The constantly evolving hospitality industry has seen a positive transformation recently, as hoteliers pivoted from traditional ways of doing business to making sustainable and eco-friendly choices. Faced with the challenge of keeping up with changing trends, they were forced to adopt new technology systems that include contactless processes.
Take the case of virtual reality tours, for instance. Once a nice to have tool, it is now a must-have in every hotelier’s gameplan, underlining how they had to accelerate their digitalisation plans to enhance customer experiences at every step. They are constantly curating unique and spellbound experiences for their customers to stand out and position their properties uniquely.
For many, this shift was an uphill task. However, Rubin Cherian, General Manager of Novotel Hyderabad Airport hotel, embraced this rapid transformation with equanimity. According to him, there is a need for realignment in the new normal, and general managers have to take a realistic, proactive, and prudent view of the situation.
Talking about the steps undertaken at his property, he explained, “Some tactics reviewed and implemented include ensuring effective hotel operation, minimising wastage, rationalising expenses, and increasing profitability. All this was done by building and maintaining a highly motivated work atmosphere and seeking new revenue streams to avoid losses.”
He added that Novotel Hyderabad Airport pushed the envelope to curate innovative guest experiences. “The industry has been humbled by new ideas for doing business, like using open spaces for novel F&B concepts and curating staycation packages to supplement revenue. Moreover, it is imperative to manage employees well. Keeping their motivation intact, in the wake of effects of the pandemic, is key,” he opined.
STARTING SMALL
Most hotel companies have been focusing on being more environmentally friendly. Still, they have also realised the need to start small to significantly reduce their hotel’s impact on the environment and save some money in the process. This increasingly mature approach to imbibing socially and environmentally responsible practices was much needed for a sector that contributed extremely high carbon footprint.
Cherian pointed out that simple changes can have a significant impact when it comes to walking the sustainability talk. This can include repurposing food scraps to make jams or sauces. Similarly, solid food waste can be composted to improve soil fertility, which can then be used for landscaping and to improve the quality of produce in the kitchen garden. What is noteworthy is that these initiatives require little to no money; they just need some awareness, skill, and willingness to put the plan into action.
“Another way to ensure sustainable actions is by reducing all single-use plastic around the hotel and replacing it with zero-waste alternatives. Fortunately, Accor is deeply committed to sustainable value creation and actively contributes to giving back to the planet and community. Our ‘Planet 21 – Acting Here’ programme endeavours to act for positive hospitality and has set some ambitious objectives to meet this year,” he added.
LET THE GUESTS DECIDE
As a growing percentage of travellers wear their environmental consciousness on their sleeve, hotels need to make guests a part of this sustainability change. According to a Booking.com report, 91% of Indian travellers have demonstrated a desire to travel sustainably over the next 12 months. Further, 88% of travellers surveyed also expressed that they were much more likely to pick a sustainable travel option when presented to them, even if they weren’t actively looking for one.
Hence, with a paperless hotel policy, solar energy, and resource repurposing, Novotel Hyderabad Airport hotel is attempting to become a hotel that designs amenities that reflect eco-friendly ideals, giving its customers an environmentally responsible holiday. “Simple, yet fun, activities can be planned for guests to indulge in and be a part of, like a planting / sustainable farming, best out of kitchen waste events, a clean-up hike around popular tourist spots, promoting local cuisines and much more,” Cherian stated.
While travellers are willing to pay a premium to stay in hotels that have implemented sustainability practices, ultimately, it boils down to the price they pay to stay at the property. This often remains a major driver, or barrier, for travel decisions, especially in the wake of revenge travel.
Many hotels have realised that they need to adapt their brand policies to cater to the growing interest in eco-friendly travel. Hoteliers are constantly taking stock of their pricing strategies to see which type is the most profitable for their business.
We keep a close eye on travel pickup patterns and then adjust our pricing. We attempt to understand the kind of people that travel and what kind of accommodations they enjoy.”
— Rubin Cherian, General Manager, Novotel Hyderabad. Airport.
However, they have taken cognisance that these have to be flexible as dynamic pricing strategies offer higher profitability benefits, especially in light of unpredictable travel behaviour. After all, the ability to control revenue is highly critical for any hotel unit.
Novotel Hyderabad Airport hotel uses various tech tools to monitor and analyse travel trends and then tailor its pricing strategy accordingly to capture the correct cost. “We keep a close eye on travel pickup patterns and then adjust our pricing. We attempt to understand the kind of people that travel and what kind of accommodations they enjoy. Things like hygiene, experiences, and comfort are all considered,” Cherian reaffirmed.
Changing the narrative is the only way to truly make a difference when it comes to eco-conscious travel without adding a hefty price tag to the guest experience. Hoteliers need to shift their mindset about sustainability as a cost-driven initiative to one that can effect a self-sustainable lifecycle of all offerings. This is achieved by close engagement, transparent communication and setting standards beyond the single-business bottom line.
