FY25–26 · Land cost · 7,713 bookings

Maldives

6,331 bookings · 82% of portfolio · Core destination

₹2.12L
Median land deal
3N
Dominant stay (48%)
4.4d
Couple T2C
38d
Couple C2D
30%
Fast conv ≤2d
₹1.83L
3N couple land
₹2.55L
4N couple land
Performance
Products
Key inferences — signal · implication · action
1
3N + 4N = 91% of couple volume. T2C rises as deal size jumps ₹72k per night.
Conversion
Signal
91%
3N (48%) + 4N (43%)
T2C: 4.4d → 5.4d
Deal: ₹1.83L → ₹2.55L
4N fast conv: 20% (vs 30%)
What it means
The ₹72k jump per incremental night triggers deliberation. 4N mid-tier (₹2–3L land) is the slowest segment — 6.3d T2C, 20% fast conv. EMI framing directly attacks this hesitation point. Low/high spend brackets decide fastest.
What to do
HDFC NCEMI pitch at first 4N itinerary touchpoint. Trigger advisor callback for any 4N lead with T2C >3 days. Limit resort choices to 2–3 options per bracket — shortlisting reduces deliberation more than information.
2
Families convert faster than couples and spend more at every night length.Added
Pricing
Signal
3.8d
Family T2C (3N)
vs 4.4d couples
Family 3N: ₹2.00L
Couple 3N: ₹1.83L
What it means
School holidays fix the departure date before the inquiry — removing one decision layer. Families are the better commercial segment: higher yield, faster convert. Bangalore and Chennai families hit 40% fast convert — highest in the dataset.
What to do
Pre-packaged family bundles for Puja (Oct) and Christmas (Dec). Launch campaigns 90 days before the travel window. Respond within 24h with a complete, pre-built itinerary — families want a complete answer, not an open-ended question.
3
Low-spend and premium couples decide fastest. Mid-tier ₹1.5–2.5L deliberates most.
Pricing
Signal
40%
Fast conv at <₹1L
and ₹3–4L (3N)
Mid ₹1.5–2.5L: 30%
with longer C2D too
What it means
Budget buyers act on price; luxury buyers act on conviction. The mid-tier plans further in advance and takes longer to commit. The price-speed pattern extends to C2D — extreme brackets also travel sooner. Two different buyer journeys co-exist.
What to do
Urgency nudges for <₹1L and ₹3L+ leads (they need speed, not information). Nurture sequences for ₹1.5–2.5L leads >5 days T2C — itinerary inspiration, comparison content, HDFC NCEMI framing.
4
Delhi leads couple spend. Hyderabad ties Mumbai in deal size, shortest C2D of all cities.Corrected
Market
Signal
30d
Hyderabad couple C2D
vs 41–44d other cities
Deal ₹2.16L = Mumbai
398 bookings vs BLR 1,524
What it means
City deal ranking: Delhi (₹2.22L) > Hyd ≈ Mum (₹2.16L) > BLR (₹2.07L) > CHN (₹2.04L) > Kochi (₹1.81L). Hyderabad has the shortest C2D — campaigns can run on a 5-week window vs 7-week for BLR/MUM. High quality, underserved.
What to do
Focus on improving conversion rate and GM from existing Hyderabad leads before expanding volume. Direct flight from Hyd to Malé is the messaging hook. Shorter C2D = shorter campaign window = lower cost to close.
5
Kochi families have the highest land deal. Bangalore and Chennai families convert fastest.
Market
Signal
₹2.30L
Kochi family land
= Mumbai family (tied)
BLR + CHN families:
40% fast conv
