Alok Chakravarty

Di­rec­tor of Sales and Mar­ket­ing Shangri-La’s - Eros Ho­tel, New Delhi

Micetalk - - Cover Story -

DI­VIDED SEG­MENTS

There ex­ists a very sig­nif­i­cant di­vide amongst the pub­lic with a grow­ing pro­por­tion opt­ing for des­ti­na­tion wed­dings, mov­ing away from wed­ding halls and ban­quets. How­ever, con­sumers of the clas­sic setup ac­count for a ma­jor pro­por­tion of the mar­ket. In that, Shangri-La’s Eros Ho­tel, New Delhi, is one of the most soughtafter prop­er­ties with its ex­quis­ite in­te­ri­ors and top-notch ar­range­ments and cater­ing. The op­u­lence of our Grand Ball­room with an at­tached gar­den ter­race adds to the el­e­gance.

UTIL­IS­ING THE DATA­BASE

The team at Shangri-La aims to tap the wed­ding mar­ket through ded­i­cated ef­forts in the di­rec­tion. The team has an ex­ten­sive data­base of po­ten­tial clien­tele, does ex­ten­sive mar­ket re­search on the needs of the con­sumers and the chang­ing trends in the in­dus­try, and plans ac­cord­ingly in keep­ing with the spe­cific tastes of the pa­trons. In ad­di­tion to this, dig­i­tal mar­ket­ing and part­ner­ing with wed­ding por­tals is also very essen­tial.

GLOBAL TASTES

With fre­quent travel abroad, the wed­ding pref­er­ences of In­di­ans are gain­ing new and premium tastes. Guests who come to th­ese wed­dings are now bet­ter trav­elled, ex­posed to a va­ri­ety of ex­otic world cui­sine, and have de­vel­oped much more evolved palates. This makes it im­per­a­tive to de­sign an avant-garde and well-thought-out menu. A new line of think­ing is in vogue that at­tempts to bring a small se­lec­tion of dishes cooked fresh and healthy, in­stantly ap­peal­ing to the modern palate. Favourite dishes shrunk down to bite sizes de­light guests. At the same time, cou­ples want to in­te­grate their re­gional her­itage, culi­nary and oth­er­wise, into the wed­ding theme. The con­cept of brunch­ing at wed­dings is win­ning over other op­tions as this menu of­fers mind bog­gling va­ri­ety. Global trends are con­sis­tently be­ing looked at for in­spi­ra­tion. A sig­nif­i­cant pro­por­tion of the mar­ket is get­ting away from tra­di­tional themes and go­ing for cor­po­rate-style wed­dings. Peo­ple are go­ing for per­son­al­i­sa­tion, de­creas­ing the num­ber of guests but in­creas­ing their per-per­son spend, and in­cor­po­rat­ing their per­sonal sto­ries and in­ter­ests in ev­ery­thing from dé­cor to food. Mod­erni­sa­tion is also hit­ting the in­dus­try with the re­vamp­ing of retro drapes, min­i­mal­ist sil­hou­ettes, and bold colours. There is also a grow­ing de­mand for new cuisines at wed­dings in or­der to stand out from the crowd.

CHAL­LENGES AND MORE

The most fun­da­men­tal chal­lenges of plan­ning a wed­ding stem from the fact that for In­di­ans, their wed­ding day is the most im­por­tant day of their lives. The ho­tel, when en­trusted with the re­spon­si­bil­ity and hon­our of serv­ing this day, goes above and be­yond to en­sure that ev­ery­thing goes per­fectly. The bride, for one, is needed to be looked af­ter in this anx­ious time. Some­times, un­rea­son­able ex­pec­ta­tions per­tain­ing to the ar­range­ments are put on the or­gan­is­ers, end­ing up in a sig­nif­i­cant mis­match with the de­cided bud­get.

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