NEW WAGE CODE Wage Rules with a Simpler Approach May Have Made Payroll Structures Friendlier for Both Employers and Employees

MYSTIC EAST

...an unexplored horizon A Bi-monthly Magazine by HRAEI | Vol 7 | Issue 1 | January - February 2021

NEW WAGE CODE Wage rules with a simpler approach may have made payroll structures friendlier for both employers and employees

DIRECTOR'S NOTE

We have a huge advantage over the OTAs when it comes to nurturing a R relationship with the guest. Recently some hospitality associations have we're in control of our own destiny and launched the #Godirect Campaign to counter we must implement a proven marketing the dominance of certain online travel agents strategy. This will not only maximize the (OTAs). This is certainly a judicious move ex- number of direct bookings that a property pected to eliminate intermediaries and save is driving through its own website, but also exorbitant commissions to hotel aggregators, a strategy that uses OTAs for their intended especially when the hospitality sector is go- purpose to find new guests. In other words, ing through a critical situation. We at HRAEI if you have used OTAs in the past to find have been fighting against the arm-twisting and book new guests, now tap those guests tactics of the aggregators for quite some directly. We have a massive advantage over time. Last year we had decided to stop taking the OTAs when it comes to developing and bookings from, two top online travel portals nurturing a relationship with the guest. The for charging heavy commissions from hotel relationship between the OTA and the guest owners and offering indiscriminate discounts exists only online or through calls via phone, to customers through their platforms. These but we have the distinct privilege of actually online booking portals initially charged hosting the guest and the opportunity to between 15 and 18 per cent as commissions, build a real and meaningful relationship. but the figure climbed to over 40 per cent This should be followed up through regular last year-end. communication with the guest and build It's time for our industry to realize that brand loyalty.

Mr Sudesh Poddar President, HRAEI

MYSTIC EAST | 3 EDITOR’S MESSAGE

It wasn't that long ago that the only green, MYSTIC EAST plant-based food generally spotted in fast-food restaurants was the shredded lettuce separating a A BI-MONTHLY MAGAZINE BY HRAEI Vol 7 | Issue 1 | January - February 2021 hamburger from its mayonnaise slathered bun. But as the vegetarian and vegan community rapidly grows, even fast-food fans are becoming less afraid EDITORIAL BOARD of eating their greens. Last November, McDonald's SUDESH PODDAR PRESIDENT, HRAEI announced that it is offering a meatless burger DR. SUBORNO BOSE called the McPlant, and Pizza Hut became the first SENIOR VICE PRESIDENT national pizza chain to partner with leading vegan MOHAMMED AZHAR meat producer Beyond Meat to introduce plant- HONOURARY SECRETARY based meat pizzas across US and Europe. Some VIJAY SHRIKENT industry watchers believe that plant-based meat GENERAL MANAGER-TAJ BENGAL & CITY GENERAL MANAGER, KOLKATA is on its way to becoming the fifth protein, in with EDITOR Plant-based beef, chicken, seafood and pork. ATIKRAM GUPTA meat is on its Meanwhile, in a country like India, where major EDITORIAL CONSULTANT food giants are forced to introduce vegetarian SUSMIT BARMAN way to becoming options on their menu, including plant-based meat CHIEF DESIGNER SOMU DUTTA the fifth protein, options might not be a bad idea. Although we see a few vegan restaurants coming up across the ‘Mystic East’ magazine is printed in with beef, and published by Atikram Gupta on behalf of Hotel and country, particularly in the metros, fast food chains chicken, seafood Restaurant Association of Eastern India. here are yet to tap this segment of plant-based Printed at CDC Printers Private Limited, No.45, Radha Nath and pork meat. Researchers from the University of Bath, the Chowdhury Road, Tangra Industrial Estate-II, Kolkata, West Good Food Institute, and the Center for Long Term Bengal 700 015 Priorities collaborated on the first quantitative com- Hotel and Restaurant Association of Eastern India, 18A/1, parison of consumer attitudes towards plant-based Everest , 18th Floor, 46C, Chowringhee Road, Kolkata- 700 071; and clean meat across China, India, and the U.S. Telephone- +91 33 2288-1742/43, 40035993. The report by Deloitte found out that the three E-mail: [email protected] most populous countries in the world have robust Website: www.hraei.co.in consumer interest in plant-based and clean meat. Interest in clean meat is expected to grow once there is a product on the market and consumers are more familiar with it.

THIS ISSUE OF MYSTIC EAST CONTAINS 56 PAGES INCLUDING COVER AND BACK COVER All information in Mystic East magazine is derived from sources we consider reliable and a sincere effort is made to report accurate information. The publisher regrets that he cannot accept liability for error and omissions contained in this publication that might have crept in inadvertently. Similarly, opinions/views expressed by third parties are not necessarily shared by the magazine. However, we wish to advise our readers that one or more recognised authorities may hold different views than those reported. Material used in this publication is intended for information purpose only. Readers are advised to seek specific advice before acting on information contained in this publication which is provided for general use, and may not be appropriate for the readers’ particular circumstances..

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The new and common definition of 'wages' under the recently passed labour codes has got most organisations to take yet another look at their payroll structures to determine what impact they will face. The new codes have been passed by Parliament to "amalgamate, simplify and rationalise" existing laws on various subjects like payment of wages, minimum wages, bonus, social security, etc., and are anticipated to become a binding law from April 2021. Is this the change the industry had wanted and hoped for? No doubt a common and consistent definition is good, and that is certainly a positive one. PF, ESI, statutory bonus, leave encashment (for factory workers), gratuity, retrenchment compensation, etc. will all be calculated using a common definition of 'wages.' The definition of wages continues with the age- old formula of stipulating broadly worded inclusions along with vaguely worded exclusions, and then adds a layer of complexity on top by setting out exceptions for situations where the excluded components would also have to be treated as wages. No doubt, there could be certain entitlements, such as the construct The definition of wages of CTC - such as statutory bonus, overtime, etc., which continues with the age- may or may not be treated as 'wages' based on the circumstances. It could have been a lot simpler and in old formula of stipulating tune with the compensation practices being followed broadly worded inclusions today - internationally and in India.

Mr Mohammed Azhar Honourary Secretary

MYSTIC EAST | 5 Inside

Cover Story January - February 2021 23 NEW WAGE CODE Wage rules with a simpler approach may have made payroll structures friendlier for both employers and employees 8

UNION BUDGET: OUR WISH LIST Expectations are increasing from all sectors before the THINGS TO STAY Union Budget, particularly The ever-resilient hospitality the hospitality sector, that industry rose up to the was hit the hardest by to the 14 challenge, reinvented itself and lockdown restrictions bounced back

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READY FOR FAKE NEW NORMAL 18MEAT? 32 TRAVEL

Plant-based meat selections appeal to meat eaters in a way traditional vegetarian substitutions haven’t The current pandemic has ensured that travelling won’t be the same as before. Some trends are going to GO DIRECT, stay even after normalcy returns 28 BYPASS OTA

STELLAR 38 REVIVAL An important goal for both large hotel chains and Odisha Tourism has undertaken a drive smaller, individual hotels, is to sensitise hospitality service providers to encourage guests to across the state in COVID-19 safety book directly through their protocols. Innovative schemes are websites drawing tourists in hordes

MYSTIC EAST | 7 NEWS ANALYSIS OUR WISH LIST As we inch closer to the much-awaited Union Budget 2021, the expectations are increasing from all sectors, particularly the hospitality, travel and tourism segments that were directly impacted due to the lockdown restrictions

HE coronavirus pandemic continuously asked the government Industry status T and the consequent lock- for several concessions, 'industry The hospitality sector contributes down in India crippled the status 'being a continuous demand. almost 10 percent of the GDP to the Indian economy and disrupted the The sector contributes almost 10 economy and our employment is lives of millions in an instant. Out percent of the GDP to the economy around 9-10 per cent. Hence, we have of the sectors that were the most and employs around 9-10 per cent. been demanding that hotels, resorts affected, hospitality and travel It's time the government gives some and restaurants need to be accorded and tourism had to face the wrath attention to this sector. Following industry status. We need to get the of calamity in the absence of any are some of the demands of the industry status which helps in reduc- safety net. The hospitality sector has hospitality sector. ing our costs. It helps in making the

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business more viable and profitable. state governments have been proac- The industry status allows hospi- That is the long-standing demand tively lending a helping hand to the tality establishments in the state to which we have been seeking. There tourism & hospitality sector in their be levied electricity rate, electricity is so much tourism potential in this respective states, providing various charges, water charges, property tax, country it actually would be simply relief measures to help the sector development tax, increased carpet ra- wonderful if the government con- stay afloat during these trying times. tio and non-agricultural tax at indus- sidered this and gave the industry Last month, in a move to reboot the trial rates (with effect from 1st April this privilege. It would change things sector, the Maharashtra government 2021). As a result, operating costs for considerably conferred 'industry' status to the hospitality players in Maharashtra In the past few months, several state's hospitality sector. are expected to reduce significantly

MYSTIC EAST | 9 NEWS ANALYSIS

as industrial tariffs are much lower rich heritage, and cultural diversity, than the commercial tariff that they which attracts tourists from across currently pay. the country and the world. However, Earlier in October 2020, the state The hospitality sector we have still not tapped into the full had also reduced pre-establishment contributes almost potential of tourism in the country, licenses for the sector from 70 to 10, especially leisure tourism, mainly which along with the industry status 10 percent of the due to the lack of good quality hotel is expected to boost the growth in GDP to the economy infrastructure. the hospitality sector in Maharashtra. and our employment The hospitality sector is highly We now hope that other states will capital intensive and the high cost take cognizance of what Maharash- is around 9-10 per of capital often makes investments tra has done and follow the same. cent. Hence, we have in this sector seem less attractive. This could then be the harbinger of The sector is a significant contributor change for the industry, one that been demanding that to the country's GDP growth and could significantly impact its fortunes hotels, resorts and employment and granting infrastruc- in a much-needed positive manner. restaurants need to ture-lending (infra) status to the sector- a long-pending request by key Infrastructure-lending status be accorded industry stakeholders - will be the next frontier India is one of the fastest growing status in its growth path. travel & tourism economies in the The government has granted infra world thanks to its diverse landscape, status to three-star or higher catego-

