Banyan Tree, which is set to open its first property in Kerala in the third quarter of 2013, will use its unique location and positioning as a luxury resort to tap the wedding segment. According to Sriram Kailasam, General Manager, Banyan Tree Kerala, the resort features a banquet area that can accommodate up to 200 people, and an island area that provides a unique setting for weddings. “I have heard that Indian agents receive several inquiries for venues for small destination weddings of 100-150 guests. Banyan Tree Kerala will be perfect for this with its 52 villas, banquet hall and scenic backdrop. There is a lot of flexibility available as well. Monsoon Weddings, Backwater Weddings… The possibilities are endless,” he said.
Kailasam further revealed that although the property is a luxury resort whose main target segment will be FIT, MICE and group travel a large part of the property’s strategy. “We cannot solely depend on FIT business. It will become an integral part of our business plan to also cater to groups, particularly groups within India, corporate as well as leisure, so the property is not going to be a pure luxury, FIT hotel. Also, being a small hotel I think we would be very attractive for boutique event,” he stated.
He also opined that taking into consideration Banyan Tree’s popularity among international travellers, the brand’s positioning will be leveraged to increase footfall to the Indian property. Destination marketing partners will also be sought to sell the property, while Indian DMCs will be roped in for inbound and domestic traffic. “Our bread and butter will be domestic traffic. Travellers from the metros and tier I cities are always planning weekend trips to exotic and unique destinations with accommodation standards we provide. With most such offerings being in the north, we have an advantage in the south. There is no hotel similar to Banyan Tree in the southern tourism circuits such as Munnar and Periyar. It will be difficult for travel agents to offer any other property of Banyan Tree’s standards, making our dependence on the domestic market strong,” opined Kailasam.
Being of the opinion that the best way to educate the trade is experience, Banyan Tree Kerala has planned a familiarisation trip for Indian travel agents in April-May 2013. Kailasam believes that this is imperative as the property is different from others in India. “Some of our partners are familiar with our properties outside India, but this is our first property in the country and their feedback about the resort and whether they are comfortable selling it at the rates we are quoting are important factors. Also, the agents will participate in the different aspects of the resort, like cooking classes and spa trainings so they experience all we have to offer. It is a traditional ways of educating the trade and we are excited about it,” he concluded. Bonus nights and spending credits for spa and F&B are also being discussed as inaugural offers for guests.
