The launch next week of direct air services between India and Australia is seeing Australian hotels gear up for the influx of Indian tourists by introducing new services and facilities specifically designed for the Indian market. Leading the way is Accor, who were the first hotel group to introduce “Optimum Service Standards” for Indian inbound travellers.
Indian travel to Australia was growing at over 20% annually in the mid-2000s, when direct services between Australia and India were last operated, but that growth rate has slipped to between 6 – 8% in recent years. The new direct services, which will be operated by Air India between Delhi and Sydney/Melbourne, are likely to return inbound growth back to double-digit figures, with corporate, leisure and conference/incentive sectors all targeted by Accor’s hotels.
Currently, 12 Accor hotels have been accredited for Indian Optimum Service Standards in Sydney, the Blue Mountains, Melbourne, Gold Coast, Brisbane and Cairns.
The first accredited Australian hotel for India Optimum Service Standards, Mercure Sydney Central, is anticipating a significant boom in Indian business over the next year, with 5000 room nights predicted for 2014, along with the start of the all important high-yield incentive market.
“Australian operators have in the past found dealing with the Indian market quite a challenge and that’s why so few hotels have embraced the market,” says Greg Brady, the Mercure Sydney Central general manager, who first went to India five years ago as a “pioneer”.
“The key is building relationships with Indian tour operators and then ensuring the hotel suits the needs of Indian travellers. That means getting the food right, understanding the Indian culture and appreciating the specific needs of Indian travellers.
“We’ve invested considerably in developing the market. We have our own Indian chef who cooks exclusively for Indian groups. We have the Curry Leaf Indian restaurant and we have a range of Indian items – such as poha, upma, masala chai – on our breakfast buffet. Food is a really important ingredient in the Indian travel experience.
“The start of direct air services has really helped us grow our Indian inbound business. We have a number of tour series confirmed for next year, and we have a 300 delegate incentive group coming in this October, and we hope that is the first of many.
“The Indian market wants quality product and service. Translating materials into their local language isn’t as imperative as it is for the China market, but getting the food and culture side of hospitality correct is really important.”
Only metres from Central Station, the Mercure Sydney is within easy access of the city centre, Chinatown and Darling Harbour and just a short walk from Paddy’s Market, Market City outlets and the recently expanded Broadway Shopping Centre. It offers bright, contemporary décor and excellent facilities including two restaurants, and a rooftop pool and gym with beautiful views across the city.
Another hotel that is seeking to build the Indian inbound business is the Fairmont Resort MGallery in the Blue Mountains. This hotel used to be “honeymoon central” for the Indian market in the 1990s and early 2000s, and with Accor now operating the hotel, it will once again retarget the Indian honeymoon, incentive and leisure markets.
The hotel has just been accredited as part of the Indian Optimum Service Standards programme and will be actively pursuing the market now that direct air flights have commenced.
The Fairmont Resort is set in the Blue Mountains area, two hours drive from Sydney. Offering a refreshing climate, spectacular scenery and resort-style facilities for all the family, Fairmont Resort General Manager, Bernie Boller, said the Fairmont Resort was ideally suited for Indian visitors, particularly honeymooners wanting a memorable occasion.
“Mountain resorts have always been a favourite location for Indian travellers wanting to escape the heat, humidity and crowded urban environment and the Blue Mountains offers a superb complement to the vibrancy of Sydney and its harbour,” he said.
“We offer a complete range of activities, including spa treatments, golf, segways, guided walks and a variety of restaurants with many Indian dishes included. We can also cater for weddings, functions and conferences, which make it ideal for incentive groups as well.”
Facilities offered under the Indian Optimum Service Standards program include: Indian dishes on the breakfast, restaurant and room service menus; hotel welcome kits in Hindi; Indian adaptor plugs; Indian television channels and newspapers; and Indian snacks and drinks available in the minibar.
