Hotels

Aiming for inimitable service

Lalit Suri CMD Bharat Hotels

In an industry rife with fierce competition, what will get one noticed and remembered, believes Lalit Suri, CMD, Bharat Hotels, is exceptional service

"It is essential to let one's services and facilities do the talking for you," states Lalit Suri, the chairman and managing director, Bharat Hotels, a company that follows an equally formidable philosophy. "Our philosophy is to plan and measure competitive revenue generating strategies by recognising and analysing competition, monitoring trends and using that to gain market share," he reveals.

He claims that the state-of-the-art rooms Bharat Hotels offer speaks for the standards the company strives for. "All our guestrooms are equipped with the latest electronic amenities, laptop connectivity, high speed wireless and wired Internet as well as interactive television, Internet on TV, video-cum-audio conferencing facilities, etc. Other amenities include digital information boards for guests in public areas and complaint systems for guests," he boasts. It will also set up a Loyalty Management Module for bookers.

The game plan

The primary strategy of the group, Suri says, is to strengthen the InterContinental brand and develop ‘The Grand’ brand by understanding the needs of customers. "By doing so, we will gain customer appreciation, loyalty and therefore repeat business," he voices. Another important strategy that the group has adopted is to develop relationship marketing as a business tool. By fully utilising relationship marketing alliances of the InterContinental Hotel Group (IHG) such as Priority Club Rewards, the Ambassador Program and The Grand group programmes such as The Grand Connect and The Grand Life, it has ensured an increase in occupancy and F&B business. The group has also strengthened its system delivery across all its hotels through the Holidex Plus, GDS, CRS and the Internet. The group is also looking at active participation in the MICE segment. "We also believe that an aggressive representation at all MICE exhibitions, forums and other important travel trade fairs will help us market our products better," he adds.

On the horizon

Elaborating on the group's expansion plans, Suri says, "We will invest Rs 1,000 crore to add eight properties to our portfolio and will refurbish some of the existing seven properties in the next three to five years. We have already identified properties in Kerala, Ahmedabad, Amritsar, Hyderabad, Jaipur and Chennai and are considering virgin territories including Surat and Noida to increase the number of hotels to 15 within the next few years."

Recently the group outbid other companies for the Great Eastern in Kolkata for Rs 52 crore. It now plans to pump in a further Rs 120 crore for renovation and refurbishment of the heritage hotel, the façade of which would remain unchanged. A consultant would soon be appointed for the hotel's renovation. The Grand is also scouting for properties in London and Dubai to establish an international presence. In addition, the group has plans to step into the hospitality education arena.

Suri believes…

According to Suri, the growth areas of the future are inarguably the metros and non-metros - metros will cater to business travellers, the MICE market, group travellers and tourists while the non-metros are destinations that will serve as culture and pilgrimage centres. Suri believes that the market will also see an infusion of international hotel brands - many have already expressed their interest in investing in the country. He is certain that the open sky policy has provided a much-needed shot in the arm for inbound tourist traffic. "To make the best of this, the government needs to put better infrastructure in place and develop the industry, by modernising and increasing the capacity of airports as well as highways, sea ports, railways, etc," he adds.