Trends

Unleash the potential

The hospitality industry in India generally apes the West in terms of new trends and tapping the emerging markets. But a particular segment, which has not found favour in India, is allowing guests to bring along their pets for their stay in the hotel. Bhavika Jhaveri finds out the reasons why hotels in India are not pet-friendly

During his visit to India the group of dogs belonging to George Bush’s security entourage were put up at some of the top five-star hotels in Delhi. As a matter of fact the same hotels follow a pet-not-allowed policy. Traditionally, pets are not viewed with the same reverence as children in India. In stark cultural difference from their Western counterparts, most hotels in India are not pet-friendly. Pet stays - once limited to hotels in France - are now being embraced by several market-savvy hoteliers in the US, UK and Canada markets. Worldwide several hotels offer pet amenities to guests, which is viewed as a tool to enhance the property image as it recognises the guests' close ties with their pets.

Recognising this need, Starwood Hotels & Resorts introduced 'Love That Dog' (LTD) program in its Westin, Sheraton and W brands. Each of these brands offers pooches with luxurious dog beds and amenities like plush robes, doggie toys and canine massages. Also part of its program was to introduce new luscious, comfy beds for its four-legged guests. Travellers with pets are a huge market abroad and one that is virtually untapped at the luxury level in India. The opportunities for hotels and resorts seeking increased profitability are boundless. Pet-related profit centres exist for virtually every hotel.

Pet peeves

However, this trend hasn't caught on in India yet. Most hotels in India are not geared to accommodate pets in their hotel premises. Speaking about the yet-to-be-tapped market, V V Giri, says, "We don't have the infrastructure to accommodate pets in India. Besides, the culture of travelling with pets is not widespread, as domestic help is generally available here, a facility which is hard to get abroad." Oberoi Group of Hotels follows a pet-not-allowed policy in all its properties in India, considering it a facility more suited to mid-range and budget hotels. A few hotels do not offer this facility due to concerns over hygiene of other guests. While in Goa for instance, hotels lack the facility to accommodate pets. In such a scenario few hotels provide accommodation for pets outside the hotel premises. Pankaj Mathur, Cidade de Goa, explains, "Some guests have aversion to dogs. We need to look at the sensitivity of guests as well. With pets come a lot of illnesses, as common pets like dogs or cats are carriers of various ailments, and it is difficult to demarcate a certain area in hotels. In that case, we can recommend guests various agencies, which look after pets for a few days." Karambir Kang, general manager, Taj Lands End, says, "Most hotels are not pet-friendly in India. But at Lands End we can arrange for kennels in the hotel premises if requested by the guest. It's a free of cost service, where we also provide food to the dogs."

Hotels are taking it a step further by not only providing accommodation but also providing necessities like food and water bowls and pet pampering services. Anurag Bhatnagar, general manager, Le Meridien, Jaipur, says, "We have a facility on the premises where the caretaker looks after the pets, but this facility hasn't been used to a great extent, maybe thrice in a year would guests utilise this service."

With increasing domestic travel and airlines easing restrictions for flying with pets, guests will want their pets to be part of their vacation or business trip. Expats and foreigners coming on a long-haul trip to India are unaware of pet-friendly facilities available in few hotels in India. In fact sensing the tremendous potential in this segment, Chokhi Dhani, the ethnic village resort in Jaipur, is considering allowing pets in certain areas of its property. Dhiren Tiwari, general manager, Chokhi Dhani - Jaipur, says, "We have put forth a proposal to have certain areas in the property designated for pets. It will be an attractive option and demand can be generated only if it is publicised. I have seen travellers from Delhi who would prefer to be accompanied by pets. We also plan to hire a well-trained person or agency to take care of the pets."

Conclusion

Having a pet-friendly policy in hotels not only ensures guest loyalty but also enhances the brand image of the hotel as this niche segment is the high-end market. Though there is disparity in the mental make-up of India as compared to foreign countries when it comes to travelling with pets, it can be turned into a profit centre if there is awareness and publicity of the service in Indian hotels. Besides, the cost of these services is rarely a factor in guests' decision to bring a pet along. With airlines easing restrictions on travelling with pets, this untapped area can be given due consideration. After all the industry is all about making a guest feel at home.