HARNESSING THE K.A.S.H. MODEL Empower Employee to Enhance Revenue, & Guest Experience in Indian Hotel Industry

/

It's a pivotal moment in the history of the Indian hotel industry. As we navigate past the challenges of the COVID-19 pandemic, we're stepping into a time of extraordinary growth and transformation, where the industry is ripe with opportunities for innovation and advancement. In the present scenario even if we talk about the mid-budget segment; then major players like OYO have witnessed an impressive surge in revenue, reaching 47.8 billion INR in 2022[1]. Furthermore, the sector is poised for expansion at a growth rate of 8.28% from 2023 to 2027[2], with market volume predicted to reach approximately US$10.53 billion or ₹774.95 billion [3].

However, certain challenges need to be addressed urgently, including high employee turnover rates and a declining intake in hotel management colleges. The annual turnover rate in the hotel industry stood at a staggering 74.9% in 2018[4], highlighting the dire need for an effective training model. Over the past four years, data shows that a mere 77% of students graduating from hotel management and catering colleges were boys [8].

Additionally, statistics indicate significant skill gaps in hotel management and food production [11]. According to a Ministry of Tourism study, there was a shortfall of 2.6 million skilled personnel in 2018; this is expected to reach 1.1 million by 2025[6]. The hospitality sector still faces an overall shortage of quality manpower ranging between 20-25% [10].

Industry executives, managers, and professionals must take these challenges head-on by adopting innovative models like K.A.S.H (Knowledge, Attitude, Skills, and Habits) for holistic employee development. This approach emphasizes four crucial pillars:

  • Knowledge: Comprising approximately 25% of employee development, this includes grasping industry norms and operations—like knowing how to manage reservations or handle guest complaints.

  • Attitude: Contributing an estimated 30% towards employee development, it emphasizes the need for a positive service-oriented attitude crucial to enhancing guest experiences - for instance, greeting guests warmly and handling requests graciously.

  • Skills: Equating to about 25% of employee development, this aspect forms the groundwork for efficient hotel operations. Skills can be identified like adeptly managing the front desk or swiftly resolving maintenance issues.

  • Habits: Accounting for nearly 20% of employee development, it focuses on good practices like punctuality, cleanliness, and protocol adherence—like punctually showing up for shifts and maintaining spotless guest rooms.

Although we lack specific post-COVID statistics for India, it is reasonable to infer that the pandemic has exacerbated these challenges. The K.A.S.H Model has been acknowledged as a key framework in various sectors, including financial services and sales [12]. Its comprehensive approach aligns with the hospitality industry's demands, where knowledge, attitude, skills, and habits play a critical role in success.

The Indian hotel industry has always underlined the significance of K.A.S.H. in enhancing employee satisfaction, improving service quality, and reducing turnover rates. However, a strategically focused model is currently more vital than ever before. To maintain our competitive edge and deliver world- class services that meet international standards while preserving India's unique hospitality charm, a robust K.A.S.H Model implementation is indispensable.

In conclusion, the K.A.S.H Model goes beyond being a mere training model; it is a blueprint for success and a guide to revolutionizing industry operations. As we continue to evolve in this dynamic sector, it is imperative to adopt models like K.A.S.H to ensure competitiveness, top-notch service quality, and enhanced customer experiences. Industry professionals must recognize that investing time and effort into implementing this model will not only help us survive but truly thrive in the Indian hotel industry.

REFERENCES

[1]: Statista. (2022). Hotel industry in India - statistics & facts. (https://www.statista.com/topics/7790/hotel-industry-in-india/

[2]: Statista. (2023). Market volume of the hotel industry in India from 2018 to 2027. https://www.statista.com/outlook/mmo/travel-tourism/hotels/india

[3]: Skift. (2023). Hotel sector could add 1 trillion to economy by 2047. https://skift.com/2023/08/21/skift-india-report-hotel-sector-could-add-1-trillion-to-economy-by-2047/

[4]: IHM Ahmedabad (2020). Journal Index http://ihmahmedabad.com/download/others/Journal%20Index_2020/A7.pdf

