‘Identifying and examining customer behaviour based on real-time travel intent’
These are challenging times, completely unprecedented, and things are volatile for the present but the hospitality scenario is in a constant state of evolution. Vineet Mishra, General Manager, The Ritz-Carlton, Pune & Cluster General Manager, Marriott, Pune, shares more about the market conditions and their focus on the growing market for their hotels by building back their occupancy levels at the acceptable average rates.
There are consistent signs of travel recovery as green shoots are finally starting to show. Borders are reopening, growth in capacity, and occupancy rates are all encouraging. The stage of the recovery journey varies greatly by region — and likewise, within that region, some cities are performing better than others. At Marriott Pune, they are witnessing a consistent pattern of recovery emerging.
Also, as markets are reopening, albeit with daily changing policies, Vineet feels, “When people realise they are allowed to travel again, bookings are starting to follow. Digital engines and OTAs are showing the strongest signs of recovery first and the value of being able to retail online is more evident than ever. This presents great opportunities for incity, drivable bookings, as well as upselling ancillaries. As the online consumer market picks up, recovery rates across the other sectors will start to improve too. Trips are usually booked anywhere from seven to 60 days out and ignoring corporates, families is the biggest persona.”
Marriott Pune properties are flowing back into recovery and that is encouraging. Though it remains to be seen how the area’s curve will take shape, the market is coming back to life. “First, we identify the moving, growing city pairs. Then, we examine buying behavioural metrics, so that our teams can develop the most effective targeting and acquisition strategies. This in turn makes tailoring additional services and experiences much easier and helps our guests to make informed booking decisions. Our key project includes aligning our Marketing and Revenue Management Strategy to ensure parity across channels, direct booking perks, new offers and packages, and most importantly, a flexible cancellation policy. We’ve also ramped up marketing efforts focused on brand awareness and fueling new guests into the booking funnel to reach people beginning to daydream about rebooking and planning holidays as well as partaking in experiences to make up for missed vacations. Other strategies involve staying in touch with guests that have cancelled, producing editorial and destination content and prioritising lowerfunnel initiatives and focus on targeting potential guests based on real-time travel intent to the destination,” further shares Vineet.
The teams at the Ritz-Carlton, Pune, JW Marriott Pune, Marriott Suites Pune and Courtyard by Marriott, Pune Hinjewadi have rolled out an exciting tailor-made offer that ensures maximum flexibility and savings, unique to audience and preference. These ‘Contact-Free Safecations’ come with the added benefits of a complimentary room upgrade to the next room category, personalised chef-curated meals, free meal and stay for kids under 12 years of age, up to 5000 Marriott Bonvoy points and much more.
“As we prepare for travel demand to build long term, it is important for our hotels to take a step back and go beyond travel demand forecasts to look at the state of the world holistically. Long term, there are so many variables that will impact a hotel’s business plan that go beyond travel demand. These factors include the state of the economy, unemployment rate, consumer spending power, as well as shifts in consumer behaviour. For example, it is predicted that post COVID-19, virtual meetings will become a more common place that will most likely impact business travel as well as meetings and groups. Ultimately, as hotels prepare for the phase of recovery when travel demand strengthens, it’s a delicate balance between preparing for a ‘new normal’ while implementing tried and tested practices and strategies,” concludes Vineet.