Keep the Communique Empathetic, Honest and Transparent
Times have changed and how. The pandemic is still on, but the Indian hospitality industry has shown great courage and resilience since the past one year. In times when COVID travel restrictions are ongoing, people are now strongly yearning to go out and travel their hearts out. It then becomes more critical that hotels constantly engage with the stakeholders to maintain confidence.
Digital Activations
We at Apeejay Surrendra Park Hotels, ensured that we communicate how crucial guest safety and hygiene is through various digital activations. We started off by introducing our all-encompassing program S.H.I.E.L.D (acronym for Sanitisation, Hygiene, ISO Standard Equipment, Excellence, Luxury Redefined, Distancing). Every alternate Monday we have been letting our audience know/ explaining our audience through videos and images how our hotels are following safety and hygiene protocols. With the campaign still running since a year, has received positive response from our stakeholders.
We took it upon us to give back to the society and started THE Park Heart of Hope campaign – which touched around 10,000 lives. Our hotels across India offered assistance to the elderly in delivering essential items. They helped their neighbourhood by delivering packaged meals, clean drinking water and distributing essential items’ kit to the needy.
The period of prolonged social distancing also led to consumer behavioural changes and habits such as increased screen-time, ordering food online, preference for digital entertainment, and people focusing heavily on eating fresh, healthy, hygienic & organic food. With these in mind, we launched digital campaign like Stay (S)well, THE Park Aqua Sunset, Someplace Else virtual sessions, Stay Safe Travel Local, Quarantine Chronicles (guest testimonial campaign); digital employee engagement through Anything But Ordinary Heroes and Work From Home series.
Through these, we used our guests and associates as our spokespeople – shifting the narrative from business to people. We humanised our communications strategy to make the discourse more interactive, fun and lively even in challenging times.
Understanding Consumer Behavioural Changes
With increased need for hygienic and safe places to stay at, we at ASPH are informing our guests about our contactless services – QR-based food ordering at our restaurants and in-room dining; keeping sanitisers at frequent touchpoints such as check-in & check-out, elevators, and dining spaces. Apart from making guests aware of keeping social distance through print collaterals at our hotels and F&B outlets, our employees also hold agency in communicating.
We rolled out Workation, Daycation and Staycation packages emboldened with SHIELD which proved to be a boon in times when people are desperate to meet, and break the monotony of working from home after long durations. Domestic tourism has surged in the past few months, along with weddings.
New Dynamics
The Indian hospitality industry is leaving no stone unturned to welcome guests in its quintessential warm gesture, while keeping a controlled environment adhering to safety standards and guidelines issued by the government. As a marketing communications specialist, it is crucial to keep the communique empathetic, honest and transparent. Think about what the consumer wants and expects from you as a brand, rather than keeping the brand itself in spotlight. Brands must realise the importance they hold in people’s lives, and let their authenticity pave way for betterment.
