A conversation with Lemon Tree Hotels, Mr. Patanjali Keswani, about the future of hospitality technology.
Indian hotel chain Lemon Tree Hotels is setting a bold vision for digital transformation. In an exclusive interview, Mr.Patanjali Keswani, Chairman and Managing Director of Lemon Tree Hotels, shared with RMS his strategic approach to leveraging technology to improve operations, enhance guest experiences, and stay ahead in an increasingly competitive market.
Q: What’s Lemon Tree’s strategy for the next 12 to 24 months?
A:
"Our strategy is built on three core pillars: franchising, technology, and quality of goods," Mr. Keswani shared. By leveraging these elements, Lemon Tree aims to expand its footprint in India’s fragmented hospitality sector.
“We’re reimagining our entire tech stack,” Mr. Keswani said, “to drive personalisation and operational efficiency,” including modernising critical systems like property management systems (PMS), central reservation systems (CRS), and customer relationship management (CRM) tools.
Lemon Tree Hotels aims to better understand guest preferences and deliver tailored experiences by leveraging AI-driven loyalty programs and machine learning algorithms. For example, a returning guest’s past preferences—whether it’s a favourite room type or dining habit—could automatically inform staff decisions, creating a seamless, personalised stay.
Q: Digital transformation can be daunting. What does this look like for Lemon Tree?
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“Digital transformation is more than a buzzword; it’s the backbone of how we’re evolving to meet modern guest expectations,” Mr. Keswani emphasised. For Lemon Tree Hotels, this means adopting advanced revenue management practices powered by data lakes.
By transitioning from predictive to prescriptive analytics, the company can optimise pricing strategies, better control costs, and make more informed decisions. “We’re not just looking at what might happen; we’re creating systems that guide us on what should happen,” Mr. Keswani explained.
Partnering with Boston Consulting Group has been instrumental in this journey. Lemon Tree Hotels is focused on ensuring these changes are implemented smoothly across properties while minimising disruption for teams and guests alike.
Q: How can technology partners support this transformation?
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Mr. Keswani was candid about the importance of collaboration. “For us, ease and interoperability are non-negotiable,” he stated. “Any partner we work with, including RMS, must ensure their systems integrate seamlessly into our broader tech ecosystem.”
The emphasis on interoperability is critical for hotels navigating their digital transformations. Smooth communication between systems is essential for achieving a cohesive operation, whether connecting a PMS (Property Management Software) to a CRM (Customer Relationship Management) or integrating third-party booking platforms.
For example, imagine a PMS that can automatically share booking data with the marketing team’s CRM. This integration enables personalised email campaigns targeting returning guests with tailored offers—a win for both operations and guest satisfaction.
Mr. Keswani concluded the conversation by saying, "We want integration to be super easy. Otherwise, that becomes non-negotiable to me. And if that doesn't work, then there's no point in having a reimagined tech stack."
Key takeaways:
Lemon Tree Hotels' approach to digital transformation highlights three key insights for the hospitality industry:
- Invest in smart tech: Prioritise tools that enhance personalisation and efficiency, such as a power Hotel PMS and integrated CRM systems.
- Think long-term: Digital transformation is a journey, not a destination. Focus on scalable solutions that align with your growth strategy.
- Collaborate with the right partners: Choose technology providers who prioritise seamless integration and understand the unique needs of hospitality operations.
As Mr. Keswani noted, “Standing still is not an option.” In an industry that thrives on delivering exceptional guest experiences, staying ahead of technological advancements is crucial. Lemon Tree Hotels' journey offers a compelling blueprint for hoteliers looking to navigate their own transformation, blending innovative tools with a commitment to operational excellence.
Watch the full conversation here:
