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RED SEA DIVING SAFARI 2012 A Global Movement

MARSA SHAGRA MARSA NAKARI WADI LAHAMI

www.redsea-divingsafari.org

RED SEA DIVING SAFARI 2012
RSDS is at a critical stage of evolution and self-discovery in a time of major global changes. At present, RSDS is a powerful and growing brand that is also evolving into an international movement. Even more inspiring is that we are living in a time of global activism and heightened environmental awareness, with the power and the platform to bring about real change on a global scale. We are forging a new and monumental legacy for RSDS that is just within our grasp. Your creativity - the passion and devotion of our team members is what is ultimately going to bring this all to life.

A Global Movement

RED SEA DIVING SAFARI 2012
2012 & Beyond
• Consider the almost cult like devotion our guests show to our brand, as well as our excellent guest retention • Consider overall guest participation and response to our viral campaign (Over 50 countries, 30,000 visits and over 250,000 page views in 3 months) • Consider that many of our guests are taking precious vacation time to come here and pay good money to work for us (volunteer tourism) • Consider the fact that we have had our highest quarter on record in 2012, despite massive turmoil across the entire Middle East, increasingly negative cultural barriers, global economic consolidation and the Euro crisis • Our credibility as an alternative news s

RED SEA DIVING SAFARI 2012
The Eco-diving Adventure
• Our credibility as an alternative news source (hundreds of hits on our news stories) and our committed international press affiliates • The global momentum (the cause we have been fighting for over 20 years) has now reached the mainstream • Consider that all the top agencies in UK (largest diving market in the world aside from USA) are literally pleading us to begin working with them

These are all clear indicators that we have breached the marketing phase and are well into a branding campaign. We are now creating meaning systems for people, a cause to believe in, which is the very essence of branding.

T

RED SEA DIVING SAFARI 2012
The Eco-diving Adventure
There are so many reasons why RSDS is strategically positioned to consolidate in the southern Red Sea, and become the dominating destination for various market segments (health and well being tourism, nature based tourism) in the Red Sea. Furthermore, we are positioned to become the leading voice of this emerging diving/environmental movement that spans the globe.

Leaders of Innovation

RED SEA DIVING SAFARI 2012
The Eco-diving Adventure
• Not many of our competitors have the capacity or the innovative team that can keep up with our competitive edge or the pace of change acceleration that will continue. From overall tourist perceptions about environmental issues, to the way we interact with our guests through new viral medians; we are ahead of this game in every aspect. • This sort of model can only happen with a very specific market segment (serious divers and environmental activists), which is a guest database we have been carefully building for the last 20 years. • Our neighboring competitors, working with their current client base, could never achieve the guest devotion our clients feel for the RSDS brand. This type of intimate relationship with the guest is an art form and science that multi-national companies pay hundreds of thousands of Euros for.

RED SEA DIVING SAFARI
2012 & Beyond

• We have an over 20 year track record, a solid reputation, a sales network
that spans most of Europe and a devoted client base that spans the globe • A young innovative and dynamic team that has proven they can work together and overcome any challenge • A multi-faceted sales and branding campaign that is very difficult to copy • We have already taken steps and are trend setter for the tourism model that our country desperately needs right now (ADS and GDS, direct sales and contact with the clientele, setting new trend away from mass tourism)

RED SEA DIVING SAFARI 2012
General Operation (Nuny - Rafik)
An exclusive, engaging, and guest oriented experience from the moment you book your reservation, to the moment you depart our village is the hallmark we are aiming for. • To achieve this we need investment in infrastructure, training, and staff development • Investment in building the Nano concept (can generate more money) • Guest relations development and integration with operational needs (office near the reception, S.O.P., etc.) • Preparing for the market diversification plan internally (outlets, activities, services) • Investing in bringing Nakari and Lahami up to Shagra standard • Our reputation with our suppliers, small industry word gets around quick • Staff turn-over • Administrative work for the operation

RED SEA DIVING SAFARI 2012
Reservation Department
• We need a multilingual reservation team that can up-sell and enforce our branding campaign • Our reservation department needs to become more familiar with our destination/product ( general training) and integrate closer with sales/marketing • Training with the new MY Fidelio system

RED SEA DIVING SAFARI 2012
Diving Department

• RSDS will be the leading diving service provider in the Red Sea across the whole spectrum of diving activities and training • Tech Diving, IDC, Mini-safari are just some of the new programs we are focusing on developing • Instructor training and growth in line with our IDC status development

RED SEA DIVING SAFARI 2012
Obstacles
We have some major obstacles to overcome and the most important element right now is that our employees are recognized for our collective achievement, our team work, and our work caliber. A second major issue is a cash flow problem that has been on-going many years now. We are at a critical stage of our company’s evolution, which requires an impassioned team dedicated to our branding campaign and successful growth. The only way we can engender this spirit is by applying a real HR system and department, as well as ensuring that our staff have the right working environment and the tools they require to get the job done. Cheks and balances, decisions in their best interest. • Lack of cash flow (why does this continue and what solutions are being proposed to fix it) • Lack of up-front department budgets and department allowance • RSDS is lacking an HR department & there must be a separation between HR and Finance • Management and department heads must be given full delegative authority. Performance is the only thing that counts in today’s competitive environment and the only way we can gauge performance is allowing a free hand to our management team (empowerment) without any interference • We need individual and collective employee engagement • We are in need of performance management and rewarding our staff accordingly • We need dynamic leadership, not management • Staff should feel the chance for upward mobility within the company (so the company grows the team grows with it) • We are in need of training, education and change management • We are in need of a real IT department (budget, team, structural development)

RED SEA DIVING SAFARI 2012 A Global Movement

www.redsea-divingsafari.org