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Cinnamon Resorts with SriLankan Airlines hosts French Net Managers in Sri Lanka
By Cheranka Mendis
Basking in the salty breeze that swept through the gardens of Cinnamon Bey Beruwala, over 60 Frenchmen and women toasted Sri Lanka and its beauty at the conclusion of a Net Managers Convention that took place at Cinnamon Resorts – Cinnamon Citadel Kandy and Cinnamon Bey – from 7-10 June.
Letting down their hair after four days of deliberations on the effective use of information technology and the benefits of incorporating gamification and big data programs – two hot topics in the online business market – the French tour group which included some of the biggest online travel agencies in France, heads of networks, tour operators and journalists noted the potential of Sri Lanka and the importance of equipping themselves with technology and necessary government representation to create waves in attracting the traditional markets of Europe and France.
Targeting the French
Hosted by Cinnamon Resorts and SriLankan Airlines, the meeting in Sri Lanka was the eighth Net Managers Convention and comes at a time when the country is looking at enhancing its brand image in both new and emerging markets as well as traditional markets.
Currently the fourth biggest tourist generator, Sri Lanka has welcomed 56,863 travellers and tourists from France last year, a 16.8% increase over the previous year. As at end April 2013, the total arrivals for this year stand at 24,014 tourists from France, an 8.1% increase from the same period in the corresponding year.
John Keells Group Head of Brand Marketing – Cinnamon Hotel and Resorts and Vice President Dileep Mudadeniya told the Daily FT that the market was likely to touch 60,000 arrivals mark by end this year. “Growth-wise the French market has shown a growth of 15-20% over the years. I believe this year we will be able to touch 60,000.”
Mudadeniya noted that the French market is the ideal tour market as they are likely to travel rather than stick around with the usual sun-sea-sand concept. “They don’t stay around the beach; they go to the Cultural Triangle and want to explore Kandy, our wildlife, etc. We have hotels to cater to their needs and as a result we will be able to get their business.”
Noting that it is not a free event for the 60-plus group from France, Mudadeniya added that the invitation to host the group was part of the company’s strategy to market Sri Lanka and increase its visibility.
“They use Sri Lanka as a platform to come together and talk to each other, share information, etc. By bringing them here we expose them to the destination. 95% of them have never come to Sri Lanka before. We present the country in all its glory; after all, seeing is believing.”
He noted that the personalities in Sri Lanka have expressed delight in the country and the two Cinnamon properties they have been to. “They are thoroughly impressed about what we are doing and what we have done. Our attention to details has not gone unnoticed with the group.”
More of similar programs will be hosted by the Cinnamon Resorts, Mudadeniya noted.
Sri Lanka – beauty, leisure and authenticity
Director General of Ventiz Biz Frédéric Vanhoutte, the key organisers of the Net Managers Convention, explained that the country was chosen for three key reasons.
“Firstly is to discover the country,” Vanhoutte said. “We asked all key executives from the travel industry in France and very rare were those who have come to Sri Lanka already. It is very surprising, even for me, having been in the industry for 20 years leading the most important travel industry in France, I did not know this country.”
Having enjoyed the comforts of Sri Lanka, it is better than he initially expected, he said. “People are nice, the country is amazing, and the food is great – the French enjoy their food and they like to eat good food and Sri Lanka caters to this.”
The second reason was to host the conference in a place that mixes business well with pleasure, Vanhoutte said, while the third reason was the authenticity of the country.
“In our country and all over Europe, we are fighting every day in a very difficult world which has lost simplicity. In this country we meet people who are very open-minded and authentic, creating an environment that enables us to go to the root causes of our problem and think in an open-minded manner which is not the case if you are in a very modern country with noise, atmosphere, and frenzy.”
In 2012, the event was held in San Francisco.
Mauritius and Sri Lanka – Similar markets
“My feeling after coming to the country for the first time is that it represents a huge potential for Europe and France as a great destination for holidays,” Vanhoutte said, adding that potential to host MICE events were still rather poor.
“But for tourism it could replace Mauritius or other islands because we have direct flights with SriLankan Airlines and there is less jet lag because it is only three-and-a-half hours. In addition you have such nice beaches, nature and culture.”
Quality of the hotels inclusive of the service, location, and meals also gets thumbs up, he assured. People are well trained and the service is superlative – “it enabled us to balance between the conference, pool and beaches with ease”.
Vanhoutte expressed: “Sri Lankans are people with a lot of soul and heart.”
Accor France Vice President Communication Stephane Sabourin who was also part of the group agreed with Vanhoutte, noting that the tourism markets in Mauritius and Sri Lanka were similar. “There is very big potential for tourism here, especially for the leisure market as you have resorts which are amazing.”
What must be done is to increase visibility in the European market. “I think the French people will obviously like Sri Lanka. There is a lot of money there. People are not very rich but they are keen to travel. To increase the traffic you need to be visible,” Sabourin said.
Expensive, but better than Bali
Sri Lanka is many things, but it is also expensive. Comparing the country to Thailand would place Sri Lanka at a disadvantage, Vanhoutte said.
However, while Bali offers many additional services and entertainment, Sri Lanka has great potential if it play the ‘culture and authenticity’ cards for promotion.
“You don’t find real Bali life because it is modern now. They have lost the soul and essence of the country. Sri Lanka, at least for the next five-10 years, would be a place in the planet you can have security, comfort and technology, but also nature and authenticity.”
