The hotel industry in India is going through a paradigm shift as several new-age companies are bringing budget hotels to the forefront. This rise can be attributed to a lot of factors – from a surge in disposable income to an increase in business and leisure travel, urbanisation, and the doubling of air travel over the past decade.

These trends, and more, have bolstered the mid-market brands in hospitality sector. It has also increased room inventory and created more competition in the market, prompting everyone operating in the segment to rethink their marketing strategies. Budget hotels chain FabHotels, is one such brand that aims to reach out to masses and rapidly expand across cities via its unique marketing efforts.

In order to achieve this goal, FabHotels has released its first-ever brand film that shows how a business traveller staying at FabHotels recharges and refreshes for his day. The campaign brings to life the brand’s promise of catering to new-age travellers and highlights the ease of stay, booking and standard amenities that all FabHotels rooms provide, anytime, anywhere.

The campaign is particularly targeted at business travellers. The tagline ‘#RechargeRefresh’ encapsulates the notion that FabHotels provides users with everything they need to prepare themselves for the daily battles that their corporate life throws at them. From great hospitality, to sumptuous food and a cozy stay to de-stress and relax – with this campaign, the brand is attempting to explain why business travellers should opt for FabHotels.

The minute-long video is upbeat and provides the right dose of inspiration, without becoming too preachy and, subtly incorporates the value that FabHotels provides. With close to two million views on YouTube, the ad film has managed to garner a lot of eyeballs already.

The film focuses on an individual use case, and as a category builder, it is a great move to tell people how and when they can use FabHotels. Even though the approach is targeted, the content and humor cuts across every age-group and category of travellers.

At TravHQ, we give this ad film a thumbs-up. Travel brands typically focus on leisure travellers, and there seems to be a rising need to delight the business traveller segment with some inspirational marketing. Business travel is a lucrative market, and for a brand like FabHotels, a marketing push like this could result in multiple and repeat bookings in future – reason enough to pay them more attention.

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Lufthansa recently launched its new #SayYesToTheWorld brand campaign in India, celebrating openness and curiosity. The campaign is about exploring a world of new possibilities and saying yes to the unknown.

As part of the cross-media campaign, Lufthansa installed aircraft seats at public locations in Mumbai, Munich, Shanghai and New York, among other places, and asked people walking by to sit in the seats and answer the question “Why do you love the world?” The campaign does not include statement, but open questions that can be answered based on personal and unique experiences, which makes the short ad relatable to a wide variety of travellers, not just in India, but across the world.

This campaign is probably one of the more innovative ones to have come from the company, and aims to question familiar ways of thinking and habits, challenge the status quo, while demonstrating how enriching it is to discover the world. At the heart of all this is Lufthansa’s mission to inspire people to explore, to see the world, and open their minds to new experiences.

The #SayYesToTheWorld adds a new dimension to Lufthansa’s promise in India, after its ‘More Indian than you think’ campaign. The focus shifts from Indian cuisine and hospitality, to a new breed of Indian ‘explorers’, who are willing to push boundaries, and display a different open-mindedness to explore the world.

Commenting on the launch, Wolfgang Will, Senior Director, South Asia, Lufthansa German Airlines, said, “Lufthansa opens up the world to all explorers. With more and more Indians displaying a growing zest for exploring the world, the new campaign adds to our assurance of being ‘More Indian than you think’ and reaffirms our commitment to being a preferred partner to the Indian traveller.”

The new campaign is also accompanied with a new digital engagement hub at LH.com/sayyes. It invites people around the world to pin any place on the online world map and share what they would like to say “Yes!” to there. Participants stand a chance to win a ticket to explore a dream destination in Europe. In line with the campaign, Lufthansa is also reinventing itself in response to the changing customer requirements. Against the backdrop of digitalization, the refreshed brand logo celebrates the distinctive Lufthansa crane created 100 years ago, while transforming it into a dynamic new-age brand. It reflects a thinner ring, which makes the crane look more elegant, bringing it into the foreground and granting it more space. This will take into account the variety of brands in the Group, offering optical neutrality for all companies.

From embracing local cultures to operating its most high-end fleet in India, Lufthansa has been making heavy investments in the Indian marketplace to woo local travellers. In just four years, it has also positioned itself among the top foreign aviation players in the country.

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