Kerzner International Holding's flagship brand Atlantis, in particular Atlantis, The Palm in Dubai is well known in the Indian market, now the company is focusing on creating awareness of One&Only brand here. “For our hotel group, moving forward we see India as a very important source market. Till now for the One&Only we've not really had a strong presence in the Indian market, what we are trying to do now is position the One & Only brand as a unique property, a new experience for Indian travellers,” said Brett Armitage, senior vice president, Global Sales, Kerzner.
Armitage acknowledged that the company has had a huge success with Atlantis, The Palm in the Indian market and this has been an integrated effort over many years. “When we were opening Atlantis, one of our key pillars for our global strategy was to have a very strong Indian programme. We engaged with Bollywood stars, we had a deep programme with our trade partners and did a lot of marketing and PR in the Indian market. Over the last five years we have seen year-on-year growth, and now the India market is one of our top six source markets for Atlantis,” stated Armitage, adding that, building on this success and taking the learning from the experience with the Atlantis, the company wants to create the same enthusiasm and interest for the One&Only brand that it has been able to achieve for the Atlantis. “We started in earnest in July 2013 to bring One&Only to the forefront in the Indian market,” mentioned Armitage.
One of the key strategies is to engage with the right distribution partners - the whole sellers and travels agents, and understanding in detail what is required by the trade partners in each destination.
One&Only properties are present in many destinations, but the current focus for the Indian market are few destinations - Maldives (One&Only Reethi Rah), Mauritius (One&Only Le Saint Geran), Dubai (One&Only Royal Mirage and The Palm). “We are focusing first and foremost on these three destinations. In the second stage we will be pushing for our Cape Town and Hayman Island, Australia
properties,” stated Armitage.
“While building the market for Atlantis in India I realised that you have to do your homework and go step by step to build the distribution network - getting engagement from the whole sellers, then pushing it out to the travel agent and simultaneously engaging