If it has been said once, it has been said too often – the pandemic has brought evident and long-lasting changes in a guest’s travelling habits. They now prefer open and spacious environs with well-separated rooms and private enclosures while staying amidst greenery, rather than vacationing in conventional big-box hotels.
This switch is not merely due to prevailing hygiene and safety concerns. It is equally driven by their inclination for an immersive experience while travelling, rather than merely seeking a comfortable stay. For Jimmy Mistry, Founder Della Leaders Club and Della Group, this repositioning of guest expectations is a vindication of his long-held beliefs. When this self-taught architecture enthusiast set up Della Villas in Maharashtra’s Lonavala hill town in 2008, he wanted to create a commodious design-led gated community.
As consumer’s tastes and demands evolved, he established an extreme adventure park with over 50 activities in 2009. A year later, he introduced six resorts with 271 rooms within the same property. Through this all, he was guided by the concept of ‘experiential hospitality’, where the focus is on creating memorable experiences that stay with guests long after they have checked out of the property.
Elaborating on this, Mistry said, “The well-travelled, discerning, new-age consumer is seeking enriching experiences that go much beyond the conventional realms of rooms and dining. Hoteliers need to push their boundaries and come up with well researched, curated and delightful experiences for their guests.”
DEMYSTIFYING EXPERIENTIAL HOSPITALITY
So, exactly does experiential hospitality stand for, when one gets down to brass tacks? It is well established that consumers today no longer want to just buy a product, but instead seek to imbibe its attributes within their lifestyle. Brands, therefore, need to innovate and cater to these evolved demands to stay relevant.
According to Mistry, given their service-oriented DNA, hoteliers should understand and anticipate the ever-changing business trends and focus on their core offerings, along with the right mix of innovation for long-term sustenance.
“The challenge for hoteliers is to shift their mindset from creating abstract luxury to curating contextual, meaningful and experiential luxury for the discerning traveller,” Mistry explained. “Sophisticated consumers in mature markets have moved from purchase-centric consumption to indulgence of services. These might include exclusive and bespoke experiences with unparalleled service, which stokes a high emotional connect with the brand.”
Della Resorts and India, for instance, is built on the ethos that every guest walking through the door must leave with an experience. The team is trained on experiential luxury, engaged on a sensorial level with consumers at multiple levels. This includes uplifting design or using technology and finesse in service; harmonising together to create a unique luxury experience.
SMELLS LIKE TEAM SPIRIT
The theory of ‘experiential hospitality’ can only succeed if the hotel’s staff understands what it entails, what is expected of them and how they can deliver it to guests. Hence, hoteliers need to train their workforce, who are the real brand custodians, and empower them to exceed customer expectations.
At Della, Mistry has invested in providing continual upgraded training to employees, which has improvised their skills and kept motivational levels charged up. This translates to distinctive service levels and creates a signature brand of bespoke hospitality.
“We are the only luxury resort in the country that offers facilities like a 24-hour spa, salon, fitness centre, swimming pool and fine dine restaurant to guests, along with an extreme adventure park and a range of over 50 experiences. For the epicureans, we have bespoke culinary curations, masterclasses and workshops, sit-down gourmet extravaganzas, picnics at picturesque locations, etc.”
All these goings-on are driven completely by the resorts’ team, who help families bond over activities like milking a cow or pet activity. These ensure that guests leave the properties with indelible memories while also providing them countless reasons to return.
GOING BEYOND CONVENTIONAL STANDARDS
That guests are looking for an immersive stay beyond the conventional standards is beyond any doubt. But is experiential hospitality another passing fad? Not according to Mistry, who believes it is the future of the hotel business.
According to him, it is time for hospitality companies to reinvent themselves and scrutinize the core of their brand to understand what differentiates them from the competition. This simple exercise can help them focus their energy on reiterating experiential hospitality, rather than lowering their rates or enticing customers through paid ad campaigns.
“A deep dive into experiential hospitality will help companies understand their strengths and weaknesses and come up solutions that pay better dividends and satisfy their target customer,” Mistry added. “Since entering this segment 11 years ago, we innovated this concept and continuously woo customers with different product offerings. We curated over 50 different guest experiences during the COVID-19 lockdown last year and are seeing its positive results.”
Focused attention towards experiential hospitality will also help hotels benchmark their brand appropriately and reach customers with relevant information. Not only can this be a differentiating factor but a win-win value proposition for the brand and their customers. The benefits of a personalised itinerary and recommended experiential can be seen in the smiles of guests who keep coming back for more.
