Introducing a new travel concept to the UK market

Mahindra Homestays

The Client

Mahindra Homestays offers high-quality accommodation in the form of private homes and estates run by their Indian owners. Guests benefit from the comfort of a boutique hotel experience coupled with the personal attention and local knowledge that only a family friend could provide. In April 2010, we launched the Mahindra brand into the UK market.

The Challenge

The UK’s high-end travellers were unaccustomed to the idea of staying with a family host rather than in a hotel. Consequently, Mahindra had been limited to working with just two tour operators.

Our goal was to educate the market and inspire experiential travellers with this exciting alternative holiday option. Our primary challenge was to increase industry exposure by collaborating with the trade to push the new concept in their publicity materials.

The client was also keen to push the circuit potential of the brand with accommodation options and touring services all across India.

Results

After 24 months, we had confirmed contracts with 21 major India operators in the UK, including Indus Tours, Cox and Kings, A&K, TransIndus and Trailfinders.

Homestay experiences now feature in virtually all India itineraries from high-end tour operators and India specialist operators.