From honeymoon haven to family favourite: dnata Travel Group’s John Bevan on future of travel

Summary

The speaker discusses the Maldives as a luxury destination, stressing the importance of broadening its appeal beyond the traditional high-end market. They advocate for marketing strategies that highlight the Maldives as a multigenerational holiday spot, making it more accessible to a wider audience. They also touch on challenges such as high flight and hotel costs, which are unlikely to decrease soon. Collaboration between the tourism ministry, hoteliers, and other stakeholders is key to changing perceptions and attracting more visitors. The speaker mentions their own efforts through events and roadshows aimed at driving this shift.

Takeaways

• 😀 The importance of diversifying the tourism marketing message to reach broader audiences, such as families and multigenerational travelers, is emphasized.
• 😀 The tourism destination should transition from being perceived as an exclusive 'Once in a Lifetime' location to one that is accessible and affordable for a wider range of visitors.
• 😀 Airline industry limitations are acknowledged, with flight prices expected to remain high for the near future due to reduced capacity from airlines.
• 😀 Despite the high cost of flights, the anticipation is that more planes and cheaper travel options will emerge in the coming years as airlines receive new aircraft.
• 😀 The speaker stresses the need for collaboration between businesses, tourism boards, and stakeholders to effectively market the destination.
• 😀 The Ministry of Tourism should play a central role in spreading the marketing message and organizing events to promote the destination.
• 😀 Focusing on family-friendly and multigenerational tourism could make the destination more affordable and appealing to a broader range of people.
• 😀 Upcoming events like 'Opulence' and the 'Horizon Roadshow' will bring together key industry players, such as luxury buyers, hoteliers, and tourism professionals, to help boost destination visibility.
• 😀 The 'Opulence' event in Qatar will be a key opportunity for Maldivian hotels to participate and network with luxury buyers and other tourism professionals.
• 😀 The speaker hopes that future marketing efforts will focus on shifting perceptions and reaching new, wider markets to ensure long-term growth and success.

Q & A

What is the main challenge the Maldives faces in marketing itself as a tourist destination?

The main challenge the Maldives faces is shifting the perception that it is only a luxury destination for high-end travelers. The goal is to reach a broader audience, including families and multigenerational travelers.

How do the current flight prices impact tourism to the Maldives?

Flight prices to the Maldives are not expected to decrease anytime soon. Despite the availability of direct and indirect flights, the costs remain high, which could limit the number of visitors, especially from more price-sensitive markets.

What role do airlines play in the future of tourism to the Maldives?

Airlines play a crucial role as the availability and pricing of flights directly impact tourism. Many airlines are currently facing limitations due to fleet reductions, but this is expected to change when new planes are delivered in the coming years.

Why does the speaker emphasize the importance of a family-oriented marketing message?

The speaker believes that focusing on family-friendly experiences will help attract a wider demographic. Marketing the Maldives as a multigenerational destination could make it more affordable and appealing to a broader range of potential visitors.

What is the significance of including multigenerational travel in the Maldives' marketing strategy?

Multigenerational travel is seen as an opportunity to tap into a larger market segment. If marketed correctly, families could consider the Maldives a viable destination for reunions or group vacations, making it more accessible to a wider audience.

What upcoming events are being planned to promote the Maldives as a travel destination?

The speaker mentions two key events: the 'Opulence' event in Qatar in October, where luxury buyers and hoteliers will meet, and the Horizon Roadshow, which will bring business representatives together to further promote the destination.

What is the Horizon Roadshow, and why is it important for the Maldives?

The Horizon Roadshow is an event where business leaders, product managers, and marketers from various Maldives-related brands gather to discuss the destination and its offerings. The event is expected to bring fresh energy and new perspectives on how to market the Maldives effectively.

How does the speaker suggest overcoming the perception of the Maldives as an exclusive, high-end destination?

The speaker suggests broadening the marketing message to include diverse, family-friendly imagery and emphasize that the Maldives offers something for all types of travelers, not just those seeking luxury vacations.

What is the relationship between the Ministry of Tourism and the Maldives' tourism marketing strategy?

The Ministry of Tourism plays a key role in shaping the Maldives' marketing strategy. The speaker emphasizes the importance of the Ministry's collaboration in spreading the right messages through trade events and other marketing channels to reach a wider audience.

Why is it important to change the marketing message from exclusivity to inclusivity?

Shifting the marketing message to inclusivity is important because it allows the Maldives to cater to a wider audience, making it an attractive destination for various types of travelers, especially families and those seeking more affordable vacation options.