ET Edge Insights met Sunjae Sharma, Managing Director of Southwest Asia and India at Hyatt, for a profound discussion on the dynamic landscape of the hospitality industry. During the conversation, Sunjae Sharma shared insights into various aspects of the sector, including trends in the wedding segment and the intertwining of spirituality and well-being. He also discussed Hyatt’s approach to sustainability and highlighted the importance of cultural integration in their strategies.
Here are the edited excerpts from the interview.
In the hospitality industry, what are the segments that are driving growth in this sector?
Reflecting on the events of recent years, both within the hospitality sector and on a global scale, we have witnessed remarkable resilience demonstrated both individually and collectively worldwide. It is heartening to see our current standing post-challenges. Despite adversity, the industry has not only rebounded but thrived even more robustly than before—a testament to our collective strength and adaptability.
Focusing on Southwest Asia and India, we appreciate the effectiveness of India’s actions during the pandemic. The meticulous preparation and management have yielded significant dividends, positioning us favorably in the present. The growth trajectory of the business, especially in previously less prominent segments, played a pivotal role in our resilience during and after the pandemic and shows how things have changed in the industry.
In India, more people are traveling within the country, exploring places they have not seen before. Initiatives like “Dekho Apna Desh” have encouraged this, and the government’s work on improving travel connections has made it easier to visit different parts of the country. The development of infrastructure, like better roads and the growth of smaller cities, also shows how things are improving. So overall, a very positive outlook and it is here to stay.
What is your perspective on the role of weddings within the hospitality industry? Are there any specific trends that you have observed in this sector?
In recent years, we have witnessed significant growth in the wedding and social events segment within the hospitality industry. Now, the bride and groom take the lead, prioritising personalised experiences. Unlike in the past where families made all the decisions, today’s couples drive the conversation, even opting for their own wedding bar. This shift in mindset underscores the crucial role weddings play in our business.
Hyatt’s wedding segment has experienced remarkable growth, soaring by 200% since 2019 and achieving a 50% increase over 2022. This surge is attributed to evolving preferences, with couples now prioritising unique experiences and sustainability, incorporating local elements and seeking to depart from traditional norms. Even during the pandemic, weddings played a pivotal role in sustaining the industry, underscoring their significance. With the new government initiative ‘wed in India,’ we aim to promote it further.
Hyatt’s “Perfectly Yours” campaign, launched last year, resonated well with the market, emphasizing the couple’s centrality in their wedding. Awards received for this campaign attest to its success. The forthcoming campaign aims to further amplify this message, focusing on showcasing the destination and the distinct experiences it offers.
Hyatt’s properties across India, whether in Goa, Rajasthan, Kochi, or Jaipur, offer diverse experiences to cater to grand weddings. In Goa alone, we boast five hotels ideal for hosting elaborate Indian weddings, while in Kochi and Jaipur, we provide expansive venues, including the esteemed Alila Fort Bishangarh. By combining these properties, we offer a comprehensive experience that not only celebrates the couple but also showcases the essence of India to all attendees.
Indeed, weddings serve as a unique platform to showcase India’s cultural richness and diverse offerings to a global audience.
Another statement gaining popularity in recent days is the emphasis on spiritual and wellness experiences and India being the largest populated country in the world there’s a huge scope for this segment. What are your thoughts on the spiritual segment with regard to the hospitality industry?
India is deeply rooted in spirituality and emotional sensitivity, where the pursuit of spiritual fulfillment ultimately leads to wellness and well-being. Spirituality serves as a pathway to achieving personal and communal wellness, fostering a holistic approach to life.
When we talk about wellness and spirituality, it’s essential to recognise their interconnectedness with the environment. Caring for one’s well-being necessitates caring for the surroundings, whether it’s the serene river, lush green forests, or fertile soil. Therefore, it is not solely about spirituality; it is about what leads to both wellness and well-being. At Hyatt, our focus extends beyond luxury and lifestyle; we prioritize wellness and leisure experiences.
We curate experiences that allow guests to connect with nature and promote well-being, whether it’s hiking in Dehradun or immersing oneself in the serene surroundings of Fort Bishangarh. Concepts like farm-to-table dining further reinforce our commitment to holistic wellness.
I think it is here to stay if you look at it even today. The importance of wellness has been underscored, especially in recent times, with 57% of Gen Z seeking destinations that offer wellness experiences. The pandemic, albeit unfortunate, has emphasized the significance of living sustainably and prioritizing community and environmental well-being. It has encouraged us to seek solace in serene environments, fostering inner reflection and peace.
As we move forward, Hyatt continues to prioritise wellness and well-being, offering tailored experiences across our hotels. Our commitment to fostering holistic wellness demonstates our belief that spirituality and well-being are long-term components of a successful existence.
With regards to the hospitality industry, how do you see sustainability and what are the green initiatives that Hyatt has taken to lead this thing forward?
Sustainability is not a choice; it’s a necessity we must prioritise. Responsible companies seek destinations and partners dedicated to environmental care, sustainability, and community well-being. It’s about safeguarding Mother Earth.
In every aspect of our business—transient, leisure, or groups—we prioritize environmental friendliness and resource preservation. We must consider what legacy we’re leaving for future generations.
At Hyatt, we’re committed to sustainability with ESG goals, including initiatives like installing bottling plants and investing in green energy sources like windmills and solar panels. Rainwater harvesting is another practice we’ve implemented, aligning with our ‘World of Care’ ethos.
Additionally, through our ‘Hyatt loves locals’ initiative, we integrate local resources into our hotels, supporting communities and offering guests an authentic experience. Whether it’s opening hotels in destinations like Ayodhya or Kathmandu, we emphasize well-being, environmental responsibility, and cultural engagement to give back to the community.
What opportunities exist for foreign players seeking to establish operations within the spiritual market in India?
When discussing global well-being, we often attribute it to spirituality, which encompasses the collective human experience. However, spirituality is not a destination but a journey toward our desired outcomes.
Foreign entities aiming to engage with us culturally recognise the importance of integration. By understanding our cultural nuances and embracing them, they can foster positive connections and create experiences that promote both well-being and cultural appreciation.
Therefore, foreign players must carefully consider our cultural landscape, integrating it seamlessly into their offerings to provide a holistic and authentic experience to our community.
What is your advice to someone who wants to get into the hospitality industry?
In India, the principle of “Athithi Devo Bhava” holds significant importance in hospitality. It emphasizes treating guests as divine beings and providing them with exceptional experiences akin to what one would offer to a deity. Additionally, having a purpose is paramount. Hyatt’s purpose of caring for its people to enable them to reach their fullest potential resonates deeply within the industry.
Living this purpose every day is crucial. In the hospitality sector, success is rooted in mutual support, empathy, and resilience. Together, these qualities form a cohesive force propelling us forward. Hospitality isn’t just a profession; it’s a service. Each role is imbued with honor and responsibility. By serving communities and embodying the principles of spiritualism, we become agents of positive change.
Our focus should be on bettering communities, providing exemplary service, and navigating challenges with grace and resilience. Through dedication to service and a willingness to confront obstacles, we can foster growth and prosperity for all involved.
