Bonded to the focus ‘Safe Stays at Fortune Hotels’
Fortune Hotels’ brand philosophy is driven by its objective to provide contemporary accommodation to business and leisure travellers through its wide range of accommodation in pertinent destinations, with emphasis on personalised service at a great value. TTJ had the opportunity to interact with two of its General Managers, S. Ajit Kumar, GM, Fortune Inn Shree Kanya, Visakhapatnam, and Devinder Walia, GM, Fortune JP Palace, Mysore. It was interesting to know from them how they are faring at their respective properties in Southern India amid the pandemic. Can you tell us about your present occupancy rates? Is it the same struggle you have seen a year ago?
S. Ajit Kumar: We currently maintain an occupancy of 55 per cent, at Fortune Inn Shree Kanya, Visakhapatnam. Much to our surprise, the occupancy rates seem to have picked up faster as compared to last year due to the early opening of the economic activities, awareness and vaccination. Amongst others, revenge travel is a key factor in influencing occupancy. While revenge travel is more focused towards tourist and leisure destinations, we have many who are taking short breaks and staycations with us. Another attribute driving business is socials, where we continue to see a steady rise in queries for intimate social functions.
Devinder Walia: With the second wave decelerating and the opening of economic activities, the hospitality sector is seeing a pent-up demand. Leisure travel in July has been far better than last year, especially for drivable destinations. The present occupancy rates are around 55 per cent, this year at Fortune JP Palace, Mysore. We believe that the on-going ‘Vaccination’ drive is giving travellers’ confidence and will thus help in the recovery of occupancies, though the Average Daily Rates will take time to recover.
What new or remarkable revenue drivers has your property adopted to stay afloat? (Stay concepts, F&B, technology, hygiene standards, etc.)
S. Ajit Kumar: In terms of the market, the current focus is on project-related corporate business and transient business for rooms. Small and intimate social functions and takeaway/home delivery for F&B are also high on our radar. Innovations in F&B have brought us additional attention from city residents, especially with concepts such as Barbeque@Home and curated festive meal offerings. As most of the travel is happening within the 200 km radius, we have curated stay packages with flexible terms to attract guests. We have also rolled out the ‘Safe
Stays at Fortune Hotels’ programme which focuses and communicates about the enhanced cleanliness and hygiene standards that we have implemented.
Devinder Walia: The mindset of the customer has undergone a change and being safe is now their first priority. We continue to remain focused on the ‘Safe Stays at Fortune Hotels’ programme which communicates about the enhanced cleanliness and hygiene standards that we have implemented. To increase room revenues, we keep our pulse on the occupancy forecast and set competitive price points to increase occupancy. The stay packages we have rolled out to create demand with flexible cancellation policies have made it easier for our guests. At the corporate level, travel is happening for the servicing/ setting of machinery in manufacturing in our region. However, MICE has not picked up as companies are continuing with the ‘Work from Home’ model.
What are your current marketing strategies? How are you reaching out to the new, evolved and changed customer?
S. Ajit Kumar: With the changing market dynamics, the current focus is on projectrelated corporate business and transient business for rooms, social functions and takeaway/home delivery for F&B. Safety & Hygiene remains the #1 priority of travellers today and our primary strategy is to help maintain guest confidence in our functioning. Constant engagement on social media channels, emails, and other points of interaction has been the key to communicating and reassuring guests during the post COVID scenario. Value-centric offerings such as short breaks, staycations and workations have been chiselled, keeping in mind the immediate needs of guests. To drive F&B revenues, we continue to focus on food delivery and have partnered with leading food delivery apps for the same along with extending the option of takeaways.
Devinder Walia: Our strategy has been to keep the basics right. We diligently monitor our vitals and that of our competitor set. To increase room revenue, we keep our pulse on the occupancy forecast and set competitive price points to increase occupancy. Besides this, attractive stay packages have been floated to create demand and make it an enjoyable experience for our guests. Our approach for reaching out to the new age/ evolved customer is by way of digital outreach through channels like social media, personal calls and emails and this is how we will continue to engage with them in the future till the scenario gets better.