An encore for regional dynamics

Regional cuisine has achieved new heights with the success of Kamlesh Barot's Rajdhani, and making a mark in the future does become a prerogative. By Sayoni Bhaduri

Kamlesh Barot Director Encore Hotels

The success story of Encore Hotels is a landmark in India's hospitality industry. The conception of Rajdhani in 1947 would not have reckoned that it will be a leader in resurrecting the regional cuisine. Thinking ahead into the future was perhaps their USP in the first place and now with economic boom that process has no chance of slackening.

Focus India

Indian hospitality always had great potential but it has never been able reach the expected mark. "In 2000 the sector was poised for a five million tourist arrival mark, we are half-way into 2008 and that figure has not touched the milestone," says Kamlesh Barot, director of Encore Hotels. However, by 2020 the situation should improve and Indian hospitality and tourism sector should be one amongst the top ranking five sectors. Nevertheless, it is not an easy task; there are needs for development to grow much more. Right now the industry needs to develop quality team building exercise to create the right atmosphere, for the youth employed in the industry. Proper policy formulations within the boardrooms are important to help the end consumer at the shop front, where it actually counts. "This encompasses guest movement, material movement as well as team member movement," he elaborates. Infrastructure also plays an important role Barot speaks of the infamous pothole ridden roads that pain not just municipal officials but also the common man, raising the very important question of what priority the government aims at giving hospitality and tourism.

There is no denying, the government has a more vital role as a facilitator than a regulator. "It is important to promote transparency and concentrate on infrastructure development, not only around hotels and restaurants but also the government machinery," says Barot. This would lead to a visible reduction in red-tape and a more professional and international system of working in mobilising hospitality projects, remove out-dated laws and upgrade the state of delay in the judiciary.

Surely, within Indian sub-continent the western region was the torchbearer for all these years. But, in the future with rapid expansion of IT, global reforms and liberalisation, the south shows a great scope for development. Barot explains, "IT employs literate youth, who dwell in nuclear families migrating from all over the country, employing both dual income-earning members, increasing the spending power, causing a multiplier effect to the economy."

Barot believes

With IT taking the human future ahead, there is no way that hospitality will not be affected by the same. The human touch will forever hold the key to development, care for the ecology we are part of will be another aspect which will hold importance not just for developers but the consumers as well. "Other details like technology, design, F&B research, sales and marketing strategy, customer service, manpower issues will see radical change in the future," Barot has firm faith. Until date, these aspects were in a state of infancy. Strategies on sales and marketing will evolve rapidly to be in-step with today's SMS age, labour issues, which no longer revolve today around the trade unions like yester-years, and technology and design, will gain more and more influences from across the globe. Keeping these changes in mind there will also be an evolution in the needs of the consumer. "We would love to see a well-travelled consumer who would be appreciative of the nuances brought about by the industry, evolve for this sunrise service industry," says Barot. Their ever-growing expectations from the hospitality industry will keep the conductors of businesses on their toes, improving the quality of service, thereby improving performance in guest satisfaction. The difference in the demands of the traveller today and a decade hence would therefore be an offering, many times superior to what is available today.

Way ahead

With such dynamic trends emerging with the boundaries of our own nation Barot's way ahead is to strategically expand brand presence pan-India, "We are aggressively foraying into industrial and institutional offerings with an emphasis on surface catering and catering education, to make the most out of the galloping economy," describes Barot.

His brands Rajdhani, Revival and Encore have spread all over India and the concentration is now to move towards the South. "We are expanding in a big way with hotels and restaurants in the Southern region," he said. The brands evolution has taken place on various fronts, starting from the food, accommodation, its design, and technology with MIS on the internet, web site interface and PMS, including guest sales and marketing strategy has been altered to cater the growing demands. n