Kenya’s Sarova Hotels & Resorts, a leading hospitality brand, is doubling down on its engagement with the Indian market, leveraging its unique offerings, sustainability initiatives, and strategic partnerships to cater to the evolving preferences of Indian travellers. In an exclusive interview, Mita Vohra, Board Director of Sarova Hotels & Resorts, shared insights into the brand’s India-focused strategies, upcoming developments, and the growing significance of the Indian market for Kenya’s tourism sector.
India: A top market for Sarova Hotels
The Indian market has emerged as a key growth driver for Sarova Hotels, ranking among its top three international markets. “India cannot be ignored by any market,” says Vohra, highlighting the country’s expanding outbound travel potential. With its rich cultural heritage, diverse wildlife, and breathtaking landscapes, Kenya has become a sought-after destination for Indian travellers seeking unique experiences.
Sarova Hotels has been a pioneer in promoting Kenya as a destination for Indian travellers. The brand’s efforts were further amplified by hosting the OTOAI Convention in November 2023, which significantly boosted its visibility and engagement with Indian trade partners.
While the Indian market presents immense opportunities, challenges such as long-haul flight costs, visa complexities, and sustained brand awareness persist. However, Sarova Hotels remains optimistic. “The Indian market has embraced the hospitality and reveled in the vistas and the adventures,” says Vohra.
Strengthening B2B partnerships in India
Sarova Hotels is adopting a multi-faceted approach to deepen its engagement with Indian B2B partners. The brand actively participates in prominent trade fairs such as OTM, SATTE, and Melange, while also conducting roadshows and sales calls across multiple Indian cities. “Building relationships is the most important part of this process,” emphasises Vohra.
The collaboration with the Kenya Tourism Board (KTB) and trade associations has been instrumental in amplifying Sarova’s reach. Joint marketing campaigns, digital promotions, and targeted workshops have helped the brand resonate with Indian travellers. Additionally, Sarova organises immersive familiarization trips for trade partners, enabling them to experience the brand’s offerings firsthand and better position them to their clients.
Tailoring experiences for Indian travellers
Understanding the unique preferences of Indian travellers, Sarova Hotels has curated culturally attuned experiences. From authentic Indian cuisine prepared by skilled chefs to immersive cultural encounters with Kenya’s Maasai and Samburu tribes, the brand ensures a seamless blend of luxury and local heritage.
“Kenya is a treasure trove of enchanting cultural experiences,” says Vohra. Over 35 per cent of Sarova’s teams in wildlife-rich areas are from local tribes, offering guests unparalleled insights into the land, wildlife, and conservation. Activities such as tribal homestead visits, sundowners with Maasai warriors, and traditional performances create unforgettable memories for Indian travellers.
The pandemic-induced alteration in work culture has not only reconfigured the dynamics of travel but has also prompted a profound reconsideration of the conventional urban-centric hospitality model. Concurrently, the virtual realm of luxury hospitality is witnessing an impressive surge in offerings of impeccable quality. International chains are establishing strategic alliances with Indian assets across the nation, signalling a burgeoning interest in India’s luxury hospitality sector.
Sustainability at the core
Sustainability is deeply ingrained in Sarova Hotels’ operations. The brand has implemented eco-friendly initiatives such as eliminating single-use plastics, investing in renewable energy, and establishing in-house water bottling plants. Tree planting, rainwater harvesting, and organic farming further underscore its commitment to environmental conservation.
“Guests increasingly appreciate sustainability,” notes Vohra. Sarova involves its guests in activities like tree planting and organic garden tours, while also communicating its efforts through newsletters and digital marketing. These initiatives not only enhance operational efficiency but also resonate with environmentally conscious travellers.
Expansion plans?
Kenya’s tourism industry has rebounded strongly post-Covid-19 pandemic, with Sarova Hotels witnessing steady growth in occupancy rates and average daily rates (ADRs). “Our rates and ADRs are all well past any pre-COVID numbers,” says Vohra.
She said the brand has utilised the pandemic-induced downtime to upgrade its properties. “Sarova Mara Game Camp recently unveiled luxurious family and club tents, along with an exclusive relaxation space, the Olchani Club Lounge. Similarly, Sarova Whitesands Beach Resort & Spa has revamped its beachfront spaces and embraced eco-friendly initiatives.”
Looking ahead, Sarova Hotels plans to renovate its Shaba and Lionhill properties in phases and expand its footprint. “We are set for 2025,” says Vohra, highlighting the brand’s commitment to blending luxury with Kenyan heritage.
Catering to the destination weddings segment
Destination weddings are a growing trend among Indian travellers, and Sarova Hotels is well-positioned to cater to this segment. “We never look at the families as clients but as family members,” says Vohra. Sarova’s Indian chefs and versatile dining options ensure that every wedding is a unique and memorable celebration.
With experiential and multi-generational travel on the rise, Sarova Hotels is poised to leverage these trends by offering immersive experiences that cater to diverse traveller segments.
As Sarova Hotels & Resorts celebrates 50 years of hospitality excellence, its focus on the Indian market underscores the growing importance of India as a key source market for Kenya’s tourism sector.