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NEWS ANALYSIS

ry hotels outside cities with a popula- with/without supporting vendors/ will improve occupancy and help In- tion of over one million and to hotels manufacturers, and designated ser- dian hotels be more competitive and with a project cost of more than INR 2 vice providers or a certified Common on a par with other Asian economies billion (excluding land costs). Howev- Service Provider. such as Hong Kong, Thailand and Sin- er, this has not provided any signifi- We request for treating payments gapore, where tax rates range from cant fillip to the sector as the benefits received from international tourists 0 to 7%. GST for restaurants located have been limited to a minuscule as Foreign Exchange for the purpose in hotels where room tariff exceeds proportion of projects. of EPCG scheme and that the time ₹7,500, is currently pegged at 18%. In the recent past, there have to perform export obligation under It should be brought down to been several successful examples of the scheme be extended by 5 years. 12% with full benefit of input credit. sectors, such as hospitals, logistics In other words, we request grant of Bringing liquor under GST will ensure and affordable housing to name a extension in export obligation fulfill- single tax and will eradicate multiple few, which have witnessed exponen- ment period by an additional three state taxes and duties, it said. The tial growth in investments after they years beyond 6 years for all the licens- body also suggested increasing li- were accorded the infrastructure es expiring during current and next 2 cence timelines from the existing one status. financial years, without attracting any year to 3-5 years. Similarly, infrastructure status will penalty or interest. Secondly, the amendment in sec- provide the Indian hospitality sector tion 17(5) of GST Act and respective with several benefits and conces- GST, SEIS & direct taxes State Acts had led to an unfavourable sions, including longer loan repay- We seek a cut in GST rates charged position by denying credit to hotel ment tenure and lower borrowing on services offered by hotels. For in- buildings/structures. This defeats the rates, which will help in attracting stance, GST on room bookings should objective of GST law principles of free substantial fresh investments and be reduced from 18% to 12% which flow of credit when the output is in will go a long way in improving the health of the sector, which is currently struggling due to the ongoing pandemic. The growth of the hospitality sector will in turn fuel the economy in the post-COVID world, making a compelling case for the sector being granted infrastructure status.

Extension of EPCG Scheme The Export Promotion Capital Goods scheme (EPCG) is an initiative by the Government of India and is a part of the Foreign Trade Policy (FTP) 2015- 20. It was first operationalised on 1 April 2015 and under this scheme, capital goods imported for the manu- facture of export products enjoy zero or concessional rates in the customs duty. The imported capital goods include spare parts for production, that is pre and post-production. The scheme also covers merchant exporters associated with supporting manufacturers, manufacturer exports

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the course of furtherance of business. enable investments into developing Encourage spending Therefore, input credit should be more globally acceptable products To get the economy kicking, the allowed on civil structures that will and will help in earning higher government needs to encourage result in an 8-10% savings in overall foreign exchange. Also IGST billing spending. We need to have policies cost. to the hotels for corporate bookings where business companies, corpo- If the government allowed the and MICE must be allowed. This will rates allow their employees, and it is ability for hotels to bill on IGST for enable the companies to avail GST all tax deductible.” In order to boost corporations for the MICE business, input credit which will incentivize domestic tourism, citizens should that would again bring a lot of cheer them to spend their annual budgets be allowed to avail LTA benefits for to the industry. in Indian cities instead of turning to hotel stays too for a period of two We also need enhancing funding holiday destinations of South East years. One way is by rolling back limits to raise the SEIS rates to 10 per Asia. LTCG tax. To incentivise Indians to cent for the hospitality industry to To ease direct taxes, such as lowering travel within India. enhance the quality of accommo- income tax rates (nearly 34.94%) for All associations in the hospitality, dation and to enable discharging hotels to help increase cash flows. It travel and tourism business sincerely GST liabilities. SEIS is a way to set recommended that business losses be hope this year’s Budget to take our off indirect tax levied to reduce our allowed to be carried forward for up to industry most seriously. This Budget cost of exports. It was also allowed 12 years instead of eight financial years will make or break our dream of to discharge service tax liabilities owing to the unprecedented circum- Incredible India. We hope that the through the scrips. This will enable stances brought by the coronavirus Government considers us as an inclu- the discharge of GST liabilities pandemic. Hotels should be charged sive part of the economy, one which through the SEIS scrips. It will also power rates applicable to industries. cannot be ignored.

MYSTIC EAST | 13 STRATEGY THINGS TO STAY One of the oft-repeated quotes during the time of pandemic was Winston Churchill’s “Never let a good crisis go to waste.” The ever-resilient hospitality industry rose up to the challenge, reinvented itself and bounced back. Some changes are going to make the sector stronger

Set aside a small portion of your marketing budget in 2021 for influencer marketing

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LOT has changed in 12 Amonths. A year that began with hotels competing for Instagram-worthy moments is fin- ishing off in a much different space. It's a space that's double disinfected, a space where contactless guest experiences are the new normal, and a space where even the most adven- turous travelers are thinking twice about going somewhere over the holidays. Despite its challenges, some silver linings have emerged out of the chaos. 1. Housekeeping staff, the new star Prior to the pandemic, housekeeping was an element of the hotel experience that wasn't meant to be seen. The bulk of housekeeping was completed prior to arrival, post departure, and between guest use. During the day, housekeeping would navigate hotel corridors like magi- cians, popping in to tidy a guest room and vanishing just in time for a guest to return. The unexpected shift to bring housekeeping staff to the front of house is important for a number of reasons. The change to make house- With cleaning efforts now front and centre, hotels unwittingly shined a spotlight keeping more visible came as a result on these historically hidden employees whose role has never been more critical. of needing to disinfect high touch and frequently used guest areas more products it took to clean a guest hotel room every day. regularly. With cleaning efforts now room almost doubled. During times Lastly, since hotel room cleanliness front and centre, hotels unwittingly of unpredictability, it is important to is one of the most common com- shined a spotlight on these historical- maximize the efficiency of staff hours plaints from guests on travel review ly hidden employees whose role has to reduce labour costs and make sure sites, the need for a well-organized never been more critical. resources are being allocated in the cleaning process is an absolute must Some hotel owners and managers best possible way. for every hotel. When health concerns also realised that outsourcing house- In addition to dirtier rooms, there like Coronavirus are more prevalent, keeping work is not always beneficial can be other downsides to opting-out guests may be on high alert when it and compromises protective efforts of daily hotel room cleaning. Having a comes to meeting their cleanliness amid an increased risk of COVID-19. roving team of room attendants pro- standards. In some cases, it was observed, when vides several significant benefits that the job was outsourced they were may otherwise go overlooked. Since 2. Drive Market and found dirtier than those that were housekeepers are often first to catch Meta Search serviced daily by regular house- maintenance and security issues, it’s As airlines struggle to convince travel- keeping staff. In fact, the time and good to have someone checking on a lers to book flights, and as frequent

MYSTIC EAST | 15 STRATEGY

flyers shift away from in-person meet- ings to video conferencing, target markets are shrinking. We're seeing paid search campaigns, which until recently included targeting based on factors like airline data, now focused within local and drive markets. With road trips and staycations becoming the preferred method of travel this year, it's not surprising that hotels have tightened up their advertising spend. Smart hotels aren't pausing paid advertising completely, they're simply reallocating. Update pay-per-click ads with key- words that speak to today's travellers. Many prospective guests are seeking out hybrid vacation experiences, stays that incorporate remote work space for grown-ups, remote learning space for students, and an atmosphere that allows them to unplug when the day is done. If you're able to offer a hybrid staycation, make it known. Meta search is another great place to allocate budget meta search encompasses search engines within search engines including online travel agencies (OTAs). Many travellers begin their search for hotels on these Hold strong to your rate and instead focus on adding value sites because of the convenience of to the guest experience an aggregated list to comparison shops. Love them or hate them, OTAs people aren't traveling at the same It will take the US hotel industry ap- are a part of your marketing mix, and pace. COVID-19 is what's crushed proximately five years to achieve the you can use the billboard effect of our economy and threatened our occupancy, revenue, and profitability OTAs to your advantage. Prospective industry. While the gut reaction to of 2019, forecasted HotelAVE , an as- guests visit OTA sites to narrow their loss of business might be to drop set manager. The hotels who took the search before returning to Google to rates, dropping rates won't convince most desperate measures with their review their short list and with any people to travel. Prospective guests revenue management strategy in the luck, book direct. Entice your new aren't price shopping, they're holding short run will have the toughest time website visitors with an offer they out for a time when travel feels safe recovering in the long-run. won't find on the OTAs: your flexible again. Also, discounts are useless if people cancellation policy. According to a report in Skift, aren’t traveling for safety concerns. hotels that are the fastest to drop Hotels must make sure that when de- 3. No Deep Discounts their rates and who drop their rates mand does come back, we’re sure not Lowering rates too much isn't going the deepest can be the last ones to to be missing any dollar by having to convince a person who is afraid to recover when demand comes back. gone too low. travel, to book a trip. This downturn The loss of pricing power can con- Hold strong to your rate and is different. COVID-19 is the reason tribute to a slow recovery in revenue. instead focus on adding value to the