What it means
Kochi family is a small (n=10) but premium segment. Bangalore and Chennai families are the volume + speed combination — they decide fast and are the natural family campaign targets. Both cities at 40% fast convert vs 30% average.
What to do
Family campaign priority: BLR + CHN for volume. Pre-built 3N/4N packages with bundled inclusions. Respond within 24h with complete itinerary — no open-ended discovery calls for family leads from these cities.
Price points — couples
3 nightsCouple · 2,827 bookings
₹2–2.5L₹1.5–1.75L₹1.75–2L₹1.25–1.5L
T2C 4.4dC2D 38dFast conv 30%
4 nightsCouple · 2,536 bookings
₹2–2.5L₹2.5–3L₹3–4L₹1.75–2L
T2C 5.4dC2D 45dFast conv 20%
Price points — families
3 nightsFamily · 218 bookings
₹2–2.5L₹1.75–2L₹1.5–1.75L
T2C 3.8dC2D 35dFast conv 30%
4 nightsFamily · 184 bookings
₹3–4L₹4L+₹2–2.5L
T2C 4.1dC2D 37dFast conv 30%
City intelligence
CitynMedian land dealT2CFast convC2D
Bangalore1,524₹2,06,9764.7d30%41dHighest volume
Mumbai1,024₹2,15,8595.2d30%44d
Delhi979₹2,21,6665.0d30%41dHighest deal
Chennai720₹2,04,0764.4d30%41dFastest T2C
Hyderabad398₹2,15,9254.5d30%30dShortest C2D
Kochi229₹1,81,0004.7d20%45dLowest deal + conv
CitynMedian land dealT2CFast convC2D
Bangalore119₹2,24,7673.1d40%39d40% fast conv
Mumbai84₹2,30,4754.0d30%41d
Delhi51₹2,08,5032.5d30%28dFastest T2C
Chennai27₹2,07,2283.0d40%47d40% fast conv
Hyderabad22₹2,06,5782.7d30%25d
Kochi10₹2,30,3066.9d30%33dHighest family deal
Core MLE mix is nearly all couple leisure. Five new product lines mapped directly to booking patterns — nights, price brackets, and city targets are data-backed.
Couple
💑
Honeymoon
Core product. 3–4N, ₹1.75–2.5L. Post-wedding travel Oct–Dec and Mar–May. Auspicious date calendar drives demand spikes.
3–4N₹1.75–2.5LT2C 4.4d
💍
Anniversary
Repeat buyer. Cocogiri → Dhigufaru upgrade path. Slightly higher spend tendency. Target repeat inquirers with personalised proposal.
3–5N₹2–3LBLR, MUM, DEL
New
💜
Pre-wedding Proposal
Short, premium, high conviction. 2–3N, overwater villa + sunset setup. Target couples 2–4 months before their wedding date.
2–3N₹2.5–4LNew
New
🤱
Babymoon
Pre-birth relaxation. 4–5N premium resorts. 2nd trimester window. Resort curation critical — accessibility, calm environment, minimal transfer.
4–5N₹2.5–3.5LNew
Family
👨‍👩‍👧
Family Trip
3–4N, Puja and Christmas windows. T2C 3.8d — fastest converting segment. BLR and CHN at 40% fast conv. Pre-built package, respond in 24h.
3–4N₹2–2.87LT2C 3.8dBLR, CHN
New
🎉
Bachelorette
Group product (5–8 pax). 3N. Pool parties, sunset cruises, overwater villas. Currently not a distinct product. Total group deal ₹8–15L.
3N₹1.5–2L/paxNew
Adventure
New
🤿
Diving
4–5N activity-led. Raa Atoll, South Ari. High-conviction buyer — researches upfront, converts fast once inquiry is made.
4–5N₹2.5–4LNew
Wellness
New
🧘
Burnout Reset
5–7N. Premium spa resorts. 30–45yr professionals. MUM and DEL primary. Content-led acquisition — no urgency tactics, itinerary quality is the sell.
5–7N₹3.5–6LMUM, DELNew
New
🌙
Digital Detox
Ultra-premium, 5–7N. Remote atoll resorts, no-phone policies. Very niche — word of mouth and influencer-led acquisition.
5–7N₹5L+New

