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Hospitality 18>> Occupancy in Indian hotels sees optimistic growth in 2016 Virendra Teotia, Director, Umrao Hotels & Resorts, expects the Indian hotel industry to sustain its growth due to improved market sentiments and government initiatives. IRENE SUSAN EAPEN rigorously promoting leisure and MICE and are competing with the best of the hotels brands in the city. We have also been awarded as the Luxury New Hotel, India by World Hospitality Hotel Awards.” Hospitality industry in India The Umrao Hotel & Resort, a luxury boutique hotel located on National Highway-8, offers 55 rooms and suites. “One can also organize corporate events and meetings. Our clients come from different sectors and profile mainly corporates, MICE, leisure and family travellers,” says its Director Virendra Teotia. “We are Virendra anticipates a sustainable growth in the hospitality Industry in the country over the years due to improved market sentiments and various initiative of the Government including the Ministry of Tourism. “The Indian hospitality industry has emerged as one of the key drivers of growth among the services sector in India. The growth from Indian market is consistently upwards and the occupancy for this year is above 60% for first half year and the expected growth for 20162017 is expected to be around 75%.” Marketing plans “We are working on our next year’s marketing plan and look forward to reach to segments and markets where we had weak penetration. We also plan to include promotions on social and electronic and print media. We are also working towards marketing tie-up with different media sectors.” Trends in the industry The rise of the digital age is quickly transforming the way hotels communicate with their customers. “The need for immediacy in social media has paved the way for all of the most popular social networks of today and that’s what trending in hospitality industry as well.” PR vs. Advertising: Which is best for Hospitality Start-Ups? Jennifer Nagy, President of JLNPR, talks about why PR will be more effective than advertising for hospitality start-ups. VW BUREAU T here’s a misconception held by many business owners that public relations (PR) and advertising are completely interchangeable (in terms of the benefits that they offer), but that isn’t true. Here are five examples of when using PR will be more effective than advertising for hospitality start-ups: When you need to educate your audiences One of the most exciting things about working in the hospitality industry is the innovation that you experience firsthand. The difficult thing about being the company that is selling an innovative, new product is that it is necessary to educate your potential clients on why this product is different/better than others available in the market. Because many of these products are so technologically advanced, this can be a very arduous Voyager’s World > December 2016 process – and a confusing one for your audiences. That’s where PR comes in. When you want to create a stronger relationship with your target audience(s) The public is accustomed to seeing ads everywhere – and distrusting the messaging that they see reflected in these ads. If you want your public(s) to have a positive impression of your company and/or products (and increased trust in purchasing from you), PR is a better approach; articles written about your company by a journalist - an independent thirdparty expert - gives your company more credibility in the mind of potential customers. The same message delivered by an advertising spokesperson may be ignored by many potential customers, as most know that the ethical standards for advertising are less strict than they are in journalism. When you want to sell your product’s story, not just your product The inherent nature of a start-up creates a story angle that will be of greater interest, and therefore, you are more likely to secure media coverage. As well, PR is more effective at delivering a story, rather than just a list of product benefits: “Public relations executives excel in storytelling and, typically, present a perceived problem (i.e. childhood obesity) and their client’s unique solution (i.e. a new type of fitness equipment designed by, and for, preteens),” said Robert Wynne. When are you are on a budget Traditional marketing tactics (such as billboards, TV commercials and radio ads) are less cost-efficient than PR. For example, a press release only needs to be distributed to media once (if you have a strong angle) and it will be picked up in numerous publications, on- and off-line, over time. This gets your message and product/service ongoing attention without an ongoing financial investment – unlike advertising, which requires you to continue paying for the advertisement to earn ongoing exposure. To create or maintain your company’s reputation, especially during a crisis Establishing and maintaining your reputation is the essence of PR. As previously mentioned, having a journalist write about your company or product establishes a sense of credibility with readers/viewers.