Targeting local tourists to keep the industry alive

Due to a decline in foreign tourists amidst an unstable political situation, the Ceylon Hotels Corporation (CHC) unveiled its latest strategy this week to target local tourists in keeping the industry alive. Anura Lokuhetty, Chief Executive Officer of CHC has engaged in what he described as serious talks with the Sri Lanka Tourist Board (SLTB) to develop domestic tourism. Since 1983, the tourist sector has taken a major beating. "We have suffered for the past twenty-three-years," he said at a media briefing, adding that resources invested in promoting tourism abroad goes by the wayside when violence hits the country.

CHC, celebrating its fortieth anniversary, is one of the pioneers in domestic and international tourism and a member of the Gardiner Group. It boasts of twenty four hotels, rest houses, resorts and restaurants throughout the country, offering old world charm, prominent and strategic locations covering the cultural triangle, mountains, sea front and other historical sites including Kataragama, Kandy, Nuwara Eliya, Ella, Sigiriya, Polonnaruwa and Galle. The Gardiner Group has invested approximately Rs.80 million in purchasing the corporation and has since embarked on extensive restorations to various properties in upgrading its basic facilities.

According to Lokuhetty, week day occupancy at its hotels are low, averaging about 30 -35%. "We are certainly affected by low tourist arrivals," he said. Tourism after August 2006 has taken a hit with occupancy in most of their hotels being made up by locals, averaging about 60%. CHC is hoping to use local patronage to their advantage by offering local tour packages. "We don't educate people enough on what's here, locally and internationally. People can see all these places in a very short time. People only think it's a beach paradise but there's a lot more. We have to start by educating ourselves on what Sri Lanka has to offer."

Anushka Lovell, Director of Sales and Marketing said in celebration of the Corporations fortieth anniversary, they would offer a 40% discount on weekdays for all their properties. The tour packages on offer include transport, meals, accommodation with en-route stopovers at some of the more popular Avanhala under the CHC, namely Ambepussa, Bentota or Pinnawela.

The Corporation has also teamed up with Ebert Silva Transport Company to provide luxury and comfortable transportation arrangements. The tour packages start from Rs.2800 to 3000 per day for an individual. CHC is shifting its focus to promote their smaller properties. "People are getting tired of big hotels," Lokuhetty said, adding that even up market customers are patronizing the smaller hotels.

CHC's 'Kiddies Club Membership' was also introduced to the public. The programme was originally launched on a small scale in October 2006 where children between the ages of three and twelve were provided a membership card availing them of discounts at all CHC properties as well as stores such as Kodak, Vijitha Yapa bookstores, Leisure World Water Park and IDM Computer Studies. "Parents get credit card benefits but nobody thinks of children," Lovell explained. "This gives them a sense of responsibility."