Table of Contents
In an exclusive conversation with Mr. Saminda Perera, Head of Marketing at SriLankan Airlines, we discovered how India stands as the airline’s most significant international market. With over four decades of presence in India and a robust network spanning nine key cities, SriLankan Airlines continues to strengthen its ties with Indian travellers through seamless connectivity, cultural resonance, and innovative campaigns like The Ramayana Trail.
How important India is for Sri Lankan Airlines in terms of business?
We are at a clear advantage to have easy access to one of the fastest-growing economies in the world, where travel demand continues to grow. In this context of SriLankan Airlines being the national carrier of destination Sri Lanka, we have been a leading carrier out of India, connecting travellers to Sri Lanka and beyond. India has remained the topmost tourism source market for Sri Lanka over the years, and we are privileged to have played our part.
As far as our operations are concerned, India is our single largest market in terms of number of frequencies and points. Our presence in India is as old as the Airline itself, with most of the destinations being part of our very first global route map dating over 45 years.
Briefly tell us about your coverage in India and upcoming plans for expansion.
Currently, the Airline operates 88 flights a week out of 9 points in India. Our flights out of Chennai, Mumbai, Trichy, Madurai, Cochin, Trivandrum, Hyderabad, New Delhi and Bangalore provide seamless travel into Colombo and beyond, as we connect travellers across our global network covering Australia, the Asia Pacific, the Middle East, and Europe.
Considering the potential of India market, we are constantly looking at opportunities to expand, be it frequency enhancements, or induction of new cities to our route map. Pre-pandemic, the Airline operated over 100 flights a week from India, and, as we look ahead for a range of additions to our fleet, we will certainly look at restoring to our pre-pandemic numbers.
What has been your approach to attract India’s leisure travellers?
Our message to the valued traveller in India has always been simple. Indulge in an international tour for the time that you would spend crossing over to another state. Our convenient connectivity out of 9 destinations is at your disposal. Sri Lanka itself contains a multitude of experiences, from the rich cultural, ecological, and culinary to metropolitan charms. There is also greater flexibility in terms of picking and choosing from a range of hospitality and ground options. Leisure travel being thus, there is also the aspect of combining business and leisure; there is a greater scope for corporate/MICE travel in terms of availability of facilities.
Above all, our messaging has always given so much emphasis to the trademark hospitality that one gets to enjoy in Sri Lanka, which is very much inherent and second to none. This is the single most characteristic that has sealed Sri Lanka’s profile as a getaway—from the deep west to the farthest east, time and again, travellers have sought these shores simply for this reason.
Sri Lanka is also one of the best and most convenient quick weekend getaways where a traveller can enjoy all the modern charms of its capital, Colombo and can access the most stunning beaches in the South and Negombo, within a very short time. All these make Sri Lanka one of the most appealing destinations for the discerning Indian traveller.
We witnessed one of the most heart-warming campaigns launched by SriLankan Airlines on Sri Lanka recently, the Ramayana Trail. How did this unfold?
The Ramayana Trail is a meticulously crafted journey that takes visitors through 20 iconic locations across Sri Lanka, each deeply connected to the epic tale of Lord Rama and Princess Sita. Every stop on this trail offers a glimpse into the timeless narrative that has captivated generations.
As the national carrier of Sri Lanka, we take a lot of pride in promoting Sri Lanka’s rich history and cultural heritage. This is our invitation to the esteemed Indian traveller, and to the rest of the world for that matter, to embark on a life-changing journey. By offering this unique experience, we aim to boost inbound tourism and showcase the unparalleled beauty and hospitality of the island nation.
The Ramayana Trail is not just a tour – it’s a journey of discovery. Travellers will have the opportunity to explore ancient temples, lush gardens, and serene waterfalls, all while learning about the profound significance of each location in the Ramayana story.
The campaign, which has been lauded by the travellers, travel trade industry, creative professionals, and the Indian press, has done extremely well. It goes without saying that the quality of the production is as good as that of a blockbuster, its appeal on the viewer is quite magical. Specially at a time when the Indian social media space is so cluttered, your Ramayana campaign rose through it, and reached far and wide. To which factors would you attribute this success?
From the time the campaign was launched, 37.1 million viewers have seen the video, which is an impressive feat. As you rightly said, the response that we have been receiving has been overwhelming. Storytelling has been a fundamental source of education and entertainment since time immemorial, and as marketeers, we have an innate knowledge that nothing matches a very well-told story.
We are privileged that way, as we did not have to look far for inspiration. The ‘Ramayana’ epic was not only a bridge that kept the two countries bound together, but also it contains a sense of timelessness, which we can keep retelling for the millennia to come. These impressive numbers on social media spaces and the praise in the media just go to show that we have created something magical, and we have truly done justice to the legendary story.
With Ramayana being one of the most retold stories in the human history, our emphasis was on the narrative style, the transitions, and the creative take on the story so that we preserve the grandeur of the epic, whilst restoring a sense of novelty, whilst touching on the emotions of devotion, pride, and the excitement of discovery.
Read more at TravelMail | Follow us on Facebook | Twitter | and Instagram for on-the-go news