[5]: Mordor Intelligence. (2021). Hospitality Industry in India. https://www.mordorintelligence.com/industry-reports/hospitality-industry-in-india

[6]: HVS. (2023). Indian hospitality sector skill shortage to hinder recovery and growth. https://www.hvs.com/article/9274-hvs-monday-musings-indian-hospitality-sector-skill-shortage-to-hinder-recovery-and-growth

[7]: Live Mint. (2024). Hotel industry to contribute 1.5 tn to GDP by 2047.https://www.livemint.com/industry/infrastructure/hotel-industry-to-contribute-1-5-tn-to-gdp-by-2047-11692120793671.html

[8]: Times of India. (2021). Boys dominate enrolment chart in hotel management, catering.https://timesofindia.indiatimes.com/india/boys-dominate-enrolment-chart-in-hotel-management-catering/articleshow/65370839.cms

[9]: Pal Arch’s Journal of Archaeology of Egypt/Egyptology. (2020). Quality of Hotel Management Education in India. https://archives.palarch.nl/index.php/jae/article/download/9949/9146/19488

[10]: Financial Express. (2021). Manpower shortage big challenge for hospitality sector. https://www.financialexpress.com/business/industry-manpower-shortage-big-challenge-for-hospitality-sector-sarovar-hotels-md-2604646/

[11]: Travel Daily Media. (2022). HRAWI focuses on shortage of talent in the hospitality industry. https://www.traveldailymedia.com/hrawi-focuses-on-shortage-of-talent-in-the-hospitality-industry/

[12]: NAPA Benefits. (2020). The K.A.S.H. Formula for Sales Success. https://www.napa-benefits.org/business-development/the-K.A.S.H.-formula-for-sales-success

SAURABH PANDE EXPLORER MASTER TRAINER AND FACILITATOR CERTIFIED LEARNING AND DEVELOPMENT MANAGER ABOUT WRITER Saurabh Pande, hailing from Lucknow - the charming city of Nawab’s & Kebab’s; is a passionate hotelier carrying an impressive 20+ years of

SAURABH PANDE

EXPLORER

MASTER TRAINER AND FACILITATOR

CERTIFIED LEARNING AND DEVELOPMENT MANAGER

Saurabh Pande, hailing from Lucknow - the charming city of Nawab’s & Kebab’s; is a passionate hotelier carrying an impressive 20+ years of experience under his belt. With a decade each spent mastering the art of F & B Service, and Learning & Development, he has emerged as a dynamic Hotelier, Certified Master Trainer and Facilitator, and Certified Learning and Development Manager.

Saurabh's diverse interests include reading, penning thoughts, and singing. Forever fuelled by curiosity, he loves exploring new avenues and delving into the hidden depths of topics that interests him.

Saurabh Pande’s Linkedin

NEWS | OYO's new app feature now allows users to book quarantine and isolation facilities

/
OYO's new app.jpg

In the wake of the second wave of the pandemic, there is a dire need to build capacity and support the health care system with existing infrastructure.  Extending its support to India’s healthcare system and in the interest of the general public, OYO has also rolled out a feature on the OYO app, wherein users can now book their quarantine stay through the app itself.

Last year, to support the nation’s efforts to break the chain and flatten the curve of the virus, OYO Care tied up with several hospitals, ministries, and government authorities to offer quarantine facilities for stranded tourists, frontliners, the medical community and asymptomatic patients. In light of the rising cases in the second wave of COVID-19, OYO has announced that it will reinitiate the OYO Care initiative to further support the quarantine requirements of COVID-19 positive patients as well.

Sharing his thoughts on the COVID-19 second wave related efforts, Rohit Kapoor, CEO, OYO INSEA said, OYO’s presence across India enables us to support the healthcare system that has been stretched for space during such times. We are dedicating select properties across cities as quarantine and isolation facilities for COVID-19 positive patients.”

