Corporate Communications’ Heads are often called the brand custodians of an organization.
Akriti Arora, Group Head – PR and Communications, Lemon Tree Hotels, tells us all about her journey so far…
The Trigger
“Growing up, I was passionate about writing, acting and debate, and I pursued journalism and mass communication. Having done my first internship with a magazine, I opted for a second internship with a PR agency, simply to broaden my horizons.
“It was at this agency that my career path changed towards PR, and specifically hospitality PR. I realised that working with clients in hospitality, aviation and tourism was where I had maximum interest.”
My growth into my current role
“Can be chiefly attributed to two stalwarts in the industry – Patanjali Keswani, Chairman and MD, Lemon Tree Hotels, who trusted in me to take on the marketing communications of the seven brands; and Rattan Keswani, erstwhile Deputy MD of the company, who has been a great mentor and support, and who has shared his wisdom, experience and expertise to help me grow into the professional I am today.
“I would also like to give credit to our President, Vikramjit Singh, and the MarCom team at Lemon Tree, whose support and encouragement drive me to do the best I can.”
Skills communicators need today
“I think an insatiable thirst for knowledge, a constant need to research and learn about a variety of topics, a willingness to accept lack of expertise in certain domains and learn from those who have the relevant experience, and the ability to constantly adapt and evolve as the world changes, are some of the critical characteristics to succeed not just in marketing communications, but in most professions.”
My most challenging, and rewarding moments
“The most challenging moments of our careers often also end up being the most rewarding, as long as one is able to rise to the challenge. I think my career has seen similar moments, which started out as challenging but eventually also reaped the biggest rewards. A few examples include:
• As an executive in my first agency, I was involved in business development from early on. Though difficult, winning a pitch and onboarding a new client was rewarding.
• At Lemon Tree, the creation and launch of Sandal Suites (a new brand that managed serviced apartments complex in Noida) and the Aurika Hotels & Resorts were some of the most demanding, but the most exciting and rewarding as well.
• The pandemic, obviously, was one of the biggest challenges – a learning experience that has better prepared us to handle crises in the future.”
A day in my work-life
“The exciting part about working for Lemon Tree is that no two days look alike. From finalising marketing budgets, to conducting photoshoots, to visiting pre-opening sites to execute signage installation, to travelling to resorts to oversee the implementation of pet-friendly processes, there is always something new and exciting to do at the company. A typical work day would include working with the team on hotels’ creatives and collaterals, overseeing pre-opening brand communication activities, co-ordinating media and influencer activities for different hotels across the country, working with the digital team on the website and performance marketing and more.”
The best thing about working for an organization like the Lemon Tree
“Is the hotel’s commitment to diversity, equity and inclusion, which can be seen in the hiring of people with disability, or those from economically or socially challenged backgrounds. We work with these team members every day, and they are as much a part of the organisation as anyone else. This is something that truly makes me proud to be part of Lemon Tree.”
Lemon Tree Hotels, for me, is
“Since it’s a company with multiple brands, I will try to communicate the essence of each of our seven brands in just a few words:
- Aurika – exclusive, elegant, extraordinary.
- Lemon Tree Premier – stylish, contemporary, fresh.
- Lemon Tree Hotels – fresh, fun, spirited.
- Red Fox by Lemon Tree Hotels – cool, young, bold.
- Keys Prima by Lemon Tree Hotels – trendy, bright, welcoming.
- Keys Select by Lemon Tree Hotels – cosy, chic, cheerful.
- Keys Lite by Lemon Tree Hotels – clean, comfortable, convenient.”
