While Part 1 of the Formula took you
through the ‘Heart of the Matter,’ Part 2 lists out those mindful things that
are at the center of thinking out, planning and presenting your Brand strategy
and reinforcing your Brand philosophy.
1.
What’s Your Story?
A place must have what I call a ‘story’ about it.
You can call it history or legacy. The 1887 born Raffles Singapore has been the
grand old lady of the East. From witnessing the Japanese occupation of
Singapore to becoming the transit camp for the prisoners of war, from being the
birthplace of the Singapore Sling or the preferred hideout for some of the
world’s finest authors to being the subject or setting of some films and novels,
The Raffles is full of awe-inspiring lore. Similarly, The Imperial in New Delhi
was a participant-observer to the saga of India’s independence. In fact, annals
of history show that the Declaration of Independence may have been signed at
this grand hotel which became part of Edwin Lutyens’ vision for New Delhi as
the new capital of India.
A rich past lends an outstanding personality to a
hotel. The history helps weave a web of stories in which the guests can be
fascinatingly ensnared and with the fabric of which many a PR yarn is spun. One
of the hotels I worked for was one of India’s grand old men having witnessed
the Freedom Struggle and having been part of the Raj era. We reaped an
interesting harvest of this rich legacy from seeds sown in that time. Not only
did the loaded past fluff us up with a sense of pride, making us feel as if we
had been a part of it, our guests loved it to – holding meetings in the room
where the Partition treaty was signed, banqueting in the Royal Ballroom where
the Earls, Knights and the Indian Rajas
and Ranis had waltzed, eating with
perhaps the same heirloom silverware that the blue-bloodied had partied in.
Elsewhere, hotels have named suites after eminent
writers who stayed in them; so there is a Maugham, Kipling, Christie suite.
Coco Chanel and Rockefeller made virtually their homes in luxury hotels. There
are cakes named after celebrities who loved the presentation or perhaps gardens
on the premises christened after the famous feet that tread upon its grounds.
Rokeby Manor, a mountain town landmark, was built in
mid 19th century by a British officer serving in the Raj era with its name
taken from one of the lovely writings of Sir Walter Scott. It was bought and
managed by Frederick 'Pahari' Wilson, a controversial adventurer and
entrepreneur, who became the inspiration for Rudyard Kipling's classic story,
"The Man Who Would Be King." Towards the end of the Century Rokeby
Manor was bought by Rev. J.S. Woodside, one of the founders of the legendary
Woodstock School. And by 1930, it enjoyed yet another twist in its tale by
being bought by the Women's Foreign Missionary Society of the Methodist
Episcopal Church who ran it as a boarding house for young missionary ladies who
were studying Urdu and Hindi at the Landour Language School. Rokeby Manor
remained a missionary guest house for the better part of the 20th Century.
Today the heritage building with hugely interesting strings of stories in its
history and origin is run as a contemporary mountain resort with all the
mod-cons yet steeped in the deliciousness of its decadent past. The
intelligently restored resort (which has not been structurally changed as it is
against the law in the hill town it is located in) retains its old-world charm,
showcases its pock-marked origin of prestige with pride and offers delightful
anecdotal features for guests to soak themselves in.
Rokeby’s intriguing legacy lends an air of mystery
to it, taking back guests to a time when colonial officers, renegade soldiers
of fortune and pious miss sahibs lived under one roof. The guests can still
enjoy a piece of history in this heritage building with elaborate brick arches
and niches, intricate stone walls, real wood floors and beams and cozy
fireplaces carefully restored.
Lesson – Every place has
its unique, what I call, ‘story.’ How it came about? What slices of history has
it shared in a common past! There may be an heirloom spin about the owners or
the notable guests. So, be very proud if there is a ‘story’ from the annals of
time that you can tell and then go ahead and tell it with a sense of flair and
relish. Your guests are going to love it.
Not all hotels have the privilege to have been
landmarks and milestones in the history of the world. Still, there are unusual
facets and delectable twists and turns that make the tapestry of its birth and
life worthy enough to be talked about and rejoiced in.
So find your mojo and use it to the best optimum way
possible; both for yourself and the guest.
2.
