Perkin Rocha

Area Di­rec­tor, Haryana Lemon Tree Ho­tels

Micetalk - - Cover Story -

TAR­GET­ING THE WED­DING BUSI­NESS

Lemon Tree Ho­tels is pri­mar­ily a chain of up­scale and mid­scale busi­ness ho­tels. To­day, cus­tomers have umpteen op­tions and are spoiled for choice. Com­pe­ti­tion from leisure ho­tels is our great­est chal­lenge. Also, from a prod­uct of­fer­ing per­spec­tive, we are for­ay­ing into des­ti­na­tion ho­tels and con­ven­tions.

IN­NO­VA­TIVE STRATE­GIES

There is a grow­ing fo­cus on MICE at Lemon Tree Ho­tels. The newly opened Lemon Tree Ho­tel and Red Fox Ho­tel at Sec­tor 60, Gu­ru­gram, and its 20,000 sqft modern con­ven­tion cen­tre come across as a great op­tion to host wed­dings. At present, we are also ap­point­ing cater­ing sales spe­cial­ists and are closely work­ing with event man­age­ment teams and wed­ding plan­ners. Be­sides this, Lemon Tree Ho­tel, Tarud­han Val­ley, Haryana, presents an ideal op­tion for des­ti­na­tion wed­dings. More­over, the Lemon Tree Ho­tel, East Delhi Mall, is an­other al­ter­na­tive to cater to MICE busi­ness in­clud­ing pre and post wed­ding func­tions.

WEL­COME CHANGE

Lemon Tree Ho­tels has wel­comed the cash­less move by the gov­ern­ment. We are urg­ing cus­tomers to choose from var­i­ous cash­less op­tions to make book­ings such as credit cards, wire trans­fers, and Lemon Tree Smiles points. Mo­bile or e-wal­lets will soon be ac­cepted at our se­lect ho­tels. The busi­ness at large has not been af­fected by the liquor ban as our ho­tels are more than 500 me­tres away from the high­ways.

EX­TER­NAL IN­FLU­ENCES

A ma­jor in­flu­ence that the film in­dus­try of In­dia has had on the wed­ding mar­ket is the con­cept of des­ti­na­tion wed­dings and fash­ion. We saw an in­crease in the num­ber of pre and post wed­ding func­tions.

Func­tions like sangeet and mehendi are also in­creas­ingly be­ing held with more guests get­ting in­vited, quite un­like how such func­tions were more of a pri­vate af­fair ear­lier. Hir­ing of celebrity chore­og­ra­phers for dance per­for­mances, skits, etc., is also be­com­ing pop­u­lar.

CHAL­LENGES OF AN IN­DIAN WED­DING

At Lemon Tree Ho­tels, the main plan­ning of the wed­ding starts af­ter the book­ing of the venue. The wed­ding seg­ment is a sen­si­tive one since peo­ple are emo­tion­ally con­nected to it, right from guests to the bride and groom. There is no space for an apol­ogy or com­pen­sa­tion in case of any mis­take or omis­sion at our end.

Growth in this seg­ment is huge be­cause ev­ery­one just spends and does not think of re­turns. Three decades ago, peo­ple hardly thought about a lav­ish wed­ding func­tion that has now be­come a trend and a gen­eral ex­pec­ta­tion. A per­son in In­dia spends one-fifth of the wealth ac­cu­mu­lated in a life­time on a wed­ding cer­e­mony. That means a tremen­dous op­por­tu­nity for re­tail­ers to cap­i­talise on.

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