The Re-Invention Of Indian Hospitality
The severe crisis that we are going through will eventually end, however, it’s not clear how long is this disruption. Every disruption teaches us to emerge stronger, sharper, more nimble and above all with so much more depth, knowledge and understanding.
As Bill Hybels said, “Storms draw something out of us that calm seas don’t.”
What do you think are superstars like Tiger Woods, Roger Federer, Michael Phelps doing during this time where everything has gone into a pause mode and they don’t know when would be the next tournament or the next competition? They are sharpening every aspect of their game more than ever before, I assure you, they are scouring videos of their earlier matches to see where they could improve further, videos of opponents too whilst strategizing with their respective teams to attain peak performance. They are in the Gym ensuring that their body is in prime condition, diet control, and adequate rest to get them battle-ready.
Now, this is what the hoteliers need to do, they need to take this time as a blessing to understand every aspect about their business, their customers and get closer to their teams. Understand their competitive set by doing a SWOT analysis, monitor cash flow management, identify organisational bad habits which they could change, commit to a lot of training with the team so that when the gong is heard they hit the ground running.
Because of this uncertainty, it is very important for leaders to have a nerve center which prepares a strategic plan for action and this could be with three different scenarios of after 60, 90, and 120 days. The key tasks would be following a zero-based budgeting approach wherein we remap all the work processes, identify and cut waste and only thereafter creating financial plans and budgets. Do a very close assessment of support functions especially large numbers in the corporate office and trim the fat wherever necessary.
Hotels should reach out to their clientele via social media and digital marketing and upload videos that demonstrate all measures being taken to ensure world-class hygiene, post-COVID protocols, to reassure the guests that they will be safe at every touchpoint. It will be critical to train each member of the team to deliver each of these protocols effectively and consistently. Communication is extremely important at every step of this cycle.
The first market segment to start producing will be the domestic local guest within driving distance. The corporate segment would be slow to start because people have got used to this new world of working from home and being so well connected through various platforms like Microsoft Teams, Google Meet, Zoom and cost control and social distancing will be a major focus.
However, the domestic leisure segment will grow and that is why city hotels should transform into becoming business resorts. Hotels should create unique and rare experiences for their guests and focus on wellness. This will increase the length of stay.
International travel will be the last to pick up and this may not happen till the next year.
The MICE segment will contract as conferences and exhibitions will become smaller and the Big fat Indian weddings will be a thing of the past.
Hotels should hold onto their contracted pricing and ensure value add-ones rather than dropping rates.
Also, I think, hotel schools will need to tweak their curriculum to ensure that they prepare our future leaders to not only run hotels and restaurants but also any job which is customer-facing and matches their skill set. Prepare them for contact centers, BPO’s, malls, retail outlets, clubs, banks too.
What is critical at this moment is to ensure that hoteliers revisit their core purpose because this is the right time to embrace what is sustainable, what is local, organic and focussed on holistic wellbeing of guests. So this triple bottom line strategy of creating environmental value, societal value, and shareholder value is key.
The government must listen to industry experts and for the next 6 months consider a moratorium on taxes, duties and encourage interest-free loans to support working capital.
For my hotelier friends, I would say embrace local and celebrate India ness and remember “less is more”.
In the future hotels will see leaner teams who are empowered and multi-skilled. The departmental walls will fall and cross-functional teams will emerge. You may have the same person delivering your baggage as well as serving you breakfast. The concept of hi-touch and low tech will be reversed and the thin red line with the guest will be strictly followed. Unobtrusive and bespoke service will be the new mantra.
But whilst we get so process driven we must never forget the warmth and the caring that Indian hospitality is so known for!
