HOSPITALITY SECTOR
Champika De Silva
LUXURY REDEFINED
Climate conscious travel and the enduring allure of the Orient
Luxury hotel sector today
Competitive and evolving with experiences that make guests feel good, special and deserving, and extend beyond physical presence.
Local market in a nutshell
The domestic market continues to be travel hungry and excited to experience luxury products – it is resilient despite many setbacks.
Strengths of the local luxury hotel sector
Yearlong summer and beautiful properties providing exotic experiences that are easily accessible in a short span – i.e. from beaches to hills and elephants to blue whales!
Weaknesses of the luxury hotel sector
Limited number of trained and experienced personnel in key areas of operations, high overheads and the effects of climate change – such as droughts, floods and beach erosion.
To survive COVID-19…
We must highlight wider spaces and wellness focussed offerings, with consistent communication on hygiene and sanitation procedures to build faith and credibility.
Avoiding setbacks when the biz climate improves
Cut back on all overheads, and retain important professionals and staff in whatever ways possible.
Post-COVID opportunities
Provide attractive and innovative offers that build on a mix of rates and unique experiences without compromising.
Barrier to sector growth in Sri Lanka
Limited trained and globally experienced key personnel to work in luxury brands.
Poor positioning as a luxury destination
Agencies are entrusted with country resources that lend to tourism but not the responsibility to nurture and develop the industry.
Lack of luxury properties in key locations
Results in different experiences for the high end traveller at the island’s main attractions.
Threats to the sector
Travel restrictions, unrest, recession in global markets and climate change.
Evolving consumer trends or behaviours
Consumers seeking world-class safety standards due to COVID-19 and more eco-conscious travellers looking to reduce their travel carbon footprints.
Rapid digital transformation
Operations have been impacted from the booking process to contactless key cards, memorabilia and so on.
Future of the local luxury hotel sector
More personalised, bespoke, uniquely experiential and contactless whenever possible.
Regional market in a nutshell
Short haul markets such as India for weddings, events and corporate travel; and the Middle East and Singapore are worth exploring for their expatriate markets.
Local vs regional luxury hotel sector
More international luxury brands have invested in the Maldives, Thailand, Indonesia and Vietnam.
Boosting local destination positioning
The presence of renowned luxury brands alongside local boutique and experiential properties will fast track positioning alongside regional destinations.
Productivity is affecting industrial and economic growth
Yes, productivity is a major aspect of economic growth but it’s important to consider the issue of ecology – i.e. caring for and protecting the natural environment.
Corruption is affecting industrial and economic growth
Yes, policy makers can help improve the transparency of interactions especially with new technologies. We face a new world, and transparency and collaboration will be important.
Future of the global luxury hotel sector
We’ll witness a ‘new normal’ after COVID-19 where travel will be more thoughtful and far more personalised, and guests will seek transformational experiences.
Technology has driven competition
Amazing experiences are visible on your mobile phone. Therefore, hoteliers must keep innovating to be fresh and become the ‘next big thing.’
Competition drives innovation
Definitely – consider what resorts offer now compared to a few years ago! Families research experiences for their children before booking holidays.
Influencer marketing in the luxury hotel sector
Selecting the right influencer who is consistent in his or her messaging is crucial while ensuring the individual matches the brand.
Power of influencer marketing
It is an amazing means of achieving a targeted reach and a powerful tool we use.
Impact of social media on the sector
The platforms continue to evolve, which keeps us on our toes. The amazing content on social media is a catalyst for the travel trade like never before.
Lockdown and social media
The lockdowns have seen an increase in user engagement and potential travel being planned.
Sri Lanka’s competitiveness in a few words
An island of treasures accessible on a short holiday; a hidden gem waiting to be explored!
Luxury hotel sector in five years’ time
I’m hopeful that we will have more global brands making a footprint in Sri Lanka with greater wellness travel supported by our wonderful Ayurveda experiences.
Mantra for success
Adapt and evolve.
Encouragement for the next generation
Believe in your team and have fun in this beautiful destination called Sri Lanka, which has an industry worth fighting for!
