Orient Travels journeys from legacy strategies to successful digital campaigns   

The company

Orient Travels boasts a rich history that spans over six decades, originating at a time when contemporary travel and tourism were yet to take shape. Established in 1963 by the late Sheikh Khalid Bin Sultan Al Qasimi—a trailblazer in the travel and tourism sector—the company commenced its operations in Dubai before relocating to Sharjah.

"Historically, Sharjah held significance in civil aviation as its airport served as a transit point en route to India, contributing to the Gulf's evolution in importance," says Waseem Rahmany, General Manager of Sales at Orient Travel. The company had been established there even before the formation of the UAE in 1971, and so they witnessed Dubai's transformative journey over more than half a century. "Initially, tourists spent not more than three nights here, but today, even two weeks feel insufficient to explore all that the UAE offers. From leisure activities to business prospects, there's something here for everyone."

At the time of the company's inception, the concept of tourism was alien to the UAE, as most visitors arrived seeking job prospects. As these immigrants settled, their friends and relatives began visiting—a process that revolved around paper tickets. "Orient Travels has traversed a considerable distance since then, witnessing the transition from paper tickets to e-commerce platforms," Rahmany says.

Orient Travel concentrates on the B2B travel sector, leveraging the UAE's emergence as a regional hub for industries like oil and gas, as well as IT—leading several companies to station their senior executives in Dubai.

The problem

Over the decades, Orient Travels has adapted its marketing approach. Initially relying on "above the line" (ATL) strategies via newspapers and billboards, escalating costs prompted a shift towards social media and email marketing initiatives—and yielded positive responses. Embracing digitization, Orient Travels sought CRM software and ultimately discovered Zoho CRM.

"We initially tried various email marketing platforms, but encountered challenges due to fragmented customer data," Rahmany says. "Discovering Zoho Campaigns proved to be a turning point—effective, user-friendly, and cost-efficient. We had just integrated Campaigns into our operations when the pandemic struck."

The pandemic dealt a severe blow to the travel industry, with no airlines operating from Dubai for over three months. Maintaining communication with corporate clients during the lockdown and the gradual resumption of travel routes posed a significant challenge.

The solution

"Fortunately," Rahmany says, "Zoho Campaigns was invaluable during this period. We swiftly configured Campaigns with the right content and visuals, enabling our marketing team to engage closely with customers through emailers."

Given the dynamic pricing in the airline industry, rapid email campaigns played a crucial role in sustaining robust communication channels for Orient Travels. "We need to promptly alert our customers—stored in Zoho CRM—about any upcoming airline price changes," Rahmany says. "This approach is swift and effective. Moreover, people tend to check emails on mobile devices and prefer concise messages over lengthy ones."

The benefits and ROI

Rahmany underscores the pivotal role technology and automation play in today's travel business. "Similar to how grocery store checkout times have drastically reduced over time," he says, "Dubai airport's automated immigration queues aim to create a seamless traveler experience. With an increasing population and number of airlines, managing a travel business efficiently necessitates automation tools."

For instance, in Rahmany's previous email solution, creating personalized and quick campaigns to engage a target audience weren't feasible. "However, in today's landscape," he believes, "personalized, succinct content is imperative to maintain an audience's attention."

Looking ahead

In the road ahead, Orient Travels is all set to chart a path of expansion. Rahmany anticipates the continued rise of work-from-home culture across companies, leading to the conversion of many warehouses in Dubai into cafes to provide more workspaces for millennials.

"Dubai's safety, security, and opportunities have made it a global hotspot for professionals," Rahmany says. "Visa rules have become more liberal, facilitating easier operations from the city. Despite the fluctuations over the decades, Orient Travels has continued its upward trajectory, culminating in our recent accolade: the World Travel Award—an honor in our industry."

With over 40 years of experience from their CEO, combined with the burgeoning potential of Dubai, Orient Travels foresee a thriving future, especially in the meetings and events space. Their success story not only encapsulates their evolution alongside Dubai's growth, but also highlights the pivotal role of adaptation, technology, and customer-centric strategies in navigating the travel industry's ever-evolving landscape.

To know more about Orient Travels, click here.