Welcome to the fifth bi-monthly edition of Inside thinKitchen for 2024.
As with every edition we strive to bring you relevant and insightful inputs to help you grow and sustain. With ~66% of the global population and over 52% of the Indian population online, the online ecosystem is critical for search, discovery and interaction. To acquire and engage guests online, a robust digital experience strategy is key. In this edition we touch upon critical drivers of digital experience. We also explore the opportunity in wellness tourism for hospitality. As always, we put the spotlight on new arrivals and bestsellers at thinKitchen.
As we usher in the festive season, we wish you and your cherished ones a very Happy Diwali and prosperous New Year! We are as always keen to hear your thoughts and suggestions so do connect with us at contact@seebagroup.com, visit our website www.thinkitchen.in or drop us a line on our social media pages under the handle @thinKitchen.
The Digital Experience Strategy
As per hospitality professional services provider, H2c’s, 2023 Digital Operations Study, the share of direct bookings soared nearly 50% in 2023 compared to the previous year. This trend is expected to continue in 2024, which is extremely positive given that hotels increasingly seek more direct communication and personalized experiences with guests. The key to thriving in this environment lies in the formulation and execution of a robust Digital Experience Strategy. This comprehensive approach goes beyond just having a website or a mobile app; it encompasses the entire digital journey customers undertake before they make a reservation.
Defining the digital experience landscape
The digital experience is a series of interactions across various channels such as the website, mobile apps, social media platforms, email communications, and more. Understanding the customer is essential to create a truly engaging user experience.
A good user experience design can happen when digital interfaces are intuitive, aesthetically pleasing, and easy to navigate. Responsive design ensures a seamless experience across devices, be it desktops, tablets, or smartphones.
Leveraging technologies such as augmented reality (AR), virtual reality (VR), or voice interfaces can enhance user engagement.
Multi-Channel Consistency
Ensuring a seamless and consistent experience across all digital channels. The transition from the website to a mobile app or social media should feel natural and unified.
Being available when and where potential customers want to reach out. Users may turn to email, live chat, and phone calls for answers. It is important to clarify how to contact a live customer service representative. Speeding up and streamlining the booking process and including urgency and call to action also helps users to eventually convert.
Maintaining a cohesive visual identity is equally important, creating a consistent tone and voice across all digital channels to build brand recognition.
Content Strategy
Developing a comprehensive content strategy that aligns with the brand’s identity and resonates with prospective guests.
Keeping content fresh, relevant, and regularly updating digital platforms with valuable information to engage users. There should be sufficient, easy-to-find information that helps the visitor take the next step with ease. This includes detailed descriptions of room features, readily available pricing without requiring an account sign-up, easy-to-digest, compelling information about the property, travel guides for the area around the hotel, covering topics such as regional cuisine, shopping districts, and Instagram-worthy hotspots.
Inclusion of prominent testimonials from corporate event coordinators, photos of successful conferences and events, are all small but important in engaging with event planners and MICE segment. Setting up automated eRFP responses and making sure they’re accurate is important in building trust with busy planners when they know your information is reliable and thorough.
Relevant keywords are crucial for attracting the right audience. For instance, optimizing for keywords like "best hotel in [city]" and "premium hotel rooms in [city] for weddings and conferences." By targeting these keywords, it is easier to drive potential guests searching for hotel accommodations in the area, to digital platforms.
Tools like SEO.AI ensure that content aligns with user intent and meets Google's E-E-A-T standards. Ensuring that the hotel's profile is present and accurate on leading directories
Encouraging satisfied guests to leave testimonials or reviews. Genuine feedback builds credibility and can be linked back from other platforms.
Personalization
Personalizing experiences for users could include tailored content recommendations, personalized marketing messages, or customized user interfaces.
Streamlining the process with fewer questions to answer, or even pre-filled, event-specific forms is a good idea. Giving potential guests the option to start a conversation about offerings is a good practice.
Analysing user behaviour and preferences, enables the adaption and provision of relevant content in real-time. This data can also be used to make informed decisions, optimize digital experiences, and identify areas for improvement.
Security and Privacy
It is important to prioritize the security and privacy of user data and implement robust security measures to protect sensitive information. Clear communication of the data privacy policies helps to build trust with users.
Tracking and Iterating
It is important to track the effectiveness of the strategy and iterate to ensure that it meets objectives and evolves with changing market conditions as and user preferences. For e.g.: User Engagement, Conversion Rate and Retention are some of the KPIs that can be measured.
Regularly review of analytics reports and adjust strategy based on the insights is important. Leveraging technologies such as augmented reality (AR), virtual reality (VR), or voice interfaces can enhance user engagement.
Periodic usability testing to identify and address any issues that users may encounter while interacting with your digital platforms is a must.
Tin conclusion a well-crafted digital strategy ss a competitive advantage and a necessity to captivate potential guests online. Hospitality businesses that prioritize user-centric design, personalization, content strategy, and multi-channel consistency are better positioned to meet the evolving expectations of their audience. By optimizing every facet of all digital touchpoints, from the written content to the visual appeal and performance, you'll create a compelling online showcase that captures the essence of your hotel and attracts more direct bookings.
