India: Evolving the Service Playbook
As the hotel sector prepares for life after the second wave (W2), we must recognise that this was not the same as W1.
As the hotel sector prepares for life after the second wave (W2), we must recognise that this was not the same as W1.
Governments across the globe are continuing their race to vaccinate citizens amidst rising concerns about new variants and soaring cases in some parts of the world. Globally, over 1.3 billion doses have been given so far and 4.2% of the global population is fully vaccinated, as per the Our World in Data website.[1] While some countries such as Israel, Seychelles, Maldives, UAE, the US, and the UK are way ahead in the race, others are slowly catching up.
Dr. Luciano Lopez been Assistant Professor of Macro & Microeconomics at EHL Campus Lausanne since 2018. As an economist, his research focuses on applied economics, particularly on circular economy practices in the hospitality industry. His outstanding teaching skills were recognized with the Credit Suisse "Best Teaching" award in 2016 and the EHL "Best Distance Teaching" award in 2020.
Traveler preferences have evolved drastically since the onset of the pandemic. Social distancing, hygiene, cleanliness, safety, and privacy are the main priorities for travelers post the pandemic. An increasing number of people now consider smaller, independent, and private spaces to be 'safe havens' for travel. These evolving preferences have been driving the growth of vacation home rentals in India during the last year.
"Undoubtedly the finest island of its size in the world" proclaimed Marco Polo upon visiting Sri Lanka in the 13th century.
Indian domestic travelers have discovered the pleasures of road trips in the past year and an increasing number of these tourists will be electric vehicle (EV) owners going forward. EVs are considered the 'future of mobility' and are fast gaining popularity in India. As per a recent report, annual sales of EVs in India are expected to increase from 380,000 units in 2019-20 to 6.3 million units by 2027. However, EV owners are still wary of long road trips due to the lack of adequate charging stations in the country.
Spring has sprung a spiked surprise, second year running. And sadly caught us napping again. Lockdowns abound, soaring hopes have been negated; frustration and despair are rising – in different measures and pressures, depending on a person's station in life, and business responsibility.
As per a recent travel survey, almost 65% of the Indians who participated in the survey were keen to travel for leisure and adventure in 2021. Several domestic tourists are now looking beyond traditional holidays. They want to try new experiences at open and less crowded places, which is likely to boost adventure tourism in the country. In fact, domestic tourists traveled to adventure sports hotspots in the country soon after the lockdown ended last year.
The Republic of Singapore is a metropolitan city-state and island country in Southeast Asia with a total land area of an estimated 714.3 square kilometres. It is situated at the southern tip of the Malayan Peninsula, between Malaysia and Indonesia. With an economy supported by its growing population of approximately 5.7 million people, Singapore has witnessed remarkable record of sustained economic growth throughout the years and bolsters its role as a global commerce, finance and transportation hub.
The impacts of COVID-19 have been felt far and wide around the world and across industries. As one of the first hit but also one of the first economies to successfully slow the spread of the virus, China has already been seeing a gradual recovery from the impact of COVID-19.
In the last decade, India has emerged as one of the leading medical tourism destinations globally. The presence of several high-quality, well-equipped healthcare facilities along with a strong base of highly skilled and specialized English-speaking medical professionals, offering world-class treatments at much more affordable costs compared to developed nations are some of the reasons for the growth of this segment in India. Reports indicate that medical treatments and travel in India cost up to 50% less than that in developed western countries. India has also been successful at attracting medical tourists from other developing nations, mainly from Asia and Africa, looking for specialized treatments that may not be easily available in their home countries.
The midscale and upscale hotel segments have been driving the growth in the branded Indian hotels sector in the last few years and are the sweet spots for upcoming development in the country. The upscale segment, in fact, has regained the mindshare of hoteliers in the last couple of years due to the significant demand in this segment. As a result, upscale properties accounted for 31% of the total signings by properties in 2020 compared to 15% in 2018, while their share in signings by keys has increased from 27% in 2018 to 37% in 2020.
The popularity of homestays has increased manifold in the post-COVID era when social distancing, cleanliness, hygiene, and privacy have become the top priorities for travelers.
Franchising is slowly but steadily making its presence felt in the Indian hotels sector. Approximately 17% of the total brand signings by keys in 2020 were franchised properties as compared to 14% in 2019 and 10% in 2018. However, management agreements continue to dominate the sector, accounting for 76-80% of the total brand signings by keys during the same period.
In the aftermath of the ongoing pandemic, brand signings by keys in India witnessed a year-on-year decline of 42% in 2020. Signings were especially low in the first half of the year, due to the uncertain market conditions and challenges related to closing deals on virtual platforms because of the COVID-19 lockdown and restrictions.
Hotel transactions value in India contracted by approximately 50% to reach INR24,611 million (approx. US$332 million) in 2020 compared to INR49,372 million (approx. US$690 million) in 2019, but was still higher than the previous peak of INR19,929 million achieved in 2015.Going into 2020, mergers & acquisitions (M&A) activity in the sector was expected to be stronger than that witnessed in 2019.
Domestic leisure tourism has been driving the recovery in the Indian hotels sector in the post-COVID era, as inbound tourism continues to be on a standstill even after a year. Key leisure markets such as Goa, Rajasthan, Uttarakhand, Himachal Pradesh, and Kerala have been brimming with domestic tourists looking for a break from their COVID-blues, which helped India-wide hotel occupancy to reach 33-35% at the end of 2020.
The Indian hospitality sector has grown rapidly in the past couple of decades and is a key employment generator for the country. According to WTTC, travel & tourism sector contributed 6.8% and 8% to the country's total GDP and employment, respectively, in 2019. However, shortage of quality personnel has been a perennial problem for the sector even though several students graduate from specialized hospitality institutes in the country every year. It is high time that the hospitality sector introspects on this challenge, especially as several hospitality students prefer joining other sectors after their graduation.
Hotel rebranding or conversion has been a growing trend in the Indian hotels sector. As a result, over the past five years more than 230 hotels in the country have been converted either from a standalone property to a brand or migrated from one brand to another. However, the rate of conversions has not increased much during this period. Brand conversions still constitute only 20-25% of the total signings in the country.
India is ranked 6th on the list of UNESCO World Heritage Sites globally, with 38 World Heritage Sites, much ahead of global peers such as Australia, the UK, the US, and Japan. Heritage tourism in the country has been growing rapidly over the past few years as India blessed with centuries of intriguing history, numerous forts, palaces, and monuments attracted a growing number of domestic as well as international tourists.