Saurabh Rai, Executive Vice President and Seema Roy, Area MD, South Asia, Middle East & Africa, Preferred Hotels & Resorts, in an exclusive interview with Kamal Gill, Editor-Publisher, Today’s Traveller, speak on how encouraging leadership growth and development is an integral pillar of the core company philosophy.
TT Bureau: How do you approach adaptability in leadership, and what changes have you personally made to lead your team through uncertain times?
Saurabh Rai: Encouraging leadership growth and development is an integral pillar of our core company philosophy. Engineering potential, fostering trust, and enabling future opportunities for our global team of exceptional professionals is always a matter of priority for us.
With Human capital being our primary asset, it is a matter of privilege for our leadership team to mentor young and upcoming business leaders and usher them into the next level of career opportunities.
Driven by this philosophy, we truly embrace a challenging business landscape as an opportunity to let our leadership talent flow and grow. Ranging from drastic business adversity during Covid to manoeuvring an ultra-dynamic business marketplace, enabling a larger opportunity canvas by way of role enhancement, diversification, and multi-skilling are some of the ways in which we have been able to help our business leaders develop and grow.
This is clearly visible in long, diverse and unique career trajectories that so many of us have had in our company where it is common to come across decades’ worth of experience across verticals ranging from Sales, Marketing, Revenue Management, Distribution, Business Development culminating into some of the top leadership positions across business verticals and regions in the company.
This level of adaptability and flexibility across several key positions in the company has in turn led to a culture of innovation and a dynamic energy, allowing us to keep pace with a rapidly evolving global hospitality landscape.
Seema Roy: Adaptability in leadership is essential in today’s fast-paced and volatile environment, particularly when working with a diverse team spread across multiple regions. My approach to adaptability centres on cultivating a culture of open communication, active listening, empathy, resilience, and agility—values deeply ingrained in our organizational philosophy, as Saurabh has emphasized.
Our collective focus is to stay engaged with colleagues, address their concerns, and offer clear guidance to help overcome any challenges effectively. Leading with transparency and a clear sense of purpose is critical for building trust and maintaining team motivation, even during uncertain times. I believe that having a clear vision and leading with credibility is fundamental to setting the team up for success and ensuring steady progress, regardless of external circumstances.
TT Bureau: What emerging trends in luxury and resorts are shaping your brand’s direction?
Seema Roy: We are witnessing a significant rise in demand among luxury travellers seeking hotels that offer exceptional accommodations, personalized service, world-class dining, and outstanding spa facilities. In response, we have prioritized the expansion of our prestigious Legend Collection, which reached over 100 properties globally in 2024.
This milestone includes a notable partnership with Virgin Limited Edition, Sir Richard Branson’s collection of ultra-luxury retreats set in some of the world’s most breathtaking locations. Membership in this exclusive collection is reserved for properties that exemplify the pinnacle of luxury, showcasing extraordinary design, rich stories, and an unwavering commitment to custom-curated experiences.
Each Legend Collection property is a masterpiece, blending timeless design with a unique narrative—whether honouring its historic legacy or embodying a visionary future. Guests enjoy meticulously tailored services that anticipate their every need. Many of these iconic destinations are recognized globally with prestigious accolades such as Michelin stars and Forbes ratings and frequently feature on elite “best of” lists compiled by readers and editors alike. Regional highlights include The Leela Palaces, celebrated for their luxurious experiences and cultural significance.
In addition to luxury, today’s travellers are increasingly drawn to unique, immersive stays that allow them to deeply connect with their destinations. To cater to this growing trend, Preferred Hotels & Resorts introduced the “Live Like a Legend” collection—a curated selection of one-of-a-kind experiences.
These bespoke journeys provide unforgettable opportunities for adventure and cultural immersion, delivered with unparalleled attention to detail. Each experience highlights the hallmarks of the Legend Collection—flawless service, exquisite dining, world-class wellness, and unforgettable accommodations in extraordinary locations.
TT Bureau: Loyalty Programs are key to cultivating guest loyalty. Please share more on the I Prefer Hotel Rewards Program and how it serves as a powerful tool for cultivating guest loyalty across diverse markets
Seema Roy: Launched in August 2013, the I Prefer Hotel Rewards program extends points, status, and other complimentary benefits to members upon eligible stays at nearly 600 participating hotels and resorts worldwide.
In addition to earning points for eligible room nights, members receive additional benefits based on their tier status. The I Prefer program, which is complimentary to join, also offers a free mobile app, available on Apple and Android devices, allowing members to search and book hotel stays, and easily redeem Reward Certificates.
With 5 million travellers currently enrolled in membership, I Prefer is a valuable resource for fostering guest loyalty for several reasons including:
- Personalized Rewards for Guest Retention: By offering tailored benefits, such as points that can be redeemed for free stays, room upgrades, and exclusive experiences, the program ensures guests feel valued, which strengthens their connection to the brand and encourages repeat visits.
- Broad Market Appeal: With a global network of participating independent hotels, the program resonates with a wide range of travellers, from leisure seekers to business clients, making it an attractive option for guests from various demographics and regions.
- Enhanced Guest Experience: By delivering perks like priority check-ins, late checkouts, and personalized offers, the program elevates the guest experience, fostering deeper loyalty.
- Support for Independent Hotels: The program levels the playing field for independent hotels, providing them access to a powerful loyalty infrastructure that might otherwise be limited to larger chains. This increases their competitiveness and draws new customers who value loyalty benefits.
- Driving New Business: Through its global presence and effective marketing strategies, I Prefer Hotel Rewards attracts first-time guests to participating properties by highlighting the added value and exclusive benefits they’ll receive.
- Data-Driven Insights: The program enables participating hotels to gather valuable data on guest preferences and behaviour, which can be used to create more targeted marketing campaigns and enhance service offerings, further strengthening guest loyalty and engagement.
