Final document

Public Relations Report

July 2010
TO
May 2011

INDEX

Sales Activities

1. Reports - July 2010 to May 2011
- Indaba 2011 Meetings & Overviews

Marketing Activities

1. E-banners

2. Press Releases (July 2010 – May 2011)

3. Media Synopsis (July 2010 – July 2011)

4. Clippings (July 2010 – July 2011)

SHANTI MAURICE – A NIRA RESORT
May 2011 Monthly overview

Submitted by: Lesley Simpson (LS), Laura Rodrigues (LR)
Date: 14 June 2011

1. Overview

1.1 The Tourism Indaba took place between 7 and 10 May 2011 with both Mr Puri and Deyna attending the
four day inbound travel show. Since the show is predominantly aimed at the inbound tourism market,
there were a number of international tour operators, some of whom were already existing supporters of
Shanti Maurice. A few new contacts were also made with SA operators.

1.2 In addition to the trade appointments set up over the course of the show, media interviews were also
arranged. These resulted in some good contacts for future features and potential media trips, as well as
an article in Sake 24.

1.3 Following previous meetings with British Airways, the promotion to the airline’s Executive Club
database, is well on track. Holiday Tours will be the facilitator for this promotion. Exclusive packages are
in place and have been priced based on their contract rates. All details and next stages of planning have
been handed over to Deyna.

1.4 There are six clippings for the months of May, June and July 2011.

1.5 There were three bookings made during May: Two direct bookings and one from The Holiday Factory,
totalling 33 room nights.

1.6 In light of the expiry of LSC’s contract this month Laura has prepared and forwarded all day facto issues
pertaining to local tour operators and agents to Deyna. A comprehensive marketing report has also been
compiled and couriered to Mauritius.

2. Market Intelligence

2.1 The next peak travel season to Mauritius is August when the private schools are on holiday.
According to operators, although many travellers will have already booked their holidays for this
period, there is always a lot of last minute booking opportunities during this period as it is South
Africa’s cold and winter season. The focus going forward should be yearend/December & January.

2.2 World Leisure Holidays are offering the following special offers over the winter months: Le
Touessrok at R17 584 per person sharing and Le Saint Geran at R14 801 person sharing. Both are for
7 nights on a HB basis.

2.3 Europcar have partnered with Air Mauritius to add further value to packages on the Travel Smart
campaign. Through this partnership they will be offering preferential car hire treatments.

3. PR activities

3.1 Food & Home
Food & Home is a monthly magazine with a readership of 588 000, with the majority of their
readership in LSM 7-10.

The competition was signed off by all parties and appears in the July 2011 edition, set to tease
readers about the November feature article (post both the Editor and Food Editor’s visit to Shanti
Maurice). The competition is referred to on the front cover and then features on pages 6 and 7,
which is a definite coup. Details are also on the magazine’s website, together with the reader’s offer.
(See attached)

3.2 Sake 24
Sake24 is the financial supplement appearing in the daily newspapers Beeld, Die Burger en
Volksblad. It has a daily circulation of 218 000 newspapers and a readership of 779 000. 70% are in
LSM 8-10.

Inge Lamprecht interviewed Mr Puri at Indaba about market and booking trends, as well as his own
portfolio of properties, and has subsequently published an article. (See attached)

3.3 Business Day Wanted
Wanted is a supplement to prestigious business newspaper Business Day (subscribers only) - they
have an LSM 9-10, are highly educated, and have large amounts of disposable income.

David Allardice is writing a special report on Luxury Travel over a four month period. David met with
Deyna at Indaba, who gave him an overview of the resort and they discussed future editorial
possibilities. Deyna to follow up with David on a potential visit to the resort.

3.4 Jane Broughton
Is a freelance journalist focusing on travel, food and lifestyle writing. She contributes to a number of
SA’s glossy magazines including Horizons, Conde Nast House & Garden, G&W, Opulent Living and
Conde Nast Traveller.

Jane Broughton’s target market is definitely well suited to Shanti Maurice. Jane met with Puri at
Indaba and will look into future editorial possibilities once she has thought of a good angle and
suitable publications. Deyna to follow up on a potential visit to the resort.

3.5 Responsible Traveller – Tessa Burhmann (editor)
Quarterly B2B travel magazine, for companies who are committed to the environment and to
community development. It showcases Southern Africa as a responsible tourism destination.
Distributed freely to the travel industry and local & international business travellers, select rooms of
Sun International and Southern Sun hotels.

Tessa met with both Deyna and Puri at Indaba. She was very interested in the hotels greening
policies and sustainability, particularly Grandma’s Kitchen. She is interested in running an article in
the next issue and also discussed a potential visit to the resort.

3.6 Out There Travel Guide
Out There Travel is an upmarket publication, capturing the marketplace in the travel industry and
equipping readers with all the necessary information to make an informed decision on travel
destinations.

Provided information on Grandma’s Kitchen, for inclusion in the magazine’s news pages in the July
issue.

3.6 Clippings

Shanti Maurice featured in the following publications:
- SA Conference, Exhibition and Events Guide, May 2011. Shanti’s Award Winning Spa. Total value:
- R9 200.00 = €940.12
- Sake 24, 16 May 2011. Article based on Inge Lamprecht’s interview with Puri. Total value: - R26
868.75 = € 2745.64
- Food & Home, June 2011. Snippet in editorial about the upcoming competition in the July issue.
Total value: - R750.00 = €76.64
- GQ South Africa, June 2011. Snippet on the resort. Total value: - R2167.00 = €221.44
- Horizons Magazine, June 2011. Special offers at Shanti Maurice. Total value: R3987.50 = €407.47
- Food & Home, July 2011. Win a stay at Shanti Maurice. Total value: R53 580 = € 5475.18

Total value = R48 448.43 = € 4950.00

4. Marketing

4.1 British Airways joint promotion

This joint promotion is scheduled to take place in July. An electronic flyer will be sent out to the
Executive Club database (made up of very high income customers) with 3 exclusive packages:
- Couples package
- Family package
- Pamper package

This has been handed over to Deyna including an electronic introduction to Brand Manager Steven
Parsley, who is responsible for managing the campaign. Holiday Tours will be handling the bookings

which are made up of these exclusive land packages together with BA flights. These have been
priced based on Holiday Tours contract rates with Shanti Maurice.

Dates of this very valuable joint promotion will run from 1 August - 31 October 2011.

5. Feedback & Discussions with the trade

Herewith an overview of various other travel trade communications this month, excluding Indaba, which
rather than repeat again, please find the Indaba report herewith:

Contact Activity Follow-Up
1. Air Mauritius Deyna met with Carla and Fazeela at When the winner is
Airline Indaba announced, this will be
The joint competition in Food & Home handed over to Deyna to
liaise with the magazine
ran this month following a signed
and Air Mauritius.
agreement from LSC. Laura will initially advise
Tickets are being issued for the the prize winner before
Women’s Health competition. passing onto Deyna.
2. Travkor The booking for Dr Venter is back in Deyna should follow up
Tour operator the pipeline. Passed over details to with reservations as this is
the reservations department. a repeat customer.
3. Gateway Travel and Tours Have approached SM about inclusion Deyna to respond to
Tour operator in the 2011/12 brochure. This will be a Charmien about whether
part barter agreement. SM would like to be
included.