Activity or many-a-times even
non-activity
Perched at the highest altitude in the region,
Rokeby Manor offers jaw-dropping views of the great Himalayas above and the
enchanting Doon Valley below. Besides, at that height, you are so close to
nature that your sounds mingle well with that of the flora and fauna nestling
in the area; the air is refreshingly unadulterated and soothing to your senses;
and the spirit naturally cheerful, relaxed and in a recuperative state of
self-healing.
While there are games and activities – mind to board
games, ride on the thrilling ATV, excursions to some fascinating places around
– it is the so-called non-activities that turn up the excitement quotient.
Rokeby takes these to a heightened level as you rejoice in simply relaxing in
the lap of scenic luxury casting a faraway look at the majestic mountains,
sighting a range of interesting birds, getting on a botanical exploration of
the lovely flowers, herbs, trees and shrubs, trekking around labyrinthine walks
that take you through historic churches, somber cemeteries, quaint curio and
antique shops, strangely named bazaars of four shops and roadside cafes that
have seen the birth of many a writer or musician.
Lesson – While working
with one of India’s oldest hotels, I along with the Art & Antiquity Manager
delighted in giving an art tour of the in-house galleries to the discerning
guests. That the hotel houses a large collection of lithographs and period
artefacts made for such an inspired walk-through and a splendid activity.
Jules Undersea Lodge in Florida, world’s only underwater
hotel that guests have to ‘dive’ 21FT. to enter offers an
experience which breaks away from every other tried and tested mould. Yes,
there is the mandatory scuba diving, but living amidst sea life, dining with
the sharks and reading your favourite piece of literature while being watched
by a floating whale here or a sea horse there is a matchless experience that
will stay with you forever. By delivering a fresh pizza to you through a diving
delivery man, the Lodge turns something banal into bombastic.
At the other end of the continuum, Ananda in the
Himalayas – arguably the best Destination Spa Resort in the world – urges you
to rediscover yourself in its tranquil surroundings. At the mountain resort,
just meditating, watching the skyline, strolling around the hillscape make for
such alleviated levels of pleasure and contentment.
Therefore, whatever kind of place that you may run
and wherever it may be located, ensure that there are things to ensnare your
guests and entrap them in the homegrown or locational string of activities or
non-activities.
3.
Sweat
the small Stuff
One of the legendary hoteliers is known to send his
staff – from the General Manager to the Doorman – into a maniacal tizzy every
time he plans to visit one of his hotels. Even after having successfully
created, managed and run award-winning hotels in India and overseas, the Gentleman
is known to have a keen eye of observation and will not let pass a crookedly
placed rose stem in a vase, a spot of dust in the inner fold of a guest
compendium, an otherwise sparkly-shiny glass with just two tell-tale blotches
of dried drops of water that escaped the steward’s attention, the serif missed
out by the designer in the Ad. copy, the words dropped unwittingly by the Guest
Relations girl from the standard greeting – you get the picture! This
expectation of perfection percolates down from the Top Dog through the managers
to the rest of the employees, making the Brand one of the most highly regarded
globally.
It really appeals to me when Hoteliers pay attention
to detail and sweat over the tiniest of stuff. Landour as a hill town is
battered by rain in monsoon and snow in winter with the moisture from both
wreaking havoc for prolonged periods. In such conditions, to have a resident
musty smell and somewhat damp interiors is only natural. The General Manager
warned me about the possibility of the weather-triggered offensive odour even
before I had made reservations for my stay; but I was surprised to be met with
a welcome toastiness and the subtle scent of the forest. Before you are set to
arrive, and they are sending you your reservation confirmation, out of an
established practice the hotel will forewarn you about the challenges of a
hilly location, dampness, musty smell etc. etc. But by the time you land and
are led into your cozy quarters, they have done everything in their hands to
obliterate those issues to the best of their ability, using Dehumidifiers in
monsoons, Scent boxes and bespoke fragrances to take away any sign of
squalidness.
One is quite wary of the hotel bread baskets where
all the breads are not of the same quality and freshness. Likewise, with the
butter dish which may have been passed around all too many times. So, while
lunching at Emily’s I was pleasantly surprised to find the crispness and
flavour of even the cumin bread sticks retained in the cradle of Rokeby’s baked
goodies. The same basic goodness ran through the gamut of things. The pastas
were cooked just right to hold their bite and the sauce was fresh, aromatic and
left a delish after-taste. The biscotti at teatime held forth its crunch. The
tea, itself, held on to its authenticity whether it was the milky, rich biscuit
– brown broth relished in India or the subtle, light, green variant that has
been taking the world by storm. In the rooms too, there have been elaborate
deliberations about the linen and the light, about warmth and the wonderful
view that each angle offers. I am a sucker for attention to detail and it was
satisfying to see a lot of thought given to even the little things.