In essence, I Prefer Hotel Rewards acts as both a retention and acquisition engine, enabling independent hotels and regional brands to grow their customer base while cultivating long-term loyalty.
TT Bureau: What new sustainability initiatives has your brand adopted, and how do you embed this commitment in your leadership?
Saurabh Rai: Our mother company, Preferred Travel Group, established Beyond Green in 2021 as a brand that represents sustainability leadership in action and impact, with a mission and purpose of transforming the global travel and tourism industry, where sustainability is the rule and not the exception.
More than aspirational, Beyond Green is the embodiment of aspiration put into practice. To be considered for membership, properties are subject to a rigorous, staged vetting process based upon global sustainable tourism standards and the United Nations Sustainable Development Goals, each under the three key pillars of sustainable tourism: environmentally friendly practices that go beyond the basics; support for the protection of cultural and natural heritage; and direct and tangible social and economic benefits to local communities.
An initial property assessment takes place to determine if a hotel, resort or lodge meets the brand’s baseline criteria. This is followed by a detailed application process requiring details on how a property is engaged with sustainable tourism best practices. The last stage of the vetting process includes an on-site property inspection, comprising a review of what Beyond Green has defined as the 54 most important global sustainable tourism criteria that a property must be actively engaged in implementing.
At a brand leadership level, Preferred Travel Group recently announced the official launch of its Climate Action Plan, a comprehensive strategy designed to confront the climate crisis and foster meaningful transformation within the travel and tourism sector. Developed in collaboration with the Travel Foundation, a leading global organization dedicated to sustainable tourism, this initiative reinforces the company’s unwavering commitment to addressing climate change and minimizing carbon emissions across all facets of its operations.
Aligned with the Glasgow Declaration on Climate Action in Tourism, this plan targets a 50% reduction in carbon emissions by 2030, with the ultimate goal of achieving net zero emissions no later than 2050. By embedding climate action into its corporate strategy, we are ensuring that sustainability becomes an integral part of our business practices and a critical metric for evaluating success.
TT Bureau: Technology is transforming guest experiences. What innovations has your brand embraced?
Seema Roy: Technology and innovation play an increasingly vital role in enhancing the guest experience. These advancements offer unique, high-end experiences tailored to the needs and preferences of discerning travellers, ensuring that luxury hotels continue to provide unparalleled levels of service and exclusivity.
For example, Artificial Intelligence and machine learning play pivotal roles in the luxury hotel sector by offering personalized concierge services and 24/7 support tailored to the needs of high-end guests. These technologies enable ultra-personalized itineraries and AI-driven virtual assistants that manage in-hotel experiences, from dining reservations to spa appointments, with concierge-level precision. At Preferred Travel Group, we’re increasingly utilizing data and analytics to help us understand their guests’ preferences, enabling personalized services and exclusive offers that enhance the overall guest experience.
However, it’s important to note that while certain trends, especially in technology adoption, can be compelling, we should remember that nothing replaces the power of direct interaction and communication with guests. Listening to their feedback, understanding their desires, and crafting memorable experiences tailored to their individual preferences are essential for encouraging loyalty and ensuring guest satisfaction.
TT Bureau: How are you adapting your management style and offerings to meet Gen Z’s values and preferences?
Saurabh Rai: To meet Gen Z’s values and preferences, I am adapting my management style by embracing a genuine growth mindset. In today’s fast-evolving and dynamic market, where the pace of change is faster than ever, this mindset is crucial. It allows for the creation of a democratic and inclusive leadership environment that fosters open discussions, encourages freedom of expression, and empowers every team member to contribute meaningfully.
Recognizing that no one person can solve every challenge alone, I focus on building a participative work culture that accelerates innovation through collaboration and free-spirited ideation. This approach aligns with Gen Z’s desire for inclusivity, purpose, and opportunities to make a tangible impact.
Seema Roy: Building on Saurabh’s perspective, I would add that aligning with Gen Z’s values requires an emphasis on authenticity, inclusivity, and flexibility—principles that align closely with our identity as a family-owned hospitality company. They place significant value on work-life balance, making it crucial to offer flexibility and opportunities for personal development which we’re able to through initiatives such as access to eCornell courses. By ensuring they feel supported and valued both in their professional and personal journeys, we can create a workplace that truly aligns with their expectations and aspirations.
TT Bureau: What are the biggest opportunities and challenges ahead for hospitality, and how are you preparing your brand for success?
Seema Roy: We recognize that the hospitality industry is entering a pivotal era, shaped by evolving traveller preferences, technological advancements, and global challenges. To position ourselves for continued success, Preferred Travel Group is focusing on innovation, collaboration, and sustainability.
By maintaining our commitment to delivering exceptional, personalized experiences while adapting to market demands, we ensure our brand remains a leader in independent luxury hospitality. Through strategic partnerships, technology investments, and an unwavering focus on guest satisfaction, we are confident in navigating the opportunities and challenges ahead.
One of our biggest opportunities is the rise of affluent travellers in emerging markets and a renewed focus on regional travel offers expansion opportunities. We are strategically growing our portfolio in high-demand regions, ensuring we meet the needs of both established and emerging markets.
Talent acquisition and labour retention continue to be one of the biggest challenges for the hotel industry. Today’s traveller expects nothing short of perfection in the luxury segment hyper-personalised service. We believe that it is important to come together as an industry to position the hospitality industry as an incredibly reputable profession.
Hotels should engage universities and hospitality schools to elevate their education opportunities and assist in the recruiting process. Internship and mentoring programs are a fantastic opportunity to engage the labour force much earlier and model how other industries have done this successfully to attract, develop and retain talent.
Read more: Today’s Traveller Interviews
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