6. Conclusion

Regretfully, despite discussions during Indaba, and a subsequent new proposal to target more direct
marketing to the South African market, a decision was taken by Client not to renew LSC’s contract at this
stage, as the response in bookings has not proved as profitable as was originally anticipated. It goes without
saying that promotion of any new product in the SA market takes a while, however we believe that all the
effort of 12 months should culminate in the coming months to meet desired expectation. The number of
room nights is on the increase (currently sitting at 121 nights); especially from preferred partners such as
The Holiday Factory and the number of direct bookings indicate that PR efforts have been effective. The BA
joint promotion can be seen as a final push by the LSC team to target the right clientele for Shanti Maurice in
this market. If it goes ahead smoothly as planned there is no doubt that it has the potential to be very
successful. The foundations have been laid in this country and if contact is kept with the trade, there is still a
great deal of potential for an increase in number of visitors to the resort.

Regards
Lesley & Laura
ENDS

REPORT PREPARED FOR
JULY 2010

Date: 12 August 2010


Following discussions with tour operators it is apparent that Shanti Maurice is well priced given
the calibre of the resort. As far as other hotels that are of the same standard are concerned,
Shanti Maurice is actually coming out cheaper once the 50% discount is applied.

Competitor St. Geran is offering 2-for-1 holidays at the moment, which poses a competition.

2. PR / Marketing

2.1. Shanti Maurice Launch Ebanner
We sent out an Ebanner to tour operators on our IOI database, as well as to those
operators who Exclusive Serenity had been dealing with in the past. The Ebanner was a
teaser to a follow up press release which indicated that Shanti Maurice had been
reinvented.

2.2 Shanti Maurice Launch Press Release
Following the Ebanner we distributed a press release about the re-launch of
Shanti Maurice as a Nira Resort. We distributed to this to the tour operators which were
sent the ebanner as well as the media (travel trade and consumer media). This received
interest from various media and tour operators, who enquired about photos and asked
for more information. An article in South African Tourism Update and Hotel & Restaurant
(online) followed soon afterwards. Other media showed interest in featuring the resort in
upcoming publications.

2.3 Business Travel Now – Sustainability article
Motivated and sent through information and photos to Business Travel Now (a travel
trade publication) about how Shanti Maurice is ‘reducing their carbon footprint’. The
article is focussing on how different travel destinations are doing their bit for the
environment and focussing on sustainable development. The article is due to feature in
the September issue.

2.4 Lowvelder – Women’s Month article
Sent information through to journalist Melanie Reeder who works for the Lowvelder,
which is a community based newspaper in the province of Mpumalanga, South Africa. In

this article she featured Shanti Maurice as a ‘spoil spot’ for women during women’s
month. The article is due in mid-August.

2.5 Opulent Living Magazine
Negotiations were made on an on-going basis with publisher Barbara Lenhard about
featuring Shanti Maurice in the next edition of Opulent Living. Negotiations were based
on a part barter, part payment for the editorial.

2.6 Social Media
LR spent quite a bit of time updating Facebook and Twitter. Facebook involved changing
info details. Adding links to website, changing name, logo, added LSC as new PR
company, added a number of photos to the album. Also created a new fan page under
Shanti Maurice. Twitter involved changing all the branding details and linking up to the
Facebook page. When Facebook is updated, Twitter is automatically updated as well.

3. Fam Trips

3.1. Group Fam Trip
There are no concrete fam trips in the pipeline for now. But there have been discussions
about sending over the top tour operators for the official launch of Shanti Maurice – A
Nira Resort, in September.

4. Feedback & Discussions with TO/Corporate Clients/Incentive Houses

Herewith an overview of meetings and discussions with different members of the trade whether
it was telephonically or in person:

1. Pulse Africa  LS and LR met with Nicci LR.
Lanferna (director), Bronwen
Pearson (Product manager) and
Natasha Springer (consultant) to
give a presentation and training
on the product. Provided
brochures, photos and fact
sheets, etc.
2. To Escape To  LR spoke with destination LR.
specialist Jo-Anne Nicholson
about rates for Shanti Maurice.
Jo-Anne had a potential booking
so wanted to know more about
the resort. Sent over information
and rates.

6. Conclusion

During the month of August, LSC will be focusing on Puri’s visit to SA. We will be arranging
cocktail parties for the trade as well as media lunches for exclusive journalists. We will also be
arranging one on one meetings with various tour operators. Potentially we will have a radio
interview on a talk radio station and we are also looking to do a one on one interview with a
journalist from the travel trade as well as a consumer mag.

ENDS.

April 2011 Monthly overview

Date: 5 May 2011

1. Overview

1.1 As similar with all trade shows, preparation for exhibitors is extremely time consuming – scheduling
appointments including contacts to meet with Puri and Deyna during Indaba (7-10 May). Story angles
have also been submitted to the Indaba Daily Newspaper and information and pictures have been
included in all correspondence to be given to the media during the show.

1.2 Chef Willie and Deepak visited South Africa, namely Johannesburg and Cape Town, on a fact finding
mission to source new contacts including suppliers of kitchen equipment, cheeses and wines. The
intention was also to establish relationships with top chefs in the country and possibly look at an
exchange programme between Shanti Maurice and a chosen SA hotel (either The Sandton Sun or The
Michelangelo). LSC assisted with setting up appointments with various contacts, chefs from top
restaurants and hotels, and a number of suppliers of both Johannesburg and Cape Town.

1.3 Successful training at Holiday Tours cemented LSC’s belief that this should be a “preferred partner” – a
dinner is being arranged with Jackie and Flora during Indaba.

1.4 A few bookings were received this month, totalling 27 room nights. These included: The Holiday Factory,
UAR Tours, Unusual Destinations as well as a direct booking (via Africology).


2.1 SAA increased its passenger capacity to Mauritius with the upgrade of its aircraft from a B737-800 to
an A340-200 to accommodate Easter holiday passengers. Flight availability was initially very low at
the beginning of the month but the increased number of seats attracted some last minute bookings.

2.2 The official launch of MK’s Travel Smart programme will take place at Indaba. It is anticipated that
this will give the destination further exposure and spread the word to operators and agents to make
use of these special offers.

2.3 World Leisure Holidays opened Long Beach Hotel in April, with opening specials of 7 nights on a half
board basis at R13 065, valid from 2 – 28 April 2011. They are also offering a special agents rate until
the end of October at R6875 for 7 nights on a half board basis, incl flights with MK.

2.4 Experiential travel is the new buzz in travel spheres and has hit SA’s tour operators whose
requirements include an increased need for day tours that will improve client’s knowledge about the
destination or improve their skills in a particular art or sport. It is important to offer more than
simply a beautiful destination and different and exciting activities. (Source: Travel News Weekly)

3. PR activities

3.1 Food & Home

The competition as a build-up/teaser to the Dec article is scheduled to appear over a DPS in the July
issue. The prize was finalised, information was provided by Air Mauritius together with a reader’s
offer from The Holiday Factory.

3.2 Horizons Magazine

Horizons is an in-flight magazine for BA with a focus on local, international and African destinations,
travel news, leisure & entertainment. Readership 160 000, circulation of 16 000.

Provided information on the 50% discount for the low season for a feature on special winter deals.

3.3 Conde Nast House & Garden

Conde Nast House & Garden is monthly magazine providing ideas and inspiration to its readers. LSM
8-10 with age group between 35 and 49 years. Focus includes food, travel and décor. Distributed
monthly with a circulation of 40 932

The magazine requested information on the Nira Spa for an upcoming feature on top spas.

3.4 Indaba Daily News

The Indaba Daily News is the official newspaper for The Travel Indaba held in Durban. The
publication is distributed to all exhibitor and delegates during the entire duration of the exhibition
and includes all newsworthy stories from exhibitors at the show.

Submitted stories on Plant a Tree and Grandma’s Kitchen. The editor has requested a pic to
accompany the Plant a Tree story for possible inclusion.

