Sterling Holidays to tap the MICE market
The company is focussing on promoting its MICE business to capitalise on India's positive market potential and economic outlook. Sterling Holidays further plans to leverage its MICE offerings through integrated and strategic approach.
DENCY MATHEW Sterling
Holidays has witnessed a significant growth in Vacation Ownership Sales and Resort Income in the last financial year of 2011-12. It grew at 82.3% and in the current fiscal half- yearly Total Operating Income represented a total of 85% increase over the corresponding period last year. And as part of its future plans, Sterling Holidays is now concentrating on leveraging the MICE market in India.
“All our resorts offer conference facilities. Sterling offers complete MICE solutions encompassing transfers, accommodation, state- of-the-art conference facilities, food and entertainment.
In addition, Sterling adds value by organising specially designed teambuilding activities. Some of the other Holiday Activities like party games, theme nights and treks are also offered to make sure that employees enjoy their offsite meeting! Our large room inventories across India, professional team of ‘ Fun Rangers’ and strategically located destinations with stunning views from the resorts, together make Sterling Holidays the right destination to host offsite conferences and events,” says Ramesh Ramanathan, Managing Director, Sterling Holidays.
Ramanathan is of the opinion that the domestic market for MICE is growing at a healthy rate as employers realise the value of offsite conferences and semi- nars. And today, MICE is an important revenue stream for Sterling Holidays and also plays an important role in Sterling’s core businesses of One-Time Hotel Stays and Vacation Ownership as once a MICE delegate experiences a ‘ Sterling’ holiday, he or she may return as a FIT guest or Vacation Ownership member.
Sterling Holidays has also been very active in expanding its properties across India and in 2011-12, it added 2 resorts in Goa as well as in Corbett, Karwar and Thekkady. Sterling has also recently renovated and upgraded two of its resorts in Kodaikanal and Munnar. These two resorts have been re- launched as Kodai – By The Lake and Munnar – Terrace Greens respectively. In line with the goal of raising the product and service standards across the network, Sterling has also begun the work of renovating and upgrading all its resorts in its network. By providing good accommodation, amenities and recreational & entertainment activities, Sterling is now aiming to become the No. 1 holiday company in India by 2016.