Introduction and Market Background
Karma Group is a privately owned company operating 29 luxury resorts across 4 continents. Chairman and Founder John Spence, Ernst & Young Entrepreneur of the Year 2010, set out to create a new type of travel offering, appealing to those looking for a "five star hippy experience", whether on the beaches of Asia or the ski slopes of Europe.
The travel market has become very competitive and cluttered. Especially in South East Asia which has been Karma's traditional heartland. Karma is competing against major multinational hotel groups with huge advertising budgets. Standing out is difficult. And...