‘We offer global brand recognition and visibility’

It was in 2010 that Seema Roy joined Preferred Hotels & Resorts (PHR). Over the last 14 years, Roy has been instrumental in significantly bolstering the brand’s recognition throughout South Asia, Middle East & Africa. Preceding her current position, she led the charge in crafting and implementing comprehensive marketing, advertising, loyalty programme, regional alliance and partnership strategies across Asia Pacific. Her adept strategic counsel has been pivotal in advising and supporting over 150 hotel members. Prior to her tenure at PHR, Roy held notable roles at InterContinental, The Oberoi Hotels and Resorts and The Imperial New Delhi. 

In her current role, as Area Managing Director for South Asia, Middle East & Africa, overseeing hotel retention and development efforts of the brand’s growing portfolio in the region, Roy gets ample support by regional offices in New Delhi, Dubai and Cape Town and oversees operations to drive growth and success, in line with the company’s strategic direction.

Growing significance of soft brands
PHR offers independent hotels and small regional groups a unique opportunity to maintain freedom, preserve and nurture independent spirit and brand personality while leveraging access to support across global sales, marketing, loyalty, distribution and cost savings. “This facilitates independent hotels to compete more effectively with big brands, giving them recognition and credibility of a trusted brand while retaining individuality, local charm and distinct offerings. The growing significance reflects a shift in consumer preferences towards unique and authentic experiences while still seeking the reliability and consistency associated with established brands,” informs Roy. 

“Reflecting on the current state of the hospitality market, it’s heartening to witness its resurgence across most regions post-Covid19,” shares Roy, adding, “While some areas are leading the recovery, others are gradually catching up. We are strategically expanding our footprint across South Asia, the Middle East and Africa. This expansion encompasses both our flagship brand, Preferred Hotels & Resorts and our sustainability focussed brand, Beyond Green.”

She elaborates the focus for PHR lies in augmenting its portfolio with unique properties and fostering strategic alliances with upscale and luxury hotels across pivotal markets in the region, including India, the Indian Ocean, Middle East and Africa. “Noteworthy leisure destinations include Sri Lanka, the Maldives, Kerala, Mauritius, alongside business hubs like Mumbai, Hyderabad, Dubai, Riyadh and Jeddah. Additionally, our plans extend to further bolstering our presence in sub-Saharan Africa,” she says.

Addressing diverse needs of hotel owners across different segments
“In catering to the varied needs of hotel owners across different segments, we prioritise authenticity, individuality and an unwavering dedication to delivering extraordinary guest experiences. With over 55 years of leadership in championing independent hospitality, we have honed our ability to provide tailored solutions that empower each property to showcase its distinctive narrative. Our approach is rooted in flexibility, ensuring every hotel has the necessary resources to thrive,” shares Roy.

“Through our extensive marketing initiatives and loyalty programmes, we offer our hotels global brand recognition and visibility. Our unparalleled global sales infrastructure provides comprehensive support across leisure, group, and MICE sales, further enhancing their market reach,” shares Roy.

Global trends
Examining global trends, she firmly believes that certain elements will prove advantageous for the Indian hospitality industry while others may not align as seamlessly. “The trajectory is undeniably upward, as evidenced by a recent ICRA report projecting a robust revenue growth of 7-9 per cent in the upcoming financial year. India’s rich history and cultural diversity serves as a compelling draw for travellers worldwide. From the grandeur of majestic palaces to the tranquility of backwaters and serenity of yoga retreats, India offers an immersive journey into a realm of traditions, culture, and gastronomic delights. What distinctly favours us in India is our exceptional value proposition, which outstrips that of many other destinations,” she says. 

While the global hospitality arena grapples with a scarcity of talent, Roy considers India fortunate to possess a vast reservoir of skilled professionals who are adept at catering to the diverse needs of guests, particularly within the experiential segment. “It’s imperative to recognise that sustainability is not merely a passing fad but an integral component of long-term business success in an ever-evolving world,” she avers.

Fostering Diversity & Inclusion
Roy advocates for comprehensive training initiatives as a cornerstone of fostering inclusivity. “Training programmes promoting cultural competency and sensitivity are vital and cultivate inclusive work environment,” she asserts. Furthermore, Roy underscores the importance of championing diversity and inclusion both internally and externally. There has definitely been an increased focus in the industry on promoting diversity and inclusion to create a more equitable and welcoming workplace environment, feels Roy. “Firstly, there is a lot more dialogue around the topic which ensures constant attention. Most hotel companies are adopting more inclusive hiring practices to attract diverse talent. This includes actively seeking candidates from underrepresented groups and ensuring job postings use inclusive language to encourage a diverse pool of applicants,” she says. 

She informs that Preferred has a Diversity, Inclusion and Belonging taskforce that works alongside the People & Community team to continuously raise awareness and educate global associates on different cultures and traditions from around the world, ensuring a deeper sense of belonging. “Overall, the hospitality industry, in general and in India, is recognising the importance of diversity and inclusion as drivers of business success and are taking proactive steps to create more inclusive workplaces and guest experiences. However, there is still progress to be made, and ongoing efforts are necessary to further advance diversity and inclusion within the industry,” Roy shares.

The travel and hospitality industry is a wonderful fraternity to be a part of, opines Roy. “However, it often requires resilience, adaptability and passion for delivering exceptional guest experiences. Perseverance, self-belief and the importance of continuous learning as also staying true to values, maintaining a strong work ethic and always striving for excellence in everything you do,” she advises, adding that women should embrace their unique strengths, skills and perspectives and use them to their advantage. “Seek out mentors and role models who can provide guidance and support as you navigate your career path,” she says. n