South Strategy

Breaking earth to new future

The garden city of Bengaluru is strewn with a variety of hotel brands including ITC that is making a mark in the southern region. Anand Rao its area manager in Bengaluru, speaks about its strategy. By Sayoni Bhaduri

ITC has come a long way since its first property in India in 1975 - the ITC Sheraton Chola. Anand Rao, area manager for Bengaluru, believes that 2009 has seen a decent amount of growth despite the economic scenario. MICE had slowed down last year particularly in the second quarter and the situation worsened with 26/11, but things appear to be improving. "Our guests belong to the top corporate sector and their visits usually involve business meetings and events. I am happy to say that things are looking up now," says Rao. The city continues to get business with more and more rooms coming in. "Travel to Bengaluru seems to be back on track with current ARRs being close to Rs 10,000," says Rao.

He says that the focus of ITC hotels in the region is on strengthening their relationship with existing customers, understanding them and crafting customised solutions. He adds that efforts are being made to bring in more leisure travelers, both domestic and international as well as groups.

Revenues are mostly divided between rooms and F&B but the addition of the spa has had a positive impact. With most of ITC's purchasing being centralised, wastage is not taken lightly and every step is taken to minimise it. However as Rao puts it, "Since we are in the business of luxury, there cannot be a reduction of quality."

People play a vital role in maintaining standards and ITC prides itself on its HR policies. "We are a very people-oriented company and continue to focus on their wellbeing," says Rao. The future he believes is in the development of smaller regions like Coimbatore and Vishakhapatnam. He also appreciates the efforts made by the tourism ministry with its Incredible Campaign and has high hopes from the Visit India campaign.