3.4 Grandma’s Kitchen Press release

Distributed to travel trade media, travel magazines and food magazines. Also distributed to our tour
operator database

3.5 Conference Exhibition and Events Guide

Provides the latest conference, exhibition, travel, accommodation and other related information to
companies and organisations. Distributed via subscription.

Following the submission of information on the Nira Spa for a Spa and wellness centres feature, the
editor requested some images.

3.6 SQ Magazine

SQ Magazine targets the most affluent homes and potential homeowners. Over 10 000 copies of SQ
Magazine are printed and distributed on a quarterly basis.

The publication approached Deyna to include the resort in an upcoming issue on exclusive getaways.
Lesley negotiated a four page advertorial in exchange for part cash, part barter. This was however
declined by Puri.

3.6 Clippings

Travel Industry Review Southern Africa, April 2011. Snippet on activities available at Shanti Maurice.
Total value: - R6465.00 = €659.63

4. Marketing

4.1 E-banners
The following e-banners were distributed to the South African travel trade this month. Copies
attached:

2nd April 2011 Looking to book a last minute holiday over the Easter period?
Take advantage of the Free Nights special on offer at Shanti Maurice ...
hurry offer is valid until 30 April 2011.

4.2 Indaba 2011

4.2.1 Appointment Electronic appointments were sent out to LSC’s database of travel trade
request as well as to all delegates attending Indaba from South Africa, South
America, North America, Russia, and a selection of European countries.

Appointments have been plotted for tour operators – new and old to meet
with Puri and Deyna

4.2.2 Media Meetings have been scheduled with three journalists namely:
- freelance journalist David Allardice – writing and article on luxury travel
- Tessa Burhmann, editor of B2B publication Responsible Traveller
- Jane Broughton, freelance journalist who writes for a number of glossy
magazines featuring high end properties.

4.3 Pull up banners

These are in the process of being designed – images and content have been submitted. They were
initially intended for Indaba, but are still being designed for future shows, functions and training;
especially the joint promotion with MK and the German Chamber of Commerce in August


Herewith an overview of meetings and discussions with different members of the trade:

1. The Holiday Factory  Training with reservation staff from
Tour Operator the Holiday Factory. This was a very
interactive session with lots of
questions being asked and a lot of
interest in the product.
 The team mentioned that they have
been receiving more and more
enquiries from travel agents for
Shanti Maurice.
 LSC will commence with training at
various travel agencies, together with
the National Sales Manager in mid-
May.
 A meeting has been scheduled for
Indaba.

2. British Airways Comair  Meeting scheduled for 13 May to put Special packages need to
Airline plans into place for the joint direct be discussed and compiled
sales promotion which will run from for presentation to BA at
the meeting.
July – September.
3. Air Mauritius  Liaised with the marketing
Airline department on content for the Food
& Home competition which is being
published in July.
 The Women’s Health winner’s dates

are confirmed. Awaiting feedback
from Air Mauritius on the availability
of tickets.
 A meeting has been scheduled with
Carla for Indaba.

4. UAR Tours  Following receipt of an ebanner, a Not at Indaba so must
Tour operator booking of 11 room nights was made therefore arrange a
for April/May. LSC coordinated the meeting when next in CT
booking.
 A lot of interest has been shown and
therefore a good partner to have. The
owner is however concerned about
the turnaround time from Shanti
reservations.

5. Voila Travel  The product manager visited Shanti LR is in contact with the
Travel Agent Maurice in April with an agent manager to see how they
discount. The trip was highly can further promote the
successful. They much prefer the product to clients.
atmosphere to that of Shanti Ananda
and thought the service was excellent
and the food was outstanding.

6. Africa A-Z  Following the receipt of an ebanner, LR to follow up
Tour operator two enquiries were made about trips
in May and June. One was cancelled
due to budget constraints, the other
postponed until later in the year.

7. Dream Escapes  This tour operator contacted the
resort directly for STO rates. They
specialize in Indian Ocean Islands,
Honeymoon Destinations and Dream
Vacations. A meeting has been
scheduled to meet at Indaba.

8. Thompsons Holidays  Tried to schedule an appointment Schedule a meeting with
Tour operator with Joanne and Celeste during Celeste and Joanne when
Indaba but they are unfortunately back from Indaba.
fully booked throughout. They have
agreed to schedule an appointment
after the show.

6. Conclusion

A lot of research was done this month into new potential contacts who will be attending the Travel Indaba in
Durban. There are a few promising operators and agents, especially noting New Frontiers Tours and Infinity
Holidays (the Wholesaler for Flight Centre), who are very excited to meet with Puri and Deyna. The meeting
will hopefully result in strong new relationships being built.

Bookings are on the increase and improving from last year. There have been a total of 88 room nights
booked this year and far more enquiries about the resort, which means that interest is snowballing and the
word is really starting to get out there in the SA market. Indaba will ideally motivate even further
relationships.

Regards
Lesley & Laura
ENDS

March 2011 Monthly overview

Submitted by: Lesley Simpson (LS), Laura Rodrigues (LR), Michelle Whittemore (MW)
Date: 5 April 2011

1. Overview

1.1 Positive response to LSC’s e-banner campaign is showing increased interest in Shanti Maurice with
more enquiries being received by our office.

1.2 One booking was made this month by Voila travel, a small boutique retail agency dealing
predominantly with the luxury market. This was a trade booking for the product manager who is
visiting Mauritius with his family.

1.3 Preparations for Indaba 2011, taking place in Durban in May, are well under way. Personal
invitations to be sent to delegates who are attending the show are in the process of design and
distribution. Preparations are also underway for an exclusive function to be held for top supporting
operators, one evening during the four day travel show.

1.4 After much negotiating with MK and Food & Home magazine to reach a final agreement and
itinerary, the journalists finally left for Shanti Maurice on 28 March and stayed for five nights with a
jam packed itinerary of both work and leisure activities.

1.5 A number of story ideas based on unique activities at the resort among other USP’s, have been
submitted to the various travel trade publications for upcoming relevant features.


2.1 March saw a name change from MK’s “Smart Season” to the “Travel Smart program”, which it will be
known as and promoted as from now on.

2.2 Air Mauritius has decided to expand the Travel Smart program to include travel agents. According to
Travel News Weekly, from 1 April SA agents will have the opportunity to earn smart points for all
bookings made on the carrier, which can be exchanged for travel prizes. Some of the prizes in the
incentive include air tickets to Mauritius, accommodation in Mauritius, Ipods, cameras and gift
hampers. It will be worthwhile seeing how Shanti Maurice can become also become more involved.

2.3 While advertising of Mauritius properties in regional newspapers was very top heavy in February,
March saw a massive drop in advertisements to the destination, with the exception of Beachcomber
who continues to feature the packages to Mauritius in newspapers and travel trade publications.
Analysis across a range of newspapers over the last couple of months indicates that the increase in
advertising in February was to coincide with the launch of Travel Smart and the exceptional family
and honeymoon deals offered in the month of February. One can predict an increase again to
coincide with more family and honeymoon offers in May.

3. PR activities

3.1 Food & Home

Editor and Food Editor travelled to Shanti Maurice from 28 March - 2 April 2011. Trip included site
inspection, interviews with management and food photo shoot with Willie. A local photographer
handled all photographic requirements for the shoot including a choice of marketing pics.
Feedback from the editor is that it was an outstanding experience. They loved the resort, the food
and Chef Willie. The preparation for the trip was exceptional– everything was ready and prepared
for by the resort upon arrival;, they had all the support they needed and everything was smooth
sailing. They are very much looking forward to the article coming out in December issue.

