DOMESTIC TOURISM BOOM
The Sri Lanka Tourism Alliance returned with the sixth edition of its ‘Resilience’ webinar series aptly titled ‘How to Attract and Gain Repeat Local Visitors Right Now’ featuring a panel consisting of industry experts – Jetwing Hotels Director Operations Jerome Auvity, Classic Destinations Manager Rajiv Welikala and Antyra Solutions Chairman and CEO Niranka T. Perera as well as new entrant Ceylon Haven Co-founder Dilshan Rabbie – who shared some immensely insightful learnings from their experience of engaging with the domestic market.
Sharing key learnings from the past three months Niranka stated that there was a notable spike in booking demand as soon as the lockdown was lifted in June 2020 possibly fuelled by pent up demand and heavy discounts offered by local properties. This trend has slowed down in recent months with data indicating a 36% decline in bookings from June to August 2020.
While discounting has worked to some extent during this period the sustainability of the discounting approach remains questionable especially given that the tourism industry would need to survive on domestic travel for considerably longer than initially anticipated.
In this context targeting the existing local client base with specially curated experiences remains as important as ever. Rajiv and the team at Classic Sri Lanka have understood that the Sri Lankan audience sees value in paying full price for a well organised, interesting, hosted experience that is specially curated for them. As a result, Classic Sri Lanka has not felt the need to offer discounts for any of its tours. Instead, the team’s focus has been on curating different types of experiences that are appealing to multiple segments of the local audience, and ensuring that they are hosted by experts on the subject matter.
It is also important to utilise this time to better understand the many segments within the domestic market and tailor make packages and messages for each segment. Businesses need to think local and pay attention to the nuances and preferences of different types of travellers within the domestic market. Dilshan highlights that one of the key aspects Ceylon Haven emphasises on is personalisation. A concept that is possibly rather new to the local market. When it comes to the domestic market, local operators have always gone with standard options that are pre-made and off the shelf.