TravTalk India Online Magazine
Jean-Michel Cassé, Chief Operating Officer (COO) – India & South Asia, Accor, is retiring from his position and moving to France. In his farewell interview to TRAVTALK, he shares what makes the Indian market so dynamic and advises hoteliers to not cut rates in the present COVID-19 crisis.
Nisha Verma
Q How was your experience in India?
I have been associated with Accor and the hospitality industry in this region for more than a decade. This journey and experience, with the support of our partners and colleagues, has been a tremendous one. From being just one hotel in Hyderabad to now more than 50 hotels, I have seen the group progress at every step as each of these properties is unique with individual memories attached. Our current portfolio is a healthy mix of diverse quality brands that also enjoy the benefit of great locations.
Q How is India different from other countries you have worked in before?
An amazing quality which sets India apart from other countries is the sense of cooperation and oneness. This industry never treats you like an outsider. Be it our employees, our partners, media fraternity- it is like a huge family gathering with deep-rooted values, and this is true for every city I have been to and every person I have met along the way. We have so many competitors in the market, but when you meet them at various conferences or meetings, there is never a sense of any rivalry. In fact, we all meet like a family and as an industry that sees a great potential in the region for everyone.
The Indian hospitality market has great potential and there is so much more to explore. The region has helped newer segments and brands to grow, and this is testimony to the increasing demand of quality products and services. Having said that, in India, we have only 160,000 branded inventory and compared to other countries, we have a lot of scope for new development.
Q What makes Accor a household name in India?
All our efforts and innovations have been possible with the help of our owners who trusted us and helped us in the growth. There have been various initiatives, campaigns and innovations through the years. ALL- Accor Live Limitless, our loyalty programme, is a feather in our cap in terms of a key growth initiative. Our teams have been working to provide exclusive customer experiences through various partnerships and campaigns. Another important aspect is food innovation- not just at our restaurants but also for our M!CE segment.
Q How well do you think Indian hospitality industry is dealing with the COVID-19 situation?
The hospitality industry across the globe has taken the worst hit. With hotels being shut, we witnessed very little revenue flow through and even after being in the unlock phase, we have not witnessed enough footfalls. The industry saw layoffs, pay cuts and furloughs, and we do not foresee the industry getting back its glory for another year now. Having said that, all hotel groups have been announcing recovery plans, offers and vouchers to entice consumers, implementing strict safety and hygiene measures and much more. To revive the industry, my suggestion would be to not drop rates now because occupancies will return in due course, however, if rates are cut down, it will take the industry back to where it was 10 years ago.
Q How would events at hotels change, in your opinion?
The industry and banqueting venues will have to rethink their strategy, ensuring that all available spaces be utilised in the most productive way to make up for reduced capacity. While the number of attendees is restricted, this gives us and the clients an opportunity to deliver.
Cassé’s message to India
I would like to take this opportunity to thank our owners and partners, especially InterGlobe Enterprise, for the tremendous support in the brand’s growth through the years. Also, the media fraternity continues being supportive and has helped us to reach out to more customers. Lastly, my journey would have been incomplete without the help of the tremendous team and hotel staff who have worked tirelessly to make Accor a successful brand in the country.
