SM Az­mat

Pres­i­dent Sales & Mar­ket­ing Jaypee Ho­tels and Re­sorts

Micetalk - - Cover Story -


The chal­lenges of get­ting the wed­ding busi­ness are not any dif­fer­ent from the chal­lenges of get­ting the con­fer­ence busi­ness. The guest has am­ple choice, from wed­ding ban­quet venues, to farm houses, to 4 and 5-star ho­tels, all con­tenders for the same so­cial busi­ness. The chal­lenge is to dif­fer­en­ti­ate in terms of venue, choices in the menu, am­bi­ence, lo­ca­tion, lux­ury of­fer­ings, ac­com­mo­da­tion of­fer­ings, and fi­nally, dis­tri­bu­tion - the abil­ity to reach out to the cus­tomer first.


In­no­va­tive mar­ket­ing strate­gies are adopted to reach out to the cus­tomer. From the con­ven­tional tele­phone list­ings; print ads in news­pa­pers; gen­eral in­ter­est, women-ori­ented, and wed­ding mag­a­zines to dig­i­tal mar­ket­ing in­clud­ing Google-en­abled out­reach via SEO and SEM; so­cial me­dia mar­ket­ing; brand web­site; wed­ding -fo­cused web­sites, and high-traf­fic gen­er­at­ing B2C web­sites, all av­enues of ex­po­sure of the ho­tel are ex­plored. The off­line as well as the on­line wed­ding cus­tomer’s pur­chase jour­ney is tracked and mapped and an in­te­grated mar­ket­ing ap­proach is adopted and im­ple­mented for max­i­mum ben­e­fit.


Wed­dings to­day are be­com­ing more and more in­no­va­tive in terms of dé­cor and am­bi­ence. With high costs not be­ing a de­ter­rent, wed­ding venues and plan­ners to­day are ex­per­i­ment­ing with a lot of props and lo­ca­tions. Des­ti­na­tion wed­dings are the new rage as they of­fer new set­tings for the grand event. The 5-star lux­ury chain, Jaypee Ho­tels, of­fers five ex­cel­lent des­ti­na­tions, in New Delhi and oth­ers in fab­u­lous des­ti­na­tions like Agra and Mus­soorie.


The de­mon­eti­sa­tion im­pact on the big In­dian wed­ding was for a brief pe­riod of 2-3 months post launch of the move. Things have since nor­malised and it is busi­ness as usual. In fact, the seg­ment is record­ing ex­cel­lent growth fig­ures. Jaypee Ho­tels has not been ad­versely af­fected by the liquor ban. The up­com­ing GST roll-out is yet to be ex­pe­ri­enced. The seg­ment we are in is levied with 28 per cent GST, which is a de­ter­rent.


Un­der­stand­ing the re­quire­ments and phi­los­o­phy in the ini­tial meet­ing with the par­ents of the bride/groom helps set the tone and bench­marks for the over­all fi­nal of­fer­ing. Chal­lenges in or­gan­is­ing the big so­cial event are han­dled deftly ini­tially by the sales team at cus­tomer lo­ca­tion, then by the ex­pe­ri­enced op­er­a­tions team on site. The so­cial seg­ment is the growth en­gine for ho­tels in gen­eral and Jaypee Ho­tels is no ex­cep­tion.


Wacky last-minute re­quests come from wed­ding plan­ners and cus­tomers. Due to the no space con­straints and lots-to-do des­ti­na­tions, we are al­ways able to ac­com­mo­date out-ofthe-box re­quests and ideas.

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