TravTalk India Online Magazine
Sopa Lodges’ growth strategy includes expansion and strengthening of its market presence in India with the help of its India representative – Global Destinations. Rosemary Muthoni, Director of Sales, Sopa Lodges, speaks exclusively with TRAVTALK.
Hazel Jain
Sopa Lodges, a leading mid-range hotel chain in East Africa, is intensifying its efforts to strengthen its market presence in India. With the support of its India representative, Global Destinations, the lodge chain aims to collaborate with Indian travel trade partners to enhance its reach and cater to the growing demand from Indian travellers. This strategic move comes as the company witnesses a significant surge in Indian tourists, particularly post-pandemic.
Rosemary Muthoni, Director of Sales at Sopa Lodges, highlighted the growing interest of Indian travellers in Kenya and Sopa Lodges. “We’ve seen over the years, especially post-COVID, the growth of outbound Indian travellers into Kenya and specifically into Sopa Lodges,” she said.
To tap into the burgeoning India market, Sopa Lodges has been working closely with local Destination Management Companies (DMCs) in Kenya and travel agencies in India. “We thought it was very important for us to come here ourselves for brand visibility, to understand the needs of the Indian traveller, and to ensure we are meeting their expectations,” Muthoni added.
The Indian traveller
The company is keen to delve deeper into the preferences of Indian travellers, from pricing to specific needs based on their city of origin. “What is the most important thing for them, especially from a price perspective? What are the different needs from which cities or the different travellers? What is the difference between our luxury travellers, budget travellers, and the different types of travel, be it families or groups?” Muthoni explained.
Food, in particular, has emerged as a critical factor for Indian travellers. “The first thing they ask is, ‘How is your food? Tell us about your food?’ We are happy to report that we have an Indian chef because we have got a lot of Indian incentive groups and multi-generational families,” Muthoni said, adding, “This focus on culinary preferences has been a key driver in attracting Indian guests.”
Families and incentive groups
Indian travellers to Sopa Lodges are multi-generational families or incentive groups, with a few FITs. The lodge chain has also seen a rise in Indian weddings and honeymoons at their properties.
Revenue growth
The Indian market has contributed significantly to revenue growth of Sopa Lodges. “In 2023-24, we grew our revenue by 25 per cent, with close to 10 per cent coming from the Indian market,” she said.
