Sarovar targets MICE in Hyderabad
Radisson Hi Tech City Hyderabad is tapping the MICE market in the region this year. Its General Manager Krishna Kumar, believes that India needs to model its marketing initiatives on the lines of that of newer destinations like Ras Al Khaimah.
ACarlson hotel managed by Sarovar Hotels & Resorts, Radisson Hi Tech City Hyderabad witnessed a good growth in the first half of 2017 and is looking forward to good business in the remainder of the year. Kumar informs that the hotel is trading high in terms of occupancy and is maintaining a healthy ADR. RevPAR has also seen a good growth year-on-year. He elaborates that domestic corporate business remains the key market for the hotel and metro cities remain its core segment. However, the hotel has also seen an upward trend in MICE segment in the first half of 2017 and the growth looks to be a positive demand driver in the medium to long term for the destination as well as the hotel.
Kumar believes that though the potential of India as a tourism hub is huge, there is a lack of a blueprint to measure that success. He comments, “It will be interesting to the take the role model of a new destination in tourism like Ras Al Khaimah and adapt best practices in tourism initiatives and marketing of that destination.”
He further points out that on a micro level, service quality standards as well as destination exposure is key to organisations in the overall goal of promoting and growing inbound tourism. “The true value of a Concierge comes into play wherein we are able offer a quick cultural/city experience to the business travellers that enhances the image of the destination and could trigger potential visits,” he adds.
The hotels’ marketing and promotional plans for 2017 will predominantly revolve around innovation in food and beverage; experiences and quality of service. Kumar says, “The entire hotel will fall into these broad categories and we are hoping to translate and execute marketing and promotion of individual revenue streams based on these. When we are looking at all the aspects of growth and consolidation, it is also important to innovate and continuously excel in the area of staff experience in the organisation. Technology today is changing the way we managed communication and it is vital that this area does not become an afterthought.”
He also points out that the markets, traditionally thought of as key segments of performance, are changing and the industry has to adapt to the changes and acknowledge that tourism numbers have moved away in terms of numbers from the tradition strongholds of Europe. “The millennials are also high on travel experiences and we need to tap the new segments as well as countries by creating the right exposure of India to them,” he says.