Newstrack

Hotels: From accommodation to lifestyle products

Neeti Mehra - Mumbai

Hotel chains in India are following the global phenomenon of moving away from being mere accommodation hubs with value added facilities to complete lifestyle products. Hotels across all segments are rapidly moving up the learning curve, altering their core product to suit consumer demands - be it offering spas, innovative dining experiences and contemporary interiors with facilities to match.

PRS Oberoi, chairman of Oberoi Group, defining the brand values of a lifestyle product says that sensory gratification and social approval are the primary factors in selecting a particular product or service. "Customers today are not just more demanding but more focused in terms of what they expect. Research suggests that people are spending more and over time show more loyalty to a particular brand. The very affluent embrace high-end services and products and then become accustomed to them. This sets a trend that others want to emulate," he adds.

Hotel chains are retaining tradition with modernity while altering their product. Raymond Bickson, MD and CEO of IHCL, says, "Building and managing a brand requires courtesy, with heart and soul. India has afforded us to provide tradition in a contemporary offering," Business brands are expanding facilities to include spas on premises, such as Sarovar Hotels, Oberois, Taj and the Park, and Radisson GRT. Even budget hotels, full service hotels such as Lemon Tree and the lower rung no-frills hotels such as Ginger, Hometel and Kamfotel have redefined the category with value-for-money stays using smart basics design including business centres, gymnasiums, restaurants and even Wi-Fi capabilities in rooms to meet customer lifestyle aspirations.