OPINION
Hospitality’s Transcendence The shift in the way hospitality operates after the pandemic is a evident one
B E N I TA S H A R M A ARE A MANAGER (NORTH) ITC HOTELS & G E N E R A L M A N A G E R AT I T C M A U R YA
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he world is steadily moving towards the new normal. The second quarter in the current financial year witnessed a marginal recovery giving way to hope. The main driver behind this partial recovery is the domestic leisure segment. The outbound Indian luxury travellers are looking out for exclusive domestic vacations within the country. To tap this demand, most domestic hotels have curated special staycation offers, ‘work-from-hotel’ and F&B packages, which have sparked some recovery in the sector. Increase in leisure travel to motor-able destinations showcases a promising future for the industry. The Indian luxury traveller will look out for exclusive domestic vacations within the country as uncertainties about international travel continue to loom large. Work from home model is likely to continue even after the Covid-19 crisis. So employees can afford to go on staycations without worrying about taking leave or can opt for working while on vacation. The pandemic, hence, hasn’t just changed the nature of work; it has changed the way people vacation as well. India has a robust domestic tourism market compared to nations that rely largely on international tourism. For domestic travellers, India’s rich diversity including nature, heritage sites, cultural spots, and pilgrim destinations are key attractions. Additionally, adventure tourism, medical facilities, wellness, MICE and off beat wedding destinations are equally popular. Our guests will continue to be drawn towards hotels that take care of their wellbeing. We are fortunate to have a headNOVEMBER 2021
start as the “Responsible Luxury” initiative and experience safety and no health threats. which has been our guiding premise for over It is going to mean overcoming old habits, a decade. As part of this ethos, we welcome processes and intellectual barriers/ opinions guests with the ‘WeAssure’ protocol. – ITC and adoption of new technology. Hotels commitment to health, hygiene and a Earlier traveling was all about experiencing safe environment. While there is a lot which food, luxury, cultures etc. Sustainability, has been done on the ground to ensure health, hygiene, safety parameters will become the safety and hygiene of our guests and the new luxury. Hotels and restaurants that employees, some highlights of the WeAssure will follow standard operating procedures and program include eco bills/QR Codes, low safe distancing norms will be trusted by the touch elevator controls, the ‘Safe Car Promise’ guests. The onset of Covid-19 has prompted which ensures stringent sanitisation and a plethora of changes in hotel operations that disinfection procedures in all hotel cars, low/ could alter everything from guest check-in no touch service at our to room cleaning. There restaurants, extensive use is growing conviction of technology, evolving that with changing Increase in leisure room cleaning standards, lifestyles and consumer travel to motorsafe distancing measure values - brands that put able destinations in the hotel restaurants social and environmental showcases a along with disinfection of responsibility as key promising future for all high touch-points like focus areas will gain knobs, taps, and more on more respect amongst the industry an hourly basis. The focus consumers and thus lead is not just to be clean but to higher migration to near to clinically clean! such brands over time. Covid-19 has changed the rules of the game – The evolution of the role of safer, cleaner and virus fee environments wellness in hospitality has entail new process of no or been dynamic and the global low contact service, safe pandemic has strengthened distancing with systems that the conversations on the continue to make a guest feel importance of mental and physical cared for, personal protection well-being even further. From catering equipment for the team and to nutritional needs and exercises to the guests, technology, new curating a holistic lifestyle, it can be seen sanitising products and processes. Associates that guests are becoming more mindful would need to carry these procedures home about viewing holidays as opportunities to and keep safe. The most important objective rejuvenate, heal and come back stronger to being for guests and associates to perceive their regular lives. BTI business traveller india