Sri Lanka

804 bookings · Chennai-dominant · 47.8% trails include flights

₹1.17L
Median land deal
5N
Dominant stay
5.4d
Couple T2C
30d
Couple C2D
₹1.09L
5N couple land
339
Chennai departures
9.5d
Family 5N T2C
Performance
Products
Key inferences — signal · implication · action
1
4N and 5N are the core. Land deal grows cleanly with nights once flights are stripped.
Pricing
Signal
₹1.09L
5N median land
4N: ₹86k → 5N: ₹1.09L
→ 6N: ₹1.32L → 7N: ₹1.54L
What it means
The gross deal plateau at 7–8N was a flight cost artefact. Land cost grows at each night — longer circuits genuinely use better properties. 5–6N is the commercial sweet spot: high volume, meaningful deal, reasonable T2C.
What to do
5N as flagship SL circuit. Build 6N upgrade path with a coastal add-on. Separate Chennai/BLR product (value circuit, ₹1–1.2L) from MUM/DEL product (premium circuit, ₹1.4L+).
2
SL 3N barely exists — only 54 bookings. Massive product gap.Gap
Gap
Signal
54
3N couple bookings
Land: ₹80k, C2D: 23d
CHN–CMB: <90 min
Low season fill opportunity
What it means
A short-break SL product hasn't been built or marketed. Supply exists (properties + circuits), proximity from Chennai is clear, price is accessible. This is a demand creation gap, not a supply gap. Perfect low-season (May–Sep) product.
What to do
Two circuits: (1) Colombo + Bentota — city + beach. (2) Nuwara Eliya + Bentota — hills + beach. Chennai and BLR primary. ₹70–90k land. C2D 23d = last-minute triggers work. Fill the JAZZ quarter low-season gap.
3
SL family 5N at 9.5d T2C is the slowest-converting segment in the entire portfolio.
Conversion
Signal
9.5d
Family 5N T2C
vs MLE family 3N: 3.8d
Fast conv: 30%
C2D: 30d (short)
What it means
Multiple properties, school schedules, and family consensus all add layers. The customer is building the trip mentally before committing. Open-ended discovery conversations extend the deliberation further rather than shortening it.
What to do
Complete itinerary within 24h of inquiry. 3 options (budget/standard/premium), day-wise breakdown, kid-friendly activity callouts. Follow up at day 4 if unconverted. Remove the mental workload that causes 9.5d delays.
4
Chennai = volume; Mumbai/Delhi = value. Two different products, two different messages needed.Corrected
Market
Signal
42%
Chennai share of SL
CHN deal: ₹1.03L
MUM deal: ₹1.40L
+35% above Chennai
What it means
Chennai buys accessible value circuits. Mumbai/Delhi buys longer premium routes (6–7N, Radisson Galle anchor). Same destination, completely different products. Running a single SL campaign for all cities underperforms both markets simultaneously.
