Kerala sails smooth on MICE backwaters

Speaks to three different hotel entities in different regions of Kerala – Kumarakom, Kochi and Bekal – to understand their strategies to help the industry and the destination reach newer heights.

MEGHA PAUL On

the back of tourism fuelling Kerala’s hospitality industry, the hotel industry in Kerala is witnessing unprecedented growth. This is supplemented by the new developments and trends that are frequently taking place in Kerala’s hospitality sector.

Talking about the steps, individual hotels are taking, to innovate, the concept of hospitality in Kerala beyond just Ayurveda and houseboats, Rajendran Menon, General Manager, The Zuri Kumarakom, Kerala Resort & Spa feels, Kerala is a yearround destination for a large number of domestic and international travellers. “In fact, Kerala has developed into a major hub for MICE and FITs, both domestic and overseas, enjoying huge popularity as a wedding destination and lately for Medical Tourism as well. This is the only state in India, which offers a large variety of experience – backwaters, beaches, hill stations, cultural, culinary other than the traditional Ayurveda experience. It is also our endeavour to provide authentic, original and effective treatments both Ayurvedic and Western, in a world of luxury at the Maya Spa – South India’s largest spa.”

MICE is a growing segment within Kerala. And even for this hotel, the segment has done wonders. Under the current market scenario, business to the resort from the MICE segment has grown by almost 40 per cent compared to last year, confirms Menon. “With the MICE segment being extremely active, the market is dynamic. To our advantage, we have the largest meeting room for any five-star resort in Kumarakom and huge open lawns,” he says.

The density of travellers from South Indian states – Andhra Pradesh, Karnataka and Tamil Nadu has been steadily growing every year. These states currently contribute to 30 per cent of the hotel’s domestic market. It is now targetting and strengthening presence in the western and northern part of India.

The second property of InterContinental Hotels Group (IHG), Crowne Plaza Kochi is adding up to the city’s cause by gearing up to open its doors in order to bring about a change by addressing the needs of leisure as well as the MICE travellers. By adding another hotel in the city of Kochi after Holiday Inn, IHG is aiming at making a strong statement through Crowne Plaza Kochi. Talking about the perspective of the new hotel for the city, Terry Austen, General Manager, Crowne Plaza Kochi informs, “We are expecting this property to open in the festive season i.e. between September and November. For the last 14 months, that I have spent here, the city has gone through a rapid developmental change and our hotel will add another infra- structure facet to position the city ahead.” The hotel has realised Kochi’s potential to deliver far more in hospitality and travel space. “The State Government is investing heavily on the infrastructure projects to transform the city and our hotel is going to add to that charm that the leisure market has, by delivering all the authentic experience to travellers,” he points out.

The 269- room hotel will be capitalising on the demand of the leisure as well as MICE traffic that the city is attracting. “Our hotel will offer the largest twin inventory to the city with the scope for organising meeting and social events with a capacity to accommodate 1,000 pax and 1,500 pax, respectively,” Austen explains. The hotel will have 14 meeting rooms in variable sizes and would make use of the in- house garden for social events.

Opines Dilip Mishra, Resident Manager, The LaLit Resort & Spa Bekal, the property has amalgamated leisure along with wellness. “Avoiding the strict regime and hospital-like environment, we have packaged a wellness getaway for our guests so that they have a guilt-free indulgence,” he comments.

The hotel is working closely with the Kerala Tourism department as well. “We have chalked out a plan for diverting the focus to the hidden treasures of North Kerala (Bekal) were we were the first operators running a Spa Resort for the last two years,” he adds. The B2B segment also drives business to the hotel.

“B2B segment is utmost important for filling rooms in low seasons and hence, the company focusses and makes viable strategies to ensure that it gets the maximum benefit from this segment. Presently, we are working aggressively in this segment in Tier- II and Tier- III cities by getting exclusive preferred partners from these cities,” he concludes.