BRAND BUILDERS

Hotelier India shines the spotlight on the Corporate Communications' Heads of Hotel Groups who strive relentlessly to create strong and positive public images for their brands.

- VINODINI RAO

Their job is perhaps one of the most inventive, creative and challenging of all communication arts. We're talking of none other than the Corporate Communications' professionals, working silently behind the scenes to build a brand's reputation, both inside and out.

In the words of veteran Corporate Communications' leader in the hospitality industry, Rakhee Lalwani, also Founder, RLA, "Corporate Communications is considered a very serious function that can drive the company's positioning, help put corporate messaging in the right context, and enable companies to achieve a competitive advantage."

Hotelier India, this month, features Corporate Communications' leaders in hospitality who are not only passionate about their game, but leave no stone unturned in ensuring their brands stay top-of-the-mind when it comes to all things hotels and hospitality.

AKRITI ARORA

Group Head - PR and Communications. Lemon Tree Hotels

THE TRIGGER

"Growing up, I was passionate about writing, acting and debate, and I pursued journalism and mass communication. Having done my first internship with a magazine, I opted for a second internship with a PR agency, simply to broaden my horizons. "It was at this agency that my career path changed towards PR, and specifically hospitality PR. I realised that working with clients in hospitality, aviation and tourism was where I had maximum interest." 

MY GROWTH INTO MY CURRENT ROLE

"Can be chiefly attributed to two stalwarts in the industry - Patanjali Keswani, Chairman and MD, Lemon Tree Hotels, who trusted in me to take on the marketing communications of the seven brands; and Rattan Keswani, erstwhile Deputy MD of the company, who has been a great mentor and support, and who has shared his wisdom, experience and expertise to help me grow into the professional I am today.