What to do
CHN: short circuit, proximity angle, ₹1L value messaging, fast-close approach. MUM/DEL: premium circuit, cultural depth, Radisson Galle anchor, ₹1.4L+ positioning. Separate campaign tracks and landing pages.
Price points
Couple — 4 nights179 bookings
<₹75k₹75k–1L₹1–1.25L
T2C 5.2dC2D 28dFast conv 20%
Couple — 5 nights173 bookings
₹1–1.25L₹75k–1L₹1.25–1.5L
T2C 5.4dC2D 27dFast conv 30%
Family — 4 nights43 bookings
₹75k–1L<₹75k₹1–1.25L
T2C 5.5dC2D 26dFast conv 30%
Family — 5 nights44 bookings
₹1.25–1.5L₹75k–1L₹1.5–1.75L
T2C 9.5dC2D 30dFast conv 30%
City intelligence
CitynMedian landT2CFast convC2D
Chennai273₹1,03,1225.2d30%28d42% of SL volume
Bangalore150₹1,18,4955.1d30%28d
Hyderabad54₹1,14,4453.4d30%30dFastest T2C
Mumbai55₹1,40,0737.1d20%41dHighest deal
Delhi48₹1,37,5997.2d30%44dSlowest T2C
CitynMedian landT2CFast convC2D
Chennai66₹1,40,5056.9d20%28dDominant family city
Bangalore26₹1,29,5847.4d20%30d
Hyderabad19₹1,11,4948.1d30%37d
Mumbai13₹1,93,5056.7d20%47dHighest family deal
Delhi9₹1,41,5345.3d0%30d0% fast conv
SL is currently a generic 4–5N couple circuit. Four product lines can differentiate it meaningfully. The short coastal trip fills the low-season gap and is the highest urgency build.
Short coastal trip — low season (May–Sep)
New
🏖️
Colombo + Bentota
City + Beach. 3N: Colombo (1N) → Bentota (2N). Urban culture + beach blend. Chennai primary. Land ₹70–80k, C2D 23d. Last-minute triggers work.
3N₹70–80kChennaiNew
New
⛰️
Nuwara Eliya + Bentota
Hills + Beach. 3N: Nuwara Eliya (1N) → Bentota (2N). Cool hills and coastal finish. Bangalore primary. Land ₹80–90k. Scenic route angle.
3N₹80–90kBangaloreNew
General circuit
🧳
Couple Circuit 5N
Core. Kandy + Nuwara Eliya + Galle/Colombo. ₹1–1.25L. CHN/BLR primary. T2C 5.4d.
5N₹1–1.25L
👨‍👩‍👧
Family Circuit 5N
Pre-built itinerary mandatory. Kid-friendly inclusions. ₹1.25–1.5L. CHN dominant. Respond in 24h.
5N₹1.25–1.5LChennai
🏨
Premium Circuit 6N
MUM/DEL. Radisson Blu Galle anchor (₹1.92L land). Cultural depth angle. Separate messaging track.
6N₹1.32–1.9LMUM, DEL
Cultural / Spiritual
New
🛕
Ramayana Trail
Spiritual circuit: Ashok Vatika, Sita Eliya, Dondra. 5–7N. TN + AP primary markets. Guided format, high conviction buyer.
5–7N₹1.2–1.8LTN, APNew
Wellness
New
🌿
Ayurveda & Wellness
Sri Lanka Ayurveda (Barberyn, Santani). 5–7N, ₹1.5–2.5L. 35–55 age group. BLR, MUM, DEL.
5–7N₹1.5–2.5LNew

