There is no denying the fact that the Outbound Tourism Market in India is growing exponentially and will only strengthen further in times to come. As a result of this what we are seeing currently is a boom in the Representation industry – while the smaller ones often succumb to competition, good service and deliverance has enabled few to become big names and carve a niche for themselves. One such firm is Blue Square Consultants (BSC), which after making a humble beginning in 2010, today enjoys a portfolio of more than 20 clients! Lubaina Sheerazi, COO, Blue Square Consultants, is the lady who along with her team has made this possible. BOTT is happy to get an exclusive peek into her journey in the Representation Industry.
How did you step into the “representation” industry? When did it happen?
Well, I was bitten by the travel bug by chance. I started off pursuing the creative and apparel industry after a major in textile designing. A couple of years later, I took up a travel course with no clear objective or intention of working in the travel industry. But as the saying goes – never say never, I started working with a CRS, then an airline and a few of the top tour operators – there was no looking back thereafter. And then in 2010, India was witnessing a boom in outbound tourism, post the global financial meltdown. This opened up a window of opportunity as Indian outbound travel was surpassing even the western countries in terms of growth and numbers. That is when Blue Square Consultants (BSC) came into existence. Out of a sheer need to offer an all-encompassing sales and marketing strategy to tourism brands within a professionally managed corporate set up.
When did you float Blue Square Consultants? Who were your initial clients and what was the reaction from the industry?
Having seen an upswing in Indian outbound travel, Blue Square Consultants came into being in 2010. It was an opportunity we recognized and therefore set up a company that would support tourism brands in providing targeted marketing and sales support in India.
We started off with Oman as our first destination and client on-board, which was the most challenging yet rewarding experience of my career. From not being in the radar of a holiday destination to being recognized as one of the leading luxury vacation destination for Indians; it has been an incredible journey.
I had to make my way from the ground up with BSC being a start-up. However, in hindsight, even the most demanding situations and rejections have turned out to be gratifying. Slowly but surely, Blue Square Consultants has come to be recognised as one of the leading travel representation companies in India. From setting the business into motion with one account in 2010 to having grown into a company servicing more than two dozen prominent tourism brands in less than a decade is definitely an achievement we as a team are proud of.
Over the years, many new clients have entered the representation arena. Is that a challenge as the slice of cake is now divided or has the size increased in shape?
Back in the day, the travel representation business was niche with a handful of players; whereas now we see many travel companies having an extended representation arm to their business. Having said that, there are also newer destinations, hotels, DMCs and other tourism products that see potential to hire services, which will help them to be prominently visible in the travel industry. The market now looks competitive in terms of demand and supply and there is a need to provide exceptional services. I see our company venturing into fresh verticals to service travel technology companies, MICE segments, convention bureaus and even cruise marketing to accomplish milestones by being the game changer in the travel and hospitality industry.
What are the challenges you face today, given the price competitive market that exists and what do you think makes your company stand apart from the rest?
At Blue Square Consultants, we cover the whole spectrum of representation services; from offering creative marketing solutions to PR and Sales as well as media buying. As a partner, we take responsibility for managing the brand and business in India. Our belief is that we possess the right knowledge and are able to apply the right skills in tackling the intricacies that the Indian market withholds.
This methodology has translated into changing perceptions and driving desired outcomes for some of our most prestigious brands. Oman’s inbound travel mix now includes high-end leisure and MICE. Additionally, India is also the 2nd highest source market for tourism to Oman. On the other hand, Thailand is now witnessing a fine balance of high end travellers and budget seekers as opposed to drawing only budget vacationers. The country is now seeing a welcoming change in travel beyond Bangkok and Pattaya to newer regions. Seychelles has also received an overwhelming response with India coming in as one of the top 6 source markets in a short span of time.
What are the clients your company currently handles and are you happy with the way things have shaped up? Where do you see yourself 5 years from now?
We service clients from across the globe and some of the prominent names include the Ministry of Tourism of Oman, Tourism Authority of Thailand, Seychelles Tourism Board, Japan National Tourism Organization, Jumeirah Group of Hotels, Cinnamon Group of Hotels & Resorts and Club Med among others. Additionally, we are promoting several DMC clients, who have seen significant growth in their business year-on-year. We offer end-to-end services like formulation of annual marketing, sales and communication strategies, sales blitz, familiarisation trips for agents and media, joint co-ops with key accounts, road shows, webinars, bespoke project management, trade servicing, wedding planner and influencer associations to name a few.
As an agency, we believe in constantly reinventing our strategy to provide a comprehensive approach for all our brands. Bearing this in mind, we aim to drive increased investments towards expanding our digital arm to offer a 360 degree, all-inclusive solutions to enhance the PR, marketing and sales efforts.
Is there any more information that you would like to share with us.
With digitisation, growing exposure to the internet, a stronger passport, healthy GDP, affordable air travel and higher disposable incomes, the travel and tourism industry in India is on an exponential growth trajectory. India’s outbound market is huge and does not show any signs of slowing down. If the economic growth of India and other compelling factors continue as they have been and are currently, then the market will experience a histrionic boom within the next decade. Having said that, the industry is in a constant state of transformation and the traveller is evolving faster than ever. As tourism marketers, we will need to be strategic and forward thinking but flexible enough to change course to keep up with this dynamic era of travel.