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guest experience. Guest reviews have adapting quickly, rolling out pack- While mainstream, well-known never been more important as pro- ages, updating outlets, and creating influencers command thousands of spective travellers weigh perceived content that speaks to the moment. rupees per social media post, a new risks with the rewards of vacation Look to independent hotels in your crop of influencers, known as micro time. Instead of spending millions on neck of the woods to lead the way. influencers, are ideal partners for marketing trying to find new cus- independent hotels. Their following is tomers, reach out to your past guests 5. The Rise of Micro-Influencers typically smaller but more engaged, who know what to expect, and will be With marketing budgets slashed and their focus is typically more more likely to rebook. When it comes as a result of lower occupancy and defined. Choose a micro influencer to guests who've recently checked traditional media outlets unsure of that speaks to, looks, and sounds like out, ask for reviews on Tripadvisor, the travel stories worth sharing, smart your target market. The influencer will Facebook, Expedia, even Instagram. marketers are turning to social media come to your property, stay with you, These testimonials will serve you to reach their audience with little deliver on the agreement, and share again and again. Word of mouth cost and decent returns. We're talking the experience across their social and advertising is a powerful tool. about influencers. While the name digital channels. itself connotes a certain disdain, influ- When it comes to influencer 4. Small is Beautiful encers are proving their value during agreements, don't be afraid to ask Across the country, we've seen a these uncertain times. for what you need. Many influencers major shift away from tourist traps When it comes to influencer are skilled photographers, writers, or and city center destinations to off the partnerships, it's important to find graphic designers, and micro influ- beaten path experiences. Travelers partners with real influence over your encers in particular are eager to show are choosing country drives over target market. Influence that extends value. Lay out the deliverables in your interstates, longstanding city dwellers beyond social media channels. If in- agreement, and provide examples of are migrating to the suburbs, and fluence is limited to Instagram, while the visuals and content you hope to high rise hotels are grappling with you may see an uptick in followers, receive in return. an uncertain fate. Meanwhile in less you can't take followers to the bank. While big influencers don't typically populous areas, particularly where It clicks to your website you're after, work for trade, micro influencers are the outdoors is the major draw, in- that is if you want to put heads in more willing to negotiate. Set aside dependent hotels are facing a much beds, so choose an influencer who's a small portion of your marketing different outlook: more interest than willing to write and publish a blog budget in 2021 for influencer mar- ever, sold out shoulder seasons, and post with links to your website. keting. Be sure to track and measure extended stays. the effectiveness of these campaigns Small hotels in northern West Ben- as you would any other marketing gal are welcoming travellers at rates From pulling back the program. they'd never seen before. Gangtok and other small towns of Sikkim had curtain on housekeeping, What's Ahead a record fall season, and it's impos- to shifting advertising It's pretty amazing to look back at all sible to find a place to stay on the the ways our industry has adapted in coasts of Digha, Puri and Gopalpur on budgets to drive markets, the wake of the pandemic. From pull- weekends, nearly at the double last from holding strong to ing back the curtain on housekeep- year's rates. With fewer places to jet rates, and by harnessing ing, to shifting advertising budgets off to, small towns and forest resorts to drive markets, from holding strong are breaking records. the power of word of to rates, and by harnessing the power Regardless of location, indepen- mouth advertising, of word of mouth advertising, hotels dent hotels are poised to navigate hotels continue to continue to beat the odds. The ability these tricky waters more easily than to respond to guests' needs has never the big box variety. With fewer levels beat the odds. been more important, and it's posi- of management and brand standards tioned small and independent hotels to meet, independent hotels are as the ones to watch.

MYSTIC EAST | 17 FOOD TREND GET READY FOR MOCK MEATS Plant-based meat selections appeal to meat eaters in a way traditional vegetarian substitutions haven’t. Fast food chains in several countries abroad have begun to tap this sunrise segment

Recent embrace of plant-based meat by big fast-food brands brought their recognition to another level

T wasn't that long ago that the offering a meatless burger called the Foods to offer plant-based burg- I only green, plant-based food McPlant, and Pizza Hut became the ers. Dunkin' and Del Taco have also generally spotted in fast-food first national pizza chain to partner introduced plant-based substitutes restaurants was the shredded lettuce with leading vegan meat producer with Impossible's rival firm Beyond separating a hamburger from its may- Beyond Meat to introduce plant- Meat. But the recent embrace of onnaise slathered bun. based meat pizzas across the country. plant-based foods by McDonald's and But as the vegetarian and vegan The fast-food giants are following in Pizza Hut brought their recognition to community rapidly grows, even fast- the footsteps of rivals Burger King, another level. food fans are becoming less afraid of Carl's Jr. and White Castle, which Some industry watchers believe eating their greens. Past November, have partnered with the rival fake that plant-based meat is on its way McDonald's announced that it is meat producing company Impossible to becoming the fifth protein, in with

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beef, chicken, seafood and pork. example, the Vegan Society estimat- Notwithstanding the above health ed that the number of vegans in the and environmental drivers, it is worth Fake meat market in India UK increased by a factor of 2.6 times noting the growing awareness that Meanwhile, in a country like India, in the ten years to 2016. However, the certain plant based products also where major food giants are forced significant growth in the plant-based have potential negative impacts, such to introduce vegetarian options on market is driven by the flexitarian as: high levels of water use (almond their menu, including plant-based consumer. There are various factors milk); use of genetically modified meat options might not be a bad driving the switch towards plant- crops (soy); and high salt content idea. Although we see a few vegan based products, including: (meat based alternatives). Negative restaurants coming up across the • significant media coverage of the media coverage could potentially country, particularly in the metros, impact of meat and dairy product have an impact on the future growth fast food chains here are yet to tap production on global warming and of certain products this segment of plant-based meat. resource consumption in relation to Widening range of ingredients and Researchers from the University of greenhouse gases flavours As the market for plant- Bath, the Good Food Institute, and • animal welfare rights groups have based alternatives grows, a wider the Center for Long Term Priorities gained significant traction and the range of ingredients are being used collaborated on the first quantitative ways in which animals are treated to broaden the product range. These comparison of consumer attitudes in the production of products has ingredients are often identified towards plant-based and clean meat caused a switch in consumer prefer- because of their ability to provide the across China, India, and the U.S. ences consumer with high levels of protein The report by Deloitte found • numerous reports on the potential and nutritional value. In the dairy out that the three most populous links between high consumption of alternatives market, there has been countries in the world have robust processed or red meat and cancer. a significant increase in the variety consumer interest in plant-based and clean meat. Interest in clean meat is expected to grow once there is a product on the market and consumers are more familiar with it.

Flexitarian consumer A major factor in the growth of the plant-based industry, especially in the UK, is the increased ethical focus of the consumer. This is partly led by the millennial generation and the emergence of the ‘flexitarian’ consumer. The ‘flexitarian’ consumer is an individual who still consumes meat and dairy but wishes to reduce the quan- tity on ethical, environmental and/ or health grounds. The flexitarian’s alternative consumption could take the form of specific substitutes or meat/ dairy free meal choices. In the past, plant-based diets were mostly consumed by the relatively small market of vegetarians and vegans. In recent years the number of vegetar- Rival fake meat companies Beyond Meat and Impossible Foods have sparked off ians and vegans has increased – for the trend of plant-based burgers

MYSTIC EAST | 19 FOOD TREND

Plant-based meat analogues are made from plants such as soy, wheat,fungi and pea proteins.

of ingredients used to produce milk rising demand for innovative prod- are moving both to protect their alternatives, including, for example, ucts has driven a significant increase market share and to capitalise on the soy, oat, coconut, almond, rice, and in new product development across growing market. One example of this hemp etc chilled, ambient and the frozen is Unilever’s acquisition of The Vege- The wider variety of ingredients segments. This innovation gives the tarian Butcher in December 2018 for allows the consumer more choice consumer a wider choice of products an undisclosed amount. Established and more exciting flavours, as well as and brands, and allows plant-based meat-based protein manufacturers ensuring that their dietary require- products to gain increased shelf space as well as dairy producers have also ments are met. This also means that and recognition. According to a recent expanded into the plant-based meat some ingredients will become more Mintel press release, the UK is now the and dairy-free space. For example popular and others less. Ingredients global leader for vegan food launches. Danone acquired leading plant based such as tempeh, pea, almond and In 2018 approximately 16 percent of dairy alternative producer Alpro in seitan are increasingly in demand, new food launches were vegan. the purchase of The Whitewave Foods whereas soy products are to some de- Company in 2017, for a value in ex- gree challenged because of concerns New strategy cess of £9bn. This deal was Danone’s about genetic modification. As part of The existing industry players, and in largest acquisition since 2007, and any investment decision in the plant- particular the multinational branded offers a fast way to gain significant based sector, careful consideration food and drinks companies, have market share in the growing market. of the particular plant-based protein increasingly become aware of the source will be important. small disruptor brands innovating in Direct to consumer models New product development: The the plant-based market space, and Direct to consumer (D2C) models

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turer of vegan and vegetarian foods, launched “Amy’s Drive Thru” which is the first plant-based fast-food restaurant.

Global market Despite the rise in the availability of plant based alternative products, the industry is still in a relatively early stage of its lifecycle and therefore offers significant room for further growth. The industry’s global reach is expected to be enhanced by new product development and rising consumer demand. European dominance The European plant-based alternatives market leads the way in terms of market size, with the European meat substitutes market accounting for around 40 per cent of the global market. The market is forecast to grow to €2.4bn by 2025 from €1.5bn in 20182. The European market, of which the UK is the largest sub-market, is the Plant-based meat is on its way to becoming the fifth protein, in with beef, leader currently by value. This reflects chicken,seafood and pork. the wealth of the average European customer, particularly in Western Europe, as cost is often a key barrier have become increasingly import- demanding a better experience, and to buying plant-based alternatives ant in the food and beverage sector, more tailored and personable service. due to the premium price attached to allowing processors to gain valuable D2C allows the companies to build a many products. insights into consumers’ behaviour direct relationship with the consumer and a more tailored approach to that would not be available through Significant investment marketing and differentiation. When grocery channels. Examples of D2C There has been significant invest- executed well, this model also allows models being used in the plant-based ment aiming to meet consumer higher margins to be obtained. This alternatives sector include: demand. The market has received growth in the D2C business model investment from a number of high- has been facilitated by the increase • All plants, a UK meal-kit delivery ser- profile individuals, as well as financial in online shopping and the increase vice of healthy, plant-based, frozen investors and companies, including, in social media use, which allows and ready to eat meals, which raised for example: businesses, including start-ups, to £7.5m in a Series A venture capital • Tyson Foods Inc. £41m investment in reach a wide market from a relatively funding in September 2018 Beyond Meat Inc. in December 2017, low cost base, while avoiding the • Daily Harvest, a US plant-based for an undisclosed stake. Beyond need to route products through vegan frozen fast-food company, Meat is a US-based plant-based meat traditional wholesale and retail backed by Serena Williams and alternatives producer operators. 9 Plant-based alternatives Shaun White, which provides a • Bill Gates & Li Ka-Shing invested in Driving industry M&A Furthermore build-your-box service which deliv- Impossible Foods, a US-based start- the increase in D2C has been drivers your order to your doorstep up creating a “bleeding” plant-based en by the fact that consumers are • Amy’s Kitchen, a US-based manufac- burger. The company raised $75m in