He added, “We also empathize with and stand ready to welcome frontline workers such as health care professionals, law enforcement authorities, essential workers or even a relative of a COVID-19 patient who needs safe and affordable accommodation options near a hospital. We hope our initiatives, in a small but meaningful way, provide refuge to everyone who needs it right now. We are extremely grateful to our asset partners who have joined hands with us to cater to the growing needs of healthcare and the frontline workforce during these distressing times.”

OYO Care has tied up with 30+ hospitals, several government authorities and private sector companies to open its doors to dedicated properties across cities as self-isolation and quarantine centres for health care professionals, frontline workers and offer a safe stay for relatives of COVID-19 positive patients near hospitals and several others. Currently, it is also serving the accommodation requirements for the employees of local government bodies. OYO will also provide accommodation for post-travel isolation for tourists, and individuals travelling for emergencies, and other reasons.

OYO has implemented several precautionary and hygienic measures to ensure the health and safety of its guests, employees, partners and vendors. Some of these include Sanitised Stays, Sanitised Before Your Eyes, Contactless Check-ins, App and WhatsApp-based assistance with its chatbot - Yo! Chat. Since its launch in October 2020, OYO has ensured 3.5 million safe check-ins with its Sanitised Before Your Eyes initiative.

How Hotels Can Leverage Channel Management to Increase Profit By Karan Iyer

/

All hotels across the industry share a common goal – maximizing hotel revenue to be able to maximize profits. But that isn’t possible unless you leverage every booking opportunity. And that’s exactly where the channel management system comes into play.
What is hotel channel management?

Channel management is the process of managing hotel distribution channels and making your property available for booking to not one, but many distribution agents. Channel managers for hotels ensure that the potential guests have access to live availability and rates at all times so that you can sell maximum rooms. 

Here are a few benefits of having a channel manager for your hotel:

  • No errors in rate adjustments and inventory updates

  • Connection to a wide network of OTA profiles to increase conversions

  • No risk of overbooking

  • Dynamic pricing to increase bookings even during the off-season

  • Tracking of competitors’ room rates available 

  • Easy monitoring of room rates and OTA performance

Hotel Distribution Channels that You Need to Leverage 

Every hotel distribution channel has its own importance. Let’s understand each one separately. 

OTAs – OTA stands for an online travel agency. OTAs are third-party travel agents who showcase your OTA profile and get you bookings. A few examples would be Trivago, MakeMyTrip, Expedia.com, HomeAway, Booking.com, etc. 

Travellers today prefer booking online after rate comparison on various OTAs. In fact, as per a survey by Adara, a travel data company, 52% of millennials surveyed said that they prefer booking hotels through OTAs. Therefore, as a hotel manager, you should create an OTA presence of your hotel to increase your reach.  And a channel manager will synchronize your hotel PMS and data with the OTAs to maximize your bookings. 

Direct Channel – A direct channel is your hotel website. A lot of travellers visit the hotel website to make their final decision. Therefore, you must ensure a great user experience to make your website stand out. Moreover, with direct bookings, you will be able to save on commissions. 

Here are a few tips to increase direct bookings:

  • Ensure rate parity across all channels but offer discounts on registration on your website.

  • Allow flexible cancellations and easy refunds.

  • Offer freebies with bookings that may include drinks, spa services, etc. 

  • Offer cost-effective packages to encourage direct bookings. 

  • Allow subscription to newsletters so that guests can receive promotions and discount details.

Global Distribution System (GDS) – A GDS is somewhere between offline and online channels. It is one of the most far-reaching channels that can target travellers that you may never be able to reach on your own. 

Leverage GDS to attract corporate bookings since it connects you to the world’s most recognized travel agents and companies. Create value-rich deals so that you can encourage these agents to make mass bookings for their clients with you. 

Offline Bookings – Offline bookings should never be overlooked since many travellers still find booking rooms online uncomfortable. Always keep some rooms available for guests who walk indirectly. It will also improve your brand reputation. 

A good hotel channel manager will create a mix of all these channels to ensure that your overall booking rate is maximized, and so is your revenue. Do your research and choose a reliable channel management system for your hotel. 

