TravTalk India Online Magazine
From discussing the importance of the travel trade to exploring tier 4 & 5 markets in India, Liam Findlay, CEO, Miral Destinations highlights the popularity of Yas Island and introduces Saadiyat Island, a hidden gem in Abu Dhabi.
TT Bureau
Saadiyat Island, located in Abu Dhabi, is a hidden gem that offers a unique blend of history, culture, relaxation, and opulence. Situated amidst the sparkling turquoise waters of the Arabian Gulf, Saadiyat Island provides an exceptional escape. The island boasts of luxurious resorts, pristine white sandy beaches, and a wealth of museums, including the Louvre Abu Dhabi. Additionally, numerous upcoming museums on the island are set to further enhance its cultural offerings.
“Miral is the destination management company for Saadiyat. The island is sort of your transformative beach destination and it’s been awarded for 11 years in a row as the best beach destination in the Middle East. We are confident that it will gain popularity amongst Indians as well”, adds Liam Findlay, CEO, Miral Destinations.
Discussing the importance of India for Miral Destination’s Yas Island, Findlay emphasizes on the significance of the Indian market, noting its immense potential for economic growth and travel opportunities. “While the focus on first-tier cities like New Delhi, Mumbai, and Bangalore has been prevalent for years, there has been a notable shift towards exploring the untapped potential of second-tier, third-tier, and even fourth-tier and fifth-tier cities. Miral Destinations has recognized this trend and invested heavily in India, making it its primary market for growth.”
The CEO highlights the success of their strategic partnership with Indian actor Ranveer Singh, who was appointed as their brand ambassador. Ranveer Singh’s visits to Yas Island for various events, such as UFC and F1 races, have strengthened the relationship between Yas Island and the Indian market. With extensive data analysis and market research, Miral Destinations has identified India as its number one market, leading to significant investments in the country. “Miral Destinations has expanded its presence in India, we have tripled the size of our office strength and increased our sales force to focus on tier two, tier three, and now tier four and tier five cities”, highlights Findlay. Interestingly, the length of stay is also increasing in Yas Island. Traditionally, Yas Island was a single-day destination or an add-on to Dubai. “What we are seeing now is that that the length of stay is increasing to that three, four, five-day visits”, adds Findlay.
Findlay emphasises building long-term relationships with trade partners and the importance of B2B partnerships, “India is our number one priority. We’ve invested. We said we were going to invest in it, and I think we’ve shown people that we were true to it. We really put our hand on our hearts and said we were going to go after India as a market. We see it as our number-one destination for many years to come. But we also understand, more importantly, that the travel trade is the most important when it comes to the ecosystem of travel in India. We will not be successful unless the trade is successful. So, that’s why we’ve invested heavily, not just in campaigns, but in terms of resources and effort. We would not be successful unless the trade is successful. We have consumer campaigns and activities but they will always convert with the trade. The trade is where the jigsaw puzzle comes together.”
