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Brand Objective
Enhance brand penetration and establish the Indian Subcontinent as one of the top 5 source markets for Soneva
Challenges
High ADR: Soneva has an ADR of over $2,500 per night, positioning itself firmly in the ultra-luxury segment. This posed a challenge in a market where luxury travellers were discerning and demanded exceptional value for their expenditure
Highly Competitive Destination Landscape: In India, luxury travel to Maldives is not just about opulence; it's about curated experiences. Competing with other luxury destinations and brands required not just showcasing luxury but also emphasising the unique experiential aspects of Soneva
Limited Brand Permeation: Soneva's concept of earthy, sustainable, and intelligent luxury was novel for the Indian Subcontinent. It required not only introducing the brand but also educating the target audience about its unique proposition and value
Strategy
Pioneering Vision of the Founder & CEO: Mr. Sonu Shivdasani's visionary approach guided the strategy. His personal involvement in launching the brand in the Indian market added credibility and authenticity, setting the tone for Soneva's positioning
Industry Trend Setters Collaboration: The THRS team collaborated with industry trendsetters, influencers, and opinion leaders to create a buzz around Soneva. Leveraging partnerships with key figures and organisations helped in garnering attention and building trust within the niche luxury travel community
FAM Trips: Familiarisation (FAM) trips played a pivotal role in familiarising travel agents, tour operators, and media personnel with Soneva's offerings. These immersive experiences allowed stakeholders to witness firsthand the unparalleled luxury and sustainability initiatives Soneva had to offer
Sales Blitz with Mr. Sonu Shivdasani: Personalised engagement with trade partners through sales blitzes featuring Mr. Sonu Shivdasani amplified Soneva's presence and strengthened relationships. This direct interaction not only showcased the founder's commitment but also provided insights into the brand ethos, resonating deeply with stakeholders
End Consumer Engagement: Engaging directly with end consumers through targeted marketing campaigns and curated events helped create demand and drive bookings. Highlighting Soneva's unique selling points, such as eco-friendly practices and immersive experiences, appealed to the discerning luxury travellers in the Indian market
Deep Sales Action in a Fragmented Market: Understanding the diverse segments within the Indian luxury travel market, THRS executed a tailored sales approach. This involved segment-specific messaging, partnerships, and promotional activities to reach different demographics effectively
Result
India emerged as one of the top 5 source markets for Soneva by 2020, surpassing expectations and generating over $2 million annually. The strategic initiatives implemented by THRS not only elevated Soneva's brand presence but also established its reputation as a preferred choice among luxury travellers in the Indian Subcontinent. The sustained growth trajectory underscores the effectiveness of the collaborative efforts between Soneva and THRS in navigating the complexities of the Indian luxury travel market.