3.2 Conference Exhibition and Events Guide

Provides the latest conference, exhibition, travel, accommodation and other related information to
companies and organisations. Distributed via subscription.

Submitted information on the Nira Spa at Shanti Maurice for an upcoming feature on Spa and
wellness centres.

3.3 Travel Industry Review

Influential and trusted monthly publication for SA travel trade media. Circulation: 5100 copies

Submitted information on creative activities at Shanti Maurice (easels and paint, telescopes and
cooking lessons), for an upcoming article on Kids and Family travel.

3.4 Travel News Weekly

Weekly travel trade publication aimed at travel managers, professional travel consultants and those
engaged in the sale & promotion of every facet of travel in SA. Circulation of 6831 copies.

Submitted information on the large range of activities on offer at Shanti Maurice, including the
Easter activities for an upcoming feature on Mauritius.

3.5 Business Travel Now

Monthly travel publication aimed at SA travel procurement decision-makers in varying types of
companies. Circulation: 3829 Readership: 20 000 copies.

Submitted information on luxury accommodation and service for an upcoming feature on luxury
travel.

4. Marketing

4.1 E-banners
The following e-banners were distributed to the South African travel trade this month. Copies
attached:

9TH Mar 2011 Be sure to take advantage of this massive 50% discount, offered by “Shanti
Maurice” - the boutique lifestyle resort, with 61 suites and villas situated in
the southern part of Mauritius. Valid 01 May - 31 October 2011

23 Mar 2011 With Easter around the corner family holidays are top of mind, and where
better to spend a family vacation than at Shanti Maurice – A Nira Resort …
where kids stay absolutely free. Valid 10 January - 31 October 2011 inclusive.

Thank you E post cards following any meetings or training sessions have been
implemented this month.

4.2 Indaba 2011

4.2.1 Appointment LSC has designed a suitable electronic appointment notification, whereby
request interested tour operators can book their Indaba appointments with Puri
/Deyna on line on a real time calendar.

4.2.2 Post Indaba Possibility of inviting a select group of t/ops to consider visiting Shanti
fam trip Maurice upon their return to Europe etc. Would also include invites to SA
t/ops plus one journalist.

4.2.3 Pull up banners These are being designed for Indaba and are to include a few eye
catching signature pics, the logo, and contact details.


Herewith an overview of meetings and discussions with different members of the trade:

1. Thompsons Holidays  Training took place on 23 March with Meeting with the chief

Tour operator a group of 12 staff members from the operating officer and
IOI res department. Full presentation Product and contract exec
and discussion of specials. Mauritius cancelled until
later in April.
 Provided staff with brochures, fact
sheets, special offers and overviews of
the resort.
 Comments / feedback were received
re the Sept University.

2. The Holiday Factory  Four staff members from the Holiday
Tour Operator Factory visited Shanti Maurice on 3
April for lunch and a site inspection. A
mixology lesson was included as a
surprise.
 Feedback was incredibly positive and
the consensus is that it is a vast
improvement from Shanti Ananda.
The sales manager is certain that
there is definitely a market for the
product.
 Training of HF reservations staff to Awaiting feedback from
take place in April. HF to see whether to tie in
with a function.
 On the road training with travel LSC to visit res teams with
HF sales manager.
agents to take place in May.
3. British Airways Comair  Following a meeting where thoughts
Airline were put into place surrounding a
proposed campaign for BA Executive
Club members, LSC drew up a formal
proposal and action plan for the BA’s
consideration.
 Management are very pleased with LS to send final formal
the ideas, however have proposed proposal to Puri.
that the 3 month campaign be
launched in July instead of the original
plan for May.
 Meeting scheduled for May to put Discuss packages with
final plans into place. Duarte for final sign off at
meeting

4. Air Mauritius  LSC managed to negotiate the final
Airline agreement on 4 tickets for Food &
Home and have built the relationship
for future media trips and

competitions. LSC has signed a formal
contract with MK in this regard.
 Women’s Health competition winner Need to confirm dates for
winner this month.
confirmed and in discussions with MK
for tickets for requested dates.

5. Traveller’s Choice  Feedback from the Sales Manager LR to arrange training with
Tour operator indicated that despite a couple of staff of Traveller’s Choice.
minor delays on check in, the fam trip
on 2 March was a massive success.
The agents loved the property and
believe they have clients who would
be interested in Shanti Maurice.
 Following receipt of an e-banner, the
MD requested more information on
the specials for a potential booking to
the property.

6. UAR Tours  Received an enquiry for 5 April 2011 LS to set up a meeting
Tour operator but the client decided to book during Cape Town visit or
elsewhere due to budget constraints arrange a meeting during
Indaba.

7. Voila Travel  MD enquired about possibility to LR to follow up with
utilise the 50% discount during April product manager on
for her product manager. LR return.
negotiated the agent discount with
Duarte as the guest is a member of
staff.

6. Conclusion

Following the e-banners campaign, we believe that the impact has been extremely positive and an increase
in enquiries has resulted. The obvious conclusion is that it is important to convert these enquiries into
bookings. Shorter turnaround time is necessary, especially if possible within 24 hours. Feedback from a few
tour operators recently has suggested that they look elsewhere, and are able to get a response from other
resorts sooner. It is important to continue with regular contact and a ‘top of mind strategy’.

The coming month is set to be a busy one as LSC as the SA inbound Travel Industry start preparation for
Indaba. Invitations have been sent to the trade requesting appointments and after thorough investigation of
the list of delegates and exhibitors; LSC has identified other potential contacts. Those not attending Indaba,
will be encouraged to set up a meeting or training at another stage.

Regards

February 2011 Monthly overview

Date: 4 March 2011

1. Overview

1.1 The Smart Season was launched between Air Mauritius and a select group of tour operators. The airline
have agreed on special airfares which include up to two children flying free; and the bride saving up to
20% on her airfare during February and May 2011. Tour operators are packaging holidays accordingly.

1.2 A meeting with Air Mauritius has resulted in a number of partnership opportunities that should
hopefully see a bigger increase in business through this channel.

1.3 In February LSC introduced bimonthly ebanners to be sent to the trade database. These were designed
in house with the objective of sending a different offer or announcement every second week.

1.4 Distribution of ebanners has kept the resort top of mind for operators and a number of new enquiries
have subsequently been received. One booking was made by The Holiday Factory this month.

1.5 Build up to the forthcoming Indaba has started – lots to consider.

1.6 Further to discussions between Mr van Frank, Anna and Karl Braunecker in Mauritius about
possible participation in Connections newly established ‘MAURITIUS INCENTIVE CONNECTION’
Lesley has been in frequent contact together with Karl to assist with his planning around
placement of advertisements and design of logos for this exciting campaign to promote ‘other
exciting’ incentive options on the island of Mauritius. Karl’s intention is to promote 10 different
hotels similar to a campaign he and Lesley managed together previously. We believe this is
going to be a very worthy opportunity to promote Shanti Maurice to the incentive houses within
South Africa, as well as to the corporate market.

1.7 Supplied Duarte with a full database of partner tour operators, with updated details who currently hold
contracts with hotel.


2.1 With the launch of the “Smart Season” there has been an increase of Mauritius holiday packages
Mauritius in the press. Most of these have been lead in prices, but some packages to note are:

- Paradis – ZAR19 360 pp (€2006) for 5 nights. Valid 7 February to 23 March 2011
- Dinarobin – ZAR21 790 (€2258) for 5 nights. Valid 7 February to 23 March 2011
- Le Touessrok – pay 6 stay 7 in a deluxe room from ZAR24 249 (€2513). Valid 1 February – 10 April
2011

2.2 In order to create a greater interest from families it might be useful to promote family packages –
advertising one total cost for the whole family. This would be especially appealing to families given
the fact that children under 12 stay free.

