Hilton Commits to Redefine Sustainable Travel

THE NEXT five years and more for the hospitality market 

In my view point this decade will be far better than any other period in the past for hospitality and tourism.  As India grows economically, new vistas and destinations will continue to mushroom for travellers to explore and experience. Historically we were always known for our hospitality, and now we are at the cusp of capitalizing on this huge business opportunity through our economic growth. India is gradually becoming a destination of choice for visitors, guests, travellers from every part of the world.

As the hospitality and travel markets grow, the next five years and more will most likely witness the following trends:   

India is well on course to become the third largest hospitality market in the world

As India expands its infrastructure, the hospitality industry will continue growing. India has always been on the verge of real accommodation supply explosion. It has all the aspects to be the third largest accommodation market in the world. The Government needs to continue investing in infrastructure and open more destinations for travel – thereby encouraging more hotel brands to open.  

The last decade has seen several global and domestic companies set up hotels across destinations in India, and the trend will continue in this decade and more. We will go through economic cycles, but the general trend will be to increase supply to meet the growing demand – as other factors assist in India becoming a global hub for business and leisure travel.

India is and will continue to attract a growing number of international visitors and domestic travellers eager to experience India’s rich historical heritage, cultural diversity, mixed with the new age India that has leapt well ahead of its time.   

However, India is a challenging market for several reasons.  Cost of building a hotel in India has always been on the higher side owing to high land acquisition costs and complex tax structures across the country. Therefore, the owner returns in lieu of investments has always been a challenge. However, as the economy grows, the existing supply will slowly get exhausted and demand for rooms will be on an upswing for hotel companies to capitalise on this opportunity and launch their product in new as well as existing markets.   

In my opinion the hospitality industry has better days ahead. The Government is cognizant of this and has taken (and probably will take more) steps to make India a destination of choice for business as well as leisure travel. 

The decade of the experiential and solo traveller

While the opportunity is large, we must take into account the changing preferences and habits of travellers. With the world becoming more accessible and people more informed, travel at large has undergone a significant transformation. 

40% of travellers based in India intend to “go solo” when they travel, as compared to 25% of Asia Pacific travellers, reveals a recent study by Hilton Honors, the award-winning guest loyalty program of Hilton. The study also highlighted that the primary motivation for 66% of these intrepid travellers is to experience “life-changing moments” that push them out of their comfort zone and challenge them to think differently. It’s clear that travel is no longer just about a beach getaway or an overseas shopping spree. Travellers are on a mission to collect as many adventures and unique experiences as possible. This isn’t just because they want shareworthy content to post online, but also because they want to feel productive and that they’ve made the most of their time. By constantly engaging in new experiences, going to new places, and stepping outside of their norm, they feel that they’re regularly progressing in becoming more well-rounded as well as more knowledgeable individuals.

Looking at these trends, we have seen many hotel companies (like Hilton) curate unique and inspiring on-property experiences to appeal to the destination traveller of today. As travellers look for more and more personalized experiences, be it for business or leisure, hospitality brands must find unique ways to cater to their needs and preferences across age groups. 

Technology will play an important part – but human intervention will always be far more important

For me, innovation is all about removing pain from the customer’s journey. Be it (Hilton) Digital Key to ease check in formalities or (Hilton) Connected Room to access all the technology in a room with a fingertip – innovations are to simplify and alleviate guest experiences. This will continue with technology playing an integral role in the entire chain of a traveller’s journey – from planning to recreating their memorable experiences.  

Growing interest towards leisure and short stay vacation travels 

While India can cater to many segments and markets within hospitality, it is very encouraging to see how the demand for leisure travel has been growing – be it luxury or mid-market. Given the size of India’s growing middle class, it is imperative for hotel companies to significantly increase supply of rooms across leisure and off beat destinations to cater to this growing preference of travel. 

Sustainable travel and responsible tourism will be at the forefront in building reputation of a brand

And finally, we are operating in a world where business leaders are moving away from the age-old notion that businesses function first and foremost to serve their shareholders and maximize profits. Consumers no longer simply form perceptions of a company based on their products and services, but instead on how the company interacts, contributes and impacts the environment, society at large and local communities.   

Travel with Purpose is Hilton's commitment to redefine sustainable travel with a pledge to cut its environmental footprint in half and double its social impact investment by 2030. With this commitment, Hilton became the first major hotel company to institute science-based targets to reduce carbon emissions and send zero soap to landfill.

The company will also double the amount it spends with local and minority-owned suppliers and double its investment in programs to help women and youth around the world. These goals are part of Hilton’s Travel with Purpose corporate responsibility strategy to further the United Nation’s 2030 Sustainable Development Agenda.

Hilton remains committed to serve memorable experiences for its guests in India

Hilton is a 100-year-old company in a business of people serving people. We are committed to sustaining excellence in operations and service across all our properties amidst rapid growth as one of the fastest growing hospitality companies in Asia Pacific. Our continuous endeavor is to offer exceptional services and experiences to our guests every time. 

Growth of travel and tourism in India continues to be robust due to rising disposable incomes and a growing inclination towards travel. With a focus on this upward trend and understanding that travellers are looking for meaningful travel experiences, India is a priority market for Hilton and we foresee huge potential to further grow or introduce new (Hilton global portfolio) brands across the country. Be it our award-winning luxury brands (Waldorf Astoria, Conrad and LXR) our flagship Hilton brand, or there could be destinations where we foresee demand for our full service and focused serviced brands such as Double Tree by Hilton and Hilton Garden Inn. 

For Hilton in India, it is an exciting journey. We are not impatient as we believe it is important to do the right things even if it takes time. It is important to build good quality assets at the right location and then create a cycle of constant growth. I think we are laying the foundation for the next 20 years or more as India continues to economically grow and Hilton has set its sights to be a leader not just in size but also in delivering exceptional guests experiences.