Mauritius and Réunion WEDDED TO GROWTH
Top-end service and quality is now being fused with value offers and added extras as Mauritius steps up its efforts to gain a competitive edge, says Nicki Grihault
tortoises, the exotic island of Mauritius is now most associated with exclusivity. A leading wedding and honeymoon destination, it is working hard to hold onto market share against competition from free weddings in Antigua and Barbados in the Caribbean and the growing popularity of Sri Lanka and the Seychelles in the Indian Ocean for honeymoons. Sales to the Caribbean have been
A
strong this year but many five-star hotels in Mauritius are being offered at four-star prices to give them a competitive edge. Also, the growing range of all-inclusive options on the island has opened up the market for families. Exclusivity remains important and
service quality is key to repeat bookings but more affordable options have
pear-shaped tropical island off the coast of Africa once inhabited by dodos and giant
proved popular. At the same time, the addition of the prestigious St. Regis to the largest collection of five-star hotels on earth next spring will further underpin Mauritius as a leading premium destination. Mike Taylor, Indian Ocean product and
marketing manager for ITC Classics believes the island offers a winning combination. "With excellent promotions, outstanding service, exquisite gastronomic experiences and a plethora of beautiful hotels, Mauritius is now a perfect choice for the value- conscious luxury traveller unprepared to compromise on quality," he says. Shamira Kaumaya-Hatt, commercial
director for Sunset Faraway Holidays, agrees and added: "Hospitality is a key ingredient in the Mauritian experience, keeping it ahead of the competition and bringing clients back year after year.”
Enchanting Holidays has reported
'tremendous growth' in 2011. Shafique Cockar, head of product, contracting and marketing says trade support, the more resilient luxury client and supplier initiatives have all helped keep business coming in for Mauritius. He says: “Hotels and airlines have,
throughout the year, reacted very quickly and positively to market conditions and have regularly come up with some stunning offers. In addition, the hotels and airlines have also been willing to cooperate with us on several joint marketing campaigns.” The operator’s average selling price
for a Mauritius holiday has been around £4,200 per couple, which highlights just how lucrative this relatively small island can be for agents who sell it. The all-inclusive trend has been key to
growth in the family market too. Such properties now account for around 80
per cent of Hayes & Jarvis' business and, combined with great kids' clubs, baby-sitting services and family rooms, this has driven demand. Zoe Betchley, the operator's Indian Ocean product manager, said: “With a huge wedding and honeymoon market and emerging family market, tourism to Mauritius should grow, as it offers such a high-quality, top-end product.” With 12- to 14-night trips now the
norm, twin-centres breaks are growing in demand. French-owned Réunion island is being promoted as a perfect compliment to Mauritius. Just a 40-minute flight hop and over 40 per cent national park, it suits families (with children over seven), nature lovers, foodies and adrenalin-seekers.
Above left, the C Beach Club Veranda Heritage Resort and right, Troux aux Biches
www.sellinglonghaul.com • November 2011 61
Selling Tip Mauritius twins well with Southern and Eastern Africa (safari) and the Middle East (beaches and shopping)
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