MYSTIC EAST | 21 FOOD TREND

the most recent funding round vegetarians, these new products substituting a plant-based meat for • Richard Branson & Tyson Foods directly targeted meat eaters. traditional meat because plant-based Inc. invested in Memphis meat, a burgers do not contain cholesterol US-based company which produces COVID-19 accelerates trend and have fiber and antioxidants “clean meat” by culturing animal COVID-19 magnifies health, climate, animal meat does not contain (and tissue from cells and meat supply-chain concerns that which American diets often lack). • Serena Williams and Shaun White in- plant-based meats aim to correct and On the other hand, the answer leans vested in Daily Harvest, a US-based has created a surge in demand for towards “no” because they often have frozen plant-based foods company plant-based products in grocery stores. about the same number of calories, • Google co-founder, Sergey Brin, Burger King and Starbucks launched total fat, and saturated fat as their provided $330k to fund the world’s plant-based breakfast sandwiches with traditional meat counterparts. They’re first lab-grown hamburger produced Impossible Foods’ new plant-based featured in indulgent menu items by Dutch start-up, Mosa Meat. These pork a year ago. With the onset of such as burgers and can contain in- investors have tended to invest in COVID-19, and questions about animal gredient formulations that our bodies plant-based start-ups as they have protein supplies, plant-based meats have not encountered before. recognised the shifting trend in the and other plant-based foods have a So, for now the answer is balance. market and the need to produce role to play to help rebuild the restau- Plant-based meats are still new and more sustainable food. The public rant industry. It’s a way to recapture are in their first and even second prominence of a number of the indi- growth, build-up check average, appeal recipe revisions; they may become viduals has created additional media to younger consumers, and overall healthier to help people be healthier. coverage for plant-based alternative help restaurants rebound. But there is no denying that plant- industries. Plant-based meat analogues are based meat is on its way to becoming Anyone in the foodservice or made from plants such as soy, wheat, the fifth protein, in with beef, chicken, restaurant business in India must fungi and pea proteins. Health seafood and pork. So anyone in the understand that plant-based is more experts advise to eat less meat and food business should take this trend than a trend, it has created a par- eat more plants to improve overall seriously and gear up for creating adigm shift in how the world eats health. But do plant-based meats fit recipes with fake meat. meat. that bill? The answer is complicat- Since 2018 Beyond Meat™ and ed. On one hand, the answer leans Courtesy: Plant-based alternatives, a Impossible™ emerged and disrupted toward “yes” if you’re occasionally report by Deloitte, UK the meat industry by creating (with their plant-based burgers) a whole new plant-based-meat food category known as meat analogues.

Meat analogues are designed to: • Have the aesthetic qualities and/or flavor/textural characteristics of meat • Display alongside meat on the grocery store shelves • Appeal to meat eaters • Directly compete with meat to get people to eat less meat

• Almost overnight plant-based meats gained impressive traction. Unlike the often frozen plant-based meat Health experts advise to eat less meat and eat more plants to improve substitutes marketed directly to overall health

22 | MYSTIC EAST COVER STORY January - February 2021

NEW WAGE CODE Rather than a lengthy definition with several inclusions, exclusions, and explanations, a simpler approach may have made payroll structures friendlier for both employers and employees

The definition of wages continues with the age-old formula of stipulating broadly worded inclusions along with vaguely worded exclusions, and then adds a layer of complexity on top by setting out exceptions for situations where the excluded components would also have to be treated as wages.

The new code could have been a lot simpler and in tune with the compensation practices being followed today - internationally and in India.

HE new and common defi- 2021. Is this the change the industry continues with the age-old formu- T nition of 'wages' under the had wanted and hoped for? la of stipulating broadly worded recently passed labour codes No doubt a common and consis- inclusions along with vaguely worded has got most organisations to take tent definition is good, and that is exclusions, and then adds a layer of yet another look at their payroll struc- certainly a positive one. PF, ESI, stat- complexity on top by setting out tures to determine what impact they utory bonus, leave encashment (for exceptions for situations where the will face. The new codes have been factory workers), gratuity, retrench- excluded components would also passed by Parliament to "amalgam- ment compensation, etc. will all be have to be treated as wages. The ate, simplify and rationalise" existing calculated using a common definition definition still looks and reads like it laws on various subjects like payment of 'wages.' belongs to a statute from the 1950s of wages, minimum wages, bonus, so- However, consistency seems to and not 2021. It could have been a lot cial security, etc., and are anticipated have come at the cost of unnecessary simpler and in tune with the compen- to become a binding law from April complexity. The definition of wages sation practices being followed today

MYSTIC EAST | 23 COVER STORY

- internationally and in India. Most organisations follow the EMPLOYEES, EXPECT concept of CTC (cost to company), BIG CUTS which has become almost customary in terms of practice and implemen- The government has come out with new compliance cost burden and penalties, if compensation rules to increase the social any. tation. The CTC is typically split into security benefits for employees. Accord- (i) fixed or guaranteed components ing to the new wage definition, in effect, at One area where the firms will certainly see of salary (like basic salary, dearness least 50 per cent of the gross remuneration an impact is the increased gratuity cost. As allowance, HRA, etc.), (ii) variable or of employees should form the basis to cal- of now, it is applied to all employees, man- conditional components (such as per- culate benefits such as gratuity, retrench- agement and otherwise. Also, it is calculat- formance-linked incentives, commis- ment compensation and provident fund, ed on 15 days of basic pay and dearness sions, etc.), and (iii) other costs such etc. in situations where the sum of basic allowance. Now, with the new calculation, as the employer's cost of contribu- salary and other fixed allowances (such as gratuity will have to include the other al- tion towards social benefits like the dearness allowance) is less than 50 per cent lowances of wages such as travel, special provident fund (PF), employee's state of the gross remuneration. allowance, etc. insurance (ESI), etc. No doubt, there could be certain The new definition is part of the Wage Code So, in the long run employees might gain 2019 that was passed by the Parliament last higher retirement benefits, but low-paid entitlements outside the above-men- year and also reflects in the more recently employees who may want more cash in tioned construct of CTC - such as passed codes on Social Security. hand may have to suffice with lower take statutory bonus, overtime, etc., which home salary. may or may not be treated as 'wag- The new wage definition is an attempt to es' based on the circumstances. A simplify the various regulations related to But, these are broad generalisations and simpler approach would have simply wages with the promise of easier imple- there are several grey areas that remain been to define wages as including all mentation. However, India Inc still awaits unclear. It is not clear whether this rule fixed elements of pay and excluding the details. The Bill is anticipated to get will apply to all wages or will be applicable variable or conditional components, enforced by April 2021. Some of the wage above a certain wage threshold. Also, the with limited exceptional rules for thresholds for laws such as Bonus, Provi- other Acts, such as PF Act have their wage items like overtime and other statuto- dent Fund, Employees State Insurance, etc. threshold, it remains to be seen whether ry entitlements. have not been decided yet. those wage thresholds will apply or not. The new definition ignores this easy Several laws that had their own definition Moreover, labour is a concurrent subject in to comprehend construct in favour of Wages have been consolidated under the constitution and hence, the Act related of vaguely drafted inclusions and the Labour Codes. There were different to wages will have to be amended by the exclusions. In the process, it creates definitions under Minimum Wages Act, state governments as well. The Labour de- ambiguities and concerns such as the Provident Fund Act, Bonus Act, etc. All of partment in the State and the Law enforce- following: these laws were meant to extend certain ment bodies in the Central Government *HRA is counted as wages to check benefits to employees or give them certain have to be restructured to make sure that if an employer has paid its employ- rights. This is an attempt to make the defi- there's clarity and harmony while enforce- ees on time, but not counted to nition of wages uniform, as proposed in the ment. These must happen over the next determine whether employees are Wage Code, 2019 which has been duplicat- three-four months when the implications receiving minimum wages. This is ed in the other Codes as well. will be clear. For instance, minimum wages manifestly unfair, since HRA is nor- and overtime rates for employees are to be While it will simplify the nomenclature, it administered by state governments but it mally guaranteed in nature. Even the will have significant cost repercussions for is not clear if overtime hours will be appli- current Minimum Wage Act includes firms. As the base to calculate PF and gra- cable for all employees in an enterprise and HRA, and this appears to be a poorly tuity increases, employers will have to shell how they will be tracked, verified and com- thought through result of wanting to out more as part of their workforce cost. plied with. Besides, the rates for minimum maintain a consistent definition. Also, there will be a one-time cost increase wages are yet to be published by the gov- *"Remuneration payable under any for employers to audit their current base ernment bodies. So it’s not known whether award or settlement between the of employee pay structure and align with the wages will rise or remain the same as parties" is not counted as wages. In a the new system. It may also result in rising a result.

