Club Mahindra Holidays
 | |
| Resorts | |
| Traded as |
NSE: MHRIL BSE: 533088 |
| Industry | Leisure Hospitality |
| Founded | 1996 |
Area served | India and Certain Locations Abroad |
| Products | Vacation Ownership, Club Mahindra Holidays, Club Mahindra Fundays |
| Parent | Mahindra Holidays & Resorts India Limited |
| Website |
www |
Company Overview
Established in the year 1996, Mahindra Holidays & Resorts India Limited (MHRIL) is the leisure and hospitality arm of the Mahindra Group, a USD 16.9 billion multinational group based in Mumbai, India. It is India’s leading player in the leisure hospitality industry that offers quality family holidays primarily through vacation ownership memberships. While MHRIL’s flagship brand is Club Mahindra, some of the other popular brands offered by the Company are Club Mahindra Fundays and Svaastha Spa.
The Company’s flagship brand “Club Mahindra” today has a fast growing customer base of ~194,000 vacation ownership members and offers 45 resorts across India and abroad. Club Mahindra is committed to creating ‘Magical Moments’ for its vacation ownership members when they holiday at one of their 45 resorts. The Company ensures its members take back memories which last a lifetime; thus forging a long-lasting relationship. With a member base of 1.94 lakhs, MHRIL has established itself as a leading player in the Leisure and Hospitality Sector in the Indian domestic market.
RCI Affiliation
Club Mahindra is affiliated to Resorts Condominium International (RCI), a global holiday exchange network. MHRIL has the unique distinction of having 26 RCI ‘Gold Crown’ and 1 ‘Silver Crown’ Resorts in India, which bears testimony to the high standards of resort facilities, amenities & services that the Club Mahindra resorts offer.
Brand Identity
In October 2013, MHRIL unveiled a new brand logo for its flagship brand “Club Mahindra”. The “Club Mahindra” brand identity stands testimony to the brand commitment of creating ‘Magical Moments’ for its members. The Club Mahindra logo is inspired by the thought ‘make every moment magical’. Inspired by the Buddhist mandalas, the symbol is made up of four hearts coming together. The hearts are in vibrant shades of blue, yellow, orange and green, inspired by the ‘colours of holiday’. These hearts symbolize families and friends coming together.
Expansion
In FY 15, MHRIL added resorts in Manali & Kanha. Mahindra Holidays has been adding aggressively to its room inventory. It added more than 500 rooms between 2014 to 2016, and the total room count stands at 2826.In September 2015, the Company increased its stake to 85.6% in Holiday Club Resorts Oy, Finland (HCR), a leading European vacation ownership company.[1] With this acquisition, MHRIL together with Holiday Club has become the world’s largest vacation ownership company outside the United States. Further, options of holidaying in Europe at 30 scenic resorts in Finland, Sweden and Spain have also opened up for Club Mahindra members.
Product Offering
Club Mahindra offers its members with a unique leisure hospitality model in that it allows members to enjoy the amenities of a resort along with a variety of other services and benefits such as food at subsidized rates, fun activities, spacious accommodation, sightseeing, etc. all in one place. It also provides its Members with flexibility while planning holidays besides other benefits. By paying an exchange fee, members can also opt to stay in resorts of affiliated companies in India or abroad as well. Member has to be enrolled to avail usage through RCI.
As a Club Mahindra member, one can avail 7 Nights 8 Days holiday in each year depending on eligibility and availability for 25/10 years at any of the 45 resorts the company has in India and abroad. Apart from these, there are also the around 4500 RCI affiliated resorts across the globe that one could exchange the days / weeks for. In FY’16, 90,000 members have already holidayed with us, where 68% of members have got a holiday of their first preference and the total number of holidays taken in this financial year is about 3 lakh.
