The Calculated Approach

Sanjay Sharma, Market Vice President, North India, Bhutan & Nepal, Marriott International, traces the ever-evolving dynamics of managing hotels in one of the most competitive regions of South Asia.

- Gurmeet Sachdev

Given that you have the largest single portfolio of Marriott units under your belt, including Nepal, how do you manage to do justice to the multiple brand differentiations in your region?

We follow a strong brand segmentation strategy, which allows us to focus intimately on understanding the desires, needs and aspirations of a certain target group of travellers. Through this process we are able to provide customised messages and products to fit the needs of that particular segment which may vary from luxury to full-service and, finally, select service options. The brands are then further differentiated on a price point spectrum, from mid-scale to luxury, which allows us to further identify the target market and match the needs in alignment with our various hotel brands. Our entire focus has always been to successfully work the key brand differentiators, be it service touchpoints, brand standards, price points and, above all. clear brand expectations for our customers. Multiple brands in multiple locations give us the opportunity to weave all into one fabric of loyalty with Marriott Rewards.

Since these hotels are spread across multiple regions, how do you address challenges pertaining to properties located in different geographies?