24 | MYSTIC EAST January - February 2021

Several laws that had their own definition of Wages have been consolidated under the Labour Codes

unionised environment, all wages are be counted as wages till 50% of the tion discussed above, which excludes agreed under settlements between gross remuneration. This appears to many components that would nor- the employer and unionised workers, have been picked up from what the mally be considered wages. which often span 2-3 years or more. PF department proposed many years *Another flipside to creating It is quite meaningless to say that ago to ensure that PF contributions consistency is that the wages for none of these mutually negotiated are made on a larger portion of pay calculating gratuity will no longer be and settled elements of pay would (even though there is no discernible limited to basic salary and dearness be treated as "wages" for certain legal rationale for this 50% stipula- allowance alone. This will mean that purposes, such as minimum wage tion). While it made some sense in the the gratuity costs for organisations compliance. PF context, it appears that this 50% will go up significantly. *The definition states that all limit is now also acting as a backward Therefore, rather than a lengthy excluded components must also partial fix to the convoluted defini- definition with several inclusions, ex-

MYSTIC EAST | 25 COVER STORY

Another flipside to creating consistency is that the wages for calculating gratuity will no longer be limited to basic salary and dearness allowance alone. This will mean that the gratuity costs for organisations will go up significantly.

In the long run, employees might gain higher retirement benefits, but low-paid employees may get lower take home salary. clusions, provisos, and explanations, treated as wages and not based on Workers (about whom the Social a simpler approach may have been context, could have been dealt with Security Code is completely silent to tackle the definition of "wages" in the specific chapters dealing with at present) which are currently based on core principles (and if payment of wages and minimum uncapped can now potentially be necessary, through illustrations and wages/payment of bonus, respec- limited to 50% of the gross. examples, as several other statutes tively. Some issues the codes could have do) - in other words, any component That said, there is still an overall addressed, but have missed the op- that is fixed or guaranteed in nature improvement and organisations will portunity to do so: is wages; anything which is condi- also stand to benefit as follows: *The codes could have stipulated a tional, contingent, or discretionary *Organisations will retain the ability comfortable wage threshold beyond is not; along with other obvious to structure wages as tax efficient which overtime payments wouldn't exclusions towards pension contri- as possible, with the caveat that if be mandatory. Currently, there is butions, benefits in kind, expense excluded components exceed 50% of a risk that even well-paid employ- reimbursements, and end of service the gross, they'll be counted as wages ees could seek overtime payments payments. Few components like till the 50% limit. despite earning in multiples of the overtime, which deserve to both be *PF contributions for International stipulated minimum wages.

26 | MYSTIC EAST January - February 2021

*Currently, many components of etc., and shouldn't result in undue *While the coming few months pay tend to be front or back-loaded advantage to the employee merely will show what shape the final codes for tax planning purposes. For e.g., because of the timing of the amount and underlying rules will take, the many companies only pay allowances for tax planning purposes. government could certainly have like LTA as a lump sum at the year- *The codes could have clarified the taken a more progressive approach to end. The codes could have clarified manner in which entitlements would the new definition of wages, to better that such components should only be pro-rated for part-time workers, address ambiguities and legal uncer- be considered on a pro-rata basis to which is currently subject to cer- tainties resulting in fewer disputes calculate the end of service pay- tain ambiguities, depending on the and litigation. ments and benefits like retrenchment manner in which part-time work is compensation, maternity benefits, structured. Source: Atul Gupta/Trilegal

How salary structures will change

Currently, most employers have a wage struc- 50% of the total remuneration. The definition This will not only impact the financials of the ture in which the basic salary ranges from also provides for certain termination related company since corporates are required to 25% to 40% of the CTC of the employee, and payouts such as gratuity etc. and these are provide for the increased liability through an this forms the basis for both provident fund not subject to the 50% limit. Further, the val- actuarial valuation but also impact the take- and gratuity contributions. uation of benefits in kind is also provided for. home of the employee.

The four labour codes subsume 29 legisla- Currently, most employers have a wage struc- Unlike the above simplistic example, in prac- tions. The purpose of each of these regula- ture in which the basic salary ranges from tice, most companies would include both the tions was varied and hence the definition of 25% to 40% of the CTC of the employee, and employer contribution to PF as well as gra- wages under many of these regulations was this forms the basis for both provident fund tuity entitlements as part of CTC. Hence, an also different. The codes are aimed at unifi- and gratuity contributions. With the wages increase in gratuity payout will reduce the cation, simplification, and consolidation of under the codes moving to at least 50% of quantum of special allowance and the take these regulations, and hence have a common the CTC, there is going to be an impact from home pay of the employee. approach, which includes having a uniform both PF and gratuity perspectives. Let us take definition of wages across all these regula- a simple example of an employee having a From a PF perspective, contributions to PF tions. monthly salary of Rs. 25,000. on wages beyond the statutory wage ceiling are not mandatory. This is based on the pro- This is a significant change, and while the In the above scenario, the gratuity would be visions of the PF scheme as they stand today, intent of having a singular approach is wel- computed under the current payment of gra- as well as the principles arising from the Su- come, it would mean that the industry needs tuity act provisions on the basic salary of Rs. preme Court ruling in the case of Marathwa- to analyse and understand the impact of the 10,000 per month. From a PF perspective, giv- da Grameen Bank. same under each of these subsumed legisla- en the principles that arose from the Supreme tions. Court (SC) ruling in the case of Vivekananda Hence, where employers are contributing PF Vidya Mandir and others, the employer would on wages up to Rs 15,000 per month, com- The term "wages" as defined under the codes have contributed PF on Rs. 15,000 per month panies may adopt a view that there is no in- today, envisages that "all remuneration" pro- (which is the statutory wage ceiling for PF). crease in contribution required. vided to the employee is to be considered, and is subject to certain specified exclusions, such Under the codes, the wages for this employee However, there is definitely a need to look at as statutory bonus, conveyance allowance, would amount to Rs. 17,000 per month, and the employment contract and the internal travel concessions, housing benefit, or house hence this needs to be considered for cal- policy of the organisation to ensure that these rent allowance, contributions to PF and pen- culating gratuity. If this employee quits the are aligned with the position being adopted. sions, overtime, commission, etc. organisation from the codes become effec- There would be an impact on PF in respect of The aggregate of these exclusions is limited tive, and let us presume has put in 15 years employees with wages below the statutory to 50% of remuneration, and hence the wag- of service, the gratuity payable ( calculated as wage ceiling as well as international workers. es as ultimately calculated would be at least last drawn pay /26* 15* no of years of service) 50% of total remuneration. Clearly, the intent would be Rs. 147,115 as against the earlier Overall, it is important for organisations to of the codes is to ensure that contributions to amount of Rs. 86, 538 a clear increase of 1.7 analyse the impact of the change in the defi- PF, gratuity payouts, etc. are made on at least times. nition of wages.

MYSTIC EAST | 27 BOOKING

Surely cutting out the middle man wherever possible and encouraging direct hotel bookings makes the most sense from a revenue management perspective GO DIRECT, BYPASS OTA An important goal for both large hotel chains and smaller, individual hotels, is to encourage guests to book directly through their websites

ECENTLY several hotel asso- of Eastern India has been fighting ers through their platforms. Other R ciations launched the #Godi- against the arm-twisting tactics of the hospitality industry associations rect Campaign to eliminate aggregators for quite some time. Last across the country also have been intermediaries and save exorbitant year we had decided to stop taking opposing major OTAs who charge commissions to hotel aggregators, bookings from, two top online travel heavy commissions from hotels and especially when the hospitality sector portals for charging heavy commis- restaurants and offer hefty discounts is going through a critical situation. sions from hotel owners and offering to guests. These online booking The Hotel & Restaurant Association indiscriminate discounts to custom- portals initially charged between 15

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and 18 per cent as commissions, but this data to minimise their rates being Building a comprehensive profile the figure climbed to over 40 per cent continually driven down. By using all of your guests from the moment last year-end. of your customer data, including his- of direct booking online enables torical performance and on-property you to build a more seamless and BEAT THEM SMARTLY spending, you can set your rates for personalised booking experience. The competitive landscape for hotel maximum profit. This means you can Leveraging the data you hold in your and property managers has shifted better understand how your pricing is CRM (Customer Relationship Manage- so much in the last 10 years with the affecting demand for your rooms, not ment) system enables you to make emergence of the OTAs (Online Travel your competitors. the best decisions on pricing and Agents). As they continue to domi- Because OTAs do not have access promotions. nate the online booking landscape, to this data, they are forced to rely on finding ways to lower the cost of competitors prices to gauge demand. DIRECT BOOKINGS guest acquisition has become a sig- This feeds into the ongoing cycle of When you sell your hotel inventory nificant priority for most hotels. While hoteliers being pitted against each through an OTA or using a channel commission costs are beginning to other to undercut one another on other than your own website, you come down as the larger hotel chains price and offer the lowest rate. This are losing revenue in the form of the fight their corner, the share of cus- race to the bottom isn’t really bene- fees you are paying to these distribu- tomers booking through OTAs contin- ficial to anyone, even the OTA’s. The tion partners. Surely cutting out the ues to grow. So what can smaller lower the rate, the less they earn too. middle man wherever possible and hoteliers do to drive more direct hotel booking and win back business? Many hoteliers now realise that they will not be able to beat the OTAs at their own game. And while including them in your hotel booking strategy can help you maximise your exposure, the best route to growing profitability is increasing your online direct bookings. So what other benefits of driving direct bookings can you expect?

