Page 19 - HBiz_November_2024

SPOTLIGHT
HOSPITALITY BIZ NOVEMBER, 2024 19
n

‘The strategic transition to managed operations allows Marriott to better align

sales and marketing approaches tailored to each hotel’s unique market dynamics’

In a significant strategic move, Marriott International has announced the transition of six
prominent hotels in India from franchise to managed operations. This transition—impacting
key properties in Hyderabad, Pune, Ahmedabad, Chennai, and Jaipur—signals Marriott’s
continued commitment to expanding its footprint in both business and leisure markets
across India. The change also aligns Marriott’s global capabilities with India’s evolving
hospitality landscape, fostering greater brand consistency and operational excellence.
In an exclusive interview with Asmita Mukherjee, Tarun Dutta, Cluster Director of
Sales & Marketing at Marriott International, provided insights into the motivations and
anticipated impact of this transition on Marriott’s broader business objectives in India.

hen asked about the rationale behind they visit. (Meetings, Incentives, Conferences, and
this move, Dutta explained, “The He also shared that Marriott’s Revenue Exhibitions) markets. Dutta explained, “With
Wstrategic transition to managed Shared Services offer another synergy, allowing enhanced meeting spaces, seamless event
operations allows Marriott to better align sales the company to utilise shared resources services, and value-driven accommodation,
and marketing approaches tailored to each hotel’s across properties to streamline costs and we are well-positioned to meet the needs of
unique market dynamics. This shift also expands drive profitability. By optimising revenue corporate travelers and MICE organisers,
Marriott’s managed portfolio with SAMHI Hotels, management, these hotels can maintain a making Marriott the preferred choice for
bringing our Indian presence to 11 properties and balanced financial strategy that maximises business engagements in these cities.”
allowing us to leverage Marriott’s capabilities to performance while reducing inefficiencies—a Looking beyond the corporate sphere,
drive consistent, value-led business.” major win in today’s competitive market. Marriott’s ‘Shaadi by Marriott’ program
Marriott’s direct management will also Dutta pointed out Enhanced Sales Support focuses on the Indian wedding market, which
enhance the guest experience at these properties. plays a pivotal role as well. Marriott’s national is booming with demand for experiential and
According to Dutta, “Properties transitioning and global sales teams will actively support each destination weddings. Dutta stated, “Shaadi
from franchise to managed will benefit from property to attract guests and boost occupancy, by Marriott provides a seamless wedding
Marriott’s global expertise, with upgraded using targeted strategies to tap into both local experience, from customised cuisine by top
quality standards ensuring a seamless and and international markets. With this expanded chefs to event planning by our Shaadi Specialists.
memorable guest experience. Guests will network, Marriott’s newly managed hotels gain This approach allows us to create unforgettable
experience elevated comfort, innovation, access to valuable market insights and resources wedding experiences, enhancing Marriott’s
and consistent service across all managed that enable them to adapt swiftly and effectively appeal as a premier wedding destination.”
hotels under Marriott’s renowned hospitality to changing market demands. Transitioning six properties to managed
standards.” Marriott’s Digital Optimisation and Market operations presents challenges, including
Additionally, guests will have access to the Campaigns are another key component, he said. adapting to Marriott’s systems and unifying
Marriott Bonvoy program, giving members Leveraging Marriott’s robust digital services, the guest experience. However, Dutta sees this
exclusive benefits like bonus points, late each property will benefit from a strong online as an opportunity, “This transition enables
checkouts, and access to transformative presence, optimised digital channels, and hotel teams to adopt new skills that enhance
experiences both locally and globally, added participation in strategic marketing campaigns. operational efficiency and service delivery. The
Dutta. With access to the Marriott Bonvoy loyalty collaboration across properties strengthens
Beyond strengthening its brand presence, this program and Marriott’s global sales network, overall performance, enabling us to meet client
shift is designed to implement key operational these properties are well-positioned to tap into demands while providing consistent service
synergies that enhance performance and new revenue streams. Dutta highlighted the quality,” he said.
efficiency across these hotels, according to value of Bonvoy’s loyal member base, “With over The shift to managed operations allows
Dutta, one of the primary areas of focus is 210 million members globally, Bonvoy provides Marriott to adopt a sales strategy that aligns
Brand Standards Implementation and Audit. a consistent base of loyal customers. Targeted with each property’s unique market dynamics.
Marriott’s renowned global standards will be marketing and member-exclusive offers will Dutta noted, “Marriott’s distribution network
rigorously applied across each property, ensuring drive occupancy and repeat business, enhancing and Bonvoy loyalty program offer enhanced
consistency in service and quality. Regular audits revenue potential for these hotels.” PThrough visibility and engagement, enabling us to
will keep these standards in check, upholding Bonvoy, Marriott can also capture new optimise revenue potential based on local
Marriott’s commitment to a seamless, premium customers looking for personalised, high-quality market demands and customer profiles.” With
guest experience. This standardised approach travel experiences. tailored offerings, Marriott can target a broader
will reinforce Marriott’s reputation, allowing In business hubs like Chennai, Pune, and range of travelers, from corporate executives to
guests to expect and receive the same level of Hyderabad, Marriott will leverage its expertise vacationers and wedding parties. n
service and quality no matter which location to cater to the expanding corporate and MICE asmita.mukherjee@saffronsynergies.in

WWW.HOSPITALITYBIZINDIA.COM