Tailored Experiences: Travel and Hospitality Brands Elevate Festive Spirit Through Personalisation & Premiumisation
In the vibrant landscape of India, where tradition and modernity converge, travel and hospitality brands play a pivotal role in shaping unforgettable experiences, particularly during the festive season. This period, marked by joyous celebrations and cultural richness, serves as a canvas for these brands to showcase their commitment to elevating customer experiences through thoughtful customisation and personalisation. As the demand for unique and tailor-made journeys continues to rise, travel and hospitality companies are navigating this dynamic terrain with a strategic blend of premiumisation, ensuring that each interaction resonates with a sense of exclusivity and luxury. In this pursuit, loyalty programs emerge as key pillars, fostering lasting connections with patrons who seek not only remarkable services but also a sense of belonging to a brand that understands and anticipates their individual preferences.
From luxurious accommodations adorned with traditional decor to culinary journeys that showcase the richness of regional cuisines, the emphasis is on crafting experiences that leave an indelible mark on the hearts of patrons.
BW Marketing World spoke to travel and hospitality brands about personalised and customised experiences this festive season, the upswing in loyalty programs, premiumisation, and more.
Constructing personalised and customised experiences this festive season
Udaipur holds a special allure for travelers, especially during the mild weather when people seek the perfect blend of sightseeing and leisurely shopping. Somesh Agarwal, Chairman and MD, Radisson Blu Palace Resort & Spa, Udaipur asserts, “At Radisson Blu Udaipur Resort & Spa, we are dedicated to creating memorable and personalised experiences for our guests, especially during this season. We go beyond conventional hospitality by offering tailor-made packages that cater to the unique preferences and desires of our guests. From curated festive menus that showcase local flavours to personalised decor arrangements for special celebrations, we aim to immerse our guests in a truly bespoke experience.
Whether it's a romantic getaway, a family celebration, or a rejuvenating spa retreat, we ensure that every aspect of the stay is crafted to perfection. The Aravali Lakeview at our resort provides a perfect setting for guests to unwind and appreciate the serene beauty of the surroundings. Visitors can revel in the breathtaking views of Lake Fatehsagar and the lush Aravalli hills, creating a mesmerising ambiance. Beyond the scenic vistas, our resort offers a range of amenities for guests to enjoy, including world-class dining experiences, rejuvenating spa treatments, and a host of recreational activities. Furthermore, at our exclusive spa zone, we provide guests with tailored recreational experiences, which can also be customised upon special request.”
He adds, “Recently we have also hosted our Cake mixing ceremony. We wanted to give it a desi twist and decided to organize this event closer to our most beloved festival, Diwali. During this merrymaking time, the joy adds up when shared with our loved ones. Hence, this year’s edition was all about celebrating the festivities with our guests, who are our family, sharing happiness and spreading festive cheer. The event was a success with a positive aura and happy faces all around, with everyone immersed in festivities.”
According to Rikant Pittie, Co-founder, EaseMyTrip, in the competitive world of travel and hospitality, personalisation and customisation have become key strategies to win over customers during the festive season. “Brands are leveraging data analytics and AI to understand individual preferences and behaviour, allowing them to offer tailored experiences. From personalised welcome amenities and room preferences to curated travel itineraries and special packages, customers can expect a higher level of attention to detail. This not only enhances customer satisfaction but also builds brand loyalty. Technology plays a crucial role in enabling these experiences, with mobile apps and chatbots providing real-time assistance and recommendations. Additionally, interactive websites and social media platforms are used to engage customers in creating their dream festive experiences.”
Prisha Lamba, Director of Marketing and Communications, Fairmont Jaipur points out, “At Fairmont Jaipur, our unwavering commitment is to curate unforgettable and personalised experiences through specially crafted festive packages, designed to cater to a diverse range of preferences. We take pride in ensuring that each guest's stay is not only unique but also cherished.”
