When The Indian Hotels Company Limited (IHCL) announced results for its second quarter ending September 30, 2020, the performance of Ginger Hotels stood out. The midscale-economy hotel chain from Roots Corporation, a subsidiary of IHCL, recorded improved occupancy in September 2021 reaching 51%, up from an average of 31% in Q1. This moderate upswing is reason enough to celebrate at a time when the hospitality industry was badly battered by the pandemic and subsequent lockdown for several months. With the unlocking of the economy, business is gradually picking with green shoots of revival being witnessed in the domestic travel and accommodation segment. Deepika Rao, MD and CEO of Ginger Hotels explains how taking the pandemic in its stride, the hotel chain used the time to carry out various cost optimisation initiatives. Just before the lockdown, it had signed a new hotel in Amritsar, its first in Punjab. It followed this up by signing two new properties in Chennai, one each in Patna, Odisha’s Kalinganagar, Chandigarh and Guwahati. While keeping customers at the front and centre of all business plans, Rao added that Ginger Hotels will continue expanding its footprint in high-demand markets, where there is ample scope for growth.
Is there a sweet spot for hoteliers to focus on currently in their bid to increase room occupancy?
While the industry grapples to find an answer to increase footfalls and occupancies to the pre-COVID levels, there are some interventions that brands at large have looked at. These include all-inclusive pricing, staycations, hourly rates, workation and work-out of- hotels packages. During the lockdown, segments like self-isolation and healthcare became a major part of the hospitality business. Traditional sections like corporate travellers and leisure vacationers, which had stayed away, are now showing early signs of revival, post-lockdown relaxations in different markets. Moreover, food delivery saw a spike in the second quarter, when the lockdown was less severe.
As it opened for business, how did Ginger Hotels assure guests that their safety is the company’s focal theme?
We have launched the ‘Ginger 5G Safety Assurance programme’ to help our patrons regain their confidence in staying with us without any worries. The programme encompasses various aspects. This includes guaranteed safety and sanitisation from check-in to check-out as mandated by the Ministry of Health and Family Welfare. Moreover, we have adopted a contactless environment via enhanced technology. So, guests can enjoy a non-contact experience, right from managing their check-in formalities, ordering food to their room up to check-out procedures, which includes invoicing and payment. The programme also enforces strict adherence to global social distancing norms. Ginger Hotels follows the F&B hygiene protocols laid down by Food Safety and Standards Authority of India (FSSAI). Our experienced team has been well-trained to deliver this care to guests.
Ginger Hotels has scheduled cleaning of frequent contact places like elevators, door handles or furniture in common areas.
How have you communicated all these aspects to guests?
We launched this programme through a video message across various social media platforms and through detailed blogs on our website. But the most important and effective form of communication is guest testimonials.
I am delighted to inform you that in these past six months, Ginger Hotels has scored its best TripAdvisor rating of 4.65 at a brand level. This truly is something that not only regains the confidence of our guests but also other stakeholders like our employees who are reassured of a safe environment and our investors.
Congratulations. So what are some salient SOPs that your hotel chain pursues?
We adhere to the all-inclusive guidelines laid down by the Ministry of Health and Family welfare. All travellers and employees are screened at entry points using the thermal guns and their body temperature is recorded to check for symptoms of cough and cold.
The guidelines state that only asymptomatic guests can be permitted to stay in hotels. Those with flu-like symptoms or without reservation will not be permitted entry. We are mandated to take the contact details of such guests and advise them to return.
Additionally, a declaration undertaking, which includes the guest’s travel information, health history and current status of the same is taken from the guest prior to their check-in. Apart for this, we have added the do’s and don’ts in the form of posters and showcased it across the hotel’s common areas. Wearing of masks, using hand sanitizers and social distancing is mandatory. We also encourage guests to opt for contactless services such as online ordering and electronic payment modes.
The ‘Ginger 5G Safety Assurance programme’ encompasses various elements, including guaranteed safety and sanitisation from check-in to check-out.
What about the protocols for your workforce?
The SOPs in various department, like housekeeping, have been adapted with addition of certain chemicals and PPE kits for staff gear. There is scheduled cleaning of frequent contact places like elevators, door handles or furniture in common areas, as well as safe disposal of used gloves and PPE wear. Rooms are thoroughly cleaned with chemicals prescribed by FHRAI and kept vacant for 48 hours after check-out.
We also subscribe to the FSSAI’s comprehensive guidelines on cleaning of fresh produce and the temperature at which the food needs to be maintained while cooking poultry and meat products. A separate area for receiving and storing produce has been defined.
How do you ensure that these policies are observed diligently?
All SOPs are audited through a third-party certification agency like SGS and Deloitte. Our hotels must score above the minimum threshold of 95% to be certified as safe. This certification is also displayed on our online distribution partners’ platforms to reinstate guest trust while they do their booking.
Looks like you have leveraged technology significantly in this new environment?
The pandemic has forced the industry to adapt technology in a rapid manner than they would have otherwise. These include options for contactless check-in and check-out, payments and food ordering or even getting customer feedback.
We, too, have adapted new processes. For instance, Ginger launched its own Wireless Application Protocol (WAP) service, which empowers the guest to upload the required mandatory documents for check-in formalities, like ID proof and government undertaking.
A link is shared with them via SMS or Whatsapp before their arrival. This application also allows the guest to order food from the comfort of their room using their own mobile device. Prior to their departure, the guest can validate his invoice and make the payment seamlessly, using online payment modes or an e-wallet.
Our SOPs are designed in such a manner that there is little or no discomfort to the guest. Hence, you can say that technology plays an important role while keeping the ‘human’ aspect of hospitality intact.
Did these new norms necessitate lots of changes across various departments?
We invested a lot of time and effort into employee training and safety. The entire hotel chain’s operations and leadership teams were trained on the revised SOPs. They were also certified through online certification courses conducted by the World Health Organization.
All associates have to wear the safety gear that they have been equipped with, including the mandatory PPE kits and gloves, and use sanitisers. They are also mandated to maintain the social distancing at work, while their lockers and washrooms are disinfected at regular intervals.
What about the F&B department?
Fortunately for us, our F&B operations always abided by the procedures laid down by FSSAI and FHRAI. Now, we have processes like maintaining separate receiving, washing and storage areas, as well as adhering to the temperature at which meat, poultry and dairy products should be maintained or cooked.
Our associates have been trained on maintaining appropriate hygiene standards and how to disinfect service areas at regular intervals. The restaurant table setup is done as per global social distancing norms.
We encourage guests to order in-room using the Ginger WAP link. However, if they insist on using the restaurant, different time slots are suggested to them to avoid queuing up during peak hours.
How sustainable are these practices in terms of CAPEX investment and operational costs?
Safety and security of our guests is paramount. These investments are more OPEX in nature and the need of the hour in these times. Customers are valuing these measures, which have become a differentiating factor while choosing a brand. This will, in turn, bring volumes in the long run. So, this investment will further the brand’s reputation of being a safe hotel.
