TravTalk India Online Magazine
With Sarova Hotels & Resorts gearing up to celebrate its 50th anniversary in April this year, Jimi Kariuki, MD,Sarova Hotels & Resorts, Kenya, delves into the brand’s history, its strong ties with India market, and strategies for the future. He also shares his views on the brand’s evolution, its focus on diverse markets, and exciting developments.
Arumita Gupta
Nestled in the heart of Kenya, amid its landscapes and vibrant culture, Sarova Hotels & Resorts stands as a testament to exceptional hospitality. With five decades of history, this renowned brand has not only become a household name in Kenya but also established strong connections with the diverse and dynamic market of India.
The India story began 20 years ago when Sarova decided to expand its presence into the market. Little did they know that this would mark the beginning of an amicable relationship. “India has always held importance for us,” recalls Jimi Kariuki, MD,
Sarova Hotels & Resorts, Kenya, adding that the brand’s focus has been on leisure. “Throughout these years, the brand expanded its reach by exploring incentives and forging partnerships with companies like Godrej and Konica. The journey was not without its challenges. However, with unwavering dedication from the team and support from individuals like Heena Munshaw, success became attainable,” he adds.
Today, India has emerged as Sarova’s largest market after the US and the UK, showcasing remarkable growth. “India is on a progressive trajectory,” affirms Kariuki, expressing his belief in the market’s potential. The recent introduction of flights by IndiGo connecting Mumbai and Kenya has brought a dimension to Sarova’s engagement with the Indian market.
As Sarova looks ahead to its anniversary in April 2024, the connection with India becomes more significant. Their -focus on tier II and tier III cities aligns well with the evolving dynamics of the travel market. Through partnerships with DMCs, Sarova aims to tap into the potential of these regions.
Educational initiatives play an important role in Sarova’s strategy for India. Alongside offering incentives, the brand places importance on organising familiarization trips and events, viewing them as investments rather than expenses.
Mita Vohra, Marketing Director, Sarova Hotels and Resorts, also shares her enthusiasm for the India market. The OTOAI convention came through her dedication to motivate the brand to strengthen its presence in India.
When Sarova reflects on its journey in India, there is a sense of gratitude and optimism. The bond, which has been formed over the years, has emerged stronger. With connectivity and a renewed focus on cities beyond the hubs, Sarova envisions a future where its relationship with India continues to flourish.