Commenting on Sri Lankan smiles and hospitality, two traits that have kept the industry rolling even in times of adversity, Vanhoutte said: “When I walked down the road, many people greeted me with ‘Ayubowan’ and it’s really nice. You want to talk to them and see what real life is. In modern countries we have lost that. We are only thinking of ourselves and money.”
The future generation is likely to look at authenticity and people contact while on travel. “If you don’t lose your mind and soul in modernity, if you maintain a good balance, Sri Lanka can be ‘heaven on earth.’”
Not ready for MICE yet
Even though Sri Lanka is ready to lure in the travellers and tourists, the country has a lot to work on to tap into the MICE market – a segment that represented 11% of total visitors coming into the country in the past year. While the industry anticipates 240,000 MICE tourists by 2016, nearly 10% of the 2.5 million target, the French operators are cautious of promoting the destination as a destination for Meetings, Incentives, Conferences and Exhibitions.
“The leisure people travelling for tourism go for beaches, food, pool, etc. Those guys have no problem if you have a good price on flights, hotel, culture and beaches – they will come just to see and experience the country,” Vanhoutte explained.
The main constraint for MICE is transportation. “It is a nightmare to drive. I have personally driven everywhere in the planet except here. I cannot, I will die. That might be a problem for transportation,” he said. Another negative aspect is the lack of suitable places for participants to go and enjoy spirited beverages after conferences.
Accor France, which holds some 4,700 hotels worldwide with ratings of being the number one in Europe and number five in the world in hospitality, noted that the reason for Sri Lanka to not fall under its radar is the unsuitability to cater to the MICE tourism area. Vice President Communication Stephane Sabourin stated that the company’s focus was mainly on business hotels rather than leisure and resorts. Having established close to 24 hotels in Asia, which includes Thailand, Bali and Singapore, their next target is India, Sabourin said.
“Sri Lanka is not a target for us right now. India, however, is a target. We have a very strong development in India right now. If you present very strong opportunities here, we will make a study,” he noted. “Our focus is on business hotels with big convention centres and MICE.”
To become a target for Accor, one of the key issues that need to be solved is the transportation, he said agreeing with Vanhoutte. “You cannot expect guests to spend two to three hours in the bus from the airport for a convention. They are businessmen, time is money.”
The missing piece: Government representation
While private companies are dynamic go-getters, the industry needs more representation from Government parties to promote the country and be available to answer questions.
“What is definitely missing in France and other countries is a representative of your country, a representative of a tourism office,” Vanhoutte acknowledged. “I have tried to build many links with the Ministry of Tourism during our stay here but there has been no response, nothing.”
However, private companies were able to fill in the gap, he said. “You are lucky because private companies are extremely dynamic and they play a good role – they are enthusiastic and thanks to them we get it going. But there is a hole there – we miss Government representation.
This is very important. This is the spirit of Sri Lanka.”
He noted that Cinnamon has agreed to welcome Miss France this year. However he has not met anyone from the Government side to discuss matters.
“I don’t know who these people in charge are from the Government side. I didn’t see them; it’s terrible. Cinnamon didn’t wait for the Government or for anyone to promote them; they did it because they are professionals. Everything is there. It just has to be organised by the Government; otherwise it will be a mess in the future.”
Technology and tourism
In France, 95% of the people travelling are using the internet to gather data, book online, etc., he said. In Sri Lanka with a high penetration of mobiles, in particular smart phones, the country is prepared to embrace the new and faster method of advertising the destination.
With emphasis on the need to increase visibility, he said: “If you have smart phones you have the tools to work and provide a service. If you have a websites and is visible, then it’s fine. If you have Wi-Fi in hotels and restaurants, then it is superb.”
“Technology is a good way for customers and prospects to get information. But it has to be structured under the Government umbrella and companies must use the platform to reap the benefits. However it is vital for the State to organise the sector allowing proper dissemination of benefits and income.”
Technology, however, will not demoralise the role of travel agents. Even though key promotion can take place through virtual travel agents, booking engines, call centres, brick and motor agencies or websites, for personalised service and for travellers looking to optimise their value of the stay, a travel agent is a necessity.
“You will always have do-it-themselves types and then you will need agents. I do not speak Sinhalese, information is crude here, nor can I see the difference between what is wrong and right, interesting or not. Therefore there is business for travel agents.”
Keep smiling
When requested to share some of their best practises, Vanhoutte remarked: “We don’t give advice. We are a big mess in Europe. We try to solve our problems, you try to solve yours. But I can say with assurance that you have more to work with than us. You have a good number of people. And you have something we don’t have any more – enthusiasm and the smile. When you wake up in the morning and you have the smile and enthusiasm to do something, you do it. Today in Europe, it is difficult and people are not pushing. I am not scared for you. I am scared for us. I am prepared to be a Sri Lankan.”
Partnerships
As a result of hosting the Net Managers Convention in Sri Lanka, Cinnamon Resorts have been able to enter into several partnerships with French operators, Mudadeniya said.
Karavel Product Manager Arouna Savery, who was also part of the Net Managers Convention, noted that their company had partnered with the Cinnamon brand to improve the destination. “I think you have really good potential here. We want to make a proposition of products for next Winter with Cinnamon,” she said.
Pix by Upul Abayasekara
