Reviving Goa Tourism’s Iconic River Cruises

'Cruise Jaana Hai'


The Goa Tourism promoted ‘Goa Boat Cruises’ having a legendary fleet of cruises including Santa Monica, Paradise Cruises & more had lost their novelty as a must-do activity in Goa and had been seeing a consistent drop in footfalls YOY over 3 years. The evening cruise industry had seen a lot of new entrants & the unorganised nature of this market led to a significant drop in the market-share.

1. Research &  Audit
2. Brand Strategy
3. Renaming & Rebranding
4. Enhancing a New Non-Cruise Experience
5. Pricing & Product Enhancement
6. Sales Channel Creation
7. Tech & Digital
8. Communication
9. Social Media Management


>To identify the challenges faced by Boat Cruises, we conducted a 3-month audit and research study. Having identified multiple issues, we zeroed in on the major challenges that had to be tackled, and implemented solutions to overcome the same.
> We started with a complete brand overhaul – a new characteristic name and look; revisited the product offering and enhanced it with currently unutilized resources.
> We made ‘wait time’ a ‘fun time’ and turned the product into an experience; we took it from a ‘Boat Cruise’ to the ‘River Carnival’, where visitors could enjoy the state’s biggest festival all-year round.
> We revamped the pricing structure, agent commissioning program and introduced relevant promotional offers.
> Introduced technology to enable digital bookings and faster check-in of guests
> Created distribution networks with over 1500 new agents that would promote the brand.
> Visibility of the brand was increased in high density areas of the target audience and across social media platforms with relevant and engaging content. 
> We introduced a new sales team along-with new processes and systems for operational efficiency. 
> We commissioned the development of an ecommerce website to be a profit centre catering to a wide-spread customer.


> A first time increase in revenue in the recent past with an average of 10% in less than
6 months (YOY).


> 1500+ New agents & partners registered in under 6 months.

Brand Renaming

Our study revealed that the previous brand name ‘Goa Boat Cruises’ was too generic & customers associated other competition cruises with the name as well. To ensure a clear brand name we rechristened the brand to ‘Boat Cruises De Goa’

It was time to rebrand or perish


Aakash Madgavkar,
Partner, Boat Cruises De Goa

Ready to take the leap from business to brand?