A homogenous environment always breeds comfort, and many hotels have prided on their ability to offer standardised service. However, as guests venture out cautiously, they crave for novelty coupled with safety, not just another room with four walls. After all, four walls are what they have been living within for majority of 2020; and they now want to escape into open spaces that allow them to explore something new.
Hoteliers, realising this, are embedding more local elements and experiences in their property’s environments. This is to extend social spaces with an authentic aspect rather just another sanitised bubble
for guests to unwind.
Of course, one can’t credit the pandemic for pre-empting this shift to local; it had begun well before that. An IHG global survey in 2019 showed that 75% of luxury travellers want to holiday like locals. During the tourism boom in pre COVID-19 times, several hotels were experimenting with off-beat experiences for guests.
With the business going bust following the pandemic, Anvay Kolwankar, Founder of PPPL Hospitality tells us how they are now realising the potential of going vocal with local. What started as an intuitive marketing idea has emerged as a lifeline for many standalone, boutique hoteliers. Kolwankar pointed out that travellers are increasingly shifting away from city-based hotel chains in favour of smaller properties in nearby towns with unique social places.
How did the pandemic and subsequent lockdowns impact boutique hotel properties?
The complete lockdown for nearly six months hit the travel, tourism and hospitality industry very hard. Unfortunately, many smaller properties were forced to shut down. Having said that, we are now witnessing a spike in customer footfalls and the financial situation is slowly getting back on track.
As they opened up, what major big hurdles did these standalone properties face?
One of the biggest issues was that of manpower. Many of our staffers, who returned to their villages when the lockdown was announced in March 2020, had no mode of transportation to come back to the city when business reopened. The option of air travel was available, but it very expensive and thus, not viable.
Even our vendors suffered from similar challenges. Thus, it was difficult to restore the property and get it ready when Unlock 6.0 was announced. These are tough times. But, hoteliers are coming together and
dealing with it gracefully. The top and bottom level management are leaving no stones unturned to go the extra mile in curating memorable experiences for guests.
What do you make of the IHG’s 2019 global survey which found that 75% of luxury travellers want to holiday like locals?
In my opinion, guests who often stay in upscale properties will travel pan-India, while upper upscale travellers will holiday in countries that are allowing international tourism. At the same time, when we talk about the population at large, considering the restricted travel to many countries, people in India have started opting for more local boutique properties and villas.
77% respondents in the same survey said they felt obliged to only see the most popular tourist sites. Do you think that is true?
Yes. When travelling to any city or town it is important to refer to popular websites which give information with good and bad reviews of a place. Most popular tourist sites will guide a traveller with things to do nearby like famous touristy places, bars and restaurants, some historical or scenic locations, etc. However, they might end up visiting some really nice spots in the bargain.
Organising a small barbeque or bonfire gathering during the winters can be a cosy outdoor experienceÂ
So, how can small boutique hoteliers help their guests discover and celebrate authentic places and moments, which the latter might otherwise overlook?
We recently launched PPPL’s Hospitality’s first ever resort property in Mulshi district, ‘Song of Life County Villa Resort’. The property focuses on curating local Puneri experiences. This includes the cuisine served at the restaurant, which has Misal, Usal, Zunka and liberal use of Goda masala.
We also create localised activities like pottery, organic farm tour and plantation, a visit to a nearby petting farm as well as coffee and plantation. We have ensured that our property is kid-friendly with lots of options for young ones to connect with nature, which is much needed in the era of technology overdose.
Such initiatives help guests, who have spent a better part of the past few months indoors, to explore an outdoorsy life safely, and enjoy some new experiences. We are not the only ones doing this. Most boutique and villa resorts are increasingly focusing on providing a holistic staycation for the entire family.
After spending months in lockdown, are people more enthusiastic about outdoor activities as compared to indoor ones?
The lockdown has been a very difficult time for everyone. Staying indoors during the pandemic made people very antsy and restless. This has resulted in an increasing demand for outdoor activities. Resorts and hotels should take utmost precaution in safety while providing these experiences to their guests. Sanitisation and temperature checks at the entry for guests and staff is a must. Keeping sanitiser stands at different locations will also help. Guests and staff need to wear their mask all the time. Hotels should also follow the local state laws as applicable when it comes to entry of limited guest in the premises.
How can small boutique hoteliers create more local and authentic experiences, which are not extravagant?
It is critical for hoteliers to keep innovating while curating customised and experiential stays for guests. This could be in various forms. For instance, they can organise live events or fests, while maintaining social distance and hygiene. They can also celebrate local art and culture at their property.
These curated itineraries can comprise anything interesting that is in and around the property. At Song of Life County Villa Resort, the concept is around wellness and reconnecting with nature. We organise organic farm tours for our guests on request. We also have horse riding and pottery workshops, which are not extravagant, but are definitely engaging activities.
Usually, these itineraries are restricted to F&B; is this the most logical way to build local experiences and ensure repeat guest visits?
F&B is key during any staycation. Celebrating local recipes is one of the most ideal, and quickest ways, to connect with guests. For instance, during the winters, organising an inclusive barbecue or bonfire gathering, can be a cosy outdoor experience.
Having said that, there is no reason to limit the activities to just culinary experiences. Hotels can create a calendar of events, which locals and hotel guests can both attend. This could include interactive workshops and curated tours, which can help them also become more socially-focused.
How can hoteliers leverage social media platforms to encourage discussions about what makes these local experiences truly memorable?
We live in a digital age where everything under the sun is captured first on the social media and then elsewhere. It is vital for hoteliers and stakeholders in the travel and tourism industry to show customers real-time experiences using interesting content, videos and guest testimonials. By showcasing how they are supporting the local community on social media, hoteliers can also build goodwill. This will encourage more guests in the vicinity to visit the hotel for a stay, meeting, dining, or hosting events. In short, it is a win-win all around.