The Healing Trail: Unravelling India’s Wellness Experiences Landscape
India's wellness industry is thriving, drawing international attention with its blend of ancient healing practices, modern wellness innovations. This surge is reshaping how travellers experience health and well-being, and with the wellness tourism market projected to grow at a CAGR of 7.5% by 2030, India is poised to remain at the forefront of this transformation. In 2022, the Global Wellness Institute ranked India 7th globally in wellness tourism, a testament to the country's rich heritage of Ayurveda, yoga, and other holistic therapies and modern-day medical facilities.
What’s driving this boom? Outside of medical tourism, which is driven by Top -of-the-line medical and diagnostic services across different price points and a well-trained pool of doctors and nurses, it is also a fusion of ancient wisdom and emerging wellness trends. The latter present ample opportunities for hotels and wellness centres to craft curated, immersive experiences that meet the growing demand for holistic well-being.
Ayurveda: The Heartbeat of Indian Wellness
As the birthplace of Ayurveda, India has long been a haven for wellness seekers. Ayurvedic therapies, which emphasize balance through natural treatments and herbal remedies, have attracted global interest. The Ayurvedic market in India is expected to reach ₹80,000 crores (approximately $10 billion) by 2025, with Kerala and Rishikesh emerging as major hubs for authentic retreats. Hotels can capitalize on this trend by offering Ayurvedic wellness packages, complete with personalized consultations, detox programs, and herbal therapies that promote balance of body, mind, and spirit. These offerings not only appeal to wellness tourists but also provide a unique selling point that differentiates Indian wellness centers from competitors worldwide.
Yoga: The World’s Love Affair with India’s Ancient Practice
With over 300 million yoga practitioners globally, the demand for authentic yoga retreats is soaring. Hotels and wellness centers have a prime opportunity to develop immersive yoga programs, hosting renowned instructors and offering workshops that combine traditional practices with modern wellness goals. The integration of yoga into wellness itineraries aligns perfectly with a growing trend toward mind-body wellness. International travelers are particularly drawn to India’s rich tradition, making yoga retreats a magnet for those seeking an authentic, transformative experience.
Sound Baths:, Pranic Healing, Forest Bathing: Alternate Wellness Experiences
New age experiences like sound healing, once a niche offering, is now gaining widespread popularity as travelers increasingly seek unique relaxation methods. Tibetan singing bowls and other instruments are central to sound bath sessions, which are shown to reduce stress and promote deep relaxation. Rishikesh, already a wellness hotspot, has embraced this trend by incorporating sound healing into its retreat offerings, leading to a 30% increase in visitor satisfaction.
Pranic healing, an energy-based therapy rooted in ancient Indian wisdom, is becoming an attractive option for travelers looking to alleviate stress and improve overall well-being. With more than 100 wellness centers across India offering pranic healing, this practice is finding its place in modern wellness tourism. By integrating pranic healing into wellness packages, hotels can attract guests who are seeking deeper, holistic healing experiences.
Inspired by Japan’s Shinrin-Yoku or forest bathing, the practice of immersing oneself in nature is gaining traction in India, especially in eco-resorts across Uttarakhand and Himachal Pradesh. Hotels that provide guided forest bathing experiences have the potential to connect to a growing segment of eco-conscious travellers with India’s rich biodiversity and natural landscapes.
For hotels looking to diversify their wellness programs, these are some of the trends that they can consider incorporating.
Personalizing Wellness: Tailored Experiences Drive Loyalty
The modern traveller isn’t just looking for a generic spa day—they want personalized wellness journeys. A survey by the International Spa Association found that 66% of spa-goers appreciate bespoke experiences, a statistic that underscores the importance of offering tailored services. Hotels and wellness centers can take advantage of this by offering personalized wellness assessments upon arrival, allowing guests to customize their itinerary based on their individual health and wellness goals.
Sustainable Wellness: An Emerging Priority
Sustainability has become a key concern for today’s travelers, with 87% of global tourists expressing a desire to travel sustainably. This creates a golden opportunity for wellness centers to incorporate eco-friendly practices into their programs, such as using organic products for Ayurvedic treatments or offering nature-based therapies like forest bathing. By embracing sustainability, hotels not only enhance their brand image but also attract eco-conscious travelers who are willing to pay more for sustainable experiences. In a country as biodiverse as India, wellness centers can position themselves as leaders in eco-conscious wellness tourism, promoting not just personal well-being but also the health of the planet.
India’s Wellness Future is Here
The wellness tourism boom in India is no passing trend. With the global market expected to reach unprecedented heights, India’s unique blend of ancient wisdom and innovative wellness practices, apart from its medical facilities, places it at the forefront of the industry. The Ministry of Tourism has a Guideline for Accreditation of wellness centres developed by National Board for Accreditation of Hospitals & Healthcare Services (NABH) in consultation with AYUSH. As global travellers increasingly seek authentic and transformative wellness experiences, India’s role as a wellness leader will only continue to grow, offering an enticing opportunity for both domestic and international markets.