GAME OF DATA When a guest makes a booking directly with your hotel rather than through a third party booking agent, you have all your guest details, including email addresses and phone numbers, right from the very beginning. Hotel owners really should not under-estimate the value of this information. The data hoteliers have in their own PMS (Property Manage- ment System) is probably the single biggest competitive advantage they have over the OTAs and should be fiercely protected. It’s important for hoteliers to When a guest makes a booking directly with your hotel rather than through a understand how they can leverage third party booking agent, you have all your guest details

MYSTIC EAST | 29 BOOKING

When you start delivering a better customer experience, you also begin to build brand loyalty and draw more customers directly encouraging direct hotel bookings one. When you start delivering a with you and offer them a deal for a makes the most sense from a revenue better customer experience, you also future stay or to share with family and management perspective. begin to build brand loyalty. friends. Having direct contact with your Consider offering value-add deals guests from the outset and using your as a ‘thank you’ to guests booking POSITIVE REVIEWS data wisely also enables you to begin your hotel direct online. It can be Delivering great personalised building rapport and offer enhanced anything from rental deals, free wifi, customer service and building your customer service. Making the right personalised recommendations for brand loyalty means you are far offer to the right guest at the right local day trips to a ‘best price guar- more likely to attract those all-im- time will not only wow your customers antee’. They will all go a long way to portant positive guest reviews. So but increases the likelihood of driving ensuring that a guest feels personally make sure that they know how and more profitable repeat bookings looked after. where they can leave these reviews through your lowest-cost channel. Then when their stay is over, follow to show potential new customers Also keeping a current customer up with them reminding them how the benefits of booking direct. is much cheaper than finding a new much you enjoyed having them stay So what can independent hotels

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and motels do to increase their would with an OTA. You are effective- marketing is the best it can be. chances of winning that all-important ly paying to display your own hotel Email Marketing: Make sure you booking confirmation through your website or booking engine alongside have a well thought through email own direct booking site? the OTA’s. Make sure you work with marketing strategy. Ongoing regular an authorized Google integration communication is vital to encourage MAKE IT SIMPLE partner to help you get this set up. direct hotel bookings. By segmenting Before we even get into how to get Social Media Strategy: Ensure you your guest data you can engage peo- more bookings and the potential are making the most of the oppor- ple before they arrive and re-engage marketing strategies that you could tunity that social media offers to previous guests. adopt, take a look at your current present your hotel in the best light Developing special offers target- website and booking engine. Many of possible. This includes highlighting ed at the right people at the right us have become so distracted by the what the local area has to offer as time creates that wow factor. Make battles for our marketing dollar from well as encouraging engagement real use of the data that you have to third parties that we have forgotten with current, previous and potential send promotions for their birthdays, to invest in our own hotel websites. guests. Again, you can work with a anniversaries or any other important When you consider that fewer than trusted partner to ensure your hotel occasion. half of all travellers visit the hotel’s direct booking portal, it’s vital to maximise the conversion rate among those that do. How attractive is your website? How easy is your booking process? Is it mobile responsive – does it work the same way on a mobile device? Do you have great photos of your different room types? Among the key things to focus on are the consistency and simplicity of the booking process. Ideally, it should take no more than three clicks to convert ‘lookers to bookers’. So what other direct booking strategies should you consider? Improve Website Visibility: Increas- ing organic traffic to your website and ensuring it can easily be found when potential guests are searching for a hotel in your area is imperative. Invest in search engine optimising your website so that you appear for the most relevant, commonly searched and valuable search terms. Our recent series of blogs outlined more about what SEO is and how to do it. Consider Meta Search Advertising: With meta search advertising, you can pay to display your book direct rate in the metasearch results. You are Make your website attractive. The booking process must be easy and ensure it not selling your rooms directly as you works the same way on a mobile device

MYSTIC EAST | 31 SURVEY TRAVEL IN NEW NORMAL The current pandemic has ensured that travelling won’t be the same as before. Some trends are going to stay even after normalcy returns

HE current pandemic has and some online booking companies has been a rising urge to escape the T ensured that the travel trends have listed out these three trends four walls of home and maximize won’t be the same as before. that will be carving the path ahead in work from rejuvenating environs like With around 90 per cent people keen 2021, and beyond a beach, palace, mountains or by to resume travel, more and more the pool. People are booking longer travellers have been exploring the WORKATIONS stays at hotels to balance time with myriad beauty of India, leading to With the lines between work and play family and inspire a burst of profes- a rise in domestic travel. Top hotels blurring in the past months, there sional creativity. Digital nomads with

32 | MYSTIC EAST January - February 2021

The workcation concept wasn't invented by millennials, but they were the ones who embraced it and perfected it

a tendency to blur the lines between millennials were viewed through a in/check out, bell and concierge ser- work and play, the often-misunder- lens of curiosity and circumspection vice, a variety of in-house F&B outlets, stood generation known as millenni- by a hotel industry that had grown room service, twice daily housekeep- als, just might be saving parts of the to a staggering $218 Billion in the US ing service (with turndown for luxury U.S. hotel industry during Covid-19 alone by 2018. hotels), business centers (where work lockdowns. The astronomical growth of the ho- could be done outside of one's hotel For the past decade, hoteliers have tel industry had been driven largely room), 500 thread count bed linens – been preparing for the many ways in by catering to the needs and desires all of these innovations spoke to the which millennials were predicted to of the older generation: affluent generation’s desire for comfort and change the hotel industry. Radically travelers who liked their creature convenience, ideally wrapped in the different in values and behavior than comforts and prized consistency trappings of luxury, whenever the those in early generation who had above all. Industry touchstones such budget permitted. defined the modern travel industry, as personalized interactions at check Millennial travellers, on the other

MYSTIC EAST | 33 SURVEY

New age travellers are willing to forgo all luxury, with the only requirement being that the wireless internet signal must be fast and strong hand, were willing to forgo each of ing speed to pricing) soon became perfected it. The notion of working these things in favor of authentici- the most important and desirable while on vacation was considered ty, local experiences, flexibility, and hotel amenity, surpassing luxurious so unusual as late as 2014 that CNN spontaneity, with the only require- bath products and the foil-wrapped interviewed several top hotel brand ment being that the wireless inter- chocolate on the pillow. Hotel lobbies leaders to learn more about this phe- net signal must be fast and strong. were transformed from stately, serene nomenon. One senior hotel executive Hoteliers, realizing that the old values showcases that proclaimed "you've gamely described the "work-cation" and rules no longer applied to this arrived" to buzzing hives of work and as the logical extension of baby up-and-coming mega-generation socialization, a place where millenni- boomers' 'time is money – no time of customers began scrambling to als could tap into a wireless network, that is not work time' ethic. redesign the guest experience. sip a local fair-trade coffee, and post This perspective overlooked the With varying degrees of enthu- a selfie on their social media. Some of rising tide of digital nomads from siasm and success, hotels slowly these social media posts began being the booming, well-paid technology began adapting to this new breed hashtagged #workcation as early as and internet industries; employees at of travelers. Internet access, at first 2015. companies such as Google and Face- limited to ethernet cables and The workcation concept wasn't book, campuses where the culture of sometimes hidden behind a paid invented by millennials, but they nine to five and office cubicles had firewall (with some brands even tier- were the ones who embraced it and been jettisoned from the beginning.

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Staycation is an increasing trend because it’s an easy way to take a break without travelling too far

Millennials increasingly lived, worked, uncertainty, immediately shelved any an airplane for leisure travel was played, and stayed wherever they vacation plans and cancelled their strictly off the table for most travelers. could maximize efficiency, experience discretionary travel. Hotel rates and promotions were re- life to the fullest, and get a strong Long haul flights were suspended; targeted towards the so-called "drive internet connection. international travel to major tourist market" and urban hotels looking for Then Covid-19 happened and destinations in the United States a lifeline in the absence of corporate practically overnight, entire industries dried up. Corporations issued "es- and group business quickly pivoted had to come to terms with the unique sential travel only" directives; groups to hyper-local marketing strategies. and unexpected challenges of work- and associations postponed contract- Despite these quick reactions ing remote, something millennials ed events to future years, or even and immediate measures, many had long championed as a requisite cancelled bookings outright. Hotel hotels failed see a return of their job perk and indeed, demanded as occupancies and forecasted revenues usual guests. Instead, the guest age part of their employment (often to plummeted accordingly. demographic at hotels began to fall the chagrin of their baby boomer Hotels awoke to a radically new en- squarely into the millennial range employers.) Boomers themselves, by vironment and quickly realized that of mid-twenties to late thirties. this time largely in an age bracket the bulk of their business during the And, something even more unusual deemed at "high risk" for infection, global pandemic would have to come happened. The average length of stay and by generational nature averse to from their own backyards; boarding began to slowly increase.

MYSTIC EAST | 35 SURVEY

Less obvious and predictable was and without consistently falling into be attractive for customers due to the appetite of millennials for taking temptations such as Netflix) and their layout which provides privacy advantage of historically low hotel there is no hurry to go from one ac- and protection. The hill areas of Hi- occupancies and rates by extending tivity to another just to remain busy machal and Uttarakhand have many the typical one-to-two night week- all the time. such properties in close proximity to end stay into four and five nights. The wider hotel and hospitality Delhi/NCR, Western UP, and Punjab. These extended "workcation" stays market has long been occupied by Lessons from the ongoing pandem- were seen as an opportunity to ex- business travellers and conferences. ic are loud and clear. Social distanc- perience a new environment, get out Before Covid-19 struck, half of all Pre- ing, the importance of hygiene, and of the apartment, condo or house, ferred Hotels guests were corporate sanitation cannot be overstressed. It and possibly see other millennials travellers, while leisure guests made is also now deeply ingrained in the from a safe distance. When the hotel up between 20% and 30%, but now human psyche at large how large- or resort came with amenities such the situation has altered. As the rules scale meddling was the precursor of as poolside cabanas, 24-hour room of work and play are fading, profes- the crisis and people want to move service and free Wi-Fi, the remote sionals are discovering creative ways more towards nature. In these times, work situation was perfected. Long to spend leisure time with family and sustainable travel assumes a depth accustomed to working from remote friends. Owing to the time-crunch and meaning which were absent locations, millennials quite naturally experienced by people, spontaneous before. People want to reduce their made the transition to working from staycations in their own cities with carbon imprint and staycations out of hotels and resorts when remote work leisure breaks is becoming highly cities are becoming one of the most was no longer optional, but required popular. popular trends. by employers. Staycations have become increas- Staycations are ideal options for ingly popular at city hotels across families that are deciding what to do STAYCATIONS: Mumbai, Bangalore, Delhi and Kol- for their holidays; trying to balance A staycation means ‘stay’ and ‘vaca- kata among others. Combined with concerns about their finances and tion’ – A vacation that you take near minimal required travel, low on hol- their fear of Covid-19, with their your home for a slightly longer period iday planning time, cost and carbon desire for fun and relaxation. The of time than a regular holiday. Guests footprint, staycations are perfect for pandemic may instead be pushing want to surround themselves with travellers of all generations. a revival of creative holiday making greenery and nature and get some While it might take time for the in- nearer to home, with potentially huge fresh air with good weather after dustry to fully recover, Hoteliers have benefits for crisis-hit local economies. being locked inside their homes for come up with innovative solutions In order to stimulate your curious months now. They also look forward to generate revenues. As a result, the mind and push yourself to find out to diversity in cuisines including im- Hotel Industry is presently witnessing new tracks and new things to do, munity booster drinks or dishes and a surge in demand for Staycations’ – here are some of the benefits of a indulge in outdoor physical activities The answer to weary millenniums and staycation: including in Yoga and Meditation. work from home employees who are Staycation limits the stress related Staycation is an increasing trend in dire need for a vacation but want to organizing a trip: from finding ac- because it’s an easy way to take a to be assured of the best hygiene commodation to preparing multiple break without travelling too far. It is standards. Restaurants are focusing suitcases filled with clothes that many a wonderful way of spending joyful more on takeaways with contactless times aren’t even used. vacations while aiding one’s pocket delivery services. • It allows carrying out activities that and the environment. In fact, staying However, in the near future with you never do because of a busy close to house eradicates the budget mass vaccination, we expect domes- schedule during the year – such as for accommodation (15% of the funds tic leisure to pick up wherein people visiting the permanent collections of average households on vacation) would travel in their own cars to of museums, taking benefit of the and transport. There are no burdened areas where there are limited cases or good weather to play some sports in or wok-load days, you do what you chances for exposure. Prasad believes the nearby parks. feel like doing (with leisure-activities that small boutique properties would • Staycation also promotes the local

