hOSpiTALiTY digital technology is changing the way we experience the world

Today's tier-II markets are tomorrow's tier-I, and we want to be in these markets before they reach the point of inflection. Some of these markets are beginning to create demand with newer demand with newer segments purely because of the kind of hotel that exists.

We have seen how the global slowdown hit markets such as the US and Europe. For us, the whole question boils down to this: if the British, the Germans and the Americans aren't travelling, then who is? Clearly you can see a lot more Asians travelling. We don't see the reduction in demand from traditional markets as a big concern because they are clearly being substituted by the emerging markets within India and Asia Pacific.

We recognize that digital technology, which includes social media, is changing the way we experience the world and how quickly we share our experiences.
It is ultimately the ability of the hotels to recognize the use of this technology in changing the experience for customers that we believe is an emerging trend. There is a lot of information that exists in social media about our guests, their needs and expectations, their feedback. It is quick and in real time, but more importantly, it is viral.

Also, the review mechanism today is getting more and more powerful. A lot of people go to travel portals and see the ratings before finalizing plans.
l We are the first hotel company to open up our websites for ratings and reviews. The best use of social media is in marketing, making the presence of the brand felt across the platform.

For us, this is essentially the next big thing.