premium and luxury hotels from Europe, Asia and Middle, as well as properties from Moscow and Russia.
SOLUTION
To solve the challenge of quickly entering the market of Russia and the CIS countries, Mirihi Island Resort chose:
- Package «Sales representation»
- Design and translation services for marketing materials, such as presentations and brief information about the resort, professionally laid out and adapted by our team to the specifics of the Russian and CIS market.
- Package «Sales representation»
- Design and translation services for marketing materials, such as presentations and brief information about the resort, professionally laid out and adapted by our team to the specifics of the Russian and CIS market.
Implemented steps
- The necessary marketing materials have been created with a focus on specific information providing for Russia and CIS market.
- A number of marketing activities were implemented, which made it possible to quickly announce the island-resort on the Russian and CIS market.
- Conducted a series of presentations and training webinars for key B2B partners from the list of SEA Company clients' database.
- Analytical work was carried out to select a pool of relevant B2B partners from Russia and CIS, recommendations were given on the formation of effective reservation conditions for entering a new market, a number of direct contracts with partners from Russia and the CIS and the Resort were concluded.
RESULTS
In a short time, as part of the cooperation package, the SEA Company sales Department managed to conduct deep analytical work and highly dynamic activity. The preliminary results of the online business meetings are the following:
1
Signed contracts with key TO / TA from the list of B2B partners agreed in the sales strategy made it possible to arrange regular receipt of requests for reservations in all seasons.
2
The updated hotel information in all major online platforms increased the rate of visit to the hotel site from the CIS regions by 45%.
3
Marketing materials prepared in Russian with a focus on the specifics of information presentation for the markets of Russia and the CIS countries allowed B2B partners to more effectively and actively offer the resort to clients.
4
As a result of the project, the number of guests from Russia and the CIS countries in 2021 increased by 255% compared to 2019 (the dock year).
5
The placement of PR articles increased the hotel's recognition and credibility, and also helped b2b partners to more effectively sell the resort by referring to the articles.
6
The monthly costs of a sales representative do not exceed 9% of the revenue generated from the markets.
PROJECT IN PRESS
DO YOU WANT TO KNOW HOW YOUR HOTEL CAN GET MORE CLIENTS
FROM RUSSIA AND CIS?
GET A FREE CONSULTATION!
LET'S ARRANGE AN ONLINE MEETING AND DISCUSS IT!
FROM RUSSIA AND CIS?
GET A FREE CONSULTATION!
LET'S ARRANGE AN ONLINE MEETING AND DISCUSS IT!
SHARE CASE IN SOCIAL NETWORKS
✆ +7 495 926 3602
✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
2013-2021 © SEA COMPANY | PR & CONSULTING
Copying of material is permitted only with indication of an active direct link to the source.
Privacy policy
Copying of material is permitted only with indication of an active direct link to the source.
Privacy policy