2.3 During a discussion with MK, they have advised their objective to promote their routes beyond
Mauritius e.g. Shanghai. Part of LSC meeting this month included a special “Stop over” rate req for
passengers spending a few days in Mauritius enroute. MK has also requested a special rate for their
corporate clients to stay at Shanti Maurice.

3. PR activities

3.1 Food & Home

Two journalists are travelling from 28 Mar – 02 Apr 2011. Itinerary to be drawn up for journalists –
to include a food shoot together with chef Willie. Food editor Anna Montali will commence direct
contact with chef Willie, week commencing 07/03
LSC has negotiated four free tickets from MK for this joint promotion: - these will be for the media
trip for the editor and food editor (Dec issue); as well as for the competition (July issue).
The Holiday Factory is to include a reader’s offer on both competition and editorial.

3.2 Southern African Tourism Update

Southern African Tourism Update is the region’s only independent locally-published and produced
tourism publication which seeks to inform readers on developments and products on offer in the
region. Tourism Update is a monthly magazine with several bumper issues (including Indaba).

Submitted information about “Plant a Tree” to include as a story in the April / May issue of SATU
which will be available over the Travel Indaba held in Durban, South Africa.

3.3 Clippings
Shanti Maurice featured in the following publication:
- Your Wedding Day, 2011 – part of a larger article on Mauritius, promoting Shanti Maurice as a
wedding and honeymoon destination. Total value: - R15 000 = €1554.40

4. Marketing activities

4.1 E-banners
The following e-banners have been distributed to the South African travel trade. Copies attached
(these were sent in the body of the email as opposed to an attachment):

7th Feb 2011 Shanti Maurice introduces a series of special offers valid 7 Feb – 31 Oct 2011
9th Feb 2011 As February marks the month of romance, there’s no time like the present to start
planning the perfect honeymoon to Mauritius. Shanti Maurice are pleased to
present an unbeatable Honeymoon offers.
21st Feb 2011 This Easter “Shanti Maurice” are not only offering fantastic deals but are
Sure to keep the whole family entertained with a host of activities!


telephonically or in person:

1. Thompsons Holidays  Training has been booked for their Objective to maintain
Tour operator team of 15 res staff for 16 March. relationship, regardless
 A meeting with the chief operating they declined inclusion of
SM in their IOI brochure.
office and Product and contract exec
Mauritius, has been scheduled for the
same day.
2. The Holiday Factory  Booking made for 2 adults, 21-28
Tour operator February 2011.
 LR met with HF to discuss Smart
season and other promotional
activities – as mentioned in January, a
Smart season value add package has
been implemented.
 Will actively start promoting SM
during low season as this is when
prices become more competitive –
this will include advertising, e-shots
and flyers.
 LR to visit luxury travel agents LR to start drawing up a
together with HF sales rep to do schedule for visits
training
 Discussed possibility of LSC hosting a
LR to set up a date –
function for all staff – funded by SM possibly second week in
and to include training and possible April
prize giveaways

 Proposed that Puri host a function for LS to discuss with Puri
VIP travel agents during his August
visit.
 Requested a special agents fare for
LR to initiate
low season.

3. British Airways Comair  Second meeting to discuss SM’s Follow up with Comair to
Airline exclusive BA Executive Club find out flight situation
promotion.
 Campaign to promote different
packages with business class flights
and special packages and value adds
at SM.
 Have suggested three different
packages:
- Couple package
- Family package
- Pamper package
 Marketing channels to include special LR to draw up a suitable
email, possible hand delivery, BA action plan and propose
website, big screens in Slow Lounges, packages, to enable LS to
discuss with Puri.
advertising in inflight magazine.
Deadline: Tues 8th March
 Also suggested cocktails in Slow
Lounges and on board in business
class with tags promoting the
package.
 Shanti Maurice brochures to be made
available in the slow lounges.
 Once packages are booked – deliver
beautifully wrapped brochures to
clients.

4. Air Mauritius  LSC met with country manager and
Airline marketing manager
 Negotiating a special rate at SM for
LS in contact with the
MK staff, walk in business, MK
resort
Suppliers & Special Contacts and an
STPC rate.
 Joint prize giveaway for the German To become a stand-alone
Chamber of Commerce approved promotion.
 Have agreed to sponsor four air
tickets for Food & Home promo in Jul
and Dec issues. Discussed
expectations for all future media trips.

5. Blue Moon Travel  Included the Honeymoon offer in a Copy of newsletter to be
Retail Agent newsletter that went out to their sent to client.
database. This special is also being
promoted on the website.
6. DMAfrica  An inbound tour operator – dealing Need to keep them up to
Tour operator mainly with high end clients from date with all changes so as
Russia, China, South America and to inform their sales reps.
LSC to meet together with
France.
sales reps for further
 Met to discuss changes at SM and training.
how to promote this to their clientele.
 Very keen to promote SM as it is
exactly the sort of exclusive product
their clients look for.
7. Traveller’s Choice  Accommodation at SM arranged as Follow up upon their
Tour operator part of an agent educational - 2 Mar return to the office on
2011 for 8 travel agents and 2 Monday 7 Mar 2011.
Traveller’s Choice staff members.
8. UAR Tours  Requested a contract following LS to set up a meeting
Tour operator receipt of special offers. This has been during Cape Town visit.
issued.
9. African Horizons  Honeymoon enquiry following receipt Client is still deciding.
Tour operator of special offers.

6. Conclusion

An overall comment relative to this month passed is that there have been some very positive responses from
the trade, especially Air Mauritius, to a forward on-going relationship with Shanti Maurice. The fact that we
have two special offers out in the retail trade via two different operators, namely Holiday Tours and The
Holiday Factory is also positive. They obviously need to be monitored, but likewise encouraged to see how
we can turn these special deals into actual bookings. We have also identified some independent agents to
see what opportunities lie within their luxury travel business bookings. This month has also seen the
introduction of a much increased flow of communication to our Shanti Maurice database of operators and
agents – the objective being to be ‘in their faces’. We have received quite a lot of compliments in return
(), but let’s hope it pushes the button that they think of SM over and above the competition! We have
also started analyzing package offers in the same league as SM advertised in the weekend press, although as
we know, the trend in the SA market is more to target that 3* & 4* market. Regardless it is contributing
towards some interesting market intelligence should Mr. Puri or Paul van Frank require.

Working through channels such as BA’s Executive Club will we believe also contribute hugely to an improved
awareness campaign for the Shanti Maurice brand, so I am excited about the opportunities this will present.
Likewise the presentation to the South African chapter of the German Chamber of Commerce in August, via
the joint prize sponsored together with Air Mauritius. Both of these opportunities will assist with our overall
brand awareness objective to that exclusive luxury end of the market.

Plans for Indaba are under discussion internally within LSC at the moment, and upon approval of Shanti’s
position on the MTPA stand, we need to start working with immediacy on a suitable meeting schedule, as
well as a possible dinner for select operators and media partners.

Regards
Lesley & Laura
ENDS

December / January 2011 Monthly overview

Date: 4 February 2011

1. Overview

1.1 December and January are quiet months in the trade in South Africa because many companies close
for a few weeks over the festive season. However LSC managed to spend some time contacting the
trade and looking for potential opportunities to get 2011 off to a good start.
1.2 January saw four bookings being made, one of which was unfortunately cancelled due to a change of
destination choice. However, one was a direct booking of 30 room nights.
1.3 Special offers have been negotiated with the two top supporting tour operators, Holiday Tours and
The Holiday Factory. Coincidentally they support Air Mauritius special “Smart Season” promo,
whereby Air Mauritius will offer reduced rates in return for reduced rates at hotel partners and the
relevant exposure. Both operators will actively promote the offers on their websites as well as
advertise in the local press. Press releases have also been distributed promoting the campaign.
1.4 A media trip and a competition have been motivated and accepted for one of South Africa’s top
glossy magazines, Food & Home Entertaining.
1.5 Lesley participated in the GSA meeting held mid-December in Ascot. The meeting was extremely
successful. Many new systems into managing room night targets were implemented and strategies
have subsequently been introduced.


