With people confined to their homes during the Covid-19 pandemic, the easing of restrictions led to the phenomenon now called, revenge travel, which led to people travelling nearby for short stays. This translated to the travel and tourism industry seeing a significant bump-up with travel bouncing back in a big way. An industry report states that the number of trips Indians take, will double from around 2.3 billion to 5 billion in the next four years.
In this scenario, American multinational hospitality company, Hyatt Hotels & Resorts, Indian division saw double-digit growth. Deepa Krishnan, Head of Marketing - India & Southwest Asia, Hyatt India Consultancy says, “Last year, we saw a 33 per cent increase in our RevPAR (Revenue per available room). This year, as of H1, we've seen a strong double-digit number on top of the 33% growth and this has been a strong performance. Some of the segments driving this growth are weddings and individual traveler and corporate.”
She continues, “In 2023, our wedding business grew by 200% over 2019 and this year, we've grown 25% over 2023. Looking at the individual traveler and corporate segment, we have seen a huge bounce back from these segments as well. Interestingly, this demand is largely driven by domestic travel and international demand has still not overtaken the 2019 levels. One can only imagine what will happen once that also normalizes.”
Engaging & Elevated Experiences
Hyatt India recently launched its official Instagram handle @hyatt.india.swa in collaboration with actor Vaani Kapoor. While the individual hotels of Hyatt India had a presence on Instagram, the new Instagram page showcases one voice for the entire region.
Krishnan states, “It was important to have a representative Instagram page of our own, which is why we're launching it. This is a great opportunity for us to tell the Hyatt India story.” The platform invites followers to experience the World of Hyatt India, showcasing its hospitality, service and tailored experiences. The collaboration with Kapoor features a series of six brand films and exclusive content, such as hotel stories and innovations done with food and beverage, highlighting Hyatt's commitment to care and hospitality with #HyattCelebratesYou epitomizing how Hyatt anticipates a customer’s need and makes every stay memorable.
Krishnan says, “As a brand, we are known for caring for all our stakeholders, whether it's our customers, partners, employees, etc. We were looking for a perfect partner who would resonate Hyatt's warmth, authenticity, and level of personalization and care and Vaani Kapoor was the perfect fit.”
Typically, most hotel campaigns showcase the 360-degree experience which customer can enjoy including hotel room, service, food, amenities etc. Taking a different route, Hyatt India unveiled a Food and Beverage (F&B) campaign showcasing its culinary mastery, aligning with Hyatt's core value of caring for people.
Commenting on the campaign Krishnan says, “Food & Beverage is a big contributor to revenues across the hospitality sector and for Hyatt. Hyatt is known for its hospitality, care and its restaurants. People love the innovation, thoughtfulness to sourcing, attention to detail, etc. in our restaurants. Consumers are quite tired of seeing tried and tested formulas and care for storytelling rooted in consumer insight and emotion that touches their heart. For this campaign we dug deep into some of the cultural truths in our country. The insight we picked was that brilliant food can actually make you forget the other extraordinary things you experience. That's what our campaign is rooted in. Even though we have great service and pay attention to detail, our restaurants take all your attention.”
A significant opening was the launch of the Grand Showroom at the Grand Hyatt Mumbai that aims to elevate each event celebration and make it memorable and unforgettable occasion. Recognizing a need gap in providing an elevated level personalization in the luxury segment led to this launch. Krishnan explains, “With the launch of the Grand Showroom, we are redefining what luxury means in the context of events and weddings. We will bring in the Hyatt element of personalization, attention to detail and care. The venue of the Grand Showroom is pre-designed to conduct events in a theatrical and dramatic fashion and is inspired by Broadway and Bollywood. The culinary experience is so immersive that you're part of the culinary drama and journey.”
Another key pillar is World of Hyatt – the loyalty program with close to 2 million customers. This program promises customers rewards and benefits, offering options in hospitality and experiences such as access to Broadway shows and art deco exhibitions.
Krishnan notes that they are clear differences in marketing to Gen Zs and millennials viz-z-viz the older segments. The younger segment prioritizes experiences and wellness with a rise seen in solo travel. Instead of one big holiday in a year, now four or five short breaks and one medium holiday in a year. Another trend seen is the demand for high level of personalization, luxury and personalized experiences. Hyatt India has thus tailored its offerings and marketing to target this segment by focusing on its plethora of personalized offerings.
While Digital is the mainstay of Hyatt India’s media outreach, outdoor also has an important role to play. With storytelling playing a key role, influencer partnerships along with Connected TV, OTT and PR are important tools. Krishnan states, “For us all the channels have to come together and we're very clear that we will be where our audience is and we are exactly in these platforms… Our focus is to deliver the Hyatt experience seamlessly and to be there when the consumer is thinking about a vacation. We definitely want them to think about Hyatt.”
Currently, Hyatt has 52 properties in Southwest Asia, of which 50 are in India and two in Nepal and nine brands from its overall portfolio of 33 in India with JdV by Hyatt being the latest launch. On future plans, Krishnan says, “We have a series of exciting launches this year and we will definitely get into new markets next year. We will definitely have more property in some of the cities that we're already in and also explore new cities. We have plans for entering Dhaka, Bangladesh and will in markets like Kasauli, Ghaziabad, etc. Mark Hoplamazian (President and CEO of Hyatt Hotels Corporation) has gone on record that we will want to be a hundred hotels in the next five to six years. We are constantly evaluating new opportunities and will be bringing the The Unbound Collection By Hyatt soon.” On a final note she says, “Going forward, we will continue to focus on trying to make Hyatt one of the most loved brands in Southwest Asia by promising unmatched hospitality, communication and marketing initiatives which speak to the consumer the way they want them to be heard.”
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