Mauritius

578 bookings · 51.6% trails include flights · Planned purchase

₹1.60L
Median land deal
6N
Dominant stay
6.2d
Couple 6N T2C
55d
Couple 6N C2D
₹1.72L
6N couple land
20%
Fast conv ≤2d
578
Total bookings
Performance
Products
Key inferences — signal · implication · action
1
6N dominant (38% of bookings). Longest planning window and slowest conversion in portfolio.
Conversion
Signal
55d
6N couple C2D
T2C: 6.2d
Fast conv: 20%
vs 30% MLE and SL
What it means
Mauritius is a planned, aspired-to destination — not an impulse. Customers research for weeks before committing. Urgency tactics won't work. The brand must be in their consideration set 10–12 weeks before travel. Longer nurture arc required.
What to do
Shift campaigns 3–4 weeks earlier than equivalent MLE campaigns. Build inspiration → itinerary → book nurture sequence over 8–10 weeks. Chennai needs 10-week lead (59d C2D). EMI framing is most impactful here given total outlay.
2
Flights inflate gross deal by ₹51k. Mauritius land cost is closer to SL than MLE.Critical
Pricing
Signal
−₹51k
Gross ₹2.11L → Land ₹1.60L
51.6% trails incl. flights
MRU land closer to SL
than MLE on hotel cost
What it means
On gross price comparison, Mauritius looks more expensive than Maldives. The hotel+activity component is actually competitive. Bundled pricing creates a perception problem before the conversation starts. Decoupled pricing changes the comparison entirely.
What to do
Decouple pricing in comms: "Land package from ₹1.5L" + "Flights from ₹50k" separately. HDFC NCEMI (₹9k off on >₹2.5L packages) is the strongest tool here — total outlay ₹3.5–4L makes EMI most meaningful at this destination.
3
Family 5–6N: highest-yield, fastest-converting, almost invisible segment.Opportunity
Product
Signal
40%
Family 6N fast conv
vs 20% couple 6N
Land: ₹2.36L
Only 15 family 6N bookings
What it means
MRU families are more decisive than MRU couples (40% vs 20% fast conv at 6N) and spend 37% more per booking. The segment exists — it's just not being reached. No dedicated product, no targeting, no landing page for Mauritius family.
What to do
Build MRU family 5–6N product with 3 resort tiers: Le Meridien (₹2.12L), Westin (₹2.41L), InterContinental (₹1.79L). BLR + MUM primary. All-inclusive framing. Target summer and Christmas family windows.
Price points
Couple — 5 nights174 bookings
₹1.25–1.5L₹1.5–1.75L₹1–1.25L
T2C 5.5dC2D 48dFast conv 20%
Couple — 6 nights220 bookings
₹1.5–1.75L₹1.75–2L₹1.25–1.5L
T2C 6.2dC2D 55dFast conv 20%
Family — 5 nights11 bookings
₹2–2.5L₹1.5–1.75L₹2.5–3L
T2C 3.4dC2D 32dFast conv 30%
Family — 6 nights15 bookings
₹2–2.5L₹2.5–3L₹1.75–2L
T2C 5.4dC2D 43dFast conv 40%
City intelligence
CitynMedian landT2CFast convC2D
Bangalore163₹1,59,9085.2d20%40dHighest volume
Mumbai145₹1,62,0335.4d20%46d
Delhi79₹1,61,6125.5d30%45d
Chennai67₹1,47,6746.3d20%59d10-week campaign window
Hyderabad24₹1,71,0462.9d30%32dFastest T2C, highest deal
CitynMedian landT2CFast convC2D
Mumbai14₹1,56,8535.7d30%25d
Bangalore8₹2,13,0734.5d10%33dHighest deal
Delhi7₹1,50,7925.1d40%21dHighest fast conv
Chennai5₹3,91,2060.4d80%53dn=5 · directional only
Mauritius is currently undifferentiated by occasion. Two product builds — one for couples (occasion-split) and one for families (the biggest growth lever in the data) — can significantly lift both volume and deal size.
Couple
💑
Honeymoon
5–6N, ₹1.5–1.75L. Planned 55d ahead. Outrigger + Radisson Azuri as volume anchors. Le Meridien + Westin for upgrade.
5–6N₹1.5–1.75L
💍
Anniversary
Adults-only resorts (Solana, Radisson Poste Lafayette). 6–7N celebration feel. Target repeat buyers from MLE honeymoon pool.
5–7N₹1.75–2.5LBLR, MUM
Family — build now
Build
👨‍👩‍👧
Family 5–6N
Highest-yield underpenetrated segment. ₹2.36L land, 40% fast conv (6N). Le Meridien, Westin, InterContinental as three tiers. All-inclusive. BLR + MUM primary. Summer and Christmas windows.
5–6N₹2–2.5L40% fast convBLR, MUMBuild now

Strategy & Next Steps

4-layer framework · Demand → Calendar → Audience × Product → GTM

Layer 1 · Demand
Layer 2 · Calendar
Layer 3 · Audience
Layer 4 · GTM

How the four layers connect

Layer 1 converts AOP NBV targets into room night requirements and maps them to travel months — telling you when and how much inventory to buy. Layer 2 overlays the calendar (auspicious dates, school holidays, seasonal windows) to understand which audience is active in which travel month. Layer 3 matches the right product to the right audience per travel month. Layer 4 translates this into a monthly activation calendar — offer mechanic, channel, booking window, and GM improvement levers. Booking pace feeds back into Layer 1 each week.

Layer 1

Demand planning — NBV → room nights → travel month mapping

▼

Convert each month's AOP NBV target into room nights, then map those room nights to travel months using the booking window (C2D). This tells you whether you have enough contracted inventory — and what the gap is that needs to be bought.

Step 1
NBV target (AOP)
Forward booking month NBV from AOP plan. E.g. ₹5Cr NBV to be taken in June bookings for MLE.
→
Step 2
÷ Avg land deal → Room nights
NBV ÷ median land deal per destination. MLE: ₹5Cr ÷ ₹2.12L = ~236 room nights needed in that booking month.
→
Step 3
Map to travel months
Using C2D (booking window), June MLE bookings (38d C2D) translate to July–August travel. SL (30d) maps to July. MRU (55d) maps to August.
→
Step 4
Gap to produce
Room nights needed vs current contracted inventory. The gap tells you how much allotment to buy — and from which resorts.

