He­mant Ten­neti

Se­nior Area Di­rec­tor of Op­er­a­tions – South Asia Mar­riott In­ter­na­tional

Micetalk - - Cover Story -

LUR­ING THE IN­DIAN WED­DING BUSI­NESS

The so­cial seg­ment is dif­fer­ent from the cor­po­rate seg­ment, as it re­quires cus­tomi­sa­tion and not a stan­dard for­mat. The cor­po­rate seg­ment works on a plus or mi­nus 20 per cent vari­ant stan­dard for­mat, whereas in the so­cial seg­ment, the re­quire­ments have to be cus­tomised be­cause of di­verse cul­tures and rit­u­als. Even though it is a lu­cra­tive seg­ment, the chal­lenge is in un­der­stand­ing the needs and be­ing able to of­fer so­lu­tions per­tain­ing to them.

SHAADI BY MAR­RIOTT

We have rolled out a pan In­dia cam­paign called Shaadi by Mar­riott, for which a video was launched about 8-10 months ago. The video has or­gan­i­cally grown into be­ing sub-per­sonal. We are ac­ti­vat­ing the brand with each of our ho­tels in terms of col­lat­er­als, ex­e­cu­tion, spe­cial menus, and ev­ery­thing associated with it. We have also launched the Hon­ey­moon by Mar­riott cam­paign, where we give op­tions to the guest based on the tier or the bud­get for ex­pen­di­ture, and a des­ti­na­tion of their choice. We are go­ing to launch a few more cam­paigns over the next six months.

FILMY DÉ­COR

Dé­cor and themes are largely in­flu­enced by the In­dian films in­dus­try. Any lat­est movie or a pop­u­lar song, ap­par­els, etc., that are in trend act as in­flu­encers. The rit­u­als are tra­di­tional, but the ex­e­cu­tion of the rit­u­als does change as peo­ple are look­ing at in­no­va­tive ways to stand out. This has made des­ti­na­tion wed­dings a huge trend. Peo­ple are now tak­ing small gath­er­ings to a des­ti­na­tion for two to three nights, rather than spend­ing money on 500-600 peo­ple that they barely know.

COME WHAT MAY, WE WILL ADAPT

The de­mon­eti­sa­tion im­pact was tem­po­rary, but we did wit­ness a slow pace. Peo­ple will spend on their wed­ding not­with­stand­ing the eco­nom­i­cal hic­cup. The trend now is to re­duce the at­ten­dance of peo­ple. De­mon­eti­sa­tion has had no im­pact. With GST, the rip­ple ef­fect is yet to be seen un­til the next quar­ter. Whether the in­crease in tax by 75 per cent is go­ing to pre­dom­i­nantly af­fect some­one to spend less, is too early to de­ter­mine. Liquor ban has def­i­nitely seen some ef­fect with cus­tomers pre­fer­ring to serve liquor on lim­ited events.

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