Golden Chariot with New Marketing Strategies

With an aim to attract more & more tourists to luxurious Golden Chariot, the tourism department of Karnataka has come out with new marketing strategies. The department has decided to rope in educational institutions, colleges, multinationals and corporate to enroll for bulk bookings.

Srinivas, project director of Golden Chariot Train said, “Annually, educational institutions take students on a vacation. We are focusing on such institutions, who would promote the Golden Chariot by word of mouth. South Indian tourism and the luxury train would gain more publicity, generating more revenue for the railways”.

He also informed that travel plan will help in bringing people together of corporate house. Under travel plan companies can have team building programmes and various other activities. Moreover, the department has also slashed the prices to 15 to 20 per cent for bulk booking.

In addition to traditional marketing strategies, the tourism department has also adopted direct marketing strategies like presentations at various places. Mr. Srinivas added, “The biggest problem in recent years was that there were no bulk bookings for Golden Chariot. Every luxury train takes time to get bulk bookings. Even Palace on wheels struggled for many years to get maximum bookings”.

The occupancy level of Golden Chariot in year 2008 was 20 per cent, in 2009 it was 25 per cent and in 2010 it increased to 39 per cent. However, now the department is expecting at least 50% bookings. The soft launch is kept in September but the actual launch is scheduled for mid October.
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