With over two decades of experience in the hospitality industry, Rubin Cherian has emerged as a master strategist, balancing innovation and operational excellence as the General Manager of Novotel Hyderabad Convention Centre (NHCC) and Hyderabad International Convention Centre (HICC). Under his leadership, these properties have solidified their reputation as Hyderabad’s premier destinations for luxury stays and world-class events, including large-scale global conferences and intimate social gatherings.
Cherian’s management approach is marked by adaptability, a forward-thinking mindset, and a deep understanding of market dynamics. His ability to oversee complex operations while fostering a guest-centric culture has set him apart as a leader. From spearheading sustainability initiatives like transitioning to electric vehicles to driving ADR and RevPAR growth post-pandemic, Cherian’s strategic acumen continues to redefine benchmarks in the MICE and hospitality sectors.
In a conversation with Cherian, Asmita Mukherjee delve into his leadership journey and the strategies shaping NHCC and HICC’s success in an increasingly competitive market.
Can you share insights into your journey in the hospitality industry and the experiences that shaped your leadership style?
My journey in the hospitality industry spans over two decades, and it has been one of growth, learning, and transformation. Starting my career in the front office taught me the importance of guest service and empathy, which have become cornerstones of my leadership approach.
My association with Accor has been pivotal. Managing diverse markets and multicultural teams across India’s leading properties shaped my understanding of adaptability and teamwork. A defining phase of my career was at Novotel & ibis Bengaluru ORR, where I had the freedom to evolve as a leader and build confidence to lead large teams through complex challenges.
The pandemic was a turning point. Leading a team through such uncertainty required resilience, compassion, and open communication. It reinforced my belief that leadership is about creating stability during turbulent times. Recognitions like BW Hotelier’s GM of the Year and ET Business Leader of the Year are meaningful milestones, but they are a testament to the incredible teams I’ve worked with.
Today, as General Manager of Novotel Hyderabad Convention Centre (NHCC) and Hyderabad International Convention Centre (HICC), I’m privileged to lead two of India’s most prominent MICE and hospitality destinations.
How do you balance overseeing NHCC and HICC while ensuring their individual growth and success?
Overseeing NHCC and HICC is both a challenge and an opportunity. NHCC serves as an urban oasis, attracting business travelers, families, and leisure guests. We focus on enhancing guest experiences through innovative staycation packages, direct bookings, and a vibrant F&B scene.
HICC, on the other hand, is India’s premier MICE destination. It offers state-of-the-art infrastructure for events of all sizes, from intimate gatherings to global conferences with over 6,000 delegates. The synergy between the two properties is key—over 75% of our revenue comes from MICE, with events at HICC driving room occupancy and F&B revenue at NHCC.
Sustainability unites both properties. We are committed to reducing waste, integrating eco-friendly practices, and aligning with environmentally conscious guest expectations. This approach ensures that both NHCC and HICC grow while maintaining their unique identities.
Can you tell us about a game-changing initiative you introduced at NHCC and HICC?
A major milestone was earning the Green Key Certification, a globally recognized eco-label for sustainable hospitality. This reflects our dedication to reducing our carbon footprint and optimizing resource use.
In 2024, we transitioned our fleet to electric vehicles, cutting operational expenses by 77% and positioning us as leaders in clean, sustainable solutions. We also introduced solar panels and ‘O by Aria Life,’ a revolutionary technology that generates water from air, furthering our sustainability goals.
We’ve also made operational efficiencies a priority. Systems like the Liquid Off-Take (LOT) and converting laundry boilers from diesel to LPG have reduced costs and environmental impact. Collaborating with the Government of Telangana to host major events like the Global AI Summit has reinforced our role as a leader in the MICE industry while driving economic growth for the city.
How has ADR and RevPAR evolved post-pandemic, and what strategies are driving consistent growth?
Post-pandemic, we saw a 30% growth in ADR in 2023 and a 25-30% increase in RevPAR Year-on-Year. This growth continues at 7-10% annually. Hyderabad’s hospitality market has been booming since 2023, and our occupancies have risen by 10-15% Year-on-Year.
International business, which accounted for 20% of HICC’s revenue before the pandemic, vanished during the crisis. Our recovery, driven by domestic markets, has been robust, and with international MICE returning, we expect even stronger growth.
Our source markets include Hyderabad, Mumbai, Delhi, and Bangalore domestically, and the USA and Europe internationally. By investing in renovations and upgrading guest experiences, we ensure that we remain at the forefront of the MICE industry.
Could you share details about the international and domestic events in the pipeline for HICC?
Hyderabad’s MICE business grew by 35% in 2024, and HICC continues to lead as a preferred venue for global events. In recent years, we’ve hosted marquee events like the G20 Summit, BioAsia 2024, and IEEE MAPCON 2024.
Our focus is on sectors like IT, pharma, and technology, which align with Hyderabad’s positioning as a global hub. By working closely with the Government of Telangana and continuously upgrading our infrastructure, we’re not just hosting events but also shaping Hyderabad’s reputation as India’s top MICE destination.