Karan iyer.png

Brief about the writer

Karan Iyer is an end-to-end digital marketer and blogger at Aiosell who inherently understands the hotel industry with his hospitality background. Karan knows how to convert the pain points and challenges of the hotel industry into business opportunities, and that’s what he writes about for his readers. He also shares industry trends, insights, and news to help his readers stay up-to-date. 

GM Of The Day Initiative @ Grand Hyatt Mumbai

/
GM Of The Day Initiative @ Grand Hyatt Mumbai

CHRIS K. FRANZEN, Area Vice President –  West India & General Manager –  Grand Hyatt Mumbai Hotel & Residences has been running the GM of the Day Initiative for a while now. A best practice from his days in Oman, Qatar and now India. We at hospemag loved it!

Shashank Pathare was assigned to be the ‘General Manager of the Day’ on 18 January 2021.

GM Of The Day Initiative @ Grand Hyatt Mumbai

Below is the initiative in detail.

More about Mumbai Grand Hyatt

Five ways hotels can use technology for a better guest experience

/
mathew-schwartz-YblppFuTTJg-unsplash.jpg

An interesting story about a hotel and its guest experience. The incident goes back to the early 70s when there was no internet and travellers would make hotel bookings through travel agents or phone calls. A couple in their mid-50s arrived at a hotel which was located far from the city. Little did they realise that the booking they made via phone prior to their arrival was tentative and not confirmed. On learning that the hotel was full, they were forced to look elsewhere.

The incident didn’t leave them happy as they weren’t prepared for this situation. The hotel was also helpless and couldn’t do much to accommodate them. This situation could have been avoided if both the hotel and the couple had a confirmed booking! Now imagine if this incident had occurred in today’s era: the guests would have most likely damaged the hotel’s reputation all over the Internet through negative reviews and posts. Technology has changed the way we travel, experience and share the hotel experience and I believe, the change is for good! I couldn’t have imagined myself in a situation like that of the couple. Using technology, new-age travellers are preparing their own itinerary and replacing the traditional travel agents. On the other hand, hotels are also experiencing broader visibility through platforms that bring travellers from all over the world together. They are able to use technology and provide value-added services, comfort and convenience to their guests which were not the case in the past. Here are five viable technology solutions that can help hotels serve their guests better and personalize the experience:

  1. Mobile bookings are gaining popularity and have increased to 25% of online bookings by 2017. What is more interesting for hotel owners is that 40% of leisure travellers and 36% of business travellers book overnight accommodations in hotels using their mobile phones. Hotels should take advantage of this growth to engage with the travellers, especially with the rise in Millennial travellers who are highly dependent on their Smartphone. Having the hotel’s booking engine optimized for mobile viewing can offer guests a convenient option to book. Hotels can also try connecting with their guests pre-arrival through mobile apps that can help in a variety of ways, like assisting guests with directions, sending notifications of the seasonal packages and offers, or inviting a repeat stay from an old guest. Strong mobile promotions can be used as key marketing and sales strategy by hotels. Hotels can also look at integrating Beacon technology that will help them gather guest data in order to offer personalised services. The technology allows hotels to engage with the guests on a personal level by pushing special offers based on their location, request for special services, access to view maps, or connect with the hotel’s social media channels. Starwood Hotels & Resorts and Marriott International have already implemented beacon technology.

  2. Tablets are growing in popularity among the new-age generation as seen in a recent survey that found that the number from 1 billion people worldwide in 2015, (representing nearly 15% of the global population) has reached 1.43 billion in 2018. So, hotels should consider providing tablets to enhance the guest experience and use it for multiple marketing purposes. Here’s how:  Front desk: Front desk is one of the busiest areas of the hotel which is mostly accessed by the guests, hence it’s good to use tablets at the front desk to check-in/out the guests and take their quick feedback. It can also be used for digital signage by displaying information on nearby attractions, local map and to encourage guests to sign up for future email marketing. Consider the OnSpot Social app that collects email addresses and guest data to engage with them through various digital marketing strategies.  Rooms: After Wi-Fi, guests are expecting hotels to provide tablets in the rooms. Seeing this rising demand, many hotels have started investing in tablets and are installing third-party apps to give their guests the control of room lights, AC, TV and more.  Restaurants/bars/spas: Another effective area where guests are more likely to engage with tablets is a hotel’s point of sale to browse through the menus and packages. Hotels can encourage guests to give real-time feedback on the services.

