Embassy Groupâ€™s double-digit ADR growth is largely because it takes feedback from its corporate tenants while planning hospitality projects
By Vinita Bhatia
Most experienced business veterans know the one big mantra for success â€“ listen, listen, listen! And it is all the more important to listen to feedback from customers. This helps in using the information to improve their processes and avoid making any mistakes in the bargain.
Jitu Virmani, CMD of Embassy Group used this nous before rolling out new hospitality projects under the companyâ€™s aegis. One learning he gathered since Embassyâ€™s hospitality business commenced with the 247-key Hilton at Embassy Golf Links is that the development of hotel projects within the companyâ€™s business parks enhances the value of its parks and becomes strong enablers to its commercial office parks businesses.
â€śWe enable the hotels to establish market leadership in the space of business hotels and at the same time, the tenants are provided an elevated service within their working environment,â€ť Virwani stated.
Embassy is now working on its biggest proposed dual-branded development, the under-construction Hilton and Hilton Garden Inn Hotel with a large convention centre at Embassy Manyata Business Park. It is also finalising another pair of dual-branded hotels at Embassy Tech Village at Outer Ring Road, Bangalore.
While working on both these projects, Virwani paid heed to feedback that he received from the corporate occupants who will be part of the 15 million square feet Embassy Manyata Business Park, 4 million square feet Embassy Golf Links and 3 million square feet at Embassy TechVillage.
These suggestions included having two hotels at different price points, creating sufficient convention demand and ensuring that the mouth of the park is at a good location. We have adopted these learning at the 620-key Hilton and Hilton Garden Inn Hotel as well as the 500-key upscale and midscale hotels at Embassy TechVillage,â€ť Virwani said.
For its hospitality vertical, Embassy Group continues to strategically focus on building hotels, preferably as a part of its mix-use developments, in each of its business parks. These are typically greenfield projects, where the management is assigned to professional hotel operators like Hilton that are known to, and preferred by, our Embassyâ€™s tenant base. The buy-in of the tenant base is crucial for Embassy since they include many Fortune 100 multinational companies.
Virwani has realised that the only way for a company to attain its peak business potential is by constantly learning, adapting and devising new ways to improve itself. Hence, he is always happy to meet Embassyâ€™s tenants as well as hotel operators to learn to understand how he can improve his business.