Brand Positioning crucial for hotel's iconic stature

Meena Bhatia Jun 15, 2020

I have over four decades of experience in luxury hotels. I started with The Oberoi Grand, Kolkata and thereafter, moved on to spearhead Sales as Associate Director - Sales at Hyatt Regency Hotel Delhi. Today, I'm Vice President & General Manager at Le Meridien New Delhi, where I head Strategic Planning, Brand Management, operations and Business Development of the Hotel. After completing my graduation in English from Delhi University, I did a Post-Graduate Diploma in Travel, Tourism & Hospitality Management from IIM Kolkata, then went to Cornell University, USA to do my General Manager's Program.

Sometimes you just have to take a leap of faith, and that's how I started my career as a Front Desk associate. I've been part of the opening team at Hyatt Regency New Delhi, responsible for various roles, including Front Office Manager, Global Sales and Leadership positions in Sales & Marketing between 1983 and 1991. During that time, the management of Le Meridien New Delhi was putting together a new team, with a vision to reposition the hotel and take it to another level. That vision, passion, sense of commitment and, most of all, challenge - was what drew me to accept the role of leading the Sales and Marketing for Le Meridien. I was happy to be in the new and uncertain environment and to build it up as an international, world-class product that is so well-recognised today.

AN INSPIRATIONAL JOURNEY

It has, indeed, been an inspirational journey at Le Meridien New Delhi. The Hotel has become a part of me and I have nurtured it. After multiple positions that followed Sales & Marketing, today I lead an energetic and enthusiastic team of over 800 associates who bring the hotel and the Brand to life. When I look back, I wonder if not a hotelier, what? But I guess my best fit is this industry.

My role at Le Meridien New Delhi has been to drive transformational change in the Hotel, from being simply a five-star property to an iconic luxury hotel. My job is not only to develop and ensure the execution of the budget but, also direct the Hotel’s leadership in the achievement of all financial and operational budgets and goals.

Being extremely conscious about Brand standards, I ensure they are adhered to while implementing the Brand's Programs. I also handle all communications with Starwood and conduct Brand Meetings with them. I monitor the quality of Marketing and Communications and ensure the creative execution of the Brand. I employ an analytical approach to enhance Revenue and Brand Positioning.

A strong communication network is essential for the smooth functioning of the Hotel and for achieving its goals. Therefore, I interact not only with other Hotel teams but also with Hotel guests regularly to ensure their overall experience with the Hotel is a positive one.

I also represent the Hotel for its classification at the Tourism Departments and Ministry, besides being a panellist at various Tourism & Hospitality events. I've also been a Guest Speaker at Hospitality Institutes and am actively involved with various CSR activities, especially initiatives taken for 'Women Empowerment' and 'Save The Girl Child', with various institutes like the Jijabhai Institute, Cheshire Home and Concern India.

INCREDIBLE INDIA, INCREDIBLE HOSPITALITY

To be in the Hospitality Industry in India is as incredible as the country we represent. Sure, there have been challenges, but who doesn’t have these moments? Our industry is truly dynamic, very exciting and yet, very fragile. We have seen very difficult times, with political upheavals, global recessions, wars, disruptions and now, this Corona pandemic. But my belief in the saying, 'Whatever happens, the sun will rise again tomorrow', keeps me going.

WOMEN ARE BOTH BEAUTIFUL AND STRONG

I believe God made women both beautiful and strong, which is why he let us take on the responsibility of bearing and raising children as well as fulfilling all other roles efficiently because he knew we could! Therefore, it is up to us women whether we choose to be merely his beautiful creations, or turn our challenges into opportunities to be truly the ”stronger” not just the “fairer” sex, that is how God wanted us to be!

Regarding the challenges for women in our industry, I don't think there are any that cannot be overcome. It is our mindset, passion and commitment that determines which way we take our careers. I stepped into the industry at a time when a career for women was a possibility but not a necessity and the options available were stereotypes - in banking, academics and medicine. It was a journey of upheaval to build a career in Hospitality.

Hospitality is a people-oriented industry, therefore, one needs to have the passion for taking care of one's internal team as well as external guests to drive success. One needs to have a strong mindset and utilise the inborn strengths and skillsets, knowledge, experience and emotion to pursue what one wants, rather than wait for things to come to us. Motivated to become all-rounders, one can see women maintaining a healthy balance between their careers, family and health, while unleashing their true potential and rising as superheroes all around us.

I strongly believe that the hospitality business presents both opportunities and challenges for gender equality and women’s empowerment. My message for aspiring women hoteliers is to make every decision thoughtfully and think about the consequences, don’t ever look back and have no regrets.

I also urge my women colleagues to encourage and mentor other women in our industry, to be the role models and lead by example. We do our bit at Le Meridien, by working with Joining Hands, a non-profit organisation, to train urban, underprivileged women to ready them to join the growing workforce in the hospitality industry. Our ‘Hotel Operations Training Program’ imparts necessary training to enhance the skills of women in the age group of 18-35, thus enabling them to find employment in the hospitality industry. With the completion of 4 successful batches, we have brought 100 young girls to be a part of our wonderful industry.