Double reward points for MICE planners

With 63 operational hotels, including 23 Ibis and Ibis Styles properties, Accor’s growth and brand positioning in India are on a strong trajectory. Pratima Badhwar, Head of Commercial for Accor India and South Asia, discusses the brand’s strategic growth, challenges in the competitive Indian market, the focus on sustainability initiatives, and the growing MICE segment.

Nisha Verma

Pratima Badhwar, Head of Commercial, Accor India and South Asia, has said that Accor’s growth and brand positioning in India are on a strong trajectory.

“With 63 operational hotels, including 23 Ibis and ibis Styles properties, the network is solidified by established brands like Novotel and ibis, which are well recognised among Indian travellers. This year alone, we are adding significant new properties like the ibis Styles Mysuru and expanding with other key openings in Goa, Lucknow and Mumbai. Our development team is aggressively working on expanding our footprint, with more hotels and brands expected to enter the market soon. The loyalty programme, Accor Live Limitless (ALL), remains central, driving engagement and positioning our brands strongly among a customer base that exceeds two million members in India,” she said.

Competitive landscape

The hospitality landscape in India is growing, driven largely by post-COVID travel demand, claimed Badhwar and she believes that this growth presents opportunities for all players. “Accor is working closely with owner groups and partners to provide tailored solutions, from economy to luxury segments. Our diverse portfolio allows us to cater to varied market needs, and our aggressive expansion plans will keep us competitive. Additionally, our approach includes exploring franchise routes and quick brand conversions to scale rapidly.”

Building brand recognition

Saying that their growth in India has been organic, which has led to strong brand recognition, Badhwar claimed, “Novotel, ibis, and even luxury brands like Raffles have established clear identities among travellers. Each brand has a distinct appeal that resonates with specific customer segments. As new properties are added, their visibility and connection with the market continue to strengthen.”

ESG initiatives

Talking about ESG initiatives at Accor, Badhwar said, “Sustainability is deeply embedded in Accor’s operations globally, led by initiatives like eliminating single-use plastics and our commitment to becoming a net zero carbon organisation by 2050. In India, specific focus areas include reducing food wastage and adopting renewable energy solutions. We have also earned Green Key certifications for several properties underscoring our commitment to ESG goals.”

Capitalising on MICE

Accor’s focus extends beyond domestic MICE, she underlined and said that the brand is also a strong player in outbound MICE catering to global destinations. Through partnerships with organisations like ICCA, ICPB, and EMAA, it continues to enhance its visibility in this segment. The brand also offers value-added benefits like upgraded menus and double reward points for MICE planners, further incentivising event organisers to choose Accor, claimed Badhwar.

“India’s growing prominence as a MICE destination, both domestically and internationally, aligns well with our focus. Our extensive portfolio, which includes large convention centres like the Novotel Hyderabad Convention Centre and newer additions like the Novotel Jaipur, strengthens our positioning. We are also enhancing our MICE offerings
with tailored incentives for planners, alongside our ‘The Choice is Yours’ programme, which provides value-added benefits and increased reward points,” she informed.

Current challenges

When asked about major challenges in India for hospitality, including complex licensing processes and long build timelines, she commented, “While challenges exist, they are also opportunities. With government incentives and initiatives like single-window clearances, the landscape is improving. We remain optimistic about the sector’s growth potential and continue to work closely with partners to navigate these complexities.”

India on MICE

Accor has been actively participating in discussions and initiatives led by the Ministry of Tourism and other industry bodies to improve India’s standing as a MICE destination.

“While there is progress, greater consolidation and unified efforts could further elevate India as a top choice for international conferences and events. This requires amplified visibility, strategic partnerships, and better infrastructure to accommodate large-scale events,” she claimed.