A pala­tial ho­tel fit for kings

The In­dana Palace Jodh­pur is noth­ing short of ‘royal’. The 88-key ho­tel is a com­bi­na­tion of old-world charm and new-world lux­ury with ar­chi­tec­ture and in­te­ri­ors mod­elled on palaces and ser­vices and fa­cil­i­ties that pro­vide op­u­lent com­fort.

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Armed with a strong belief that it is no longer about sell­ing a prod­uct, but sell­ing an ex­pe­ri­ence, Meera Pahwa, VP (Mar­ket­ing & Sales) for In­dana Palace Jodh­pur, says that her prop­erty fo­cusses on cus­tomer ex­pe­ri­ence, value-added ser­vices and mak­ing pack­ages that at­tracts the hol­i­day-mak­ers.

“Our ser­vice re­mains our ma­jor USP, where ev­ery guest is treated with per­sonal at­ten­tion. We tar­get do­mes­tic and in­ter­na­tional in­di­vid­ual trav­ellers, groups, wed­dings and MICE. We are now try­ing to ex­tend our fo­cus to business groups that re­quire longer stays,” she says.

Work­ing with the trade

In­dana Palace Jodh­pur works with the travel agents and tour op­er­a­tors through joint mar­ket­ing ser­vices. It also reg­u­larly up­dates them on the lat­est of­fer­ings at the ho­tel as well as helps them build itin­er­ar­ies. In or­der to pro­vide them with a first-hand ex­pe­ri­ence of the ho­tel, it also hosts fam trips for its in­bound as well as do­mes­tic part­ners. The ho­tel has also tied up with the ma­jor on­line travel agents in In­dia.

“We have been pro­mot­ing our ho­tels through In­dian DMCs as well as ad­ver­tis­ing in im­por­tant me­dia at ITB Berlin and WTM exhibitions, thus cre­at­ing aware­ness of our brand. With more In­dana ho­tels com­ing up in Jaipur and Udaipur shortly, we will be par­tic­i­pat­ing in in­ter­na­tional trade fairs from 2015. We also have a fair share with in­ter­na­tional web por­tals and we do launch pro­mo­tions on them from time to time,” Pahwa says.

The group’s key source mar­kets are Euro­pean coun- tries namely Ger­many, France, Italy and Spain. It also gets business from Is­rael, China apart from the US and Latin Amer­i­can coun­tries. NRIs and for­eign­ers who are in­ter­ested in tra­di­tional In­dian wed­ding are also a huge part of its clien­tele.

“It is be­ing ob­served that for­eign na­tion­als are evok­ing a lot of in­ter­est in vi­brant In­dian cus­toms which is all about spir­i­tu­al­ity, mys­ti­cism, and Vedic rites. Most in­ter­na­tional cou­ples are mak­ing their way to In­dia and are look­ing out for a royal wed­ding. We have ob­served that the do­mes­tic mar­ket has shown an in­cre­men­tal growth over the in­bound. But this com­ing sea­son, we see a trend of the in­bound seg­ment grow­ing. We have al­ready con­firmed groups in ad­vance,” Pahwa claims.

With the new gov­ern­ment tak­ing the ini­tia­tive of set­ting up VoA and an­nounc­ing a ro­bust agenda to boost tourism, the sec­tor has def­i­nitely been given a shot in the arm.

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