Digital touchpoint, hyperlocal travel, sustainability driving travel industry:Arindam Basu

Deltin, a leading brand in the hospitality, entertainment, and gaming industry, has announced the ‘Tenniversary’ of its iconic property – Deltin Royale, located in Goa. To make this occasion even more special, Deltin Royale has initiated multiple marketing initiatives, primary among them being the release of a groundbreaking CGI video. The video has already gone viral, organically amassing 3 million views in less than 10 days.

In interaction with Adgully, Arindam Basu, GM – Marketing, Deltin, speaks about the success of the ‘Tenniversary’ campaign, trends dominating the travel industry, unique marketing strategies, and much more.

What was the main objective behind the marketing initiatives undertaken for Tenniversary, and how have they been received by your audience?

Deltin Royale is Asia’s largest offshore gaming and entertainment destination which came into existence in 2013. As we cross 2023, Deltin Royale celebrates its glorious 10 years of luck, luxury and legacy. It's ‘Tenniversary’ celebrations are taking place throughout the month of October as a testament to Deltin’s remarkable journey over a decade of offering unparalleled experiences to guests from across the nation.

Throughout the month of October, we have been treating our guests with an array of extraordinary events and spectacles that showcase our commitment to delivering exceptional moments with unparalleled excitement and entertainment. Deltin Royale’s Tenniversary is a feast for the senses, every week has special themes with a wide range of activities and entertainment options to suit every taste. From thrilling gaming experiences to specially curated exquisite dining options, guests are treated to an unforgettable extravaganza.

The response has been phenomenal, and we are grateful to our guests and patrons from across the country for participating in this historic celebration. Not only have these initiatives achieved their objectives, but they have also generated enthusiasm and anticipation among our audience, which bodes well for our future endeavours and customer engagement.

How did you ensure that the video resonated with your target audience? Which elements were crucial in achieving this resonance?

The video intended to increase our brand’s visibility in the digital and social media landscape by utilising the most recent trend of CGI videos, we intended to generate excitement surrounding our brand and the ‘Tenniversary’ event. We sought to engage and amuse our current and prospective patrons.

The purpose of the CGI video was to provide viewers with a virtual adventure and a sample of excitement that they could expect to encounter at Deltin Royale. Given the recent prevalence of CGI videos on social-digital media, we wished to capitalise on this trend to expand our reach and boost our brand's visibility. We intended for the video to go viral and attract a broader audience, which we have been successful in achieving.

The 1.75 million views the CGI video has received on social media demonstrate its success in captivating the audience's attention. With over 35,000 likes, comments, and shares, the video has generated considerable interest and conversation among our audience. The ‘Tenniversary’ branding has been well received, and our audience has embraced it as a symbol of our decade long legacy.

What are some unique marketing strategies or approaches that Deltin has employed to differentiate itself in the competitive hospitality and entertainment industry?

‘Deltin’ offers a unique combination of thrill, excitement, entertainment, culinary delights and excellent service. Our customers fall into a variety of categories: some desire the excitement of live gaming, some visit for the experience, others for our gourmet cuisine, and still others simply want to have fun.

Depending on the consumer segment, the demographics of our visitors vary, but they include men, women, and families of various ages from various regions of India. They adore the ‘Deltin’ experience, which consists of our class and our strong connection with our customers. The brand personality of Deltin is a combination of three traits: emotional, provocative, and friendly. The brand has always been customer-focused. As a leader in the luxury gaming and entertainment industry for more than a decade, ‘Deltin’ has always endeavoured to deliver on promises. We have always based our communications and promotions on the needs and emotions of our visitors and members.

Our marketing efforts are concentrated on four key verticals: Digital promotions & PR, Offline marketing, Loyalty & Rewards and curated events & experiences. Within these verticals, we place particular emphasis on performance marketing, inbound & content marketing, collaboration with influencers & content creators, direct communications with our customers, loyalty promotions, and a plethora of exclusive events where individuals can experience the ‘Deltin’ side of life. We do not believe anyone else in this segment comprehends its TG as well as we do. Consequently, consumer engagement is our most valuable asset and the foundation of our marketing strategy. This is what ensures our edge and relevance over others.

Could you tell us about Deltin’s future plans, such as upcoming projects, expansions, or initiatives?

‘Deltin’, as a brand, currently has two offshore floating casinos in Goa – Deltin Royale and Deltin Jaqk; these are amongst the country’s most iconic offshore luxury gaming and entertainment destinations. Then it has five of India’s best land-based casinos, starting with ‘Deltin Zuri’ at The Zuri White Sand Resorts in South Goa, Deltin Gold at the Sinq Prive Hotel in the popular Candolim belt of Goa, Deltin Denzong at Hotel ITC Denzong Regency in Sikkim, Deltin Casino International in Kathmandu Marriott Hotel, Nepal and Deltin Suites Casino part of Hotel Deltin Suites in Goa.

Also, Deltin has two 5-star hotels - Deltin Suites, a 106 room, all-suite hotel with a casino and The Deltin, a 176-room five-star hotel in Daman.

Given the rapid increase in demand for leisure travel and tourism, with casinos playing a crucial role in it, the luxury gaming and entertainment industry in India appears to have great potential. Deltin is well-positioned to capitalise on these market shifts. Deltin’s specialty lies in creating one-of-a-kind experiences that dazzle with a memorable blend of high-octane excitement, premium gaming, gourmet dining, and attentive, friendly service.

Delta Corp Ltd., the owner of the 'Deltin' brand, is developing a 100-acre integrated resort in Goa as its dream project. This will be a one-of-a-kind integrated resort featuring a 5-Star Hotel, an electronic casino, a theme park, a retail mall, gaming zones, and a variety of other family-oriented amusements. Also, an existing offshore casino vessel of Deltin will be replaced with a much larger vessel that will be unique and superior to any casino people have experienced in India to date; the vessel is scheduled to be in the river Mandovi in Goa next year.

How do you envision these future plans will further enhance the brand’s position in the hospitality and gaming industry?

Since more than a decade, ‘Deltin’ has been a pioneer and leader in the luxury gaming and entertainment industry. Due to its prompt procurement of gaming licences and investments in the development of top-tier hospitality and gaming facilities, such as luxury hotels, floating casinos, and land-based casinos, Deltin stands out with its exclusive ecosystem in the industry. The mission of Deltin is to make India a premier destination for high-end gamers and entertainment seekers, comparable to Las Vegas and Macau. The brand’s success is largely attributable to its commitment to customer satisfaction and personalised experience. Deltin has achieved a high level of customer retention and positive word-of-mouth by focusing on its customers' specific requirements and adapting its offerings accordingly. Deltin is well positioned to maintain its leadership position in the market.

What are some of the emerging trends in consumer behaviour within the hospitality and tourism sector that you've observed recently?

Well, post the pandemic, which took a great toll on the entire industry, the tourism and hospitality sector has bounced back with vigour. We are observing a lot of emerging trends like increased dependence on digital touchpoints and experiences, enhanced focus on domestic, local and hyperlocal travel, increased travel spendings, preference on health & sustainability, etc. As per the latest ‘How India Travels’ report, 91% of Indian travelers refer to YouTube for their travel inspiration, followed by 85% who prefer Instagram. Indians look for thrill and excitement when it comes to travelling. All these insights help us a great deal in devising our communication strategy and offerings to our target segment.