With a focus on innovative strategies, Prithvi Pal Singh, Director of Sales and Marketing , Novotel Hyderabad Convention Centre (NHCC) and Hyderabad International Convention Centre (HICC), aims to strengthen the brand’s position by building strong partnerships, attracting diverse events, and enhancing guest experiences. In an exclusive interview with Asmita Mukherjee, Singh talks about his plans to boost visibility, drive growth, and deliver exceptional hospitality.
How does HICC differentiate itself as a premier destination for large-scale international and national events?
As India’s first purpose-built convention center for large events, HICC stands out through its pioneering design and scale. We offer over 60,000 sq ft of flexible space accommodating up to 6,000+ delegates, supported by 37 breakout rooms, high ceilings, and advanced AV.
One of our most significant differentiators is our integration with Novotel Hyderabad Convention Centre. Having a 287-room international hotel seamlessly connected to the convention space creates a one-stop solution for event organisers.
Our location in Hyderabad’s HITEC City positions us strategically in the heart of the country’s tech and pharma corridors.
What strategies are you implementing to attract big events, especially from Andhra Pradesh and neighboring regions?
We have adopted a multi-pronged approach that focuses on regional partnerships, localised offerings, and targeted outreach to attract events from Andhra Pradesh and neighboring states.
We work closely with associations, event planners, and destination management companies in cities like Vijayawada, Visakhapatnam, and Guntur. These partnerships help us understand the unique needs of these markets, allowing us to offer tailored pricing, region-specific menus, and dedicated account managers.
Our marketing strategy is heavily localised, with region-specific digital campaigns and geo-targeted promotions on social media. By participating in local industry roadshows and tourism events, we stay connected with decision-makers and showcase our capabilities directly to them.
Hyderabad’s strategic location and excellent connectivity further boost our appeal. Planners in neighboring states find it convenient to host conferences, summits, and even residential weddings at HICC, thanks to its proximity to the airport and the city’s tech corridors.
Our hybrid event infrastructure has also played a significant role in expanding our reach. For clients in remote locations or those dealing with travel concerns, the ability to extend their audience digitally has made HICC a practical and attractive choice.
What are your key strategies to maximise ancillary revenue streams at NHCC and HICC? Are there any innovative or unique initiatives?
Our ancillary revenue strategy focuses on diversification and guest-centric innovation, which has resulted in a 35% increase in non-room revenue.
We have introduced pre-purchase vouchers for rooms and dining, which are popular for gifting and corporate bookings. This strategy not only drives early commitment but also secures advance revenue.
F&B is a cornerstone of our ancillary revenue model. We have transformed dining into an experience through themed brunches, seasonal pop-ups, chef-led evenings, and collaboration menus. Each outlet offers a unique identity, from poolside grills at Permit to Grill to European-inspired delights at Le Café.
Personalisation plays a significant role as well. At Le Café, we create custom cakes and desserts for birthdays and events, opening up new revenue lines while adding a personal touch to guest experiences.
In the banqueting space, we have introduced liquor upgrades, curated beverage packages, and off-peak menus to optimize event bookings. Our experiential dining initiative, ‘Under the Mango Tree,’ offers private, bespoke outdoor dining that has become a sought-after luxury experience.
Additionally, we’ve expanded into outdoor catering, handling events for up to 8,000 guests at external venues.
Lifestyle services like swimming classes, wellness programs, and gym memberships have further diversified our revenue streams.
What kind of challenges do you anticipate?
Client preferences are evolving rapidly. Today’s events demand hybrid capabilities, immersive experiences, and personalised touches that go beyond the ordinary. While these shifts present challenges, we see them as opportunities to innovate. HICC has already upgraded its technology infrastructure to deliver seamless hybrid events, enabling flawless execution both onsite and online.
As experiential events continue to grow in popularity, we are investing in continuous team development. Through internal learning programs, our staff is being equipped with skills in digital hospitality, event customisation, and cutting-edge service innovations. These initiatives ensure we’re not just keeping up with trends but setting new benchmarks.
Sustainability is another pressing challenge. It’s no longer optional; it’s an expectation. To address this, we’re making significant investments in green infrastructure, including solar energy systems, atmospheric water generators, and zero-waste operational practices. Simultaneously, we’re optimising costs for clients by offering sustainable event packages and flexible pricing.
Seasonal demand fluctuations are part of the industry, but we counter this with innovative solutions like off-peak packages, pre-purchase vouchers, and themed culinary experiences. These not only drive year-round bookings but also enhance guest engagement.
We also leverage Accor’s global loyalty platform, ALL Meeting Planner, to strengthen relationships with event planners worldwide. This program rewards planners with points and flexibility, ensuring repeat business and long-term loyalty. With Hyderabad’s MICE space expanding rapidly, we continue to differentiate ourselves through curated dining concepts, hyper-personalised services, and unique venue experiences like ‘Under the Mango Tree.’
How do initiatives like outdoor catering, packed corporate lunches, and culinary diversity contribute to HICC’s appeal as a comprehensive event destination?
Our F&B offerings have redefined the traditional event experience, making HICC more than just a venue—it’s a comprehensive destination for culinary excellence. Outdoor catering has allowed us to extend our brand beyond the venue, meeting the demand for high-quality, customised menus at corporate gatherings, weddings, and social events. Whether it’s a private soirée for 50 or a large celebration for 2,000, we bring the full NHCC experience to offsite locations.
Packed corporate lunches cater to businesses seeking convenience without compromising on quality, while our culinary diversity ensures we appeal to a broad spectrum of clients. From authentic regional flavors to global cuisines, we cater to diverse cultural preferences, making HICC a natural choice for international and domestic events alike.
Our dining concepts are constantly evolving to stay ahead of the competition. Themed menus, chef collaborations, and live entertainment have transformed our outlets into destination dining experiences. Guests can enjoy plant-based dishes, locally sourced ingredients, and modern takes on regional cuisine, keeping us aligned with global food trends.
Each outlet offers a distinct experience. At Permit to Grill, guests enjoy open-air dining with smoky grills and artisanal pizzas under the stars. Food Exchange provides lavish buffets and à la carte offerings, while Le Café has become a hub for coffee dates and indulgent desserts. Personalized cakes and desserts from Le Café add a unique touch to celebrations, further enhancing our appeal.
Our bars, including The Bar and Stone Bar, combine craft cocktails with live music for a vibrant social experience. Meanwhile, ‘Under the Mango Tree’ offers an intimate, bespoke dining experience in a serene outdoor setting. These initiatives not only contribute to our revenue but also strengthen HICC’s identity as a lifestyle destination.
What percentage of repeat clients does your hotel have?
We are proud to maintain a repeat client base of approximately 60–65%. This high retention rate underscores the trust we’ve built through consistent service delivery and strong relationships with our clients. Our repeat clientele includes corporate houses, government bodies, academic institutions, and industry associations, all of whom value the reliability, innovation, and personalised service that HICC offers.
