Securing contracts for a luxury South East Asia DMC in a saturated market

A Buddha head embedded in a Banyan tree in Ayutthaya, Thailand A grey photo of two south east asian elephants with tusks, one is facing towards the camera with ears back and the other is facing to the side also with ears back

The Client

Exotic Voyages are a South East Asia DMC who specialise in private and tailor made luxury tours to various destinations, with particular emphasis on offering unique experiences for groups, honeymoons and families. Their core destinations are Thailand, Vietnam, Cambodia and Laos and Lemongrass Marketing were tasked with increasing contracts and enquiries in these destinations. Following a competitive pitch we took on Exotic Voyages as a client and developed a structured 12-month sales plan focused on identifying new opportunities for growth in the UK market.

The Challenge

The South East Asia Market and specifically Exotic Voyages’ core regions of Vietnam and Thailand are known for being heavily saturated with competitors. So it was important for us to strategize well and consider new angles at which to approach Tour Operators. Lemongrass Marketing took the time to find out what Exotic Voyages offered beyond the brochure in order to pin-point their specific USPs and what distinguished them from competitors in the sector.


We saw immediate success with tour operators and concierge services looking to grow business in Japan, Myanmar and China. Once Exotic Voyages were established in these destinations, it opened the doors to take some of the market share in their core destinations. A 3-day sales mission across the UK resulted in a 100% success rate with 11 new tour operator contracts with specialist and luxury boutique tour operators secured for Exotic Voyages and number of immediate enquires as a result of the targeted sales mission.