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12 INTERVIEW HOSPITALITY BIZ SEPTEMBER, 2024
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‘Hotels will need to adopt

sustainable practices and new

technologies to stay competitive’

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.

Q The Westin brand is synonymous with wellness. How has this Q How do you measure the ROI of your marketing efforts? What
philosophy been integrated into the offerings at The Westin
metrics are most important to you?
Hyderabad? Measuring the ROI of marketing efforts in the hospitality industry
At The Westin Hyderabad, wellness is at the core of our offerings, involves a blend of quantitative and qualitative metrics to gauge both
reflecting the brand’s commitment to helping guests maintain their well- financial impact and campaign effectiveness. One crucial metric is direct
being while traveling. We offer a range of signature wellness programs revenue, which we track using Marriott’s Plus digital marketing tool. This
designed to ensure guests can eat, sleep, move, feel, work, and play well, tool enables us to analyze revenue from marketing campaigns, such as
even on the road. bookings generated through targeted ads or promotional emails, down to
For a restful night, our Sleep Well Lavender Balm, infused with the last cent. Social media engagement is another key metric, where we
relaxing oils of lavender and chamomile, is provided as a bedside assess likes, shares, comments, and overall interaction to understand how
amenity to help ease tensions and soothe the senses. Guests can also well our content resonates, particularly when working with influencers.
indulge in our Sleep Well Menu, featuring a curated selection of sleep- Additionally, we monitor website traffic to measure the reach of our
enhancing superfoods available through in-room dining. Our Eat Well marketing efforts, focusing on visitors from organic search, paid ads,
Menus offer nutritious and balanced dishes crafted with high-quality or referral traffic, and evaluate brand visibility by tracking mentions
ingredients, allowing guests to nourish their well-being with every across various platforms, including social media, blogs, and news
meal. outlets. Finally, analyzing guest reviews and ratings on platforms like
Additionally, our Heavenly Spa by Westin offers therapeutic TripAdvisor, Google, and Booking.com and food aggregator platforms
massages, cleansing facials, and invigorating body treatments, each provides insights into how marketing initiatives affect guest perceptions
designed to stimulate the senses and promote relaxation. For those and satisfaction. These combined metrics help us comprehensively assess
here on business, our Work Well programs empower teams to the effectiveness of our marketing strategies.
maximize productivity with focus-enhancing foods, mid-morning
stretches, and other wellness initiatives. These comprehensive wellness Q What are the key challenges and opportunities that you foresee
offerings ensure that every aspect of our guests’ stay contributes to for the hospitality industry in the next few years?
their overall well-being. In the future, the hospitality industry will face several significant challenges,
including economic uncertainty and inflation, which impact consumer
Q What are the most significant marketing trends that you see 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
impacting the hospitality industry in 2024? How is The Westin
Hyderabad adapting to these trends? automation—such as robots serving welcome drinks and automated in-
In 2024, key marketing trends in hospitality include personalization, room service chats—can streamline operations, it also reduces the essential
sustainability, digital solutions, experience-driven travel, and wellness. At human touch that the industry is known for. Additionally, hotels will need
The Westin Hyderabad Hitec City, we attract eco-conscious travelers with to adopt sustainable practices and new technologies to stay competitive.
our LEED Gold certification and electric vehicle use. Our “One Hotel, Despite these hurdles, there are considerable opportunities. Hotels can
One QR” platform enhances guest experience by offering seamless, excel in sustainability, embrace digital transformation, and cater to the
contactless services via a single QR code. We also focus on wellness, rising demand for wellness and personalized experiences. Expanding into
curate unique cultural experiences, and collaborate with influencers. emerging markets also offers substantial growth potential. Successfully
To stay ahead in F&B, we host pop-ups with top Asian bars, Michelin- navigating these challenges and opportunities will be crucial for thriving in
starred chefs, and former MasterChef Australia judges, ensuring our the evolving hospitality landscape. n
guests enjoy memorable dining experiences. asmita.mukherjee@saffronsynergies.in

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