TravTalk - India

Digital presence a must

Technology has transforme­d various aspects of hotel operations, contributi­ng to enhanced guest experience­s, streamline­d processes, and improved revenue management strategies. Can hotels afford to ignore this platform any more?

- Hazel Jain

We live in a fast-paced world that is not just highly globalised, but also digitalise­d. It is the age of the internet, easy connectivi­ty, and AI that must be embraced in order to move forward. A strong digital presence through online travel platforms, social media, and user-friendly websites has become crucial.

Tshering Yanki,

Sales & Marketing Executive, Pemako – a new luxury brand from Bhutan, says that digital presence keeps them vigilant of trends to cater to different consumers. "It allows us to continuous­ly reach out to and engage with our target audience in a cost-effective way,” she says. With ease, hotels can nurture customer and business relationsh­ips through email marketing, attend to online reviews and feedback that contribute to a positive reputation. This also leverages search and advertisin­g optimisati­on that ensures the hotel is boosting visibility and is easily accessible.

Connect to a global audience

Digital marketing is also a great way to convey the values of a hotel. Tanu Singh, Associate Director, MarCom & PR, Signum Hotels & Resorts, says, “Key factors that help new hotel brands like ours are online marketing strategies, like a user-friendly, mobileresp­onsive, and SEO-optimised website, partnering with popular OTAs like Booking.com, Expedia, or Airbnb to increase bookings, and social media presence to engage with users, and encouragin­g guest reviews on sites like TripAdviso­r, Google, and Zomato. Positive reviews influence potential guests, and building database.”

Training for Revenue Management systems are also crucial. Ayodhya Nath Tiwari, Director, Revenue Management, Novotel Kolkata Hotel & Residences, feels that online platforms have revolution­ised how guests book. “In fact, advanced RMS, often powered by AI, enable us to analyse huge data in real time,” he says.

There is a need for increased focus on Revenue Management in both hotel management schools and within the industry. “Moreover, the essence lies in embracing Total Hotel Revenue Management and Sustainabl­e Revpar Matrix, which are pivotal,” Tiwari adds.

Digital marketing for Ramee Group of Hotels is a multifacet­ed strategy that encompasse­s various online channels and platforms. Asawari Musale, Digital Marketing Head, Ramee Group of Hotels, says, “In the dynamic hospitalit­y industry, our digital marketing efforts are crucial for staying competitiv­e and reaching a diverse range of travellers. This includes implementi­ng comprehens­ive strategies across social media, SEO, email marketing, and online advertisin­g. The impact of digital marketing on Ramee Group of Hotels has been significan­t and transforma­tive.”

Moreover, digital marketing has played a pivotal role in driving direct bookings, reducing dependency on third-party platforms.

Digital marketing has empowered hotels to stay agile in a competitiv­e market. Ridhima Nagpal, MarComm Manager, Hyatt Centric MG Road Bangalore, says, “Implementi­ng online promotions, loyalty programs, and partnershi­ps significan­tly enhance our brand visibility. It is also crucial to promote online reviews and encourage user-generated content.”

Sharin Joseph, Commercial Director, Hilton Bangalore Embassy Golflinks, believes that establishi­ng a strong online presence through platforms like Instagram, Facebook, and now, even LinkedIn is pivotal. “These channels not only showcase the hotel's unique features but also enable real-time engagement with guests and potential guests. User-generated content and online reviews are invaluable tools for building credibilit­y. Actively encouragin­g satisfied guests to share their experience­s on platforms like TripAdviso­r and Google enhances the hotel's reputation and fosters trust among clients,” Joseph says.

Great for newer hotels

Sonal Sahoo, Director and Promoter, Lyfe Hotels, The World Hotels and Resorts, a new entrant in the industry, feels that travellers today are heavily depend on online platforms to research, compare, and reserve accommodat­ions. “Therefore, a strong digital marketing strategy is imperative for hotels to boost their online presence and secure bookings,” she adds.

 ?? ?? Tanu Singh
Associate Director Marketing Communicat­ions & PR, Signum Hotels & Resorts
Tanu Singh Associate Director Marketing Communicat­ions & PR, Signum Hotels & Resorts
 ?? ?? Ridhima Nagpal
Marketing & Communicat­ion Manager Hyatt Centric MG Road Bangalore
Ridhima Nagpal Marketing & Communicat­ion Manager Hyatt Centric MG Road Bangalore
 ?? ?? Ayodhya Nath Tiwari
Director, Revenue Management Novotel Kolkata Hotel & Residences
Ayodhya Nath Tiwari Director, Revenue Management Novotel Kolkata Hotel & Residences
 ?? ?? Sharin Joseph
Commercial Director
Hilton Bangalore Embassy Golflinks
Sharin Joseph Commercial Director Hilton Bangalore Embassy Golflinks
 ?? ?? Tshering Yanki
Sales & Marketing Executive Pemako
Tshering Yanki Sales & Marketing Executive Pemako
 ?? ?? Asawari Musale Digital Marketing Head Ramee Group of Hotels
Asawari Musale Digital Marketing Head Ramee Group of Hotels
 ?? ?? Sonal Sahoo Director and Promoter Lyfe Hotels
Sonal Sahoo Director and Promoter Lyfe Hotels
 ?? ??

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