Say Hello to the World

On a not-so-busy evening on the East Raja Street in the heart of Mamallapuram, a passer-by fails not to notice the presence of a number of tours and travels agencies, some few shops apart and few adjacent to each other. ‘Competition’,I told myself, ‘is huge here’. These closely located travel agencies include a mix of some eminently lit-up shops and some just putting up a hoarding to claim their existence. Most of these Travel services shops are of more or less same area accommodating 6-8 chairs for the prospective customers, a couple of chairs to serve them and one or, in some cases, two desks with a computer system per desk separating the line of customers from the service providers. ‘Nothing remarkable’ – you would say. However, the question that hit my mind was whether Mamallapuram had such big a clientele to satisfy such feisty and fierce competition.

Mamallapuram, also popularly known as Mahabalipuram, is a famous travel destination attracting travel lovers from all across the globe. In fact, Mamallapuram has been classified as a UNESCO World Heritage Site. Things quickly add up to give one an impression of the good market opportunity for tours and travels services. On silently observing few travel services shops for some hours I came to realise that the frequency of potential customers visiting the shop did not vary much for most of these shops and in fact, the number was pretty decent. However, a shop stood out among others claiming almost double the normal frequency of potential customers visiting any shop. This shop also stood out in terms of the area of frontage of the shop which was almost three times that of a usual shop there. Attractive, well lit and large area summed up to impress any on-looker. ’Hi! Tours – Say Hello to the World’ – the name speaks volumes about the business it conducts.

Upon entering the shop, the office presents itself in a much orderly fashion with around eight desks all around the room with each desk capable of seating and handling two customers at a time by a staff on the other side of each desk. On one of the walls, you could see four clocks indicating four different time-zones giving you an impression of entering a classy hotel –a feel-good factor!

In one of the corners is a lounge with a capacity of seating eight with a corner stand housing various travel related magazines and brochures of the shop mentioning their services and tourist destinations. ‘Impressive ambience’ – no one can deny. I introduced myself at one of the desks and enquired for a couple of questions pertaining to my project. To my amazement, the person at the desk greeted with a rather broad smile and asked me to be seated at the lounge before someone from higher management with better understanding of the firm joins me. Hospitality – ingrained in the staff.

In a couple of minutes, I was joined by Mr Ivon in the seating area. An amicable person in his early 30’s, Mr Ivon told me that theirs was the first Tours and Travels shop in the area started around 9 years back under single proprietorship. But as business grew and capital fell short with an equal threat from the competition, the ownership diluted and is currently under 3 owners. Apt response for market changes and eagerness to expand! The shop, Mr Ivon added, has branches in Mamallapuram, Delhi, Varanasi, Udaypur, Cochin and Chennai. They also conduct Case-by-case or Point-by-Point business in Trivandrum and Bhubaneswar. Strategic locations for an all India tour provisions. When asked about their near future expansion plans, he divulged a vision of adding a few north-eastern strategic points so as to increase the target customer.

When asked about their core competencies, Mr Ivon told that the company’s biggest strength is in the fields of In-bound and Out-bound tour operations for US, Canada, Europe and Australia. To promote this, the organization has liaisons with various marketing agencies overseas like Sayang Holidays. Also, the firm is a member with PATA (Pacific Asia Travel Association) and ASTA (American Society of Travel Agents) bringing the firm above par with its competitors in the local market. This firm, it seems, has got the first rule right – ‘Build business around your core competencies making it difficult for competitors to emulate’.In addition, the firm also indulges in Air/Train/Bus reservations but this is only to attract the local crowd and the business does not heavily rely on this at Mamallapuram.

When questioned about their publicity strategies, I came to know that they heavily rely on local FM radio stations, hoardings, circulation of pamphlets and SMS packs to the masses. The life-size hoardings of various tourist destinations at the entrance to the shop at Mamallapuram are an add-on.

The shop work-force at Mamallapuram, Mr Ivon added, has a total of 30 people including personnel for sales, accounts, tour-leaders, transport/logistics and clerical staff. The shop operates for 6 days a week in summer and 7 days a week in winter. The shop is adequately resourced to service 15-18 customers at a time with a separate waiting area for another 8 which is almost 1.5 times the expected peak rush. ‘A customer who enters our premises’, told Mr Ivon, ‘must be given a seat or else we might lose business. The lounge is basically for children or other elderly people who might accompany the customers.’ How thoughtful and Customer-oriented!

Finally, I thanked Mr Ivon for his time and information to which he promptly responded ‘We are in the Travel Services. Hospitality and information sharing is our duty.’ How Humble!

Kumar Abhineet (FT13432).