“Hospitality is moving towards digital products”: Murtaza Adenwala, Club Mahindra

569 0
569 0

Brand: Club Mahindra Holidays
Spokesperson: Murtuza Adenwala
Designation: Digital Marketing Head

Over the past decade and a half, the hospitality industry has assimilated and integrated itself to conform to the digital revolution. The ever-changing dynamic of the consumer experience has changed the landscape of creative engagement, communication and online transactions. Murtaza Adenwala, the Digital Marketing Head of Club Mahindra Holidays shares the journey of their evolution and talks about the impossible standard to match expectations to satisfaction.

How does Club Mahindra Holidays break through the clutter in today’s online landscape of ‘a la carte’ holiday service providers?

If you analyse different aspects of the Vacation Ownership model, the advantages become clear and you realise the benefits are huge! You get to avail of some of the finest vacation homes and resorts across a variety of regions. What’s more is you’re guaranteed to have a magical holiday and the time of your lives here. These vacations are going to make for some truly unforgettable moments. With Club Mahindra Membership, you would go a long way in helping yourselves do a lot of things, which otherwise, would miss out on. It’s not only a fantastic investment but also a necessary one; an investment you’ll always cherish.

From the point you contact us, to the next 25 years, we make sure your experience of vacationing with us is magical. Regardless of what type of membership plan you choose, you are assured of a lifetime of happy memories. Our focus is not just to provide fantastic facilities and services to make your stay comfortable, but is also on the finer details that add joy to your holiday. From the décor in each of the resorts, the ever-smiling staff, the cuisine menu to the little something to surprise you, everything is centred towards providing you with a happy, peaceful and an unforgettable holiday experience. And then, there are fun activity centres for your kids, swimming pools for family play time, spas to relax and rejuvenate, and a whole lot of indoor and outdoor activities for you to engage in.

Almost all our resorts are set in beautiful landscapes with enchanting views, our resorts are well known for that. Our resorts are not only present in the most beautiful and popular destinations, but also in those rather unexplored exotic locations people rarely get to see. To add to the vibe of these delightful locations, our resorts feature local cuisine on the menu for you to sample. Many members say that they’ve had the best time of their lives at these resorts. For many, it’s a chance to connect with their families and spend some much-needed time together.

Being one of the earliest movers in India’s vacation services domain, how did the business approach digital transformation?

Today’s CIO and CDO are startled by the rising expectations of digital customers. These customers expect things like suggestions on nearby activities, payment details to be sent on their cell phones, place orders on social media pages and sync reservation details across all devices. Club Mahindra responds to such expectations with 3 power moves – business model transformation, boosting customer experience and digitizing operations.

Companies are changing the way they run their business by embracing technology. They are transitioning from physical to digital services. They realise the value of customer’s personal data across all touch points, which helps them gain customer loyalty and win more from existing customers. This is done through predictive analytics approach and information acquired through various digital channels. Hospitality companies are moving towards building digital products by bringing agility in platform building and by digitising the process to easily roll out new ideas, innovation and new features to market.

How is the business navigating this digital transformation?

We do so by connecting data and the cloud to navigate the transformation. We design apps to personalise the travel experience across multiple points of the journey as a Mobile First channel engagement method. We also merge customer data from all sources to build a comprehensive view of every customer and have a single diversified behavioural view.  The use of our predictive analytics, help us understand customer behaviour and create highly targeted offers and personalised service. We support our digital programs by building enterprise class applications and scalable infrastructure with the cloud.

The travel sector dominates e-commerce in India by far. Please walk us through Club Mahindra’s e-commerce strategy.

With the launch of the mobile app, the entire consumer experience and how our business operates has been redefined, where the members can now book their holiday with a simplified booking process. Members can book their holiday activities, pay their EMI’s and ASF through the app. Mahindra Holidays digital transformation project is at the stage of preparing the business case for operating part payment collection of membership fees online. This will benefit the business in ways such as increased chances of closure, decreased effort put in by sales persons to close the sale, high conversion rate and reduction in CPS.

Majority of Indians are accessing online content in regional languages. How is the brand aligning its digital initiatives with the trend?

Club Mahindra operates cross-states, which means that providing web content in native languages for various markets in an imperative move the business has to take sooner or laterto create an edge over the competitionand stay ahead of competition. To capture the attention of the dynamic consumer business is going to require an interface that speaks the language of the target market.

Building a multilingual website is a necessity to create a lasting impact on consumers and Club Mahindra has made this a part of their digital transformation road map.

Club Mahindra operates cross-states, which means that providing web content in native languages for various markets is an imperative move the business has to take sooner or later to create an edge over the competition and stay ahead. Capturing the attention of the dynamic consumer business is going to require an interface that speaks the language of the target market. Building a multilingual website is a necessity to create a lasting impact on consumers, and Club Mahindra has made this a part of their digital transformation road map.

In this article

Join the Conversation

1 × 5 =