TravTalk - India

India third largest market for Sarova

- Arumita Gupta

With Sarova Hotels & Resorts gearing up to celebrate its 50th anniversar­y in April this year, Jimi Kariuki, MD, Sarova Hotels & Resorts, Kenya, delves into the brand's history, its strong ties with India market, and strategies for the future. He also shares his views on the brand's evolution, its focus on diverse markets, and exciting developmen­ts.

Nestled in the heart of Kenya, amid its landscapes and vibrant culture, Sarova Hotels & Resorts stands as a testament to exceptiona­l hospitalit­y. With five decades of history, this renowned brand has not only become a household name in Kenya but also establishe­d strong connection­s with the diverse and dynamic market of India.

The India story began 20 years ago when Sarova decided to expand its presence into the market. Little did they know that this would mark the beginning of an amicable relationsh­ip. “India has always held importance for us,” recalls Jimi Kariuki, MD, Sarova Hotels & Resorts, Kenya, adding that the brand's focus has been on leisure. “Throughout these years, the brand expanded its reach by exploring incentives and forging partnershi­ps

with companies like Godrej and Konica. The journey was not without its challenges. However, with unwavering dedication from the team and support from individual­s like Heena Munshaw, success became attainable,” he adds.

Today, India has emerged as Sarova's largest market after the US and the UK, showcasing remarkable growth. “India is on a progressiv­e trajectory,” affirms

Kariuki, expressing his belief in the market's potential. The recent introducti­on of flights by IndiGo connecting Mumbai and Kenya has brought a dimension to Sarova's engagement with the Indian market.

As Sarova looks ahead to its anniversar­y in April 2024, the connection with India becomes more significan­t. Their -focus on tier II and tier III cities aligns well with

Throughout these years the brand expanded its reach by exploring incentives and forging partnershi­ps with companies like Godrej and Konica

the evolving dynamics of the travel market. Through partnershi­ps with DMCs, Sarova aims to tap into the potential of these regions.

Educationa­l initiative­s play an important role in Sarova's strategy for India. Alongside offering incentives, the brand places importance on organising familiariz­ation trips and events, viewing them as investment­s rather than expenses.

Mita Vohra, Marketing Director, Sarova Hotels and Resorts, also shares her enthusiasm for the India market. The OTOAI convention came through her dedication to motivate the brand to strengthen its presence in India.

When Sarova reflects on its journey in India, there is a sense of gratitude and optimism. The bond, which has been formed over the years, has emerged stronger. With connectivi­ty and a renewed focus on cities beyond the hubs, Sarova envisions a future where its relationsh­ip with India continues to flourish.

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 ?? ?? Jimi Kariuki
Managing Director
Sarova Hotels and Resorts, Kenya
Jimi Kariuki Managing Director Sarova Hotels and Resorts, Kenya
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