Members also have the option of splitting their 8-day holiday into smaller holidays of 2–3 days each. Or one can enjoy longer holidays of over 7 nights (up to a maximum of 14 nights) in one’s own season. If a member does not use all of 8 days of allotted holidays in a year, the remaining days get carried forward to the next year. However, this is limited to a total number of 21 nights. These options have been created in order to provide members with multiple options to plan their perfect holiday. One can also ‘Gift a Holiday’ to friends and relatives on payment of a nominal guest fee. Gifting is not allowed during member only days. One can book a holiday from 4 months in advance or even a day prior to going on holiday, depending on the type of membership the member holds and the member’s eligibility and availability.
Membership Options
The choice of membership is categorized as per the member’s requirement into colour coded seasons into Purple, Red, White and Blue, with Purple reflecting holidaying in all season, Red reflecting peak season preference (excluding some super peak dates like Diwali, Christmas, New Year eve, Independence eve, etc.) and White and Blue reflecting low-peak seasons. This is subject to availability in the resort of the member’s choice. Members also select an apartment type at the time of signing up for the membership. Club Mahindra offers the option of a studio, a one bedroom apartment or a two bedroom apartment, according to one’s needs and family size/number of adults who can travel together for a holiday. The membership opted for is a combination of accommodation and season opted for by the member.
Resort Facilities
1. Accommodation at Mahindra Holidays
Club Mahindra resorts offer spacious apartments fit for comfortable family living instead of cramped rooms. One can choose from studio, one bedroom and two bedroom apartments, to suit one’s need. One can also choose to holiday in some of Club Mahindra’s unique accommodations that include floating cottages in Ashtamudi, log huts in Binsar and luxurious tents in Kumbhalgarh and Kanha.
2. Activities at Club Mahindra
At Club Mahindra we take special care to ensure families have a great vacation. The activities organized at Club Mahindra resorts range from entertainment to skill development. Every Club Mahindra resort has Fun Zones, recreational activity centres that offers activities such as magic show, kids’ zone, pottery making, water rappelling, and adventure sports to bird watching and camping, that ensures every member of the family engaged with something. Club Mahindra resorts have a team of specially trained Fun Rovers and Holiday Champs who take charge of engaging kids so that adults can do something on their own without worrying about them. Some of the activities conducted at Club Mahindra resorts include:
- Land & Aqua Zorbing
- ATV Rides
- Air Rocket
- Puppet Making
- Zip Line
- Rope Activities
- Paint Ball
- Backgammon
- Pottery
- Towel Art
- Paper Craft Making
- Rock Painting
- Flower Making
- Dance Classes
- Video Games
3. Svaastha Spa
Club Mahindra offers world class spa facilities at the in-house spa Svaastha Spa for a completely relaxing & rejuvenating experience to its members. It also offers a comprehensive bouquet of Wellness treatments for the entire family, including kids with activity based mini therapies.
4. F&B at Mahindra Holidays
Club Mahindra resorts offer a wide range of world class multi cuisine restaurants to its members promising a delicious dining experience at all the resorts. Through Fun Dining, Club Mahindra offers its members a taste of international flavours, popular favourites and local delights. The F&B team at Club Mahindra works towards creating unique recipes with a blend of local and popular flavours. Apart from enjoying world cuisine, at Club Mahindra resorts one gets a chance to sample recipes and delicacies from the local regions. Chefs take great pleasure in understanding the local flavours, ingredients and cultural preferences to create recipes that reflect the true taste of every region.
Apart from this, the restaurants at Club Mahindra resorts also organize interesting food drama through outrageous food in the form of Jumbo Pizza, Jumbo Burger and Maharaja Dosa where guests are encouraged to create the outrageous food of the day and enjoy it too.
Last year the Company introduced a unique and innovative in-room dining experience in the form of Gourmet Express at the resorts. Gourmet Express is a conceptualized food offering served in hygienic and stylish packaging. These disposable food boxes enable easy food consumption with a take away option for road trips.
