‘Reflecting diversity of consumers is a business imperative’

For Reema Singh, heading the communications for a global brand like Hilton means blending authenticity with purpose. “Authenticity is our bedrock; genuine messages strengthen connections with our audience. Importantly, communication must be purpose-driven and relevant to what is happening in and around us. Every facet, from crafting leadership narratives to ideating consumer campaigns, need to serve a clear and meaningful purpose. One needs to stay true to the core values and deliver purposeful communication which ties in closely to the overarching purpose of the brand,” says Singh who comes with close to two decades of experience in the industry, having started her hospitality career with The Taj Hotels as Director of PR and has headed The Leela Palaces, Hotels & Resorts as the Head PR and Marcom.

BUILDING CONNECTIONS 
Shedding light on the brand’s communication strategy, Singh shares, “We aim to inspire and engage our team through regional communication plans and initiatives like Team Member Appreciation Week. We prioritise genuine connections with consumers. Initiatives like Travel with Purpose and Travel Trends Reports foster loyalty and engagement, ensuring our audience feels heard.”

NAVIGATING BRAND DIVERSITY
Talking about the challenges and opportunities of conveying the brand’s message in India’s diverse market, she says, “With 23 global brands and five in India, our challenge lies in maintaining each brand’s identity while aligning with Hilton’s ethos. It’s about balancing diversity with a cohesive brand language. Our goal is to breathe life into each brand’s values. Through tailored communication, we aim to deepen brand resonance in India.”

CRAFTING CONNECTIONS 
“In India’s vast market, diversity communication is key,” explains Hilton’s communication head in India. Sharing insights on adapting the brand’s approach to the country’s diverse landscape, she explains, “Crafting a brand voice that resonates across cultures requires both creativity and cultural sensitivity. Understanding our audience’s values and communication styles is crucial. We tailor our approach to be national, local or hyper-local, ensuring far-reaching impact.”

REDEFINING GUEST COMMUNICATION 
“Hilton strategically utilises digital channels to engage customers across regions. From Honors Destination emails to the Hilton Honors app and the newly launched Hilton WhatsApp channel, we aim to offer seamless communication,” she affirms. Highlighting Hilton’s recent announcement regarding the expansion of ‘On Property Messaging’, she informs, “By 2024-end, guests worldwide can text for on-property requests. It’s about providing convenience and meeting guests’ evolving needs.”

Partnering with industry leader Kipsu, Hilton has rolled out this initiative across its global portfolio. “Our mobile messaging platform enables immediate two-way communication via various channels. It’s about creating an elevated and reliable experience for every guest,” Singh emphasises. Hilton’s commitment to digital evolution underscores its dedication to enhancing guest satisfaction and meeting the demands of modern travellers. Through innovative communication channels, the brand continues to redefine the hospitality experience, one step at a time.

NAVIGATING CRISIS WITH TRANSPARENCY
In the fast-paced world of hospitality, crisis communication requires a proactive and transparent strategy, feels Singh. “Establishing a dedicated crisis response team ensures swift information gathering and assessment,” she asserts. Emphasising on the importance of open communication, Singh avers, “At Hilton, guest safety is our top priority. Providing support and flexibility to affected guests demonstrates our commitment to their well-being.”

Internally, Hilton ensures employees are informed and empowered to address concerns. “Keeping our team well-equipped fosters a cohesive response,” Singh adds. Hilton’s proactive and transparent approach to crisis communication reflects its commitment to guest safety and stakeholder trust, setting new standards for crisis management in the hospitality industry.

COMMITMENT TO INCLUSIVE HOSPITALITY 
Sharing insights into the importance of gender diversity in the hospitality industry, she says, “In recent years, workplace inclusion has expanded to embrace a multidimensional Diversity, Equity & Inclusion (DEI) agenda. This includes progressing female and ethnic / minority representation as well as inclusion of differently abled, LGBTQIA+ and multi-generational workers,” Singh observes.

She also highlights Hilton’s goals-driven approach to DEI. “We offer developmental resources, unconscious bias training, and Team Member Resource Groups to foster an inclusive ecosystem. We believe in providing employment opportunities to a diverse workforce. Reflecting the diversity of our consumers is a business imperative,” she explains, adding, “Empowering and including every team member enriches the workplace experience for both guests and employees.”  Hilton’s commitment to gender diversity reflects its dedication to creating a workplace where all talents are valued and celebrated, setting a new standard for inclusive hospitality.

EMPOWERING WOMEN IN HOSPITALITY 
Hilton’s commitment to empowering women in hospitality not only drives success within the company but sets a standard for inclusivity and leadership in the industry. “Women bring valuable life experiences. Their leadership strengths foster a more holistic approach to guest service,” Singh emphasises.

She acknowledges the importance of female role models in leadership positions. “As more women attain leadership roles, they inspire the next generation of female hoteliers. This creates a talent pipeline and reshapes industry norms,” she explains, adding, “At Hilton, we’re dedicated to providing a fully human experience for our team members worldwide. We invest in an inclusive culture, industry-leading benefits, and strong development programs to ensure every woman thrives.”

Singh celebrates Hilton’s recognition as a Great Place to Work for Women. “We turn jobs into meaningful careers, with women serving as key leaders at every level,” she adds.

FUTURE OF HOSPITALITY COMMUNICATION 
Throwing light on the evolving communication landscape in hospitality and Hilton’s readiness to embrace change, Singh says, “We’re witnessing a communication revolution. Travellers today seek unique, hyper-local experiences tailored to their tastes.” She emphasises on the shift towards personalised communication. “We’re moving away from one-size-fits-all messaging to deeper, more resonant interactions. In the digital age, immediacy is key. Guests expect instant connectivity and real-time engagement,” she explains.

Amidst technological advancements, Singh underscores the importance of authenticity. “Modern travellers seek genuine connections and authentic encounters. At Hilton, we’re prepared to meet these evolving communication trends. We’re committed to creating memorable moments and forging meaningful connections with our guests,” she concludes.

Saurabh Tankha

BW Reporters The author is the Editor at BW HOTELIER.