In February 2019, the owner of the hotel chain, the largest coffee company in India, Coffee Day group, turned to SEA Company for consulting and an assessment of the potential of the Russian market for such a product.

Indian resorts are well known and popular among Russian tourists. At the same time, exotic destinations, including the jungle and eco-hotels, the concept of which is built on unity with nature, are also in demand among a certain category of Russian travelers.

Based on this information, Coffee Day group acted as an investor in the construction of a chain of hotels located in the state of Karnataka (India) and positioned as "Indian jungles". For transport accessibility, the company has also invested in roads, tourism infrastructure, launched its own DMC, and even built an airport capable of receiving large charter flights.

However, all these activities did not bring the expected high demand from the Russian market, which continued to choose other resorts in India and countries offering jungle holidays.

It was impossible to figure out the reasons without getting feedback from key B2B partners from Russia.

As part of the problem announced, SEA Company specialists conducted an analysis of the possibilities of the direction to determine the real potential in the Russian market, as well as a series of consultations with managers in the India and Exotic departments of several large tour operators. Having received a positive response and interest, the customer was offered to choose the "Organization of business meetings" package, which would not only allow to present The Serai Resorts products and services, but also to establish personal contact and hear first-hand feedback during the visit of hotel representatives and the investor.

The sales department of SEA Company selected and agreed upon a list of operators, agencies and concierge clubs interested in exotic destinations for tourists, as well as determined the optimal dates for the business trip of The Serai Resorts representatives on which all potential B2B clients were in the offices and would be ready to meet.

In accordance with the agreed schedule of meetings, an employee of the sales department of SEA Company met representatives of The Serai Resorts at the hotel where they were staying, and during all 5 days of meetings, fully accompanied, coordinated and moderated all business meetings, helping with translation if necessary.

Thanks to the professional expertise of the SEA Company team and detailed study of potential clients, The Serai Resorts were able to collect feedback and get a clear understanding of the demand for their product on the Russian market. In addition, at one of the meetings, a preliminary agreement was reached on the launch of a direct charter, which would be a catalyst for the development of business relations.

All qualitative and quantitative KPIs of the project were completed in full, the SEA Company sales manager prepared a detailed report based on the results of the meetings with preliminary agreements and direct contacts of all B2B partners, and a direct email correspondence was initiated on the details of cooperation, which helped to continue an independent discussion of further steps towards cooperation on the return of hotel chain representatives to India.