With over a decade of experience in the hospitality and real estate sectors, Aishwarya Devaiah, Cluster Director of Marketing, Marriott Hyderabad, has established herself as an expert in digital marketing, social media, lead generation, public relations, advertising, and sales. She leads the marketing, communications, and PR strategies for The Westin Hyderabad Mindspace and the broader Hyderabad market. In a conversation with Asmita Mukherjee, Devaiah shares her insights on Hyderabad’s dynamic market and the innovative marketing strategies Marriott has been implementing to cater to this vibrant city.
Could you provide a snapshot of the current hospitality landscape in Hyderabad? What are the key trends and challenges that hotels are facing in this market?
Hyderabad is a city where rich cultural heritage meets a dynamic cosmopolitan vibe. The locals cherish their traditional cuisine but are also open to exploring new flavors, though they often return to their comfort foods. The city’s diverse population, including many from outside the state, has driven a boom in standalone restaurants and cafés, creating intense competition within the F&B industry. Traditional 5-star hotels face challenges in keeping up with these trends, as their larger structures often delay the implementation of changes.
Hyderabad led the nation in RevPAR growth in Q2 2024, with an 11.9% increase over Q2 2023, according to JLL’s Hotel Momentum India (HMI). This growth outpaced major cities like Delhi and Bengaluru. The city’s strong performance, driven by Global Distribution Systems (GDS) and a growing IT sector, is bolstered by limited new hotel inventory, allowing existing properties to capitalize on the surge in corporate travel.
What unique offerings and experiences do you provide to differentiate The Westin Hyderabad?
The Westin Hyderabad caters to the city’s evolving preferences with tailored experiences. Recognizing Hyderabad’s love for Indian cuisine, Kangan, our specialty restaurant, stands out as a local favorite, led by an award-winning chef. Our Big Sunday Brunches at Seasonal Tastes celebrate local flavors while maintaining our brand’s high standards. To appeal to the city’s vibrant nightlife, Casbah, our Mediterranean-themed bar, stays open until 3 a.m. Additionally, our “Weekends with Westin” staycation package offers families and couples a rejuvenating escape with cooking sessions, poolside barbecues, and exceptional F&B offerings, ensuring a refreshing retreat within the city.
The Westin brand is synonymous with wellness. How has this philosophy been integrated into the offerings at The Westin Hyderabad?
At The Westin Hyderabad, wellness is at the core of our offerings, reflecting the brand’s commitment to helping guests maintain their well-being while traveling. We offer a range of signature wellness programs designed to ensure guests can eat, sleep, move, feel, work, and play well, even on the road.
For a restful night, our Sleep Well Lavender Balm, infused with relaxing oils of lavender and chamomile, is provided as a bedside amenity to help ease tensions and soothe the senses. Guests can also indulge in our Sleep Well Menu, featuring a curated selection of sleep-enhancing superfoods available through in-room dining. Our Eat Well Menus offer nutritious and balanced dishes crafted with high-quality ingredients, allowing guests to nourish their well-being with every meal.
Additionally, our Heavenly Spa by Westin offers therapeutic massages, cleansing facials, and invigorating body treatments, each designed to stimulate the senses and promote relaxation. For those here on business, our Work Well programs empower teams to maximize productivity with focus-enhancing foods, mid-morning stretches, and other wellness initiatives. These comprehensive wellness offerings ensure that every aspect of our guests’ stay contributes to their overall well-being.
What are the most significant marketing trends that you see impacting the hospitality industry in 2024? How is The Westin Hyderabad adapting to these trends?
In 2024, key marketing trends in hospitality include personalization, sustainability, digital solutions, experience-driven travel, and wellness. At The Westin Hyderabad Hitec City, we attract eco-conscious travelers with our LEED Gold certification and electric vehicle use. Our “One Hotel, One QR” platform enhances guest experience by offering seamless, contactless services via a single QR code. We also focus on wellness, curate unique cultural experiences, and collaborate with influencers. To stay ahead in F&B, we host pop-ups with top Asian bars, Michelin-starred chefs, and former MasterChef Australia judges, ensuring our guests enjoy memorable dining experiences.
How do you measure the ROI of your marketing efforts? What metrics are most important to you?
Measuring the ROI of marketing efforts in the hospitality industry involves a blend of quantitative and qualitative metrics to gauge both financial impact and campaign effectiveness. One crucial metric is direct revenue, which we track using Marriott’s Plus digital marketing tool. This tool enables us to analyze revenue from marketing campaigns, such as bookings generated through targeted ads or promotional emails, down to the last cent. Social media engagement is another key metric, where we assess likes, shares, comments, and overall interaction to understand how well our content resonates, particularly when working with influencers. Additionally, we monitor website traffic to measure the reach of our marketing efforts, focusing on visitors from organic search, paid ads, or referral traffic, and evaluate brand visibility by tracking mentions across various platforms, including social media, blogs, and news outlets. Finally, analyzing guest reviews and ratings on platforms like TripAdvisor, Google, and Booking.com and food aggregator platforms provides insights into how marketing initiatives affect guest perceptions and satisfaction. These combined metrics help us comprehensively assess the effectiveness of our marketing strategies.
What are the key challenges and opportunities that you foresee for the hospitality industry in the next few years?
In the future, the hospitality industry will face several significant challenges, including economic uncertainty and inflation, which impact consumer willingness to pay for services. A major concern will be the labor and talent shortage, compounded by the growing use of AI and automation. While automation—such as robots serving welcome drinks and automated in-room service chats—can streamline operations, it also reduces the essential human touch that the industry is known for. Additionally, hotels will need to adopt sustainable practices and new technologies to stay competitive. Despite these hurdles, there are considerable opportunities. Hotels can excel in sustainability, embrace digital transformation, and cater to the rising demand for wellness and personalized experiences. Expanding into emerging markets also offers substantial growth potential. Successfully navigating these challenges and opportunities will be crucial for thriving in the evolving hospitality landscape.
