OPINION

Hospitality’s Transcendence

The shift in the way hospitality operates after the pandemic is a evident one

BENITA SHARMA AREA MANAGER (NORTH) ITC HOTELS & GENERAL MANAGER AT ITC MAURYA

The 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 headstart as the “Responsible Luxury” initiative which has been our guiding premise for over a decade. As part of this ethos, we welcome guests with the ‘WeAssure’ protocol. – ITC Hotels commitment to health, hygiene and a safe environment. While there is a lot which has been done on the ground to ensure the safety and hygiene of our guests and employees, some highlights of the WeAssure program include eco bills/QR Codes, low touch elevator controls, the ‘Safe Car Promise’ which ensures stringent sanitisation and disinfection procedures in all hotel cars, low/ no touch service at our restaurants, extensive use of technology, evolving room cleaning standards, safe distancing measure in the hotel restaurants along with disinfection of all high touch-points like knobs, taps, and more on an hourly basis. The focus is not just to be clean but near to clinically clean! Covid-19 has changed the rules of the game – safer, cleaner and virus fee environments entail new process of no or low contact service, safe distancing with systems that continue to make a guest feel cared for, personal protection equipment for the team and the guests, technology, new sanitising products and processes. Associates would need to carry these procedures home and keep safe. The most important objective being for guests and associates to perceive

and experience safety and no health threats. It is going to mean overcoming old habits, processes and intellectual barriers/ opinions and adoption of new technology. Earlier traveling was all about experiencing food, luxury, cultures etc. Sustainability, health, hygiene, safety parameters will become the new luxury. Hotels and restaurants that will follow standard operating procedures and safe distancing norms will be trusted by the guests. The onset of Covid-19 has prompted a plethora of changes in hotel operations that could alter everything from guest check-in to room cleaning. There is growing conviction Increase in leisure that with changing travel to motorable destinations lifestyles and consumer values - brands that put social and environmental showcases a responsibility as key promising future for focus areas will gain the industry more respect amongst consumers and thus lead to higher migration to such brands over time. The evolution of the role of wellness in hospitality has been dynamic and the global pandemic has strengthened the conversations on the importance of mental and physical well-being even further. From catering to nutritional needs and exercises to curating a holistic lifestyle, it can be seen that guests are becoming more mindful about viewing holidays as opportunities to rejuvenate, heal and come back stronger to their regular lives. BTI