Raffles Udaipur – INDIA

Ananta
Shreya
Saibal

1. Who is traveling and why?

People wanting to experience the regional culture seamlessly mixed with western
influences
Families – for celebrations & vacations
Couples – honeymoons & leisure
Foreign tourists – to experience Indian culture

Who would be the ideal customer for your brand and what are his/her needs
(especially in terms of experience)?

Raffles Udaipur has a blend of Indian and European Influence.

Raffles provides experiences specifically blend in with the culture, providing dining
services using traditional techniques and a blend of royal Indian experience.

Demographics:
Ultra rich and Affluent with high disposable income

Geography:
• People from Tier 1,2 Indian cities
• Non- residential Indians
• Affluent travellers from abroad

Psychographics:
 • Customers seeking a royal Indian experience as well as a touch of
westernisation at the same time
• Experience Driven: Raffles Udaipur prioritises the provision of traditional
Indian therapies at its spas and serves an audience that is drawn to the
enjoyment of Indian Ayurveda and traditional healing systems.
• Combines business and leisure travel
• Staycation

Needs of the customers:

• Personalised experience: Raffles offers 24 hours butler services to the
customers at their spas, they also customise the experience as per their
demands, offering customised wellness rituals
• Cultural Driven: Customers who are keen on having a cultural and traditional
experience. They have a garden temple that conducts rituals daily twice a day

2. What are the different segments of travellers? What are their motivations for
traveling and what do they search for?
The following are the major broad segments:
• Wedding: Raffles Udaipur boasts several unique factors that position it
perfectly to capture a significant share of the Indian and International wedding
market, making it an important segment for them to focus on. The Indian
destination wedding industry is rapidly growing, reached a market size of INR
45,000 Cr by 2020 with a projected annual growth rate of 25-30%. Rajasthan is
the undisputed king of destination weddings in India, generating over Rs 6,600
crore in revenue during peak season. Destination weddings tend to be intimate
affairs with 100-200 guests, focusing on quality over quantity.
• Luxury Seekers: Indulgence, exclusivity, impeccable service, and a taste of
royal living.
Large, lavish apartments including private pools, fine dining, butler service,
and access to exclusive features like the Raffles Spa and private boat transfers.
• Culture Connoisseurs: Immersing themselves in the rich history and heritage
of Udaipur, experiencing local art and traditions, and appreciating the
architectural marvels.
Discover the local way of life with guided tours of Udaipur's palaces and forts,
cultural events, culinary courses, and access to local artists and workshops.
• Wellness Enthusiasts: Relaxation, rejuvenation, and holistic well-being in a
serene and picturesque setting.
 The Raffles Spa offers yoga and meditation classes, treatments influenced by
Ayurveda, access to fitness centres, nutritious food alternatives, and
programmes that encourage awareness and spending time in nature.
• Honeymooners and Romance Seekers: An unforgettable and intimate
honeymoon experience, celebrating a special occasion, or simply rekindling
romance in a breathtaking setting.
Romantic packages include candlelit meals, intimate moments by the pool,
couple's spa treatments in-room, customised activities like boat excursions at
sunrise, and access to private locations for the utmost seclusion.
• Adventure Travelers: Exploring the natural beauty of Udaipur and its
surroundings, engaging in outdoor activities, and seeking unique experiences.
Trekking through the Aravalli Hills, lake Pichola boat cruises, rural bike tours,
hot air balloon excursions, and access to adventure sports like ziplining and
paragliding are all available.
3. Analyze the existing context: What is the competitive environment, current
trends, Hotel brand assets which could be leveraged?

Top competitors
1) TAJ Palace
2) Oberoi Udaivilas
3) ITC – Mementos
TAJ – Palace turned hotel, old Indian heritage & architecture, on a lake
Far from airport, limited rooms

ITC – Sustainability practices, diverse range of cuisine

Very far from airport

Current Trends:
• The Indian wedding industry is booming, and all hotels are tapping into its
potential.
• Celebrations
• Staycations
• Wellness vacations

Udaipur being one of the number one tourist destinations in India is sought after by
most of the luxury hotel brands due to influx of both foreign as well as Indian tourists.
As Raffles belongs to the Accor group, it is already known to the people of the west,
and they are more comfortable when familiar to a brand.
Assets: Closeness to the airport, international brand, Exclusive experiences, Brilliant
Indian architecture
Very high-end pricing, can innovate more in terms of sustainability
 PART 2
1) A clear identity and promise- what makes your brand unique?

