Orbit Tours

Keeping Pace With The Evolving Traveller

From its stronghold in MICE and Leisure travel to its embarking into the education arena for aspiring travel and tourism aficionados, Orbit is redefining the function of tour operators; Om Prakash, partner, Orbit Tours explicates…

Om Prakash

Since its inception over 25 years ago Orbit (Organisers of Business and Industrial Tours) has made significant contributions in increasing business travel. It has offices and representations across the country with its corporate establishment in Mumbai and has a work-force of more than 600 persons.

Recognising the contribution of Orbit for fostering economic ties between Germany and India, the German government has awarded Orbit with its prestigious Indo-German Award three times. Besides this honour, similar recognitions from UK, USA and Singapore are feathers that don the Orbit hat.

The mainstay destinations of the company in India include Kerala, Kashmir, Ladakh, Himachal, Nilgiris and Rajasthan while overseas Orbit provides premium holidays in Europe, UK, USA, Australia, New Zealand, Egypt, South Africa, Far East, China, Mauritius, Maldives and Dubai.

A MICE company, Orbit enjoys the co-operation and support of various export promotion councils, bilateral chambers of commerce, industries, trade associations, FIEO (Federation of Indian Export Organisation) and Indian Trade Promotion Organisation. "We ventured into the MICE business, realising the potential of trade fairs as more and more companies were looking at trade fairs as a prime cost-effective marketing weapon and also a platform to network and keep oneself updated on the trade," says Om Prakash.

The company's venture into MICE has paid off well as this year, Orbit has been appointed as the official travel representatives for a larger number of Indian as well as international trade fairs. In organising exhibitions and trade fairs, the company has made strong inroads too, with successful projects identified. Coming to overall passenger growth figures, be it in trade fair or leisure travel, ORBIT has seen a buoyant increase especially this year. The company has practically beaten its own annual figures of last year in the first half of 2005.

"ORBIT has signed MoUs with various international trade fairs organisations worldwide to become their official representative in India. This has given it a distinction of becoming the largest trade fairs promotion organisation in the country and thus added the new dimension to business travel," expressed Om Prakash.

When it comes to leisure travel, the company's target segment is the customer looking for a holiday, which allows him the freedom to travel, and wanting an exclusive family holiday. On the other hand, for business travel, the primary target group is again the customer who wants a quality package.

The latest addition to the company has been the Orbit Travel Business School. "The institute is one of its kinds in India. It offers travel students an opportunity to gain a preview of the travel industry prior to the actual start of their travel career," highlighted Om Prakash.

Business Strategies

As competition becomes fierce, tour operators have started depending more on repeat clientele, which needs cent percent focus on client relationship management. A through believer in the phrase "customer is king" Orbit takes initiatives to keep customers in the loop by introducing innovative packages. The company also realises the limited choice of the Indian traveller when it comes to full-fledged travel companies by looking after all aspects of his travel "In order to consolidate ourselves in the industry, we are focussing on direct personalised marketing that revolves around customer relationship as well as distribution via our travel partners," explains Om Prakash. Such a model has resulted in customer loyalty.

Orbit has floated a separate range of products called Premium Holidays India, Premium Holidays - International, Premium Air Travel - Business class guaranteeing a premium luxury experience at affordable prices, which was never possible or dreamt of by an Indian business or holiday traveller.

Orbit has also taken an initiative to facilitate study tours for the first time in India to countries specialising in certain areas of industry, trade or agriculture.

Future Plans

"With new and innovative products being introduced each year, there has been an increase in the passenger growth graph, thereby indicating better revenues each year for the company. On cards is the expansion from over 18 offices including one in Europe to a larger network involving greater overseas operations. Our vision is to see ORBIT being the Numero Uno player in premium MICE and leisure travel," says Prakash.

It also plans to include exotic holidays like that of the Seven Sisters in India, Spain, Portugal, Greece, and East Europe under Premium Holidays umbrella.

Predictions For The Segment

A couple of years ago the average Indian would need to save for a holiday where the condition for a choice of holiday would largely be controlled by the price. However, today the footprints of luxury travel are making their mark and deluxe exclusive holidays are preferred. Today, the Indian traveller can be called as a global Indian, living in Premium India. He is affluent and brand-conscious. This, according to Prakash, is the driver of evolution of inbound and outbound markets.

The future of travel, Prakash believes, largely depends on domestic and inbound tourism because of the increase in the spending capacity of Indian middle class. "The middle class has evolved into intelligent Indian traveller, knowledgeable to gauge quality travel, and wanting to provide class holidays to his family which are more affordable within the country. When it comes to inbound tourism, with strong marketing campaigns adopted by the tourism department, and the beginning of health, medical and wellness tourism, we see large potential in these areas," concludes Prakash.