Catering to the needs of a new-age guest

By Sumeet Taneja In an era where consumers are the focus, the hospitality sector has evolved from being a mere product design to an avenue offering experiential elements. Traditionally directed at the ’physical’ aspect of the product, the industry is now geared to face new-age consumers; who not only demand consistent delivery of the brand promise, but are also more aware. Additionally, conventional marketing is less effective with each new generation that comes along; hence ’all-about-me’ marketing has now moved to ’guest-centric’ marketing. For the ’Global Trotter’ and business traveler, who seeks a central location and proximity to business hubs, a hotel’s strategic position plays a prime role. Vivanta by Taj, Gurgaon, for instance, is-strategically situated within 20 minutes drive from the IGI Airport with proximity to malls, Cyber City, golf courses makes it an ideal hotel for those constantly on the move. Technology is imperative and in an internet age, free Wi-Fi connectivity is a must. Every hotel today is Wi-Fi enabled, whether complimentary with rooms or at an additional charge. We offer free internet services to guests with an option to premium upgrade at a charge. Upgrading of IT systems regularly and ensuring data security that provides for guests’ privacy are other aspects to be considered. Developing a multi-channel approach with increasing use of mobile and smart phone technology gives way to Hotel or brand specific software applications. Keeping this need of global travelers in mind, Vivanta Hotels and Resorts have successfully launched a mobile application, where booking online and browsing hotels under the flagship brand has become easy. Updating content online on company website and leading travel portals are other key drivers, while embracing the influence of social media by active participation has also aided in buzz creation and captivating potential tech savvy guests. The current genres of travelers are cosmopolitan and think beyond hitting the sack when in an upscale hotel; hence experiential elements need to be infused with their stays. For instance Vivanta by Taj, Gurgaon offers such guests options such as a weekend wellness getaway, JIVA spa ’Jagr’ treatment for jet alleviation ideal, going organic with the ’Buddhist Peace’ menu or Yoga for tranquility. For those who have been bitten by the wanderlust bug, experientials have to be designed beyond the hotel’s four walls and can range from cultural expeditions to those with a gourmet touch or even adventure escapades.- Witnessing the rise of female travelers, hotels have now moved to gender-based needs of guests. For the urbane female guest who forms a key client segment, Vivanta by Taj, Gurgaon appeals to their ’forever Fun and young’ attitude with the ’21^st-Century Princess’ concept, where they are received with a quirky welcome drink and get personalised check-in service by a female guest executive. They have a choice to stay on lower floors and offered female friendly products in their rooms. Finally with rise in climatic changes, guests today are more environmentally aware; ’Going Green’ has become a consumer mantra, where in each hotel is doing their bit for climate conservation. As an environmentally responsible brand, we use eco-friendly laundry products, our garden waste is utilised to create manure and waste is responsibly disposed. Sumeet Taneja is General Manager, Vivanta by Taj, Gurgaon