Identity: A destination where cultures meet

Brand Personality: Calm and Vibrant, Sophisticated, Immersive

Culture: Art, literature, focus on traditions, celebrating local rituals and healing
treatments

Self-Projection: Detailed craftsmanship, Royal experience

Raffles lays great emphasis on traditions and embedding a local touch by offering a
unique sense of aesthetics explicitly focused on the history and environment of that
country/ region. They partner with local artisans, communities and inculcate local
ritual in their services. Their promise is to deliver an authentic local cultural
experience.
Each Raffles has a curator who brings to life the historical or cultural heritage of the
hotel, and its role in the cultural landscape of the destination.
 2) A differentiating positioning- what would be your ideal place on a
perceptual map?

Raffles Udaipur basks in the luxury corner of the map, offering an opulent and serene
escape. While competitors like Taj Lake Palace share its luxury focus, Raffles carves a
distinct niche with its tranquil island setting and emphasis on personalized wellness.
This strategic positioning allows Raffles to attract discerning travellers seeking an
unparalleled experience that blends indulgence with inner peace.

3) Justifying the superiority & claim – Facts & proves

The promise of delivering superior and indulgent while being immersed in the local
culture is backed by the fact that the property has
Culture for connoisseur – Resident historian to make the customers aware of the local
culture, traditions and give them a full experience of the property. On site temple
adding an ethereal charm to the setting
Elevated guest journey and experience – from welcome to departure, they are given
the best treatment.
Iconic destinations: Raffles Udaipur is located on a private island in one of the most
visited tourist destinations. A centuries old palace turned hotel, giving a more royal
touch
Wellness: Indian ayurvedic rituals for physical and emotional healing
Cuisine: Sawai kitchen- Immersion in authentic Rajasthani food – hidden treasure of
lost royal recipes, along with a boulangerie – for the European touch to cater all types
of guests.
Curated experiences: Recreational activities like cricket, archery and shooting, to
wall-climbing and mountain biking, Segway, roller skating, high ropes, trampolining,
walking trek to the 400-year-old Mahadev Temple in the Aravalli Hills. There are art
collections through the property for art lovers.
Part 3
Communication plan for Raffles Udaipur
Position it as a serene escape from the ordinary to experience top of the notch
emotional & physical wellbeing as well as for tailor made celebrations.
Highlighting the local cuisine, spa, ultra luxurious events, location & establishment
Media to be used:
Paid media+ social media
Luxury magazines & blogs
Email Marketing
Wedding companies & event planners
Documentaries with influencers/celebrities - Big fat Indian wedding for
Netflix/Amazon prime
Potential ambassadors:
Influencer marketing - focusing on luxury lifestyle influencers
Wellness influencers
Renowned Indian chefs and food influencers
regional specialists
References:
1. https://www.thetravelgrail.com/whats-hot/2021/7/28/now-stay-at-a-raffles-
in-udaipur-rajasthan
2. https://www.hotelierindia.com/operations/abhishek-anand-joins-raffles-
udaipur-as-director-of-talent-culture
3. https://www.4hoteliers.com/features/article/16229
4. https://www.raffles.com/udaipur/spa/
5. https://luxuryhotel.world/udaipur/
6. https://www.entrepreneur.com/en-in/growth-strategies/indian-destination-
wedding-industry-is-growing-and-to/332959
7. https://www.financialexpress.com/lifestyle/wedding-destination-saying-yes-
to-rajasthan/3022149/
8. https://ijrpr.com/uploads/V3ISSUE2/ijrpr2752-a-study-on-destination-
wedding-with-special-reference-to-rajasthan.pdf
9. https://www.outlookindia.com/business-spotlight/raffles-udaipur-an-
embodiment-of-timeless-luxury-for-the-discerning-news-308007