REPLY ADDRESS BY MR. DINSHAW B AVARI ON THE OCCASION TO COMMEMORATE HIS 85th BIRTHDAY on NOV 5, 1987-
“My instructions which are today even being repeatedly conveyed by my son Byram to all our Executives and our Organisation, are that sometimes you may be short of money, so call the persons and explain to them about this and even pay interest on the delay but never deduct a bill wrongly by even One Rupee and if a supplier has made a mistake in his calculations, then correct it and pay the sum but do not pay One Rupee even less as you will have to pay a thousand times more because remember ‘KHODAI KI LATHI NU AWAJ NATHI’.
In life, you must do Charity but Charity always begins at home and you must never give up your money which is yours by right nor should you try to take undue advantage of claiming monies which are not yours.
In my life, I have found that being practical has made me successful. Adjust to the times and do not fight the situation.
At one time in the Hotel, we found that in the Washing department, we were suffering losses through theft of Silverware. My Managers told me to put on Chowkidars and Security Guards. Instead I increased the salaries of the staff by Rs. 25/- per person. In the 1950’s this was a lot of money. The Chowkidars were not needed, the thefts stopped and the staff were happy. This was yet another example of being practical.
I learnt long ago to be humble. My first example was when I was the top insurance agent in Sun Life Insurance, I became proud that nobody could do my job and submitted my resignation to Sir Phiroz Sethna (thinking I am irreplaceable). He immediately accepted and I learnt my lesson. I eventually withdrew my resignation but this example of humility I have learnt & subsequently practiced and I have taught my son and my grand children.
I followed the noble examples of great Parsis of Karachi like Late Mr. Jamshed Mehta, Khan Bahadur Ardeshir Mama, Sir Cowasjee Katrak, Edulji Dinshaw and family and more particularly my friends Hoshang, Minoo and Dinshaw Dinshaw, Mr. Shapurji Supariwala, Mr Minoo Spencer, Mr Jehangir Punthaky and Mr Cyrus Minwalla, who were the pioneers of the Parsi Community.”
Hotels [rooms] marketing used to be so much easier- you put an advert in the newspaper or magazine to promote your product or facility or promotion. That’s IT!
TV was around but one of the most expensive mediums to market a hotel- and only the large Hiltons, Hyatts and Sheratons of the world used it.
Then came the ‘90s email usage on a commercial basis, so we started emailing clients and guests.
Close on its heels came the WWW … followed by our “friend”, SOCIAL MEDIA in the last decade!
Very very confusing … not only to customers – with the JUNK being posted daily – but also to hotels.
Where & who do we market to?
When will our customer be “online”?
Who will see our advert in the clutter & junk of the information
available on the Web & Social?
Newspapers officially have a shelf life of 24 hours … in practice, it’s a few hours – the moment the paper is put back on the coffee table, that’s it.
Magazines fare a little better (with their “official” shelf life of a week or month- depending on its publication).
We dabble in WhatsApp and SMS content too … not very satisfying!
…and SOCIAL … the amount of information explosion taking place is phenomenal and mind boggling. A tweet is literally lost in seconds. Few years back I actually experimented one day to see how many tweets used to go through on my account – I lost count after 800 or so! Say a 1000 tweets in 9 hours! That was when I had just started on Twitter. I don’t even want to try a similar experiment today.
What’s the best platform for hotel services marketing then?
I REALLY DON’T KNOW
Only time will tell how to really market the hotel industry. For now, we dabble in FB, IG or Twitter; maybe an advert in a newspaper; some messaging from time to time – but I am at a complete loss as to what is the future of advertising & marketing a hotel is in the 2020s and beyond!