Sarbendra Sarkar, Founder & CEO, Cygnett Hotels And Resorts feel that the hospitality business will completely recover only once a vaccine has been created and administered to the population. The following are the excerpts from an interview.
Q. What is the present status of Cygnett properties? How many total hotels are operational at present?
A. The present status at Cygnett hotels is definitely improving. We currently have 13 properties up and running. The list of our operational properties includes Cygnett Park Meghna, Bongaigaon, Cygnett Park Di Arch Lucknow, Cygnett Park Asia Jammu, Cygnett Inn Seaview New Digha, Cygnett Style Mantra Jodhpur, Cygnett Lite Ramachandra Vizag, Cygnett Lite Alwar, Cygnett Resort Mountain Breeze Nainital, Cygnett Inn Repose Guwahati, Elect hotel Kolkata, Cygnett inn Trendz Itanagar, Cygnett Lite celestial Goa and Cygnett Inn La Maison Gangtok.
Q. What safety measures have Cygnett adopted in its properties?
A. Going with the prevailing sentiments and answering concretely to the need of the hour, health, hygiene and safety of our guests and staff is our number one priority. We have already devised a foolproof system to ensure this. We have created an all-inclusive program titled, “Health & Safety Assured”, which adheres to all rules/guidelines set by the World Health Organisation (WHO) as well as the local and central health agencies. We have implemented these across all our properties to ensure a consistent and comfortable experience for all our guests.
Furthermore, we have implemented rigorous training on hygiene and sterilization protocols, social distancing for all staff and contactless check-in and check-out via mobile apps to ensure guest safety and comfort. Moreover, we have put in place QR code-based menus for a contact-less in-house dining experience and health and immunity-boosting foods in the menus.
Q. When do you expect the recovery of business? How are you reaching out to customers and trade partners at present time?
A. Very simply put, the business will completely recover only once a vaccine has been created and administered to the population. The fear needs to ebb for people to leave the comfort of their homes and actually act on the holiday plans that they have been making sitting on their laptops. If a successful vaccine is created in the next quarter, the chances are the industry will recover by Q4
Digital platforms have been integral to our ‘go-to’ marketing strategy and social media is an absolutely vital arm. With the pandemic keeping everyone indoors and glued to their mobile devices, it is no doubt the best way to reach out to and interact effectively with our customers and trade partners. Additionally, we are also communicating with our target audience via personalized calls, emailers and online chat, etc.
We have even launched a campaign titled, “We Will Travel Again”. We are communicating all the new protocols and guidelines that we have implemented to keep our staff safe and our guests loyal through this campaign.
Q. Many small standalone hotels are facing a lot of difficulties in gaining business, how can an operator like Cygnett help such properties?
A. True, this pandemic has been a huge hit to the hospitality industry, but independent hotel operators are bearing the brunt of it. The next 3 to 4 years will be tough, as recovering from this economic crisis will take a toll on them.
Currently, several such owners have expressed interest in being a part of our brand. They understand our strengths and want to leverage this. What we bring to the table (i.e., expertise, strong customer base) right now can help them survive this crisis and come out the other side unscathed to a certain extent. We are confident that we will be able to generate enough cash flow to sustain and brave through this crisis.
Q. Any other future plans?
A. We are currently looking only at the immediate future. The priority for us as I have mentioned above is the health and safety of our staff, guests and everyone associated with us.
The plan is to emphasize on our marketing campaign and ensure the most convenient, safe and comfortable stay for our guests. We want to get the message out that we are a safe haven; we are very particular about our hygiene standards and as a traveller you can come stay with us without worrying about basic necessities.”
We have deployed AI and cloud-based platforms across departments to save time and money. Additionally, we have introduced several offers such as a 6-hour package for guests who do not intend to stay overnight and weekend staycation offers, etc. we intend to further improve these offers, be more flexible and accommodate the requirements of our customers.