36 | MYSTIC EAST January - February 2021

economy. You leverage the time of of driving holidays as people were a travel bubble—a car picks up the vacations to take a tour on the local keen to travel to destinations within guests, takes them to the hotel, and markets, visit the farm to pick fresh close vicinity of their homes, leading drops them back home. fruits and vegetables, be a part of to the discovery of offbeat locations. The industry assessment is that the seasonal competitions or artistic Some travellers were even comfort- travel is primarily local and ho- courses; or even to spend a night in able driving slightly longer distances tel-centric—budget, premium or an amazing hotel nearby. to ensure that they could maintain a luxury as long as reaching it is easy, • Discovering or rediscovering the comfortable level of social distancing. sanitation protocols are convinc- beauty of your city or region, which Destinations such as Goa, Rajasthan, ing, and the location of the hotel is we often forget to notice due to Kerala, Uttarakhand and Karnataka, attractive—until the infection rate stress and the power of habit is an- all driving distance from key cities, drops off or mass vaccination is other potential benefit of staycation; saw a rise in leisure travel in recent introduced. • Last but not least: staycation allows months. This is the reason people have been you to learn how to take advantage Drivecation is actually a Covid-driv- opting for road trips and holidays of the pandemic situation. en upgrade of the staycation where within drivable distance in the safety the check-in essentially begins at of cars. Also, people choose places DRIVECATIONS your doorstep because, literally, the close to home to escape their daily Over 80 per cent people indicated hotels go to the guests. The tour routine yet be at the beck and call to interest in traveling with family and packages hotels offer are door-to- attend domestic responsibilities, if loved ones, resulting in the growth door to avoid exposure and create needs arise.

MYSTIC EAST | 37 STATE SURVEY STELLAR REVIVAL

Odisha Tourism has undertaken a vast and inclusive drive to sensitise and train service providers across the state in COVID-19 safety protocols. Especially, the newly launched Eco Retreats and concept of glamping are drawing tourists in hordes

38 | MYSTIC EAST ICH culture, glorious history, of travellers. With a footfall of nearly a green and hilly terrain or its coastal R virgin beaches, bounty of na- million tourists every year, it is called plains, its rich cultural festivals or the ture and wildlife, abundance the ‘Soul of India’. Buddhist legacy, its palm-fringed of spirituality and a hint of royalty. In its long-spanning history, Odisha silver beaches or the numerous rivers, When in Odisha, there is no dearth has been known by several names there’s an elusive Odisha waiting to of options to explore. Set on the including Kalinga and Utkala and ul- be explored. eastern coast of India with the waters timately rose to become the cultural of the Bay of Bengal swirling along trove of the country, as we know it to- EARLY ADOPTER OF its boundaries and wedged between day. As you delve deeper into the rich SAFETY PROTOCOLS the states of West Bengal and Andhra history, you can find several museums In anticipation of resumption of Pradesh, the coastal state of Odisha is across the state that stand testament post-monsoon tourist activity, the the one-stop destination for all kinds to its glorious past. Be it the lush Department of Tourism, Government

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of Odisha, has been working with the state’s tourism and hospitality sector through the representatives of the hospitality sector to ensure high standards of hygiene and tourist safety. District-level teams plan to familiarise management and employees of tourist destinations and service providers across the spectrum, based on the COVID-19 Preparedness Protocols for Tourist Destinations issued by the Department of Tourism. In organising the Jagannath Rath Yatra 2020, the Government of Odis- ha undertook comprehensive preven- tive measures, including screening of over 2,000 servitors and about 30 police platoons for COVID-19 prior to deployment, besides imposing a cur- few across Puri to prevent crowding. Prime hotels and resorts in the state have brought in technology-lever- aged sanitisation mechanisms to implement safety & hygiene protocols and operational recommendations for tourism service providers issued in May 2020 by the Ministry of Tourism. Odisha Tourism Development Cor- poration (OTDC) was among the early adapters to these protocols. These practices that were put in place while servicing the lodging, boarding and transport requirements of healthcare service providers and tourists have been maintained diligently.

BOUNTIFUL NATURE Odisha is richly endowed with nature, wildlife and biodiversity, thereby making it an ideal escape for a sustainable getaway. The ecotourism camps and corridors in the state often make it a traveller’s first choice for a nature trail. One can choose from a variety of activities such as trekking, sightseeing, boating and birding when in Odisha. Some of the most preferred des- Odisha is richly endowed with nature,wildlife and biodiversity tinations for ecotourism in Odisha

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Odisha’s eco retreats are nothing less than a veritable carnival

include the Similipal Tiger and glimpse of the many elusive beasts the first two editions, the state is all Biosphere Reserve, the Bhitarkanika in their natural habitat. Known for its set to host the 3rd edition from 8th to National Park and the Satkosia Tiger splendour, the ChandakaDampara 10th January, 2021. Another delight- Reserve. Set in Mayurbhanj, Simili- Wildlife Sanctuary is a colourful blend ful experience in store for travellers is pal is where you can experience the of semi-evergreen forests, thorny a visit to the Nalabana Bird Sanctuary, calmness of nature. Sprawling over an bamboo brakes and sal forests. There which is open only during the Nation- area of 2,750 sq kms, this tiger reserve are two nature camps within sanc- al Chilika Bird Festival. For a unique is among the first nine designated tuary premises—the Deras Nature experience, travellers can also head tiger reserves that were established Camp and Godibari Nature Camp, to the houseboats at Chilika Lake in 1973. Apart from boasting of a rich located within the same vicinity and and Bhitarkanika National Park and vegetation, meandering rivers and just five kilometres apart. A night stay surrender to their serene surround- cascading waterfalls, it also holds the at Chandaka-Dampara Wildlife Sanc- ings. These houseboats are run by highest tiger population in the state. tuary, away from the chaos of city life, private operators on operation and Spread along the Satkosia Gorge is precisely what one needs to tune management basis. One of the largest along the Mahanadi River, Satkosia into nature. freshwater lakes, the Tampara Lake Tiger Reserve is a wildlife photogra- When it comes to birding, Chilika, is also a great avenue for all kinds pher's delight. The reserve comprises without a doubt, is the ideal choice. of watersports. This beautiful lake two wildlife sanctuaries—Satkosia Do not miss the annual National along with the nearby Chilika Lagoon Gorge Sanctuary and Baisipalli Sanc- Chilika Bird Festival held during the speaks volumes about the ecological tuary. Go on a river cruise to catch a winters. After the riveting success of diversity of Odisha

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The scenic roads of Odisha can put many states on the eastern coast to shame

ground for migratory birds in India. BIRDWACTHER'S PARADISE Bird Watcher's keep coming back to Birdwatching is an activity reserved The tourism board this destination as it is home to some only for the well seasoned; for enthu- has mapped all of the most unique species like sea siasts who can practice utmost pa- the important eagles, greylag geese, and purple tience and perseverance. If you are a moorhen. Chilika proudly hosts the wildlife photographer, or simply love destinations which world’s largest breeding colonies of spotting new types of species, there's can be explored flamingos as well. no better place than Odisha. The state is home to over 400 unique avian spe- by road and has Mangalajodi: haven for birders: cies, making it one of the best birding curated driving The lake has many marshlands, places to visit worldwide. itineraries for of which Mangalajodi is labelled The Chilika Lake Sanctuary near ‘birder’s haven’ and is a must-visit for Puri, has Asia’s largest inland sea interstate and a spectacular view of some beautiful water lagoon. It is a pear-shaped lake, intra-state tourists winged guests. Until over a decade spread over an area of 1,100 sq km ago, the primary livelihood of nearly a and serves as the largest wintering hundred families in Mangalajodi was