2.1 A focus during the month of January was the unfortunate murder which took place at Legends Hotel.
While this created a slight concern among travellers, a number of tour operators have been quoted
in the media, ensuring the public that it was an isolated incident and that Mauritius is still extremely
safe.

2.2 An article on luxury travel in Travel Industry Review (TIR) (December 2010) has indicated that luxury
travellers are not travelling less but have changed the way they are travelling. They are limiting their
trips outside of the country to one a year. Furthermore for beach holidays such as Mauritius, they
are looking for early booking offers and added value in packages.
A subsequent meeting between LSC and Holiday Tours indicated that the luxury market has been the
least affected by the recession. Travellers are obviously always very interested in special offers, but
value adds are not important.

2.3 An article in TIR (January 2011) indicated that there has been an increase in demand for cheaper
accommodation and packages in the 3* categories. This means that while the market for Mauritius
might have increased, there is not necessarily a greater demand for 5* plus accommodation. The
article also indicated that customers are booking holidays to the IOI for a shorter time and at the last
minute.

2.4 World Leisure Holidays’ 5* Long Beach Resort is due to open in April providing further competition
and offering another appealing option to the SA market.

2.5 Another article in TIR (January 2011) has indicated that spas have become a must-have for luxury
travellers. Something to note when promoting what Shanti Maurice has to offer.

2.6 Please find attached an interesting document on “lesser-known travel trends for 2011”. These
trends are not specific to the SA market but rather broad trends, applicable worldwide.

3. PR / Marketing

3.1 Holiday Tours press release
Press release detailing the Honeymoon offer designed exclusively for Holiday Tours was distributed
to Wedding publications, travel editors and travel trade media.

3.2 Special offers with extension of Kids special offer
The special offers detailing the extension of the kids stay free offer, was distributd to members of
the trade.

3.3 Food & Home

LSC met with editor Rosanne Buchanan and a media trip as well as a competition is being
negotiated. SM is to sponsor a prize in return for a double page spread, while the media trip will
result in a 6 page article on cuisine at the resort, including photographs of surroundings plus one
dedicated page to the resort.

Awaiting response from airline re sponsorship of flights.

3.4 Woman & Home
Readers are mostly women aged 35+. It is the best-selling English women's glossy in the country,
selling 96 000 magazines a month. Their estimated readership is 300 000 a month.

Woman & Home included a short piece on Shanti Maurice in an article on 38 travel treats for 2011.
(see attached)

3.5 Women’s Health Magazine
Women’s Health is the sister brand to Men’s Health. It is in its first year of circulation and has a
circulation of 65 000.

Shanti Maurice and Air Mauritius sponsored a superb competition to celebrate their first year in the
November issue. Final stats from the magazine’s marketing department showed that they had a
total of 7441 entries for the competition. The winner is Marieke Marcus and partner from
Johannesburg.

3.6 Clippings
- Opulent Living, November 2010 – 5 page article based on a barter agreement to the
value of R60 000 plus one additional page highlighting the launch function held on 8
September 2010. Total value: - R85 000 = €8551.31
- Private Edition, December 2010 – 2 page article on Mr Puri and Nira Hotels and Resorts.
Total Value. Total value: - R65 000 = €6539.24
- Woman & Home, January 2011 – Shanti Maurice featured as one of 38 travel treats for
2011. Total value: - R14 426 = €1451.31



1. Holiday Tours  The special Honeymoon package Monitor status of
Tour operator (exclusive to Holiday Tours) was bookings.
approved by Puri and Paul. Look at different
 LSC met with res and sales team for promotional opportunities
training and promotion of the special for the offer every couple
offers. of months.
 LSC also met with Directors to discuss
the state of luxury travel in South
Africa
 LSC distributed press release to help
promote the awareness of the
package.

2. Thompsons Holidays  Training has been booked for their Objective to maintain
Tour operator team of 15 res staff for 9 March. relationship, regardless
 A meeting with Joanne Adolphe (GM they declined inclusion of
SM in their IOI brochure.
product and contracts) and Celeste
Keller (Product and contract exc
Mauritius) has been scheduled for the
same day.

3. The Holiday Factory  HF have been included in Air
Tour operator Mauritius’ “Smart Season” campaign
and will include SM in their special
promotions
 Free private transfers, as well as LR to look at press release
complimentary golf has been distribution.
approved. Additional promotional
opportunities pending.
 Discussions pending re Puri’s visit. LR to follow up in
upcoming meeting

4. British Airways Comair  Following proposal for the Executive
Airline Club campaign, targeting April 2011.
 Meeting in mid-February to start
putting plans into motion.
 LSC awaiting confirmation of budget LR to draw up a suitable
on annual plan. action plan, following
meeting
5. Air Mauritius  Meeting pending to discuss more
Airline opportunities with “Smart Season”.

6. Blue Moon Travel  LR met with this travel agent for
Retail Agent training
 Based in Johannesburg and Cape
Town - has specialized in tailor-made
packages for the last 10 years
 Interested in promoting the LR to follow up to ensure
honeymoon offer in next newsletter. included in newsletter
 Also discussed the possibility of media
trips (with the CT office)
7. Rhino Africa  Confirmed a booking, for a single LS to consider the future
Tour operator traveller for 13 nights – 19 Feb – 4 role-play of barters
Mar 2011.
 Subsequently “paid” for using Opulent
Living’s bed nights from their barter
agreement.

8. Mars Travel  Retail agent Meet for training and to
Retail Agent  Booking made for 19 – 26 February discuss further
2011 - three Junior Suites Beachfront. promotional
opportunities.
9. DMAfrica  Issued STO contract for a booking in Discuss further
Tour operator March 2011. opportunities.
 Meeting pending in February for
training.

10. Traveller’s Choice  Requested a date for training the res
Tour operator team in February.
 LR has invited director of the co. to do Status of visit still pending
– LR to follow up.
a site inspection during his upcoming
visit to Mauritius at the end of
February.

11. Gateway Travel  Product Manager Charmien van der Pending further
Tour operator Merwe reported that her stay at discussions when LSC
Shanti Maurice at the end of travels to CT on sales calls.
November was superb and could not
fault the resort. She did report
however that additional costs were
expensive and therefore has
requested that FB special offers be
considered.

12. Voila Travel  Request received for a competition at Assess the proposal and
Retail Agent Johannesburg entertainment venue sum up the benefits.
“Monte Casino”.

13. Quintessentially  Contact made with PR, Marketing and LR to keep in regular
Concierge Service events manager about opportunities comms in case an
to sponsor a prize. Regretfully no opportunity arises.
opportunities at the moment.

14. Go2Africa  Loaded SM special offers onto the Follow up on response
Tour operator website. from offers on the site.
15. Perfect Africa  Very interested in SM special offers. Build relationship further
Tour operator

6. Conclusion

Plans are well under way for opportunities in 2011. Meetings have been scheduled for February which will
see a lot of promotional ideas being put into practice.

The room night target which has been set for the South African market means that a lot of hard work has to
be done to really cement Shanti Maurice’s presence in the current market. This challenge has been eagerly
accepted by LSC. Ideas behind possible incentives for bookings are being discussed which could see a major
increase in bookings if implemented.