Booking window by destination — how far in advance each market books

Maldives
38–45d
Couple C2D. June bookings → Jul–Aug travel.
4N couples: 45d → lean further forward.
Hyderabad: 30d C2D (shorter window).
Sri Lanka
27–30d
Couple C2D. June bookings → July travel.
3N short-trip product: 23d C2D — maps to very near-term travel.
Mauritius
48–59d
6N couple C2D. May/June bookings → Jul–Aug travel.
Chennai: 59d C2D — needs June booking for August travel.
Weekly feedback loop: actual booking pace vs target room nights gets fed back into Step 1 each week. If pace is behind, either increase campaign pressure or reprioritise inventory allocation between destinations.
Layer 2

Calendar intelligence — when each audience is active

▼

Three calendars determine which audience has high travel propensity in each month. Honeymoon couples are active all year; families are narrowly constrained to school holiday windows; wellness and solo segments run in shoulder seasons.

Auspicious dates — marriage muhurthas
  • May–Jun 2026 (Vaishakh/Jyeshtha) All destinations
  • Oct–Nov 2026 (Kartik — peak muhurtha season) MLE primary
  • Nov–Dec 2026 (Margashirsha) MLE primary
  • Jan–Feb 2027 (Paush/Magh) MRU / MLE
  • Apr–May 2027 (Vaishakh) All destinations
School holidays — family travel windows
  • Puja Oct 2026 (10–12 days) MLE family
  • Christmas Dec 22 – Jan 2 MLE + MRU
  • Summer May–Jun 2027 MRU family
  • Holi / Spring break Mar 2027 SL family
  • School mid-term Oct 2027 All destinations
Seasonal / weather windows
  • Jul–Sep (monsoon MLE) → Honeymoon, Wellness MLE
  • May–Sep (low SL) → Short coastal circuits SL
  • Jun–Sep (dry Mauritius) → Best MRU weather MRU
  • Nov–Apr (peak MLE/MRU) → All audiences MLE + MRU
Key long weekends — trigger events
  • Independence Day Aug 15 SL short trip
  • Gandhi Jayanti Oct 2 MLE couple
  • Diwali Oct 20 2026 MLE couple
  • Christmas Dec 25 MRU family
  • Republic Day Jan 26 MLE couple
Layer 3

Audience × product matrix — what to activate and when

▼

✦ = active this travel month · – = skip. Remember campaigns run 4–10 weeks earlier than the travel month (Layer 1 booking window). Product shown is what to push for that audience in that travel month.

AudienceJulAugSepOctNovDecJanFebMar
Honeymoon / coupleMLE + MRU ✦✦✦✦✦✦✦✦✦
FamilyMLE + MRU –––✦–✦–––
SL short tripCHN + BLR couples ✦✦✦–––––✦
SL Ramayana TrailTN / AP market –––✦✦––✦✦
Wellness / burnoutMLE + SL · MUM, DEL ✦✦✦–––✦✦✦
Anniversary / bacheloretteMLE + MRU ––✦✦✦–✦✦–
Family strictly constrained to school holiday windows. SL short-trip fills Jul–Sep low season. Wellness/burnout runs in shoulder months to avoid competing with peak honeymoon/family volumes (Oct–Dec).
Layer 4

