Rain, rain, go away, come again another day.
The old nursery rhyme is a popular wish for many hoteliers in India during the country’s monsoon season, which in 2023 has been quite severe.
Monsoon rains from June to September in the states of Kerala and Goa and from July to September in the rest of the country are heralded by many, coming after the sapping heat of summer.
Hoteliers traditionally have not shared in that elation, as the monsoon season can mean a drought for hotel occupancy. But India's hotel industry is looking to change that, starting with marketing the advantages of the heavy rains.
For example, despite being typically considered “off-season,” the monsoons bring out the best in nature with clean air and green vegetation, hoteliers said.
Some call it the season of “joyous rains,” and it is against this verdant background that Indian hoteliers are looking to increase occupancy with attractive packages, notably to domestic travelers in this country of more than 1.4 billion.
“There is a balance that is maintained even during the off-season, which is a result of domestic travelers choosing destinations within India for their getaways. ... Resorts in Kerala have become go-to destinations for travelers within India looking for a quick and pocket-friendly getaway,” said Shilendran Mohanachandran, vice president of sales at CGH Earth Experience Hotels.
Udit Kumar, co-founder of Brij Hotels, said hoteliers must regard the season not as a time to rest, but a time to actively sell.
“During the monsoon season, business at our hotels experiences a decline of 30% to 40% compared to the peak periods. However, we take this opportunity to attract leisure tourists by offering special packages and experiences,” he said.
Embracing the Indoors
Hoteliers with the right mind set will put together packages and activities focused on the indoors, as guests likely will not want to venture out during a monsoon, said Gaurav Apte, general manager at the Goa Marriott Resort & Spa.
“Goa is located on India’s Konkan coast, which receives constant rain. During the monsoon season, travelers like to spend most of their time at the resort,” he said, so the emphasis is on indoor activities.
Apte said his hotels have enhanced packages offering mocktail-making and pastry masterclasses, fun activities and games in a recreation and kids’ room, a fully equipped fitness center and spa and salon experiences.
“We offer specially designed packages that include discounted room rates, complimentary meals and additional amenities like spa treatments, local guided tours and in-hotel activities like culinary classes with chefs, nature walks with a naturalist, interactive sessions with locals, folk music and dance entertainment and showcases of local arts and handicrafts,” he said.
Shilendran said in Kerala, one emphasis is on Ayurvedic treatments.
“Undergoing Ayurveda treatments during the monsoon in Kerala is a way of life. This specific period is called Karkidaka Maasam [the last month of the Malayalam calendar year] when monsoon is at its peak. The treatment, Karkidaka Chikitsa, means ‘treatment done during Karkidaka month.’ It is a rejuvenating and preventive healthcare treatment with specific therapies and diet,” he said.
While these activities elicit interest, what gets guests signing the reservations books is the season’s average daily rates.
“The biggest draw is the attractive pricing,” Kumar said. “We do offer discounted prices during the monsoon season to encourage more guests to visit our properties, and these discounts are mostly bundled as all-inclusive stay packages.”
Apte added lower rates do not equate to lessened guest experiences.
Food is highlighted, too, Kumar said, with menus featuring regional delicacies.
“We utilize seasonal produce from our organic farms and use authentic local recipes,” Apte said, adding promotions might include freshly made fritters, accompanied by a selection of tea, and “the Transitional Food Truck,” a fusion of local and global flavors that include an array of wraps, burgers and other offerings served directly from the kitchen.
Umbrellas at the Ready
Outdoor itineraries — and there can be breaks in the rain — do pose logistical challenges.
Safety is paramount, Apte said.
“We take various precautions such as maintaining proper drainage systems, providing umbrellas and raincoats, ensuring anti-slip measures in walkways and having emergency response plans in place, to ensure a safe and enjoyable stay for our guests,” Apte said.
Guests are always advised to not enter the sea during monsoon season. Waves can be of differing height, and riptides can form.
“It is made known to our guests that some activities are not available or modified due to the rains and safety concerns, especially for outdoor activities. The simpler activities may be offered, however, but others may not be depending upon the severity of the rainfall and other related factors,” Shilendran said.
However, Apte said, “monsoon is a wonderful season to embark on leisure trips, especially if you are someone who enjoys picturesque sceneries. People nowadays tend to travel more in the monsoon season for experiencing the beautiful greenery of nature.”