The Southern Africa Travel Organisers Association (SATOA) has reported that the current economic upturn
will be an important driving force in 2011 and will also have a lasting and positive influence on European

travel behaviour. This will impact the SA market through inbound tour operators who will ideally look to
Mauritius as an add-on to their itineraries. It is important to use this information by targeting inbound
operators as well as realising the potential that 2011 brings, as we look to increase bookings out of South
Africa quite substantially.

Regards
Lesley & Laura
ENDS

November 2010 Monthly overview

Date: 6 December 2010

1. Overview

 It was a productive month in terms of touching base with tour operators (telephonically) and visiting
various members of the trade. However, operators are into their busy season already and are not able to
work on new promotional activities or have staff training before the end of the year. Discussions are well
underway for exciting 2011 opportunities.
 Feedback from tour operators has shown plenty of last minute Christmas / New Year enquiries, however
flights to and from Mauritius are minimal for this period so their Mauritius bookings have been low for
the last couple of months.
 A great deal of time was spent working on the presentation for the December strategy meeting in Ascot.
This included researching markets, finding statistics on the South African travelling and included
feedback from tour operators about 5* competitors they are promoting.


2.1 The Mauritius government has imposed a new airport departure tax, applicable from 1 November
2010.The Terminal Expansion Fee is priced as follows:
- €11 for adults and €6 for children under 12 for long haul departures
- €3,10 for adults and €1,60 for children for regional departures (Reunion, Seychelles,
Madagascar, Comoros, Kenya and SA).
According to trade publication Travel News Weekly, while the tax has annoyed UK tour operators, SA
operators don’t seem worried. The cost is low and they are building the cost into their quotes on
packages.

2.2 Discussions with tour operators over the last month have indicated that South Africans are
predominantly looking for all inclusive 4* properties offering hassle free holidays.
An estimated 10% of the market is currently staying in 5* properties as those who normally stay in
these have had to downgrade due to the economic recession. Tour operators are expecting an
increase in 5* bookings in 2011.

2.3 The Residence are offering a Honeymoon package at a cost of R11 990 (€1309) for 7 nights, based on
half board, return flights, private transfers and value adds including: champagne, fruit bowl, beach

bag, pareo, T-shirt, set of postcards plus a full day catamaran cruise including lunch and soft drinks.
The groom pays the normal contract rate while the bride is FOC.
2.4 Constance Prince Maurice is offering a 30% discount this festive season (23 December 2010 – 6
January 2011). This is on a half board basis and no minimum stay is required.

3. PR / Marketing

3.1 Your Wedding Day Magazine

Your Wedding Day is South Africa’s first annual special interest magazine celebrating real-life
weddings. From sharing other brides’ anecdotes and inspired and treasured moments to those vital
details and how-to’s that effectively promote the industry’s most important bridal suppliers.

Following Your Wedding Day’s attendance at a media lunch in Cape Town during Puri’s visit in
August, Shanti Maurice will be included in the 2011 issue as part of a larger Mauritius feature (along
with two other properties). A quarter page advertisement was also placed. LR provided publication
with copy and details, who in turn designed the advert.


The competition was a great success and saw many entries (awaiting final stats from the magazine).
The special offer which was partnered with Holiday Factory was loaded onto the Women’s Health
website and has subsequently received a few enquiries as well as greater interest in the product.

3.6 Clippings
- Afropolitan, October 2010, a guide by Quintessentially Travel; featuring Shanti Maurice.



1. Holiday Tours  A special honeymoon package has Assist marketing
been negotiated. This is a more department with
competitive rate than was previously electronic mailshots they
offered, when comparing to their send out.
other 5* properties.
 LSC to meet with Margaret Park in
early January for staff training and to
discuss further promotional activities.
It has been a slow couple of months

for them in terms of Mauritius
packages due to lack of flights.
2. Thompsons Holidays  Negotiations pending regarding
inclusion in the next Specialist
Collection, since they were not
included in the current one.
Discussions to resume in the New
Year.
 Training was booked for November
but had to be rescheduled for early
January due to end of year work
commitments.
3. The Holiday Factory  Last minute changes were made to
the brochure page, which has now
been signed off and is ready to go to
print
 Following last month’s decision to not
refund the Mullers, the clients
objected. As a gesture, they have
been offered a 5 night refund while
the remaining funds are to be held for
a future booking by Holiday Factory.
 A few enquiries have been received Get a final breakdown of
following the Women’s Health bookings and enquiries
readers offer.
4. British Airways Comair  LR and LS met with marketing
manager of Comair, Heidi Brauer,
following her visit to Shanti Maurice
in early November, as well as Shaun
Pozyn who is responsible for the
loyalty programme.
 Heidi was very impressed with the
resort and sees great potential in their
loyalty clubs.
 They feel that it is worth putting
together a very special package to
market to their VIP clients, as this is
the type of clientele we should be
targeting.
 LS has received a proposal from Shaun
to discuss further with Puri in London.
5. Air Mauritius  LR met with sales executives
Samantha Marshall and Mario Baccani
to discuss the South African market as

well as joint marketing opportunities
with the airline.
 Keen to look at cosponsoring
potential media trips in 2011.
 Discussed package opportunities for
clients flying via Mauritius. It might be
worthwhile using Shanti Maurice as a
stopover.
 Discussed opportunities for special
travel agent packages to offer the
trade in the low season (November).
6. Voila Travel  LR met with GM Maria Jacobs. Awaiting a formal
Discussed promotional opportunities. proposal. LR to follow up
 Maria would like to involve Shanti with Maria.
Maurice in a competition to be held at
local entertainment venue “Monte
Casino”. Exposure will include flyers,
billboards, adverts on the big screens
in the casino and inclusion in the in
house magazine (available to the
casino’s tenants as well as all guests
at the three onsite hotels).
7. Traveller’s Choice  LR met with GM Louis Venter to
discuss how we can promote the
resort to their clients better.
Mauritius is their second biggest seller
so there are good opportunities.
 New collateral has been provided and
staff training has been arranged for
early January.
 Louis would like visit the resort (even
if it’s a day visit) during his Mauritius
trip in February.
 Louis would also like to look at Fam
trip opportunities in the new year.
8. Unusual Destinations  They have done a rerun of 2000
copies of their current brochure. Once
again Shanti Maurice has been
included but with new name,
information and photos.

9. Pulse Africa  Nicci Lanferna’s corporate booking of
26 people fell through because the
group decided to travel locally instead

 The IOI product manager is currently
on maternity leave, but upon her LR to follow up in the new
return in March they are interested in year
doing a mail shot so as to increase
their business to Mauritius.
10. Quintessentially  Shelley Jordan has advised they will
not be using ZAR rates for now and
will keep their contract through the
UK office.
11. One Stop Africa  Advised that they are going to be LR to follow up in the new
sending out an electronic mailshot in year.
early 2011 and would very much like
to include Shanti Maurice.
12. Unusual Destinations  Discussions pending regarding the
2011 brochure.
13. Travkor Africa  Enquiry received for 6 adults and 1
child to travel over New Year. LR
liaised with Duarte and advised agent
of availability and costs. Enquiry still
pending.
14. Perfect Africa  An enquiry was received for a booking
in early April next year. LR passed on
rates and advised that the clients
could have the honeymoon offer on a
5 night only stay, as was agreed by
Duarte (exceptionally). The enquiry is
still pending but they hoping for an
answer over the next week.
15. World Wide Island Tours  Website was updated this month with
special offers including Shanti
Maurice’s 2011 offers. The offers are
being featured on their golf,
honeymoon and main websites.