Go-to-market activation — offer mechanics, drops, GM improvement

▼
✦ Live bank offers — use these in all pitches
HDFC No-Cost EMI — 3 months · All destinations
  • ₹50k–₹1.5L packages → ₹3,000 flat off
  • ₹1.5L–₹2.5L packages → ₹5,500 flat off
  • ₹2.5L+ packages → ₹9,000 flat off
  • Maldives included ✓
Applicable on land only. Full payment required. One per card. Valid till June 30. Pitch: "₹3L upfront → ₹1L/month for 3 months + save ₹9,000."
ICICI No-Cost EMI — Code PYTICICI2026 · All except MLE
  • ₹50k–₹99,999 → 5% off (max ₹5,000)
  • ₹1L–₹2.49,999 → 7.5% off (max ₹15,000)
  • ₹2.5L+ → Flat ₹25,000 off
  • MLE: on hold as of May 18 ✗
SL and MRU: use ICICI (higher slab discounts). MLE: use HDFC only. Both expire June 30 — push hard through June.
Priority actions
P1 · Now
EMI to make MLE affordable — HDFC NCEMI as primary conversion tool
4N MLE mid-tier (₹2–3L land) has 6.3d T2C, 20% fast conv — the slowest convertible segment. HDFC NCEMI (₹9k off on ₹2.5L+ packages, 3-month EMI) directly attacks this hesitation. Must appear at the first itinerary touchpoint, not as a last-resort close. Pitch: "instead of ₹3L upfront, it's ₹1L/month for 3 months — and you save ₹9,000 instantly." ICICI on hold for MLE — HDFC is the only tool available for MLE currently.
MLE 4N coupleAll mid-tier segments
P1 · Now
SL coastal short trip — launch now for JAZZ quarter (Jul–Sep) travel
Only 54 SL 3N bookings currently. Two circuits: (1) Colombo + Bentota — city + beach, CHN primary. (2) Nuwara Eliya + Bentota — hills + beach, BLR primary. Land at ₹70–90k, C2D 23d means last-minute triggers work. Campaign must go live by mid-June for July travel. Direct flight CHN–CMB is the messaging hook. ICICI NCEMI (₹5k off on ₹50–99k packages) is the offer mechanic here.
SL 3NCHN + BLR
P1 · Planning
Flash sales (Drops) — resort-basis, planned cadence, sales team incentive
Drops should be planned basis resort availability and inventory position — not ad hoc. Framework: (1) Identify resorts with excess allotment 4–6 weeks out. (2) Negotiate a marketing budget from the resort to fund the drop promotion. (3) A portion of this resort budget can be passed as a sales team incentive for deals closed during the drop window. (4) Drops should be spread across the calendar — not bunched — to maintain urgency across months rather than training customers to wait. Digital + advisor channels simultaneously.
MLE resortsSL resortsMRU resorts
P2 · Q3
GM improvement via resort marketing budgets — listing framework + tech support
To improve gross margin, two levers: (1) Resort co-marketing budget — negotiate a marketing contribution from each resort to promote them in PYT listing placements (featured, top-of-search, homepage banners). This creates a revenue stream that directly improves GM without discounting. (2) Listing tech framework — build a structured listing system (featured tags, curated placement, "PYT Recommended" badges) that gives advisors and the product team a way to surface promoted resorts to customers. Tech support needed to build this in Plato + product. Start with top 5 MLE resorts as pilot.
MLE pilotAll destinations later
P2 · Pre-Puja
Family early-bird — MLE (Puja Oct) and MRU (Christmas Dec)
MLE family T2C is 3.8d — they decide fast when they've made up their mind. The bottleneck is reaching them with a complete packaged answer before competitors do. Launch Aug campaigns for Oct travel (MLE, 38d C2D). MRU family for Dec travel needs Sep campaign launch (MRU family, 55d C2D). Pre-built bundles with specific resort inclusions, HDFC NCEMI framing upfront.
MLE familyMRU family
P2 · Q3
Build MRU family 5–6N product + decouple flight pricing in MRU comms
15 family 6N bookings currently — 40% fast convert, ₹2.36L land deal. Build the product first (Le Meridien, Westin, InterContinental as three tiers), then campaign. Separately: decouple Mauritius pricing in all communications — "Land package from ₹1.5L + Flights from ₹50k" vs a single bundled quote. This fixes the MRU vs MLE perceived price gap and makes MRU land cost look competitive.
MRU familyMRU pricing comms
P3 · Q4
Wellness product (MLE + SL) + Ramayana Trail — content-led, shoulder season
MLE Burnout Reset (5–7N, MUM/DEL) and SL Ayurveda (Barberyn, Santani, 5–7N, BLR/MUM/DEL) both run in shoulder months (Jul–Sep, Jan–Mar) to avoid competing with peak honeymoon volumes. Ramayana Trail: dedicated landing page, temple route photography, guided format, TN/AP primary market, Navratri/Diwali travel window (Oct–Nov). All three need 8–12 week content lead rather than urgency-based triggers.
MLE WellnessSL AyurvedaSL Ramayana