with the consumer. You need to have a multi-tier approach, in detail. And also recognising that what the Indian traveller is looking forward to in Maldives is very different from what he is looking forward to in Dubai and totally different from what he wants in Mauritius. We have to understand within each destination whom we are competing against in the Indian market,” mentioned Armitage.
According to Armitage what distinguishes the One&Only brand are the experiences, “We just do not only focus on having great villas and water bungalows, we focus on what we offer in the resort which is experiential. What sort of services are we delivering in the properties which distinguishes us from the competitors. One of the things that we pride ourselves on as One&Only as a management company is empowering our general managers on the properties is to have a lot of entrepreneurial spirit so what we create in these resorts in very unique, specific to that destination.”
In Maldives, Reethi Rah there are 130 villas, including 32 water villas. "Reethi Rah is a unique resort.
For One&Only it is our jewel in the crown. In Maldives Reethi Rah stands out as the best island resort and in order to maintain that we need to develop and introduce new elements to wow our guests to make them come back and have completely new experiences as we keep reinventing ourselves - from F&B to spa or activities like diving. We are continuously evolving and that is what is distinguishingourselves from other properties,” he asserted.
For each destination the company has a different target audience and the marketing strategy for each destination is aligned according to the target audience. When asked about the plans for setting up a One&Only in India, Armitage replied, “We have an aspiration. If the right hotel/ resort opportunity arose we would definitely be interested to look at that.”
The third brand of Kerzner is Mazagan, in Morocco. It is about an hour from Casablanca, and is a destination resort. “There have been very few Indian guests as accessibility from India is difficult. recent Hayman Island property will however be interesting for the Indian market," added Armitage.