Mussoorie has always been one of the most sought
after hill stations in India, yes, right from the time of The Raj when it was
given a choice epithet of ‘Queen of the Hills’ by the English rulers. So much
so, that it has faced the ravages of overkill – too much construction, too many
shops, too many hotels of all shapes and sizes, too much commercialization. So,
for the discerning traveller seeking quality, quietude and an overly pleasant
stay without other tourists and locals stepping in his way all the time, places
like Rokeby Manor offer the perfect respite. Secluded alcove in the bazaar of
madness, a serene oasis of calm with thoughtful little touches all over the
place, Rokeby Manor is an island of charm, character and comfort.
Lesson – When dealing
with a people-centric industry, even the smallest of demands, desires and likes
of guests become significantly important. As hoteliers, we must keep in mind a
layered pyramid of guest wants, quite like the Maslow’s pyramid, putting in aspects
from the most basic (such as cleanliness or running hot water or trained staff)
to the very exquisite (dinner on a romantically lit dhow with performance by a
violinist or bespoke wine served under the shadow of the Sphinx). And it
becomes our ‘karma’ to ensure that each need is met with guest satisfaction and
delight.
4.
Your Unique Selling Proposition
In the crowded market place of
hospitality, with a multitude brands essentially selling the same thing, it
becomes imperative to have a Unique Selling Proposition; that unquantifiable
yet tangible special facet.
Rokeby has attitude and atmosphere. It
is a modern resort with a forward-looking strategy, yet it is warmly ensconced
in a time-warp of the awe and magnificence of a bygone era. Rokeby rests comfortably on the cusp of old
and new and in fact tries to create a fine balance between the two. The old
staircase and most doors and windows are from the original setting. Waste wood from wood mills in Dehradun Valley
has been recycled as Reception wall and desk.
The rooms and areas of the Lodge, though
orderly placed, have not been messed up with and have been creatively used. For
instance you chance upon the Business Centre just as you climb up the old
staircase on way to the main restaurant. A lot of old wooden flooring has been retained
and not much of the original structure has been touched. Lime mortar, which was
the original plaster, has been chipped in places all around to expose the
rock-brick facade. A lot of books and artefacts are specially sourced antiques
bought from either the old curio shops tucked away in the various nooks in town
or London.
“The USP of Rokeby Manor is that it
offers an escape from the maddening crowd, peace of mind and a secure feeling
that one gets from living in a mountain home,” says Narang who counts
“innovation and passion” amongst his two premier brand strengths. “There are no
half measures in how we do things,” insists Sanjay Narang.
Narang retains his Brand USP by encouraging
individuality in his staff and developing personalities. He says the important
thing is to “Identify right people. I don’t mean technical qualifications; I
mean good people and good human beings. Technical skills can be taught. We
don’t want to have a cookie-cutter formula. My people should have a strong
character. Sometimes passion, zeal and sincerity are more important than
flawless training and perfect skills.” Perhaps
this is why Rokeby can be labelled under ‘quintessential places of charm’ away
from the assembly-line sameness, commonly found in the ho-hum of hotels that
abound.
This lends a unique personality to the hotel,
transporting guests back to the time when the British officers of the Raj
period and the missionaries lived in Mussoorie, at one time an alternate Summer
Capital for the English rulers of the erstwhile Colony. Yet, the hotel leaves
no stone unturned to serve the finest wine or cheese or seafood to the
discerning palate in a surrounding beset with all modern features.
Lesson - There are
hotels around the globe that hold on to their uniqueness dearly and with a lot
of pride. The Peninsula in Hong Kong, The Oriental in Bangkok, Le Bristol in
Paris, Cipriani in Venice, Amankila in Bali – all are gems that stand out and
above on account of their individuality.
So, whether it is intrinsic elegance,
locational vantage point, helicopter shuttle service from the hotel’s rooftop
helipad, a confluence of history, mystery and magnificence, a piece of
geographical wonder, whatever is your magical power, hone and polish it and keep
it ever gleaming in a perpetual state of readiness.
*********
Picture courtesy - Google Images
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