“With the opportunity to customise room decor and amenities, we transform every room into a true reflection of individual tastes. Our culinary team excels in tailoring dining experiences to accommodate dietary requirements and celebrate special occasions. Furthermore, we offer cultural immersion experiences, allowing our guests to deeply engage with the rich traditions and heritage of Jaipur.
At Fairmont Jaipur, we are committed to ensuring that every moment you spend with us during this festive season is exceptionally personal. ‘Turning Moments into Memories’ isn't just a tagline, it's our heartfelt promise,” she reiterates.
Uptick in loyalty programs
In a competitive landscape, loyalty programs are important in the travel and hotel industries, serving as effective instruments for not just retaining existing clients but also expanding the consumer base. The increase in these programs shows a strategic response to evolving consumer expectations.
Agarwal brings out, “For us, a robust loyalty program can be a game-changer. The program can foster a sense of belonging and recognition among guests by providing targeted incentives such as hotel upgrades, early check-ins, and special access to events. Furthermore, using data analytics to understand client preferences allows us to customise offers, improving the overall visitor experience.”
“In the festive season, consumers can expect increased benefits such as exclusive discounts, early access to promotions, and rewards for frequent stays or bookings. Brands are also focusing on building partnerships with other businesses to offer a wider range of rewards, including discounts on dining, entertainment, and transportation. The expectations with loyalty programs are not only about retaining existing customers but also expanding the consumer base. Brands aim to attract new customers by making their loyalty programs more accessible, appealing, and relevant to a broader audience, creating a win-win situation for both the brand and the consumers,” says Pittie.
Lamba tells, “We acknowledge the increasing importance of loyalty programs in the travel and hospitality industry. We understand that these programs are instrumental in growing our consumer base and nurturing enduring relationships with our guests. Our vision for loyalty programs revolves around delivering heightened value and personalised experiences to our dedicated patrons. Through the provision of exclusive benefits like room upgrades, early check-ins, and special access to unique experiences, our goal is not only to reward our loyal customers but also to entice new ones.”
Premiumisation takes a leap this festive season
Premiumisation is the keyword when it comes to experiences. “This festive season, travel and hospitality brands are witnessing the growing customer demand for unique and exclusive experiences. Consumers are now expecting more than just a traditional vacation or general accommodation where personalization is playing an important role. To cater to this, hospitality brands are also investing consciously to offer experiences as per different tastes & preferences right from curated itineraries to customized packages to uplift the overall travel experience,” as per Agarwal.
The festive season has always been a time for indulgence, but this year, travel and hospitality brands are taking premiumisation to the next level, believes Pittie. “The difference lies in the level of exclusivity and the depth of experiences offered. Brands are going beyond the standard luxurious amenities and upgrading to unique, one-of-a-kind experiences. This might include private jet charters, personalised butler services, and access to exclusive events and destinations. The reason for this shift is the increasing demand from customers for truly exceptional and unforgettable experiences. The covid-19 pandemic has made travellers more selective about their journeys, and they are willing to pay a premium for safety, privacy, and the ability to make the most of their time away. Travel and hospitality brands are stepping up their game to cater to these desires and create extraordinary memories for their customers during this festive season.”
Lamba shares that this festive season, their primary emphasis is on celebrating sustainably, featuring eco-friendly fireworks. “Our culinary offerings and decor are thoughtfully designed to promote sustainability. Additionally, we provide children with enriching experiences, including pottery sessions and cultural performances with folk tunes. With these experiences, you will not only feel at home but also embrace the true essence of Rajasthan.”
As the curtains draw on the festive season, the symphony of customisation, personalisation, and premiumisation orchestrated by India's travel and hospitality brands echoes the harmonious blend of tradition and innovation. Through strategic loyalty programs, these brands not only celebrate the spirit of the season but also solidify their commitment to creating unforgettable journeys, leaving an enduring mark on the landscape of Indian hospitality.
