Lubaina Sheerazi is a visionary leader and trailblazer in the world of brand management and marketing. As the CEO & Co-founder of BRANDit, a trusted destination and hospitality representation company, she works with international tourism boards, destination management companies (DMCs), and hospitality brands, helping them navigate the diversity, scale and complexity of the Indian market.
Interview by PayalSahni
Q. Can you share your journey and what inspired you to co-found BRANDit?
After over a decade of experience in tourism and 15 years in marketing, starting BRANDit felt like a natural step. I wanted to make a difference in a destination and create a shift in the travel industry as the Indian market becomes more interesting and complex with each passing year.
In 2010, I got the opportunity to launch Oman in the Indian market as a desirable travel destination. Back then, it was largely undiscovered with a very different perception from what you see today. The Indian market came with its own set of challenges. While the trade was fragmented, Indians, even the well-travelled ones, did not consider spending holidays in Muscat. It pushed me to be creative. The first step was to educate the trade and the second was to reach out to the end consumer.
Right from changing the way we presented the destination to the travel agents, MICE operators and wedding planners, to working closely with private sector stakeholders, hotels, and airlines, we created an aspirational value to Oman, resulting in over 25 Indian weddings happening there. We organised familiarisation trips for trade and media, conducted training sessions, and hosted roadshows in target markets. Using limited resources and budgets, we launched Oman’s global advertising campaign in 2017, which helped position Oman as a great location for Bollywood movies and songs, eventually reaching the end consumers. By 2019, India had become the second-highest source market for Oman. Our unique approach helped us exceed the expectations of the Ministry of Tourism Oman.
Q. As the CEO of BRANDit, what are your primary responsibilities and how do you balance the various aspects of your role?
My role is massive and involves many tasks. I support all processes, ensuring everything runs smoothly like a well-oiled machine. I set the company’s goals and maintain the pace in the right direction. By staying in touch with all departments, I can support them while keeping our overall goals in mind. I also spend time engaging with clients to understand their needs and working with our team to deliver tailored solutions.
Balancing these tasks requires effective time management, delegation, and open communication with my team.
Q. What are some of the biggest challenges you have faced in establishing and growing BRANDit, and how have you overcome them?
Starting in uncertain times required us to rethink traditional strategies and adapt to a rapidly changing environment. We worked tirelessly to gain the trust of potential clients and recognition in newer markets. It involved extensive outreach efforts and a network to establish our presence. Balancing this with my challenges and keeping everyone working remotely motivated during the pandemic was tough. I am so proud of my team who stayed aligned to emerge winners.
Q. Could you highlight some key achievements and milestones under your leadership?
My journey is an unlikely one. Having started my career in fashion, I transitioned to tourism and discovered my true passion… travel. I gained valuable experience with top companies and started Blue Square Consultants with just two team members in 2010. As COO, I expanded our team to 25 in just four years and launched multiple services in destination marketing, establishing it as a key industry player.
Under BRANDit, which I co-founded just two months before Covid-19, I took it as a challenge when we got the mandate for Qatar Tourism. One of the standout achievements was our work with this Middle Eastern gem, especially in the wedding sector. In 2021, we had a small window of just 4-5 months to execute a 24-month plan for the pre- and post-FIFA events. During this intense period, we signed up 100 people, ensuring all protocols were maintained. We were on a mission and it required immense mental resilience. Our committed team was essential in ironing out the visa process and using tailor-made solutions to meet our client’s needs. The result was massive footfalls from India. We stepped into a new era, showcasing our ability to hustle constantly and adapt quickly.
Fast forward to today, we represent nearly 20 brands. Each has been carefully nurtured through our innovative and client-focused approach, leading to increased brand recognition, trade engagement, and market share. We have also won industry awards for our innovative strategies and exceptional service.
Q. How does BRANDit attract new clients in the highly competitive destination and hospitality representation industry?
We prioritise nurturing relationships and leverage our network. More than half of our new clients come through word of mouth, which speaks volumes about the trust and satisfaction of our existing clients. We stay engaged with industry peers and the travel trade fraternity at exhibitions in India and abroad. I feel what works the best is constantly delivering exceptional results.
Q. Can you share a success story of a client whose business was significantly transformed through your services?
A key project was rebranding Oman as a leisure destination for Indian travellers. We faced scepticism and logistical challenges. The focus in the beginning was to establish it as a standalone destination, which we achieved through our strategic roadmap to engage trade and consumers. We worked with the Ministry of Tourism Oman, private stakeholders, and educated the trade. We launched targeted campaigns to engage weddings and celebrations segments as well, creating desire and delivering uniqueness.
Another one was promoting Seychelles as a premier destination in the Indian Ocean and adding to its growth story in the Indian market. Our strategy focused on raising awareness among agents, media, and consumers, highlighting Seychelles as a top honeymoon choice. We set ambitious growth targets and executed them through effective trade and consumer initiatives, including familiarisation trips for trade and media, training sessions, and roadshows. We also expanded Seychelles’ appeal to end consumers, collaborating on projects with travel magazines, fashion designers and calendar shoots.
Q. What are some of the current trends in the destination and hospitality industry that BRANDit is leveraging to stay ahead?
Travellers today seek unique and authentic experiences, so we focus on working with our trade partners to craft personalised solutions that highlight the distinct offerings of the destinations and hotels we represent.
More travellers are looking for eco-friendly options. We help our clients promote sustainable practices, like energy-efficient systems, zero-waste culinary concepts and community support. This attracts environmentally conscious guests and boosts their reputation.
We have also observed the growing trend of unique and personalised experiences, be it eco-luxe travel, cultural immersions or food tours. For example, we promote one-of-a-kind fly-cruise expeditions to Antarctica, Michelin-starred dining experiences in luxury resorts in Thailand, and experiences beyond wildlife in Kenya.
I have seen significant growth in segments like destination weddings, intimate milestone celebrations and corporate events in the last couple of years. We work closely with our destination and hospitality partners to create marketing strategies that give them an edge over their competitors. For instance, we have worked closely with weddings and events planners for Qatar, Hungary and luxury resorts to highlight their stunning wedding offerings tailored to Indians, dreamy settings, on-ground support and comprehensive packages to attract high-profile weddings conferences and retreats.
Q. What is your vision for BRANDit over the next five years, and how do you plan to achieve it?
Over the next five years, my vision is to establish BRANDit as a leading agency for destination and hospitality representation. We will achieve this by delivering exceptional results, expanding into new markets, and investing in technology and talent.
Q. What advice would you give to aspiring entrepreneurs who are looking to enter the destination and hospitality representation field?
Start with a clear vision and industry knowledge. Build a strong network and learn from successful peers. Focus on delivering value and forging strong client relationships. Stay adaptable and be ready to adjust strategies. Above all, stay passionate, and committed, and persevere through challenges.
