Lalit adopts 3-pronged pol­icy

The group fo­cusses on ex­ist­ing and dor­mant cus­tomers and on cre­at­ing new users; tap­ping the hin­ter­land with ‘Lalit Pre­ferred Part­ners’ or GSAs in over 50 towns and us­ing the same prop­erty in a new man­ner to gen­er­ate rev­enue.

TravTalk - India - - Hotels - Samil Mal­ho­tra Vice Pres­i­dent - Sales and Mar­ket­ing The Lalit Suri Hos­pi­tal­ity Group MEGHA PAUL

A 3-pronged ap­proach will hold a lot of po­ten­tial to turn things around on the busi­ness front


the ho­tel in­dus­try wit­ness­ing muted growth in 2012, the New Year will bring some re­lief to the in­dus­try. Ac­cord­ing to Samil Mal­ho­tra, Vice Pres­i­dent - Sales and Mar­ket­ing, The Lalit Suri Hos­pi­tal­ity Group, there will be slow and long slog to re­cov­ery, but real grip is ex­pected to re­turn to the in­dus­try by 2013. “All the same, we re­main op­ti­mistic on the long term growth story for the in­dus­try,” he adds.

The group is open­ing The Lalit Chandigarh and re­open­ing the Lalit Great East­ern Kolkata in 2013. The Lalit New Delhi has also com­menced cel­e­bra­tions of its com­ple­tion of 25 years.

The travel and hos­pi­tal­ity in­dus­try can­not be sep­a­rated from the pre­vail­ing eco­nomic con­di­tions and a look at the present con­di­tions would re­veal that both domestic and in­ter­na­tional trends have been bor­der­ing along medi­ocre and poor. So, the chal­lenge lies in plan­ning/book­ing busi­ness ‘far out’ to es­tab­lish a thresh­old of oc­cu­pan­cies, feels Mal­ho­tra. As a so­lu­tion, he sug­gests look­ing at a 3-pronged ap­proach that will hold a lot of po­ten­tial to turn things around on the busi­ness front.

“Cre­at­ing more us­age, by fo­cussing on ex­ist­ing as well as dor­mant cus­tomers; cre­at­ing new users, by ex­plor­ing new ge­ogra­phies and pro­gres­sive economies (BRIC coun­tries) as well as tap­ping the hin­ter­land of In­dia with ‘Lalit Pre­ferred Part­ners’ or GSAs in 50 of the one mil­lion plus towns (such as - Udaipur, Jaipur, Lud­hi­ana, Am­rit­sar, Vi­jay­wada, Mysore, Nasik, etc) and cre­at­ing new uses, by us­ing the same prop­erty in a new man­ner to gen­er­ate rev­enue,” he says re­veal­ing the game plan. For in­stance, the renowned Amer­i­can DJ, Steve Aoki, per­formed live at The Plea­sure Dome of The Lalit, Mum­bai. The struc­ture orig­i­nally is an air-con­di­tioned hanger which was then con­verted into a per­for­mance arena with lasers, trapeze, lights and in­te­grated sound sys­tems.

“Yet an­other ex­am­ple of the same the­ory is, when we look at the same cus­tomer who is us­ing a lux­u­ri­ous suite in the ho­tel and finds three dif­fer­ent uses for the same suite – hold meet­ings in the day time; host a cock­tail party in the evening and use it for his per­sonal space and en­joy a com­fort­able night’s sleep,” he adds.

By us­ing the above men­tioned three- pronged ap­proach, one can tackle such chal­lenges. “We have struc­tured our­selves clearly into a uni­fied sell­ing force be­cause the cus­tomer has a lim­ited span of at­ten­tion. For the fu­ture, what holds true is a shift from an in­ward look­ing ap­proach to that of an out­ward look­ing one. Rather than prod­ucts and ser­vices, we need to sell what the cus­tomer ac­tu­ally needs, us­ing the var­i­ous tools of sales and mar­ket­ing avail­able and tar­get him through a mul­ti­me­dia ap­proach,” he says.

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