  3. Self-check-in New-age travellers like to be on self-sufficient to save time and effort. Self-check-in technology can play a role in providing convenience to the guest while also easing the burden on the front desk staff. This technology allows guests to check-in via tablets or phones using a QR code that captures their expected time of arrival and sends the notification to the hotel. Checking-out the guest can also be done via smartphones or tablets from the luxury of the guest’s room using technology like a mobile-optimized hotel software. Self-check-in technology also eliminates errors and speeds the process. Ritz Carlton uses this technology for their guests to check-in via QR codes through their mobile app.

  4. Live chat. While there have been many debates over the merits of embedding a live chat feature on a hotel’s website due to the cost and infrastructure involved, it is one of the best ways to connect with a potential guest. Live chat may be expensive, but it helps in increasing sales while providing a convenient platform for interaction. Research suggests that 52% of travellers visit your hotel’s website after seeing you on an OTA. With a live chat option, a hotel can tap into such travellers easily. This simply means that people prefer websites that can immediately attend to their queries while they are in the process of making a booking. This also helps eliminate website bounce rates as the live chat assists guests through every stage until they complete their action. Engaging potential guests through this feature will make them feel valued and can convert lookers into bookers. As many buying decisions are purely based on convenience, a live chat option could lead guests to stay and not move on to your competitor hotel’s website.

  5. Door opening technology No, this technology is not for burglars, it’s for the hotel guests to open room doors using a mobile. This technology is similar to the self-check-in technology where guests receive a code on their mobile app through which they get control to their room door. Open Ways introduced this technology that uses a Crypto Acoustic Credential system for electronic access control in hotels. The system can also be integrated with many other services such as concierge or security. It can be activated on a guest’s handset without him paying a visit to the reception. Hotel chains like Hilton and Starwood provide the luxury to their guests to unlock their rooms using a Smartphone app. Travelling today is much easier than it used to be a few decades ago. Now, travelling is all about instant gratification for travellers. Millennial is a dominating segment that often looks for hotels that offer quick services and technology allows hotels to deliver what they expect. So, strike the iron while it’s hot!

About The Author

Soumyadeep Roy.

Screenshot 2020-06-09 20.49.46.png

Completed hotel management from IHM Bhubaneswar (Batch 2001- 2004). I started my career with a small property in Bhubaneswar named Triumph Residency as Trainee Front Office Assistant. Then I continued my journey with different other hotels like Lemon Tree Hotels Gurgaon, Intercontinental The Grand New Delhi, The Clarks Inn Shahibabad (East Delhi), The Claridges, New Delhi and Taj Bengal Kolkata. The journey was through Front Office operation and Room Reservation. I have started my career in academics since 2017 with Amity University Kolkata as Assistant Professor.

All views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organisation, committee or other group or individual.

8 Job Search Strategies That Could Get You Your New Job

/

From personal and group messages, to our research from the COVID survey, a lot of people have lost their jobs. The survey says only 33% of those polled lost jobs, but a large percentage, 60% lost salaries too and may have moved from their place of work.

Eclat Hospitality Survey 2020

Eclat Hospitality Survey 2020

What to do now?

If you can, entrepreneurship can be a brilliant strategy. Building something when there is a downturn usually turns out to be a good decision. If you do want to, reach out to Vikas Mehra on +91 9041123434 and talk about the Eclat Network program.

However, not everyone wants to do something of their own. If a job, a career is what you aspire to and if you are looking to get back to that life, here are 8 strategies for your job search:

1. Reach out to the people you have worked with and who liked your work.

This has to be your first action. We will apply to random job posts too but that is much lower down the order. This is what you need to do:

  • First, sit, make a list of people you have worked with

  • Then circle all the people who liked your work. Not you, your work.

