Volume : 9, Issue : 3, MAR 2023

DRA ANNUAL NATIONAL CONFERENCE ON RESEARCH, EDUCATION AND SUSTAINABLE DEVELOPMENT: OPPORTUNITIES & CHALLENGES

DOES BRANDING HELPS IN SUSTAINING THE BUSINESS DURING CRISES? : A VIEW POINT ON INDIAN HOTEL INDUSTRY

MR. MAHESH KUMAR BAIRWA, DR. SWAPNA PATAWARI, MRS. RAJNI KUMARI

Abstract

Purpose: This article presents a view point over the Indian hotels branding and its significant role during the pandemic covid-19 for the survival and sustaining during the unprecedented time. Specifically two hotel chain viz. Taj group of hotels and Oberoi group of hotels has been taken in consideration for their strategies for survival, sustaining and further flourishing in and after covid-19 pandemic. Also, the SOPs designed by the various international chain hotels during pandemic have been taken in consideration in view of safety and security of guest and their customer.

Design/methodology/approach: Authors has tried to create a view point over the Indian hotel industry, role and impact of brand management, strategies and SOPs formulated by the chain hotels during pandemic crisis etc. through systematic reference of studies conducted in the last decade and presented in view point.

Findings: Indian Hotel Industry has seen a substantial growth in the last couple of decades, many international brands has shown their presence in the Indian market through franchises and doing better business respectively. However, due to an unprecedented situation of covid-19, most of the hotels are struggling for their survival and even breakeven points. This article focuses on standard operating procedures, protocols etc. followed by the hotels to create a strategically image of utmost clean, aesthetically hygiene and full proof safety for the guest and staff. Also given overview over the strategies implemented by Taj and Oberoi group of hotels for sustaining and standing ever firmer during and after pandemic crisis.

Managerial and practical implications: This article will possibly add the knowledge of the strategies, SOPs etc. to the managers, stakeholders and other bodies to know and formulate the further strategies in the time line for betterment of business and their survival during crisis period.

Research Approach: Conceptual and review with viewpoint

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