6. Conclusion

While it was clearly a productive month in terms of discussions with tour operators and other partners, it is a
busy time of the year with last minute bookings, meaning training or marketing opportunities are on hold
until the beginning of the next year.
Appointments have been scheduled for January to get 2011 off to a good start.
Discussions with tour operators and airlines have made it clear that given the exclusivity of the product, it
might be worth considering channelling marketing efforts through alternative methods, focussing on very
exclusive clients such as members of Comair’s Executive Clubs.

There are many exciting opportunities and plans which have been discussed and which will ideally be put
into practice over the next couple of months.

Regards

Lesley & Laura

ENDS

October 2010 Monthly overview

Date: 5 November 2010

1. Overview

 It is a quiet time of the year for bookings in the South African market as most Christmas and summer
holidays have been booked up in advance. However there is still potential to target the late market and
LSC will be working with top tour operators in November to promote the late offers through
promotional activities such as mail shots.
 Following Thompson Holiday’s withdrawal of Shanti Maurice’s inclusion in the Mauritius Hotel Specialist
Collection, efforts have been turned to The Holiday Factory as a top supporting tour operator in the
building of a strategic relationship. The brochure page has been finalised and a special reader’s offer has
been put into place with Women’s Health; encouraging reader’s to book a package to Shanti Maurice
with Holiday Factory.
 LSC advised tour operator database of the 50% discount extension, in an effort to increase bookings for
the last couple of months of the year.
 Following Duarte’s request for feedback on the special Ladies Package, LSC gave recommendations on
how to promote the special in the South African market. Feedback from Duarte pending.
 LSC is currently combining all tour operators who have contracts into one common list, as per a request
from Duarte for contact details.


2.1 An article in Travel Industry Review (SA) weighs up the pros and cons of half board verses all-
inclusive in Mauritius. An interview was conducted between General Managers of Beachcomber
Shandrani (Jean-Louis Pismont) and Four Seasons Resort (Andrew Harrison) to argue the pros and
cons of each:
- While both have their strengths the general consensus was that guests are looking for hassle
free holidays with a few extra expenses as possible.
- Therefore, while Four Seasons still believe that Half Board is a more attractive option, they
have also introduced Food and Beverage credit offers, which is on a Bed & Breakfast basis
with a €250 credit per villa for a four-night stay and €500 for a seven-night stay. They
believe this gives the client the freedom to spend the credit as the please at bars and
restaurants in the resort.
- Andrew Harrison believes that South African’s still prefer half board as it is in line with what
most other resorts offer and is an established offering that works well in this market.

2.2 Beachcomber’s Trou aux Biches is set to reopen in November and after a R1-billion refurbishment
has been bumped up from a four to a five star resort.
- Although perhaps a different market to Shanti Maurice, mention should be made of the
special opening offer of less 20 percent, which expires in March 2011.
- According to Nadine Morley product manager for Bestbeach Travel, this property has been
one of the most popular for South African travellers, with high levels of repeat business.

3. PR / Marketing

3.1 Opulent Living Magazine
Opulent Living is a high end coffee table magazine published twice a year, and distributed at
selected prestige hotels, lodges and lifestyle estates as well as on board various international and
national airlines and in airline lounges. It has a minimum of 180,000-240,000 readers per issue.

Following Florian and Barbara’s visit to Shanti Maurice in September, a six page article has been
written by journalist Michelle Snaddon for inclusion in the magazine. LS and LR assisted in signing off
the article.


As part of the birthday month competition, LR managed to secure a reader’s offer with Holiday
Factory. This will be exclusive to Women’s Health readers. The reader’s offer will be featured on the
website and will be accompanied by photos, Holiday Factory and Shanti Maurice logos and contact
details for Holiday Factory. The print edition, which includes the competition page, hit the streets
this month.

3.4 Private Edition
Private Edition is a quarterly publication, edited by the award-winning Les Aupiais. It offers a window
into the world of the understated wealthy. Its highly targeted distribution includes personalised
mailing by MTN Business, Investec Private Bank and the Pam Golding Property Group to their most
valued clients. It is also available at exclusive invitation-only events where each guest receives a
copy.

Editor Les Aupiais met Puri at the media lunch in Cape Town during his visit to SA. She will be
running an article in December’s issue (one of this month’s clippings mention this). LR assisted by
sending through photos to include in the article.

3.5 TNW
Travel News Weekly (TNW) is a weekly travel trade publication for travel managers, professional
travel consultants and those engaged in the sale and promotion of every facet of travel in Southern
Africa. It reaches 4 000 retail travel consultants and managers.

Following Puri’s interview with editor Natalia Thomson during his visit, an article was published in
TNW about Shanti Maurice. LR assisted Natalia by providing photos.

3.6 Clippings
Shanti Maurice was featured in the following publications:
- Women’s Health Magazine; November 2010 – Competition Double Page Spread
- Travel Industry Review; October 2010 – added to the Leading Hotels of the World collection.
- Travel News Weekly; 20 October 2010 – an overview of the property following Puri’s visit.
- Private Edition; September 2010 – Les Aupiais makes reference to Puri and Shanti Maurice in her
editor’s letter. There will be a full feature in the December issue.
- Ons Kontrei (Afrikaans newspaper); 29 October 2010 – Makes reference to Shanti Maurice as the
sponsor of Finesse Magazine’s “New You” Competition.

5. Feedback & Discussions with Tour Operators


1. Holiday Tours  Following Comair SA acquiring a
majority shareholding in Holiday
Tours, all contracting for both brands
has been taken over by Margaret at
Holiday Tours.
 As a result, all contact and contracting
details had to be changed over for
Comair to be under the control of
Holiday Factory
 The next Holiday Tours brochure is
due for distribution in April. This will
be a worldwide brochure as opposed
to specifically Mauritius. Discussions
pending regarding Shanti Maurice’s
inclusion.

2. Thompsons’ Holidays  Various discussions have resulted,
following General Manager Joanne
Adolphe’s decision for Shanti Maurice
to not be included in the Mauritius
Hotel Specialist Collection.
3. The Holiday Factory  Shanti Maurice has been included on
one full page of the brochure.
Assisted with images and copy. This
has been signed off.
Follow up with Women’s
 As part of the Women’s Health Health before offer is

competition, Holiday Factory has loaded on the website.
included a reader’s offer on the
website. This offer is valid for travel in
early next year.
 A complaint was received by the
resort from clients Muller. The
decision was taken for the money to
not be refunded and Holiday Factory
are currently holding the funds.

4. Africa A-Z  LSC forwarded ZAR contracted rates
following request
5. Toucan Travel  LSC forwarded ZAR contracted rates
following request
6. Siyabona Africa Travel  LSC forwarded Euro contracted rates
further to request.
7. Pulse Africa  Nicci Lanferna’s corporate booking of
26 people to visit the resort is still
pending.
8. Quintessentially  Shelley Jordan (Head of Travel) to
meet with Christelle and Puri at ILTM.
Points for discussion:
- South African office’s request
for ZAR contracted rates.
9. Getaway Travel and Tours  An extension on the R2000 half board Report back from director
special currently on offer has been Robert Sneddon on the
requested following an increased enquiries received.
interest from customers.
10. Unusual Destinations  Discussions pending regarding the
2011 brochure

6. Conclusion

One of the central focuses for November will be negotiations for inclusion in various tour operators’
brochures. LSC also received contacts via Christelle in her research of appointments for ILTM, namely Uni
Travel, Rewards, Boyz Travel Merchants, Liberty Group and Ecossential Escapes. LSC plan to make contact
over the next month in order to discuss opportunities with each.

ENDS

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