The hospitality industry has been particularly vulnerable to COVID-19 for a variety of reasons. The hotel and leisure resort business concept aims to attract visitors to stay for more than simply a night, but for an experience. Travel restrictions and countrywide lockdowns had a significant impact on the hospitality business. However, since the second covid wave, normalcy has returned to the hospitality business at a considerably faster rate. Hospitality demand was boosted by leisure, transient demand, meetings and incentives segments, weddings, and a slight increase in corporate travel.
In a conversation with Women Entrepreneur India, ShaliniRazdan Sharma, Director of Sales Le Meridien Jaipur shares some thoughts on impact of pandemic in hospitality industry, new trends and essentiality of more women in said industry.
What is the current state of the hospitality industry in India? How has the pandemic impacted the hospitality business?
We've had a very difficult two years back and forth due to the outbreak. However, since people were weary of being at home, resort properties rebounded faster. As a result, all of the resorts within a reasonable driving distance are doing well. In truth, what has lately occurred is that even corporate organisations have begun to grow it, such that it is now better than in 2019. As of today, we're back up and running at maximum potential.
The pandemic had a tremendous impact on the hospitality industry. In fact, the second wave took the worst of the damage. However, many resort facilities were able to survive, whereas city hotels were strongly dependent on corporate moment. It took time, so we had to rely on social gatherings or weddings. As a result, it keeps the industry alive. However, we have now recovered and are fully chartered, with the corporate moment also taking place.
How can the hotel business use technology to boost sales and marketing? What are the technology trends in the hospitality industry?
The average traveller nowadays is between the ages of 25 and 35. They are also quite technologically savvy and are always on social media. When people want to plan a vacation, they look for venues and resorts, and being present there is crucial to have that visibility. Hotels have changed as a result. The situation has been brought to the hotel's attention. Indeed, there is a current trend of various regular updates on social media for promotions. So that's what the customers want to know. Since of technological advancements, clients may now review online rates and compare them to different web portals. As a result, they have become savvier in that area, claiming to be aware of pricing in order to better negotiate with the hotel. As a result, the awakening has surely occurred.
How has the marketing and sales industry evolved over the previous decade? What Could Sales Look Like in the Future?
A decade ago, there was more human interaction because everything was dependent on relationships. In actuality, it has become more transactional. As a result, when it comes to choosing a place or location, relationships have fallen by the wayside. People are also getting increasingly concerned about brands. They don't mind paying more, so brand building is essential. And buyers understand that they must pay a premium for some brands. Another change is that in the previous decade, we used to strategize at the beginning of the year and it would last till the end of the year. However, our plans are altering more regularly, possibly on a monthly or quarterly basis.
The demand has increased, and the desire to see new locations has also increased. So they're looking for something spectacular. That has shifted throughout the decades. Previously, there were only a few hotels, but as demand has increased, the pipeline has expanded. Everyone gets their fair share.
Women's sales representation can significantly bolster business productivity. What are your thoughts on this?
There are a lot of complaints and dealings in the service industry, so it is gentler in terms of how you handle a solution compared to its male counterpart. So, it does make a big difference, since women have a more empathic system and have more power to listen. I believe that's the industry where women can flourish more than men. The percentage of the female labour force in this industry is increasing around the world. In truth, a certain percentage of the workforce must be female in our brands and others. As a result, it is critical to ensure that all women have equitable access to career possibilities in different industries.
How hard is it for women to succeed in a male-dominated field? What does it take to be a good salesperson?
Women are thought to find it more challenging to flourish in male-dominated fields. I believe we must all break free from the belief that it is more difficult to succeed. Yes, it is difficult for a woman to establish a work-life balance while still caring for her family. Despite her personal devotion, she chooses not to in order to advance professionally. But that doesn't imply there aren't any possibilities. There are several possibilities available, yet they may be missed.
The salesperson must be persuasive, grasp the customer's demands, and customise the solutions to meet those needs. In this context, I feel adaptability is critical. Try to promote a product while developing the customer's need for it. It is vital to be given a broad view, understand the requirements, and then pitch your product. It is modifiable and varies from buyer to buyer. Mould yourself, and the customer's body language is really important. And this gives you the intention of reading his specifications and pitching it suitably.
Drawing from your experience as a successful business leader in the male-dominated industry, what would your advice be to young women and girls who are aiming for the top in the sales and marketing industries?
My advice is that you should always be learning something new. Every customer I've had over the years has taught me something that I'll use in future deals. So it's necessary to be courageous, and these two years of COVID have shown us that nothing is constant. It is critical to be adaptable. And listening to the customer, understanding his needs, and pitching your products accordingly. It's critical to keep your head on your shoulders at all times. Be honest in your dealings. While I stated that it is more transactional these days, if you guide the customer in the right direction, they will also buy from you. So it's a combination of emotions while the buyer is there to buy, as well as making some transactional and emotional connections between the customer and the seller.
The empowerment of women is vital. We are moving towards a culture that values women, yet there are still gaps in which people believe it is difficult for a woman to flourish in a male-dominated industry. Yes, it is challenging, but I feel that what women should do first is instil in their children that they are here to succeed and that they are the best. So I think it's vital for us to keep believing in our inner child that you can accomplish it. But I also stated that it is a woman's personal choice, and she should be able to make her own decision. Finally, women must develop self-confidence in order to attain their goals.
