DIGITAL CONCIERGE

Possibly the most debated subject in the luxury hospitality space right now is whether or not social media as a marketing tool is e ective enough. In spite of this debate, hotels in India seem to be well ahead of the curve in incorporating digital techniques to enhance their guest experience. India’s ITC Hotels is a frontrunner in this space — creating meaningful engagement through social networks, as a core part of the brand strategy. “ITC Hotels was one of the

rst Indian luxury hotel brands to have a dedicated Twitter concierge (@ ITCHotelsCares), which has been operational for close to a decade. Over the years, this has evolved into a robust digital concierge programme, spanning across social networks,” says Dipak Haksar, chief executive, ITC Hotels and WelcomHotels. “e digital concierge programme addresses all kinds of queries, o ers proactive recommendations and connects online interactions through special gestures that are manifested on-ground,”adds Haksar.

Another example is Hyatt Regency Delhi, which became the rst Hyatt hotel to have launched a Whatsapp number available to guests 24 hours for any service they need. is indirectly points to a gradual evolution of the role of the concierge. Parinita Samanta, director of marketing and communications at Hyatt Regency Delhi explains, “ere is always a human element involved with hospitality, which is where the traditional concierge plays a role, especially with repeat guests. With a digital concierge, there is no human element, but new technology can actually enhance the work of concierges, allowing them to serve guests even before they arrive at the hotel. e idea is to strike a balance between the two.”