Vision
Lubaina Sheerazi
Lubaina started her career exploring the fashion industry before finding her passion in travel and tourism. She foresaw the expansive possibilities of the travel industry and built deep and broad industry experience in various capacities across Galileo, Air Sahara, Kuoni and Cox & Kings.
2010 was the turning point when Lubaina started Blue Square Consultants with a team of just two. Within a brief period of four years, as COO, and a team of 25 people, she took the company to a new high launching verticals that delivered 360-degree services in destination brand marketing.
An innovative outlook gives Lubaina’s strategies and associations a creative edge over her counterparts resulting in remarkable outcomes across brands. Her first success story was branding Oman as an exotic leisure destination in India which involved a shift from its well-established image as a mundane destination for Indian labour. Within a span of 4 years, Oman recorded a cumulative 30% increase in Indian tourists. Currently, India is the second highest source market for Oman which represents a growth of 45% plus over five years.
The team also planned a brand regeneration exercise for Seychelles to shift its image as an expensive far-off country to a unique and aspirational destination. The island destination has recorded a growth of 400% tourist arrivals from India since 2013.
Similarly, she added Japan, Azerbaijan and several hospitality brands such as Cinnamon, Club Med and Jumeirah Group of Hotels to her growing list of achievements – these brands are firmly positioned in the Indian market as top choices for seasoned travellers seeking new experiences and as wedding destinations and Bollywood shoot locations. Lubaina’s strength also includes bringing a fresh perspective for existing popular choices – taking Thailand as an example – by repositioning the destination through various PR and marketing activities the team managed to sustain Thailand’s position as the top holiday destination choice amongst Indians. Thai tourism board recorded a growth of 20% in 2019 resulting in over 1.9 million Indian arrivals compared to the average growth of approximately 8.7% over the past five years.
Lubaina spearheads BRANDit to make it a trusted partner for her clients and help them navigate the diversity, scale and complexity of India. She brings with her in-depth knowledge and understanding of the intricacies of outbound travel. She provides deep insight, sound counsel and seamless execution to numerous tourism boards and hospitality brands.
A well-known name and a multiple awards winner in the travel industry, Lubaina shares insights from two decades of experience and deep knowledge of the intricate fabric of the travel trade as a speaker at various forums.
