'Mantra is to inspire consumer confidence'

Tell us a little about Ascot and the luxury that it offers to its guests? 

Ascot Hospitality, (formerly known as Ascot Hotels & Resorts Ltd.) goes back to 1995, when the first hospitality asset opened. It has indeed been a distinguishing name in the hospitality and real estate category, especially for accessibility and meaningful usage of spaces beyond conventional accommodations. Its team comprises of people, who have had careers internationally and they, thus bring with them a wealth of experience. We not only aim to deliver high customer satisfaction, but we are also committed to flourish hospitality experiences that provide familiar comforts in new ways. Everything at Ascot is marked with modernity, practicality and personality. With an array of brands that provide unique experiences, whether it is Premium Serviced Apartments - Savoy Suites, Destination Wayside Services - Savoy Greens or Bespoke Estates - Tullahmore Estate, each property aims to offer the apex of hospitality by being present in convenient locations and offering services, facilities and amenities that feel definitive.

How has the reopening been? How have you incorporated the new norms in your hotels and resorts?

Our sole focus at Ascot Hospitality, especially during the current times, is to make guests feel safe and comfortable. Therefore, the Standard Operating Procedures (SOP’s) have been addressed and implemented in accordance with the norms specified by the WHO. While the concepts of social distancing, hand hygiene & respiratory etiquette are re-enforced every day, we have had to ideate and ensure a reduced number of touchpoints in all our hotels (Savoy Suites) as also in the high-way conveniences (Savoy Greens). Some of the changes adopted are – wash basins installed outside each unit at the entrance itself, sanitised rubber mats to disinfect shoes, sanitiser pedal stands which is followed by mandatory temperature checks as people enter. There are special markings on the floor to assist in maintaining social distance. In our quest to encourage the least amount of contact, Declaration forms & the Registration process have been made digital/contact-less, as have been our menus & e-newspapers.

What challenges do you expect to face in the near future?

The biggest challenge is to re-build customer trust and hence it is vital to keep consistent and healthy communication channel open with our guests. We know and appreciate that the process of recovery shall be a slow one and a return to the pre-COVID normal will also depend on the national and global situation. With a target of approximately 40  recovery this year, it is natural that early target of per cent occupancies and revenues will need to be reviewed till 2022. The new mantra is to inspire customer confidence by providing a clean, safe, healthy and inviting facility for any occasion – short stays, weddings and MICE. 

What do you feel should be done to narrow the painful revival of the hospitality industry

Testing times such as these require innovative ideas which give an impetus to dismal revenues. Alternate revenue models/ tools need to be explored. Delivery is one such alternate sales builder that we have initiated. Our kitchens are suitably utilised rather than not  at all, and while the process shall be slow, we do envisage that this service shall provide us 10 per cent of our revenue in the future. 

The hospitality business has been particularly vulnerable at such times, which is quite like the situation faced by the aviation business. And like most businesses, we have had to adopt a wide spectrum of cost-cutting initiatives. We perforce had to restructure and create a model that is aimed to be commercially viable and commensurate to the expected occupancies. We believe that judicious use of technology would play a vital role in assisting and achieving the desired results within the constraints that the industry faces in these times.