Chaaya Village - Habarana, Charm Visitors in Tough Times
Adding an extra touch of nature and concentrating on the local tourist market has helped a hotel controlled by Sri Lanka’s John Keells Holdings to maintain higher occupancy. This year the Chaaya Village in north-central Habarana says it has recorded higher occupancy rates than other properties in the area, despite a 22 percent slump in tourist arrivals in the first eight months of the year.
“There is a downturn in tourism, but we have withstood it better than the others,” Shafeek Wahab, Head of Branding for Cinnamon and Chaaya Hotels and Resorts told Lanka Business Report, a weekly business show.
In June 2006, Habarana Village as it was known before was re-branded as Chaaya Village, making it the flagship for the brand.
For many, the four hour journey to Habrana is unbearable after the 12 hour flight from Europe or other far away destinations but the beauty and the serene atmosphere of the hotel leave many awed.
“I think it’s really nice, it’s slightly different from what I’m used to and it’s very peaceful and quite,” said Len Collins, a guest from Abu Dhabi.
Sri Lanka has seen a slump in tourist arrivals since the middle of last year, but even with low guest arrivals the management of John Keells, went ahead with the re-branding.
With five resorts in the Maldives and twelve hotels in Sri Lanka the management was keen on using a different strategy to attract guests during volatile times. It is different from the standard beach resort that most tourists expect.
“The advantage we have here is we can cast our marketing net over a wider category,” says Wahab.
Under the re-branding process the hotel was given a new look with mud coloured walls and lines of trees along the long foot paths spreading over the 14-acre property.
Many who visit the hotel look forward to a very tranquil and serene environment, while experiencing some thing memorable. This includes a growing number of local tourists whose patronage helps hotels ride out the downturn in foreign visitors.
The hotel offers various activities ranging from elephant rides and bird watching to climbing Sigiriya, an ancient rock fortress.
One of the unique experiences that guests enjoy is the cuisine from the nearby village.
“Most of the foreigners like the Sri Lankan food and we actually go to the extent of giving them local food,” says Roland, who went on to add that lake fish is one of the favorites among the guests.
With the re-branding the hotel also developed as a training ground for the brand and also for the hotel chain.
Currently, 70 percent of the two hundred odd staff working at the hotel is from the locality, which enables the hotel to extend financial support to the villagers in and around the hotel.
“The ability to attract, recruit, retain and develop staff is not only in Colombo,” Wahab said.
Chaaya Village Habarana was one of the winners of the gold awards for its eco project at this year’s Pacific Asia Travel Association (PATA) awards.
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There is nothing more rejuvenating than a vacation and that too composed of cheap travel modalities. That means no cruise or casino; just cheap hotels and fun activities and eating and playing around.
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