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based on killing, selling and eating mers. Flocks of endangered Indian residential and migratory species of birds—many of them migratory. skimmers have also been found birds. Till now, 320 species of birds However, eventually the poachers nesting along the sands of the Mah- have been identified. assembled in a local temple motivat- anadi riverbed in Mundali during the ed by a local gentleman and pledged summers. Hirakud Reservoir: Hirakud is the against killing their winged guests. After the Cyclone Phailin, which longest earthen dam in the world Several organisations joined hands to hit the coast of Odisha in 2013, three and stands across the Mahanadi River train the poachers to become birding species of oceanic birds from the in Sambalpur. It was the first major guides and impart knowledge about Atlantic region were spotted here, multipurpose river valley project after the ways of the hospitality industry. which was a rare sight. India’s independence in 1947. This Madhu Behera, one of the guides, is man-made structure is located 15 known widely in the birding circle of Bhitarkanika National Park: The kilometres north of Sambalpur. Every India . Bhitarkanika National Park is one of year, thousands of birds migrate to India’s biggest estuarine crocodile the reservoir, which spans over an Kuldiha Wildlife Sanctuary: Located habitats and a major coastal ecosys- area of 746 sq km and has a shoreline in the southwestern part of Balasore tem. It was declared as a national of over 640 km, for four months. Mi- district, the sanctuary covers an area park because of its ecological, faunal, gratory birds like common pochard, of 272 sq km. The topography of the floral, geomorphological, zoological red-crested pochard, great crested region supports deciduous, thick sal association and conservation ef- grebe and pond heron can be spot- forests. This area is home to a wide forts in 1998. In August 2002, it was ted here during the winter season. variety of wildlife species including designated as the second Ramsar Indian elephants, tiger, leopards, Indi- site. Besides the mass nesting of Olive ECO RETREATS an bison, sambar deer, spotted deer, Ridley turtles and saltwater croco- Ecotour Odisha, renowned for its mouse deer, nilgai, chousingha, sloth diles, Bhitarkanika is also known for game-changing model of commu- bear, etc. The sanctuary also serves as the abode to a variety of avifauna. Mr Manoranjan Das, a guide and resort owner from Kuldiha, is a well-known snake rescuer and an avid birdwatcher. He has recorded 253 species of birds including Malabar trogon, In- dian heart-spotted woodpecker and yellow-rumped flycatcher.

Mundali Dam, Cuttack: The Mah- anadi River is about 900 kilometres long and flows through Chhattisgarh and Odisha. From Chhattisgarh, the river first flows eastward and reaches Odisha. In Odisha, it first reaches Sambalpur, then the Satkosia Gorge, finally entering Mundali on the Cut- tack-Athgarh Road. Every year Mundali lures thousands of migratory birds, including many diving ducks. Almost 71 species of birds have been identified from this place. The most important species Satkosia Sand Resort serves as the ideal escape for nature lovers and found here are the rare Indian skim- those seeking solitude

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Hirakud is the longest earthen dam in the world and stands across the Mahanadi River in Sambalpur. It's one of the sites of Eco-Retreats nity-managed ecotourism camps Family Welfare. Even at the highly an- all rooms, thermal screening, provi- across the state’s protected areas, has ticipated Eco Retreat Odisha the SOPs sion of a comprehensive sanitation instituted specialised training for its are being implemented including package for each checked-in guest, staff, in collaboration with reputed contactless check-in and check-out, luggage sanitisation, social distancing institutions such as Institute of Hotel PPE kits for staff, safe procurement of norms, etc. Management Catering Technolo- consumables, regular disinfection of Odisha’s eco retreats are noth- gy & Applied Nutrition (IHM) and ing less than a veritable carnival. A Indian Institute of Tourism & Travel celebration of culture, adventure and Management (IITTM) Bhubaneswar. The Odisha food, the eco retreats offer travellers The ecotourism workforce has been tourism an opportunity to explore the state’s uncompromising in its commitment department diverse tourism offerings. After the to responsible tourism, and has success of the first edition of Eco helped preserve visitors’ confidence introduced Retreats, which was held last year in quality. glamping events at between December 15 and February The Department of Tourism has 15, the Odisha government is all set also engaged with all the stake- five destinations, to organise the second edition during holders and has provided training namely Konark, the winters. The tourism department on COVID-19 protocols. Consistent Bhitarkanika, will introduce glamping events at with Odisha’s stellar management five destinations, namely Konark, of the pandemic, the Eco Retreats Hirakud, Satkosia Bhitarkanika, Hirakud, Satkosia and are being implemented in complete and Daringbadi Daringbadi. compliance with guidelines and SOPs The Eco Retreat glamping—luxury prescribed by the Ministry of Health & camping—site at the idyllic Konark

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regions of Odisha are employed in 42 ecotourism nature camps and a majority of them are women. This has been an alternative income for them, as earlier they used to rely on forest produce for their survival by poaching, smuggling, fishing, collecting honey, mahua, firewood, etc The local folks have raised the revenue of state ecotourism from 47 lakhs during 2015-16 to 6.85 crores during 2019-20. More than 46,000 visitors from different parts of the world have visited the nature camps during 2019-20. Even during the difficult times of COVID-19, they have displayed an enterprising spirit by performing all their duties and following all the guidelines as issued by the government for the pandemic. It is praiseworthy that Odisha is the only state to have adopted the innovative model of community-based The state is home to over 400 unique avian species, making it one of the best ecotourism, where 80 per cent of the birding places to visit worldwide share of revenue goes back to the community. Nature tourism has not Beach, overlooking the Sun Temple While the Satkosia Sand Resort serves only reduced the pressure on forest continues to leave many spellbound. as the ideal escape for nature lovers resources but is also an important There are several eco-friendly yet and those seeking solitude, Dar- tool for converting every tourist into luxurious camps installed in various ingbadi with its verdant valleys and a guardian of nature. It has com- national parks of the state. The Bhi- plateaus is a pleasant break from the bined experiences from the wild with tarkanika National Park, perhaps the otherwise humid climate of Odisha. responsible travel and sustainability most well-known of the lot, boasts of and has increased awareness among quite a few camps. The River Brahma- COMMUNITY MANAGED tourists about the conservation ni and Kharasrota meet at Nalitapatia Of the total population of Odisha, efforts. in Bhitarkanika National Park, making around 83 per cent live in rural areas the site spellbinding and ideal for and their role in preserving and TRAVEL BY ROAD glamping adventures. conserving the natural resources of Odisha has hitherto been known Other luxury camping sites in- the state is vital. Realising their role primarily for its beautiful Golden Tri- clude Dangamal, Habalikhashi, Gupti in forest and wildlife conservation, angle of Bhubaneswar–Puri–Konark, nature camps in this sanctuary. One during the year 2016, the Forest and pivoted on Lord Jagannath’s seat. could also head to the Hirakud Dam Environment Department launched Several other treasures nestled in the in Sambalpur, which holds a unique an innovative scheme Community state’s hinterland are waiting to be significance. The luxury camps here Managed Nature Tourism’ for provid- explored. The state boasts of an ex- offer all the five-star facilities along ing alternative livelihood to the forest cellent road network that is not being with the serenity of nature. Many of dependent communities. sufficiently utilised. The scenic roads the camp sites are set in picturesque The new scheme has proven to be of Odisha can put many states on locales such as the Satkosia River bed beneficial for the rural economy of the the eastern coast to shame. Largely and the hill station of Daringbadi. state. More than 600 locals in different unexplored, these routes have secrets

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Valley of Odisha’ due to its frequent weather changes, mesmerising beauty and rich biodiversity, it’s a trekker’s paradise. The Mandasaru Gorge ecosystem is located in the eastern part of Kandhamal district of Odisha and is surrounded by dense tropical moist deciduous forest on all sides. One could also drive up to the Hira- kud Reservoir from Raipur or Bilaspur, as part of the ‘Quest for Odisha’s Wild West’ trail. Hirakud is the world’s longest earthen dam and stands across the Mahanadi River. One can make one’s way to the several minarets nearby. The Gandhi Minar, a watch- tower located on top of a hill, offers a bird’s-eye view of the Hirakud Dam. The beauty of the Hirakud Dam is best experienced through a stunning 21-kilometre drive across the dyke. Hit NH-26 from Visakhapatnam to head to Koraput via the Deomali Hills. This monsoon escape itinerary allows you to make a pit stop at Mangalajodi The Eco Retreat glamping—luxury camping—site at the idyllic Konark Beach, and enjoy the scenic beauty of the overlooking the Sun Temple continues to leave many spellbound. Araku Valley. Dotted with forests, waterfalls, terraced valleys and darting hidden in every corner. In order to enthusiasts and nature lovers alike. springs, Koraput is a treasure trove of boost tourism, the Odisha Tourism Replete with cascading waterfalls nature, tribal life and history. Board recently announced the launch like Sitakund, Joranda, Devkunda, Nestled between the Eastern Ghats of the ‘Odisha By Road’ campaign. and Dudma, the drive promises to be and some breathtaking scenery, The tourism board has mapped all relaxing and enriching. Reaching for Koraput has some of the major rivers the important destinations which can the Hills, an itinerary modelled by the of Odisha passing through it, name- be explored by road and has curated tourism board starts from Visakhapa- ly Machhakunda, Vamsadhara and driving itineraries for interstate and tnam in Andhra Pradesh and ends Kolab. The district is primarily dom- intra-state tourists. at Daringbadi. Set at an altitude of inated by the indigenous or tribal The Cascade Trail from Ranchi to 3,000ft, it is the only destination communities. The Puri-Konark Marine Keonjhar not only takes you on a in Odisha that witnesses snowfall Drive is among the most popular journey across a picturesque route, during the winters. Dotted with pine long-drive routes in the state. While where you get to see miles and miles trees, waterfalls, coffee and pepper one side of the road is covered in a of nature on both sides of the road, gardens, it is the home of one of the lush green canopy, the other side but also offers a glimpse into the rich most ancient tribes of India called witnesses the crashing waves of the heritage and culture of the region. ‘Kuthia Kondas’. Often known as the sea. The ‘Deep into the Mangroves’ Make a pit-stop at Ghatagaon to pick ‘Kashmir of Odisha’, Daringbadi offers route from Kolkata to Bhitarkanika up a few terracotta handicrafts. an eclectic mix of cultural, tribal and National Park and the ‘Cruising along The Tiger Trail beginning from nature tourism. the Circars’ from Visakhapatnam to Jamshedpur and Ranchi to Similipal One can also head to Mandasaru Chilika Lake are also an integral part Tiger Reserve is a delight for wildlife from here. Often called the ‘Silent of the ‘Odisha By Road’ campaign.

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