Sarbendra Sarkar has his eyes and ears on India’s Northeast. And all for valid reasons.  Sarkar firmly believes that the time is ripe for Northeast given that the government has made a range of efforts to propel growth in the region. Especially in the light of the newly created North East Special Infrastructure Development Scheme (NESIDS) – a centrally-funded scheme to boost multiple projects like power and connectivity to enhance tourism among others. It has been widely reported that around 22 projects worth approximately 885 crore rupees have been earmarked for funding under this program and tourism features significantly under the scheme. So the sharp investor and alumnus of Cornell University in the USA, knows where to put in his money. Founder and CEO of Cygnett Hotels & Resorts, India, Sarkar is a name to reckon with in the hospitality industry. Armed with HM (hotel management) and MBA (Executive Education and Professional Development Programme), Sarkar has gathered his professional experience from the likes of IHG, ITC Hotels, Starwood Hotels, Marriot and Louvre Hotels.

Cygnett is a progressive and tech savvy hotel company having 35 alliances with 25 operational hotels and 10 hotels at various stages of pre opening within 4 years of operations. Cygnett Hotels and Resorts came into being as a dynamic and progressive Hotel Management and Brand Franchising company with the association ABF, INC, USA (50 Glenlake Parkway, Suite 350, Atlanta, GA (30328) And, after two years of careful and detailed analysis and groundwork, it began in 2012 in India with the vision of creating a hotel company that is responsive to the demands of a metamorphosing world, without compromising the ideals of good hospitality, quality comfort and great service. Today, it is already on its way to open 113-plus hotels across 75-plus cities in India and over 6 International locations within the next five years. “We are looking forward to adding 6000-plus keys by 2022 and to benchmark “Cygnetture Service & Experiences” in the industry,” says Sarkar who brings in 25 years of experience that encompasses hotel operations, project development, business development and brand management, strategic and resource planning. Now, he is all set to redefine hospitality in the Northeast.

Here are excerpts from his talks with Hoihnu Hauzel, where Northeast is the region in focus for Cygnett Hotels and Resorts’ expansion in the future.

Northeast: a sustainable travel economy

The Northeast, as a part of the country, is unexplored in various ways—especially in terms of knowing the culture and way of life. There is so much distinctness in the region that should be showcased, be it through fairs and events, across the country and globally as well. Infrastructural development and linking between various destinations should also be looked upon.

Expansion plans in the Northeast

Northeast will always remain closer to heart. We are enchanted by the beauty of the region. We are therefore planning to expand our footprints in cities and destinations that are lesser known within the region. For instance who would have heard of places like Mangaldoi – a place that was named after Mangaldahi, who was the daughter of the Rajah of Darrang and was married to Susenghphaa, a ruler of the Ahom kingdom, so in many ways the nondescript place is full of history; Dibrugarh, the tea capital of India and it is home to several tea gardens dating back to the British era; Ziro, one of oldest towns of Arunachal Pradesh which is gaining popularity for the annual Ziro festival featuring a unique outdoor music festival  with participants from across the world; Dispur the Guwahati Tea Auction Centre where a variety of tea is auctioned here and naturally that in itself is a big draw. And of course, the already popular Tawang of Arunachal Pradesh that lures tourists with its unique monasteries. Furthermore, Yang Yang a birdwatcher's paradise in South of Sikkim and historic town of Imphal are also in our radar. Also, we will be expanding across all major cities in the Seven Sister states, and Sikkim.

Challenges in hotel business

Although Guwahati and Bongaigaon are the biggest achievers in this territory, we face certain challenges in a few. For instance, in Itanagar political turbulence and no air-connectivity tend to be the issue. It is also true that interstate connectivity in the Northeast remains a challenge, although the government is taking active measures to resolve this issue. It is important to establish transit and connectivity between hotels and major airports and railway stations to make travel for tourists convenient and attractive.

Budget and boutique-style branding

When it comes to Northeast we feel both the products in the category of boutique-style and budge are perfect fit to address travellers’ needs. That said the destination needs to be carefully evaluated before zeroing in on setting up a particular type of property. If we talk about a boutique hotel, the unit should be experiential where one can experience the local culture. Immersive travel is what is in and Northeast is a destination to allow travellers to immerse in its exotic culture.

Staff training and retention go hand in hand

Yes, it is a big challenge to train staff and then to retain them. But that isn’t so specific a problem to the region. However, we have worked extensively on training with positive outcomes. We take active measures to train the staff by defining SOPs and creative service designs. Our corporate trainer at the HQ ensure to travel on a regular basis to other locations to keep the staff not only updated and well-groomed, but also make them aware of the latest trends in hospitality.

Future and cutting edge technology

Hotel technology is critical to guest services and we are consistent throughout the chain. Cygnett has customised next-gen technology engine and introduced 'CygnettCX' which comprises several inter-meshed components, including an information-rich and user-friendly website, web-Indirect, GDS, Revenue Management, Distribution system, CCC, cloud Central Reservations System (CRS), etc., to understand and deliver personalised hospitality experience to every traveller.

The company sales network that may fit players in the Northeast

Cygnett is selling units via different media; be it direct bookings generated through our website or listings in OTAs, we have ensured a healthy presence in the market. Our Central Reservation System has its own call centre service available round the clock to answer queries from guests. In addition, we are connected with 640,000 travel agents globally, taking our reach to distant frontiers. Our pan-India sales office presence ensures our strong presence across over 2,000 TAs and corporate relationships.