With a cluster of eight properties located in the idyllic island of Phuket in Thailand, Laguna Resorts is now aggressively targetting the Indian market, with a focus on destination weddings, other private events as well as leisure as key segments in Indian market. Ravi Chandran, CEO, Laguna Resorts & Hotels tells India Outbound in an interview that India has been ranking 2nd largest market ever since travel resumed after Covid-19 pandemic.

1) Which are your principal target markets and where does India stand in this list?

Europe, Russia, Middle East, India and South East Asia are the main markets. India has always been among our top target markets and in the past few months, since the re-opening of the borders, it has played an even more important role, ranking 2nd in most of our hotels within the destination. The travellers’ profile and the growing outbound market in India play an important role in our strategy.

2) Which are the market segments that look most promising to you in India currently? How do you intend to develop these?

Leisure family travel, FIT and weddings are surely the main segments. With the opening of the country, the relaxation of all entry requirements, and the good flight connectivity with visas on arrival, there is a lot of interest in the destination. The months of May, June and July see a lot of leisure family travel coming and besides this, weddings and social events are a big focus.

Over the past two years, Indian weddings have been curtailed to domestic destinations in India, and now people are craving for international and tropical destinations. We are receiving many enquiries for weddings in 2022 and 2023 and this will remain a key segment as many wedding planners are visiting Laguna Phuket for site inspections. Landmark birthdays, anniversaries and bachelorette events are also another important source of business for the destination, as well as corporate events that bring business all year round. Food and dining, as we all know, play an important role for the Indian market and we have successfully been able to understand the requirements of the Indian travelers and ensured authentic and high-quality cuisines with our Indian and Thai chefs. Strengthening and maintaining close relationships with wedding planners and luxury agents based all over India, remains key in our strategy.

3) Which cities of India do you expect to drive your traffic?

Besides the key metro cities in India, Mumbai, Delhi, Kolkata and Chennai, we find Tier-2 and Tier-3 cities in India growing significantly and we are making every effort to reach out to direct consumers as well as planners and agencies in these cities too. We understand the need to create awareness in cities outside the big metropolis and a special mention may be made of Ahmedabad and other parts of Gujarat, as well as to the cities in Punjab, which are accessible via Delhi.

In short, Indians will travel from anywhere in the country, as long as there is a good connectivity. And while a direct flight is always an advantage, taking a connecting flight is not a deal breaker. Our current efforts in India span from direct sales to digital marketing and PR. We are working with celebrities for hosted stays and KOL engagement to amplify the brand awareness of Laguna Phuket as a destination.

4) There are numerous high-end properties and mini destinations in the region that could be competition for Laguna Phuket. How do you intend to compete with them? What is your USP?

Laguna Phuket is home to eight world-class hotels and premium facilities spanning over 1,000 acres of lush parkland and beachfront and it is just a 25-minute drive from Phuket International Airport.

Laguna Phuket is the only destination on the island to feature both sea and lagoon access. Hotel guests staying within Laguna Phuket are welcome to visit and enjoy facilities at all the resorts and use the destination’s complimentary shuttle bus and boat services. To streamline the guest experience, Laguna Phuket has a fully integrated cashless payment system, meaning guests can choose to charge expenses back to their room from anywhere in the destination. With an award-winning 18-hole golf course, luxury spas, exceptional dining options, and unforgettable experiences, Laguna Phuket offers the perfect location for both tourists and residents.

In fact, the destination offers accommodations that suit all, from families with young children to intimate, luxurious stays. On top of the eight Hotels, Laguna Phuket has a branded residences and property division that offers sales and rentals of a variety of residences, apartments and villas for guests who wish to live or invest in a holiday home within our integrated destination.

5) What is the target for Indian tourists this year and for 2023 and 2024?

We cater to different segments throughout different periods of the year. Family travellers is one of the key market segments during May – September while honeymooners, weddings, golfers and small celebration groups such as anniversaries, birthdays and family gatherings are popular all year round. We had seen more than 10,000 room nights yearly pre-pandemic and now we’re surely going towards the right direction, considering all the upcoming events and unique experiences in pipeline.