How do you balance hosting large-scale conferences with social events like weddings and other gatherings?
Balancing large conferences and social events like weddings is at the core of what NHCC and HICC excel at. With 15 acres of landscaped gardens and 287 well-appointed rooms, we seamlessly create an environment where business meets leisure. HICC’s state-of-the-art convention center, spanning 6,480 square meters and accommodating up to 8,000 guests, offers unparalleled flexibility. For weddings, our iconic indoor and outdoor spaces cater to grand receptions or intimate garden ceremonies. Conferences benefit from advanced AV systems, soundproof halls, and purpose-built infrastructure that meets global standards. By carefully zoning events and relying on our dedicated events team, we ensure that every gathering receives undivided attention. Last year, we successfully hosted over 450 events, including international conferences and high-profile weddings, underscoring our expertise in delivering tailored experiences.
How do you differentiate NHCC and HICC from other luxury hotels and convention centers in Hyderabad?
NHCC combines luxury and functionality in a way that truly sets it apart. Situated in the heart of HITEC City, it offers the dual advantage of urban connectivity and serene surroundings. It serves as an ideal location for corporate clients like Google, Amazon, and Microsoft. HICC, India’s first purpose-built convention center, is a trailblazer in the MICE industry. It boasts a 6,480 square meter pillar-less hall that can be divided into six spaces and features a 12.5-meter-high ceiling for unmatched acoustics and visuals. The synergy between NHCC and HICC allows us to seamlessly blend business with leisure, ensuring a consistent guest experience. Our focus on creating holistic experiences is evident in our RevPAR growth of 78% over the last three years.
Signature dining venues like Permit to Grill and Food Exchange attract both in-house guests and local patrons.
Permit to Grill redefines poolside dining with its open-air ambiance, smoky grills, artisanal pizzas, and craft beverages under the stars, making it perfect for casual evenings or celebratory nights.
Food Exchange, our multi-cuisine all-day dining restaurant, is ideal for lavish buffets and à la carte offerings. From local treasures like Hyderabadi biryani to global comfort food, there’s something for every palate.
Le Café, a European-inspired deli, has become a favorite for coffee dates, work catch-ups, and indulgent moments. Guests love the house-made desserts, signature cakes, pastries, and the warm, relaxed vibe. The café also excels in personalized cakes and desserts, perfect for birthdays, celebrations, and themed events.
The Bar & Stone Bar offer an eclectic mix of contemporary cocktails, craft spirits, and light bites, complemented by occasional live music and curated evenings that draw in the city’s social crowd.
Under the Mango Tree provides an exclusive destination dining experience, offering a magical setting amidst nature where guests enjoy themed, tailor-made menus for a truly memorable outdoor experience.
We’ve also expanded into outdoor catering and offsite events, bringing the NHCC hospitality experience to new venues and maintaining strong brand visibility.
HICC’s ability to host global events like the G20 Summit and BioAsia reflects its dominance in the MICE space.
Are there specific areas where you feel competition is intensifying, and how do you address them?
Competition in the F&B sector is particularly fierce in Hyderabad, with numerous standalone luxury dining options emerging. We’ve responded by creating distinctive culinary experiences, such as Under the Mango Tree for al fresco dining and Permit to Grill, a live BBQ concept by the poolside. Additionally, premium outdoor catering now contributes 15% to our F&B revenue, offering bespoke menus for off-site events that strengthen our brand presence. Another area of intensifying competition is tech-driven events. With a 30% increase in demand for hybrid and virtual meetings post-pandemic, we have invested significantly in advanced conferencing technology. This ensures seamless connectivity for physical and virtual attendees, which has been instrumental in securing 40% of our MICE bookings last year.
What is your revenue target for this financial year, and what key strategies have you identified to achieve it?
For FY 2025-26, we are targeting a 20% revenue increase, aiming to reach INR 300 crore. To achieve this, we are focusing on strengthening our position in the MICE segment by targeting large-scale global events from key industries such as IT, pharmaceuticals, and financial services. We also aim to grow our dining revenue through innovative dining concepts and seasonal promotions, expecting our F&B outlets to contribute significantly to the overall revenue. Sustainability practices, such as the use of renewable energy and water conservation, are becoming key differentiators for attracting eco-conscious corporates, and we are leveraging this advantage to build loyalty and increase repeat business.
How do you envision NHCC and HICC evolving in the next five years to meet emerging market demands?
Over the next five years, we aim to redefine benchmarks for sustainability and hybrid event hosting in the hospitality industry. Our sustainability roadmap includes achieving 80% renewable energy usage by 2027 and completely eliminating single-use plastics by 2026. On the technological front, we plan to implement AI-driven event management tools to enhance personalization and operational efficiency. Facility upgrades, such as IoT-enabled smart rooms and automated check-ins, will elevate the guest experience further. Revenue diversification will also play a crucial role as we explore opportunities in co-working spaces, wellness retreats, and leisure tourism. Our long-term vision aligns with Hyderabad’s growth as a global hub, ensuring we remain leaders in hospitality innovation and excellence.
asmita.mukherjee@saffronsynergies.in
