Disha Shah Ghosh - Mumbai With over two decades of experience in the hospitality industry, Hemant Mediratta, CEO, One Rep Global – An HMC Enterprise, is keen to bridge the gap in the representation space. He spoke to Disha Shah Ghosh about his various brand, and the need for niche, curated sales & marketing strategies depending on client segmentation.
Q. What is HMC? Please tell us the different SBUs that fall under your parent company.
HMC which stands for Hospitality Management Corporation is an Advisory, Management and Private Equity firm. We invest and build luxury hospitality and tourism businesses. We are four strategic business units under our parent company namely: Eleven Inc.- an integrated marketing communications company for the hospitality and tourism industry, One Rep Global, a Sales & Marketing Representation Company for Luxury and Ultra Luxury hotels and tourism boards, MICEverse, a specialist Sales Representation company focussed on MICE & Weddings business, and hotels and lastly the Mediratta Foundation, a not for profit foundation that empowers individuals & enterprises so that they can create employment and flourish.
Q. Tell us about your vision behind setting up One Rep Global.
I am passionate about sales and marketing and that’s what I have done in the luxury hospitality space for the last 20+ years. My previous assignments gave me the opportunity to travel extensively around the world and meet great professionals from this industry. Whenever I would talk to international hoteliers about the booming India outbound market, they would mostly be ignorant and had preconceived notions about the nature of our travellers. I saw a clear gap in the market where majority of the representation companies were being run by travel agents and young hoteliers who lacked experience and exposure of global markets. I felt we needed a hotelier-run company that understands the nuances, and are culturally more adept to understanding the needs of luxury hotels. Our vision is to bring the best of global luxury hospitality to Indian consumers. We aspire to be the number one or the only one in what we do. We strive to be the unrivalled leader in our industry, setting new standards and exceeding expectations.
Q. Which are some of the latest clients signed on by One Rep Global?
At One Rep Global, we are thrilled to have recently partnered with a diverse range of exceptional clients. Each one is unique and brings something extraordinary to the table, which personally excites me. For example, we have welcomed The Farm at San Benito, an eco-luxury holistic medical wellness resort in the Philippines, offering a serene oasis of well-being. Additionally, The Grand Ho Tram Strip in Vietnam has joined our roster, an entertainment capital that captivates guests just a short drive from Ho Chi Minh City. And we are proud to add Galeries Lafayette Paris Haussmann, the iconic Parisian department store renowned for upscale fashion, gourmet food, and stunning Art Nouveau architecture. These partnerships exemplify our commitment to curating unforgettable experiences for discerning travelers.
Q. How do you differentiate your brand MICEVERSE from One Rep Global?
While One Rep Global focuses on luxury and ultra-luxury hotels and tourism boards, MICEVERSE is our specialised brand catering to the MICE industry, as well as the wedding business. MICEVERSE operates with a distinct strategy, recognising the unique needs and clientele within these specific sectors.
Q. What is your B2B outreach strategy?
Our B2B strategy is designed to captivate the industry and position us as the go-to partner for exceptional results. Here’s how we plan to make a compelling impact:
1. Unparalleled Personalization: We understand that every ultra-luxury establishment is unique, with its own distinct brand and requirements. Our B2B strategy revolves around crafting personalised experiences for each potential client. From tailored email campaigns to bespoke proposals, we showcase our deep understanding of their needs and aspirations, demonstrating how our representation services will elevate their brand to unprecedented heights.
2. Indomitable Networking Prowess: Building meaningful connections is at the core of our B2B strategy. We recognise the power of face-to-face interactions and strive to forge relationships with decision-makers, influencers, and industry stakeholders. By attending high-profile luxury travel and hospitality events, conferences, and trade shows, we create opportunities to connect with industry titans, share our vision, and establish valuable partnerships that amplify our reach and influence within the ultra-luxury sphere.
3. Exquisite Brand Alliances: We firmly believe that collaboration is the key to success. Our B2B strategy includes strategic alliances with complementary service providers in the luxury travel industry. By partnering with luxury travel agencies, high-end tour operators, and prestigious lifestyle brands, we create an ecosystem of exclusive experiences, tailored packages, and unparalleled customer service. Together, we offer a seamless journey for discerning travellers seeking extraordinary luxury experiences, positioning us as the one-stop solution for their desires.
4. Compelling Client Advocacy: Our clients are our greatest assets, and their success stories become our strongest testimonials. Our B2B strategy includes showcasing case studies and testimonials that highlight the tangible results we’ve achieved for ultra-luxury hotels and tourism boards. By showcasing their revenue growth, enhanced brand recognition, and unparalleled guest experiences, we demonstrate the profound impact of our representation services. Through a well-structured client referral program, we incentivize our satisfied clients to become brand advocates, amplifying our reach and influence within the industry.
Our B2B strategy is not just a plan but a commitment to excellence, unwavering dedication, and an unyielding passion for the ultra-luxury space. We aim to exceed expectations, inspire trust, and forge long-lasting partnerships that redefine success in the world of luxury sales and marketing representation. Together, we will redefine the boundaries of luxury and create a new standard of excellence that sets us apart from the rest.
Q. In terms of portfolio and business expansion, what is the one the cards?
At One Rep Global we are committed to expanding our portfolio, client network, and sales, marketing, and PR representative base. We continuously strive to enhance our platform’s capabilities, ensuring that our service offerings remain at the forefront of industry trends. By exploring new markets and seizing opportunities for growth, we aim to solidify our position as a leading force in the sales representation and business development realm. Today we have an extensive team with in-depth knowledge and experience in sales, marketing, and PR in 10 geographic locations within India and overseas.
Q. The representation space has seen an influx of many new players. How are you looking at the competition?
In fact, I want to follow a more collaborative approach with other representation companies. We have the infrastructure and offices across multiple cities in India and we are happy to lend support to solopreneurs who want to use this infrastructure and work collaboratively with us. Our end goal remains that we need to bring the best of luxury hospitality to Indian consumers, and we would be delighted to work with likeminded professionals in achieving this mission.