  • Then check their profiles on LinkedIn

  • Now strike off anyone who is looking for a job themselves

  • Send individualised emails/messages. Do not cut & copy, do not bcc, do not mass this step.

Dear Prabhjot,

Hi! We worked together at Taj Lake Palace, Udaipur. While I was in Housekeeping you always had a kind word to say and you encouraged me to work harder on my Front Office knowledge. Till recently I was the Rooms Division Manager at XXX. I have been laid off and I wanted to touch base with people who know that I can be an asset to any organization.

Please do let me know if you know of any opening for RMD, FOM or GM of a small property. I am open to movement and find myself ready to work harder.

If there is anything I can do for you, please do let me know.

Stay Safe

  • Follow up with calls. If one email could do the trick, that would be so easy. Call. These are people you knew once, you go back.

2. Ask the people in list 1, to give you references.

So you tried all your peeps, and none came through. It is a tough market. Maybe they genuinely don’t have a lead or job to offer. Ask them for a reference.

Say something like 'I understand you don’t have anything in your company, but could you share the name and connect details of 2/3 people? Maybe someone in HR that you know well outside your current company? Or a recruitment consultant you think could help? Any lead would be appreciated.'

Then call those people, but make sure it is a 'reference mention' call.

'Hi! Prabhjot Bedi gave me your reference and he was thought you would definitely be able to help me. I am looking for……'

3. Ask your own company.

This is probably going to sound insane but just stay with me here. Some brands have created in-house teams and retained outplacement service firms. You could also probably reach out to your current boss and HR and maybe play on the guilt factor. It wasn't them who terminated your contract, it was the corporate that made them do it. Remind them of that. Get them to make a few calls for you.

4. Sharpen The Resume; make the cover letter real.

I cannot overstate this. I have been receiving resumes that have a typo, errors in dates and even names of companies spelt wrong. You are unemployed, you have the time, why would you send out a resume that just makes you look bad? For what we think a resume should be, click here

5. Apply To Everything.

I am usually of the opinion that you should be selective about the opportunities you apply for and go after. Not all opportunities are created equal, but that advice is for when you are in a job and are looking for something better. Now that you are unemployed or staring at an uncertain future, you should apply for everything. The old adage is still true - it is easier to find a job when you have one.

6. Attend Virtual Conferences.
Let me save you the trouble of saying it out loud, yes, a lot of them are just a massive waste of time. Be that as it may, it is not about the quality of the discussion, but an in for you. Most of these will have decision-makers and you can actually ask them a question or maybe even get a direct connect. It's worth it. On one of these, someone actually asked one of the speakers to at least interview people since he had a lot of time too, and he agreed to interview him. Grab those connects.

7. Connect on Linkedin.

Ditch insta, Facebook, TikTok and everything else for a bit. If you have under 5K 1st level connections on LinkedIn, you are not working that network even a little bit. Did you know you can join up to 50 groups on Linkedin and then write to anyone in the group? or post on that group? How many groups are you a member of? I will do a deeper dive into how to max use Linkedin, but for now here are some things you can do:

  • send out 10 connection requests every day to industry folks, decision-makers. Write a quick note. p.s. start with people you might have worked with or known in real life.

  • ask for introductions. You can ask someone in your network for an introduction to a member you would like to connect with.

  • join 5 groups immediately.

  • comment on posts from industry leaders.

  • change your header to 'looking for XYZ position'.

8. Get your twin.

I wrote about it here and I think it is a killer strategy. Enrol a good friend, who has lost a job too and each of you makes a pinky swear to get the other a job. When we are helping someone else, our efforts are so much more, our asks bolder and our ability to handle negativity massive. Repeat all the steps, just this time, do it for her while she does it for you.

p.s. If you need any specific assistance for your situation, do not hesitate to reach out. This invitation is if you want to seak my assistance on any of these strategies or want to create a plan for yourself. For your job search, if you are from the hospitality industry, do reach out to us on apply@eclathospitality.com