The tourism and hospitality industry of Sri Lanka is on a path of recovery. Travel Trade Insider spoke to Hashan Cooray, Director, Marketing & Development, Jetwing Hotels to know more about the positive trajectory of the sector.
Q. How has Sri Lanka’s tourism industry rebounded, and what does the future look like?
A. Sri Lanka’s recovery has been faster than initially anticipated amid the economic challenges of the past year. Within a relatively short time, the country has regained stability, and most sectors have rebounded successfully. However, it may take a couple more years for the overall macroeconomic situation to fully stabilize.
We are on a positive trajectory and appreciate all the efforts that have contributed to this progress. Despite the negative portrayal of the country in global media last year, tourism is performing better than originally expected for the current year.
Tourism will play a pivotal role in Sri Lanka’s economic recovery, and the outlook for the future is optimistic. While we have not yet reached pre-pandemic levels, we anticipate achieving this milestone within the next 6 to 9 months, based on the positive trends we are witnessing for the upcoming months.
Q. With many countries vying to attract the affluent Indian travellers, how does Jetwing Hotels plan to attract them?
A. Jetwing Hotels has a strong presence in the Indian market and is committed to showcasing the authentic essence of Sri Lanka to Indian travellers. We offer a range of destinations to our guests where they can experience diverse attractions such as beaches, nature, wildlife, tea estates, history, and culture within a short span.
Our portfolio includes iconic luxury hotels like Jetwing Lighthouse in Galle, Jetwing Saman Villas (featured in the Night Manager series), Jetwing Vil Uyana in Sigiriya, and Jetwing Kandy Gallery. These properties cater to discerning Indian travellers seeking premium experiences during their international trips.
We promote these properties extensively in India through our PR activities and trade partners. With our diverse collection of hotels and villas across the island, we are well-positioned to cater to the diverse interests of the Indian market while providing exceptional hospitality and supporting environmental and community initiatives.
Q. How important is the Indian outbound market for Jetwing Hotels?
A. The Indian market is our most significant international source market. Approximately 20 percent of our total international bookings come from Indian travellers. We aim to increase this share, particularly at our premier resorts, as Sri Lanka can effectively cater to discerning Indian tourists seeking premium experiences just a short flight away from home.
Q. How does Jetwing Hotels prioritize sustainability, and could you provide examples of your sustainability initiatives?
A. Sustainability is at the core of everything we do, ever since my grandfather ventured into the hospitality and travel industry over 50 years ago. We have a comprehensive 6-pillared sustainability strategy focusing on energy and carbon, water and waste, biodiversity, community and culture, family, and sourcing and production.
Our initiatives align with the United Nations Sustainable Development Goals. For instance, under Community and Culture, our Jetwing Youth Development Programme offers free training in English and hospitality skills to local youth, benefiting over 1,200 individuals. In terms of energy and carbon, we employ biomass boilers, vapour absorption chillers, and extensive solar power generation. We invite guests to engage in our sustainable practices.
Our recent marketing campaign, the ‘Butterfly Effect’, aims to share the work we do in such a way as to inspire others to follow, as we need more players in the industry (and other industries) to genuinely take these actions in order to preserve our paradise island for future generations to enjoy.
Q. What are some unique selling points and offers from Jetwing Hotels that would appeal to potential guests?
A. Jetwing Hotels is renowned for authentic Sri Lankan hospitality developed over five decades. Our offerings include exceptional dining experiences and legendary hospitality delivered by our dedicated teams. We regularly feature promotions targeting Indian travellers, such as Northern tours, wildlife expeditions, Ramayana trails, and beach stays.
Our biggest selling point is Sri Lanka’s diverse landscape, which we showcase through properties in various key destinations. Our hotels are conveniently located, enabling guests to explore history-rich places like Galle and Kandy with Jetwing Lighthouse and Jetwing Kandy Gallery or experience wildlife with Jetwing Vil Uyana and Jetwing Yala lodges. For those seeking luxury, Jetwing Saman Villas in Bentota offers a unique experience.
Q. How has the spending capacity of tourists in Sri Lanka evolved, and have you adjusted your pricing strategies accordingly?
A. Recently, there has been a demand for lower rates due to the negative perception of the destination, aiming to boost short-term sales and room occupancy. However, going forward, the industry is looking to increase prices while still delivering value across various accommodation and service providers.
Q. Can you share insights into Jetwing Hotels’ future plans and the government’s initiatives to attract global travellers?
A. The government, led by President Ranil Wickremasinghe and Tourism Minister Harin Fernando, have undertaken initiatives that align with private sector proposals. Product development, infrastructure improvements, and cultural site enhancements are underway. A global marketing campaign is set to launch soon, complementing private sector efforts.
For Jetwing, we are venturing into residential development with a beachfront property in Thalahena, positioned as a short drive from the airport. This investment opportunity is well positioned to cater Indians seeking a second home nearby. We aim to continually elevate our products and services, maintain global standards, and uphold our position as Sri Lanka’s premier hospitality brand.
Q. Do you think there is a need for Sri Lankan and Indian governments to collaborate for tourism promotion?
A. Collaborations between the Sri Lankan and Indian governments are vital. Both the governments can work together in areas like transportation, cultural and religious site development, and marketing to make travel between our countries more appealing. Strong ties between the two governments will contribute to mutual growth and strengthen the bond between our nations.