Significant Awards and Accolades won
• Club Mahindra won ‘The Creativity Gold Award’ for the Interactive Email Marketing for Use of Big Data Analytics and 3 ‘The Effective Bronze Award’ for Cricket World Cup Twitter Campaign, The Hadoop Campaign for Email Marketing and Slipper’s Campaign at the DMA Asia Echo Awards in August 2015.[2]
• Hansa Cequity (MHRIL’s email and analytics partner) won a Silver award for implementing the ‘Most Innovative Loyalty Programme’ for MHRIL at the Asian Customer Engagement forum 2015.
• MHRIL won the Silver ABBY award for ‘Slippers Mailer’ and Bronze ABBY award for ‘Album Mailer’ at the AdClub Goa Fest 2015[3]
• MHRIL received awards for ‘Best Innovation Practice in Digital and Social Media’ and ‘Innovation in Brand Management’ for Teddy Travelogues and ‘Best Innovation Practice in Marketing and Operations’ for Visual Grammar and ‘Most innovative Big Data Analytic Solutions’ by World Innovation Congress in 2015 [4]
• MHRIL received the ‘Content Marketer of the year’ award by DMAi in 2015 for designing unique content to promote the Club Mahindra brand
• MHRIL received an award for “Best Use of Customer and Data Analytics in Loyalty Program” at the 8th Loyalty Awards 2015 presented by AIMIA in 2015
• Club Mahindra has been selected as a ‘Super Brand’ for the year 2014-15[5]
• MHRIL won the Sliver Awards at Designomics Awards in the category ‘Digital Use and Social Media Innovation’ in 2014[6]
• Club Mahindra won ‘Dimensional Mail Gold’ award at the DMAi India ECHOTM awards in 2014
• MHRIL has won two prestigious awards for the successful implementation of ProDis, Proactive Distribution System Innovation – Innovation Award at the CIO100 Forum in 2014 and Innovation Award at Mahindra & Mahindra Group IT Connect 2015
• MHRIL won the Silver ABBY award in ‘Dimensional Mail’ category at Goa Fest 2014[7]
• MHRIL (Club Mahindra) has been listed amongst Mumbai’s Hot 50 Brands by Paul Writer & Hindustan Times[8]
• MHRIL was recognized by CIO Review magazine as ‘Company of the Year – Hospitality’ CR Companies of the Year 2014
• Club Mahindra Baiguney received the Best Resort Award 2014 in the state of Sikkim from the Department of Tourism of Sikkim
• The Brand Trust Reports India Study 2013 ranked Club Mahindra India’s most trusted vacation ownership brand in a study covering 19000 brands across 16 cities
• Mahindra Holidays and Resorts India Ltd. was the world’s first Vacation Ownership company to be ISO27001 certified in 2011
• The RCI President’s Club Award recognizes Club Mahindra as an organization that transformed the vacation ownership experience in 2014
• The highest honour a hotel can receive from the TripAdvisor community is the Travellers’ Choice award and In 2012 the Club Mahindra Coorg resort and the Club Mahindra Ashtamudi resort were given this honour
• Club Mahindra was voted the Product Of The Year 2012 in the Hospitality/ Holidays segment in a consumer survey of product innovation
• Club Mahindra was presented the 'CSI 2011 Awards for Excellence in IT' for the Travel and Hospitality Sector by Computer Society of India (CSI)
• Club Mahindra Munnar and Club Mahindra Varca Goa have received the Ten Year Award for consistent recognition as a RCI Gold Crown Resort from 2000 to 2009
• Club Mahindra’s Member Relation Center set a global benchmark by making us the world’s first Vacation Ownership Company to COPC certified in 2011
References
- ↑ "Mahindra Holidays completes acqusition of 19% equity in Holiday Club Resorts".
- ↑ "DMA Asia Echo 2015 Awards List".
- ↑ "AdClub Goa Fest 2015" (PDF).
- ↑ "World Innovation Congress in 2015 Awards List".
- ↑ "Club Mahindra was selected as a “Superbrand” for 2014-15" (PDF).
- ↑ "Designomics Awards List 2014".
- ↑ "Goa Fest 2014 awards list" (PDF).
- ↑ "Mumbai Brand Summit & Hot 50 Brands".
External links
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