Targeted marketing wanted to fill rooms on the beach, says expert
Consumer oriented marketing is required to attract the upper traveller segment, a travel expert said on Thursday highlighting that Sri Lanka was not obtaining the needed arrivals for the upmarket hotels.
Atiken Spence Hotels Consultant Malin Hapugoda speaking with the Business Times said that the fact that increased numbers coming into Sri Lanka were not reflected in the upper segment of hotels is due to inadequate targeted marketing.
During the last two years during the winter season the numbers coming in had not attracted the right segment leaving most rooms on the beach vacant.
He pointed out that proper consumer oriented market portraying Sri Lanka for what it is will attract the upper segment as well.
In this regard, Mr. Hapugoda explained the government is “doing something” but whether it is adequate is questionable.
In addition, it was noted that worldwide home stays were becoming increasingly popular as a result of which the lower segments were patronised by the people visiting Sri Lanka. This has led to increased numbers arriving in the country but heading to places outside the traditional hotel environment, the expert pointed out.
Sri Lanka Tourism has also been involved in carrying out an advertising campaign with a spot on Sri Lanka on the Al Jazeera news channel and has also been carrying out marketing the destination in Europe on taxis. The low occupancy levels particularly on the beach side would impact on the revenues, it was pointed out adding that today with large volumes entering the country from the regional markets there was a pull mainly towards the cultural sites, Mr. Hapugoda explained.
He said the beach hotels were not doing well since travellers were from the region – India, China and the Middle East who were particularly interested in the round trip travel with a city tour and visits to cultural attractions compared to the European clientele.
Moreover, the regional traffic would stay for a period of only 3-4 nights compared to the European traveller that holidays on average for 10-11 days in Sri Lanka, Mr. Hapugoda said.
In this regard, he noted that the regional players like Thailand, Malaysia and Indonesia were strong in their marketing campaigns that resulted in huge traffic flows.